Presented at SMX West, March 5th, 2015 As the growth of video marketing continues, all organizations/brands have a unique opportunity to reach a larger amount of potential customers through the use of differentiated content. In this presentation you will learn how organizations can systematically use Hangouts on Air to create a winning video strategy that leverages your internal team, strategic partners and current/prospective customers to create content that will reach a larger audience.

1. March 5, 2015
How to Create Video Content
Using Hangouts on Air
Grant Tilus
Inbound Marketing Manager at
Collegis Education

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• Inbound Marketing Manager
Collegis Education
• Content Marketing Director
MnSearch.org
Advanced YouTube Viewer 
Marketer/Jock/Nerd/Parent 
Root Beer Connoisseur 
Grant Tilus

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What Video Consumption Used to Be

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Where Video Marketing is Today

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We Can’t Get Enough of It

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You Need More Video Content

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Video Can Be Intimidating

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You’re Not a Trained Videographer

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Budgets are Tight

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Have You Tried Hangouts on Air?

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It’s Time to Get Started

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It’s Time to Get Started

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@GrantTilus
#SMX #32c
It’s Time to Get Started

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@GrantTilus
#SMX #32c
It’s Time to Get Started

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@GrantTilus
#SMX #32c
It’s Time to Get Started

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It’s Time to Get Started

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Are You Ready?

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Invest in the Platforms

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Find the Right Equipment for You

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Discuss the Right Direction

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• Live Public
• Live Invite Only
• Non-Live Invite Only
Types of Hangouts on Air

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• Live Public
• Live Invite Only
• Non-Live Invite Only
Types of Hangouts on Air

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@GrantTilus
#SMX #32c
• Live Public
• Live Invite Only
• Non-Live Invite Only
Types of Hangouts on Air

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• What do you want to be known for?
• Showcase your UVP
• Highlight your brand’s voice
• Focus on building your brand
• Conduct competitive analysis
• Think about your target audience
Determine a Content Strategy

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• Is it individual or
organizational authority?
• Authority through information
• Use subject matter experts
• Internal or external
• Are you an expert?
Where Do You Have Authority?

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Find a Way to Differentiate

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• Entertain
• Educate
• Persuade
• Inspire
Focus on Providing Real Value

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Interviews
Create Different Types of Content

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Discussion Panels
Create Different Types of Content

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How to
Create Different Types of Content

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Podcasts
Create Different Types of Content

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Information
Sessions
Create Different Types of Content

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Q&A
Create Different Types of Content

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Industry News
and Trends
Create Different Types of Content

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Showcase
Expertise
Create Different Types of Content

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Product
Demonstrations
Create Different Types of Content

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Promote a Cause
Create Different Types of Content

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Promote an Issue
Create Different Types of Content

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Promote a
Lifestyle
Create Different Types of Content

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Customer
Testimonials
Create Different Types of Content

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Mobile
Create Different Types of Content

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Take Advantage of Topic Trends

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• Content planning
• Frequency
• Event promotion
• Creative assets
• Technical setup
• Practice
• Etc.
Develop a Production Process

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• Organic views are key
• Discover areas to focus the
conversation
• Find a keyword family
• What to do when…
• Careers in…
• Traveling to…
• How to invest in…
Create Optimized Titles
Ubersuggest CPC & Search Volume Enhancer

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• Use a template
• Input conversation points
• Key questions to answer
• Fluid conversation
• Helps avoid mistakes
• Easier for participants
• Keeps you on time
Create a Program Outline

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• Nose
• The 5 W’s
• Body
The details
• Keep things moving
• Tail
• Recap
• Key takeaways
• Desired actions
• Next time
Understand the Structure

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Remember: Length Matters
http://bit.ly/1efy9PA

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• Good with the technology
• Authoritative
• Authentic
• Engaging
• Knowledgeable
• Cool under pressure
• Fully invested
• Able to keep things moving
Find the Right Host

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• Good with the technology
• Authoritative
• Authentic
• Engaging
• Knowledgeable
• Cool under pressure
• Fully invested
• Able to keep things moving
Find the Right Host
Not this guy

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• Internal and external
• Develop industry connections
• Benefits:
• Borrowed authority
• Third-party validation
• Gain credibility
• Unique content
• Win/Win for experts
• Wider audience
Find the Right Talent

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• Internal and external
• Develop industry connections
• Benefits:
• Borrowed authority
• Third-party validation
• Gain credibility
• Unique content
• Win/Win for experts
• Wider audience
Find the Right Talent

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@GrantTilus
#SMX #32c
• Internal and external
• Develop industry connections
• Benefits:
• Borrowed authority
• Third-party validation
• Gain credibility
• Unique content
• Win/Win for experts
• Wider audience
Find the Right Talent

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@GrantTilus
#SMX #32c
• Internal and external
• Develop industry connections
• Benefits:
• Borrowed authority
• Third-party validation
• Gain credibility
• Unique content
• Win/Win for experts
• Wider audience
Find the Right Talent

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Showcase Your Organization

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Showcase Your Organization

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Background Fail

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Background Fail

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Show Your Brand with Lower Thirds

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Show Your Brand with Lower Thirds

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Show Your Brand with Lower Thirds

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Show Your Brand with Lower Thirds

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• Hangouts on Air can be delicate
• Sound quality trumps video
quality
• Self manage the video feed
• Select the correct equipment
• Try earbuds
• Mute mics
• Avoid Wi-Fi
Manage the Production Quality

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• The Hangout ToolBox
• Showcase
• Screenshare
• Q&A
• Google Effects
Use the Apps

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• Edit video description
and thumbnail
• Include timestamps
• YouTube optimization
• Crop video
• Add annotations
• Promote content
• Additional content
creation
Post Production Activities

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Repurpose Video Content

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Repurpose Video Content

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Repurpose Video Content

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Create Different Uses

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• Brand awareness
• Build authority
• Topic awareness
• Competitive advantage
• Organization goals
• Educate audience
• Referral traffic
• Engagement
Set Your OKRs

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• Brand awareness
• Build authority
• Topic awareness
• Competitive advantage
• Organization goals
• Educate audience
• Referral traffic
• Engagement
Set Your OKRs

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• Retention
• Engagement
• Participation
Focus on Your R.E.P.

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• Retention
• Engagement
• Participation
Focus on Your R.E.P.

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• Retention
• Engagement
• Participation
Focus on Your R.E.P.

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• Demographics
• Traffic sources
• Playback locations
• Devices
• Audience retention
• Subscribers
• Engagement metrics
• Annotations
Use YouTube Analytics to Improve

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• Build a foundation of content
• Promote your passion
• Master the soft sell
• Practice newsjacking
• Play the long game
Keep It Up

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Are You Excited to Get Started?

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• Develop a content strategy for creating videos
• Use Hangouts on Air for creating more video
content
• Optimize everything
• Become a Hangout on Air expert
• Focus on finding ways to improve
Key Takeaways

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• @GrantTilus
• linkedin.com/in/granttilus
• plus.google.com/+GrantTilus
• Grant.Tilus@CollegisEducation.com
• www.collegiseducation.com
Stay Connected

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