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Video content marketing b2b 
In this file, we share with you all information that related to video 
content marketing b2b such as video marketing tips, video marketing 
tools, video marketing sites. 
If you need top free materials below, please visit: 
videomarketingaz.com 
· Top 21 tips for video marketing 
· Top 31 sites to upload your videos 
· Top free 7 tools for video marketing 
I. Video marketing content for you! 
Throughout 2012, video marketing for B2B businesses undoubtedly 
showed an upward trend in both effectiveness and popularity, and most 
industry observers expect this to continue into 2013 and beyond. 
Here are a few relevant findings from respected industry reports and 
trends to back up this claim: 
Research firm and reviews publisher, Software Advice, recently found in 
their 2012 B2B Demand Generation Benchmark Survey that video was 
the second most popular type of content used across channels. 
In another study, B2B Content Marketing: 2013 Benchmarks, Budgets, 
and Trends — North America carried out jointly by MarketingProfs and 
the Content Marketing Institute, it was found that video had the largest 
Video marketing. Free pdf download examples Page 1
increase of any content marketing tactic in 2012, jumping by 70 percent 
from an already hot 54 percent increase in 2011. 
Findings from Searchmetrics could partly help to explain this trend. 
They found that, of all content included in Google’s general search 
listings, video appeared most frequently, being displayed in over 70 
percent of search results. 
Perhaps more importantly than its impact on SEO are the results video 
has had in generating the desired response from target markets. 
A study from the Web Video Marketing Council and Flimp Media 
suggests that the use of video embedded in an email is a powerful tool, 
with 88 percent reporting that email with integrated video improves 
campaign performance, 76 percent acknowledging that it generates high 
click-through rates, and 72 percent believing that their prospective 
clients are more likely to buy after viewing video content sent via an 
email. 
CMI’s B2B Content Marketing Report also illustrates that a significant 
majority of B2B marketers — 58 percent — believes that video is an 
effective form of B2B marketing. 
So if you believe the reports and buy into the reasons why video can be 
such an effective marketing channel for B2B marketers, let’s look at 
how you can make it happen — and how to achieve amazing results with 
it. 
We begin with the preparation phase: the tasks involved in building your 
strategy for creating video marketing efforts that will get a response 
Video marketing. Free pdf download examples Page 2
from your viewers and, ultimately, help transform them into satisfied 
customers. (In our next post, we will follow on this foundation with 
processes for executing on this strategy.) 
Step 1: Define your purpose 
Firstly, let’s look at why you need to define a purpose before you 
create your first content marketing video campaign: 
· Reason 1: A defined purpose will save you money, because you 
can create very specific, targeted videos with simpler messages. 
Your videos will be shorter and easier to digest, and you won’t 
need to spend money on creative ways to appeal to “everybody” all 
at once. 
· Reason 2: With more crafted and targeted messages, you’re more 
likely to see a response that gives you a return on your investment, 
as it will resonate more effectively with the customers who 
actually want/need your product or service. 
· Reason 3: Getting your video found by your potential customers 
will be cheaper and easier to achieve than a catch-all video, too. 
Rather than competing against big-budget competitors to have your 
video ranked for broad search terms (which are expensive to bid on 
in Google Adwords), you can focus on the more cost-effective 
long-tail terms that better match the video’s content. 
Hopefully those three reasons are good enough for us to move on and 
talk about achieving this clarity of purpose, which prompts the question, 
“What do we mean by purpose anyway?” Well, it actually means a 
couple of things… 
Video marketing. Free pdf download examples Page 3
First, what response are you trying achieve, and what metrics will you 
use to judge if you have achieved it (i.e., what will tell you that the video 
has been a success)? There are myriad different purposes you may want 
your videos for, including: 
· To make a sale 
· To generate an inbound lead 
· To position your brand or build brand awareness 
· To demonstrate a new product or service 
· To educate a market 
· To entertain 
Once you’ve decided what outcome you’re striving for (and how its 
success will be measured), the second purpose you need to define is 
what audiences are you trying to reach. (This is directly related to the 
first list.) 
For example, there is no point in trying to make a video that appeals to 
junior executives with no purchasing power if you’re trying to clinch a 
sale, or to create a video to educate the market if the landscape is 
generally well known amongst decision makers. 
Some questions to keep in mind about your target: 
· Are they senior decision-makers, mid-level influencers, or 
observers who may be making decisions five years hence? 
· Do they speak your industry language (e.g., a techie to a techie), or 
are you trying to reach a different type of executive who may not 
be so familiar with your industry jargon (e.g., a results-driven sales 
Video marketing. Free pdf download examples Page 4
outsourcing company trying to reach a new, creative, product-obsessed 
market), or someone not in your industry at all (e.g., a 
government regulator)? 
· Do they care more about numbers and metrics, or vision and 
aspiration; details vs. big picture; process vs. creativity; layers of 
bureaucracy vs. flat structure, etc.? 
The best way to come up with an answer to this second question is to 
imagine you’re having a conversation with your “perfect customer” at a 
trade show. How do you greet them, what do you talk to them about, and 
in what manner? This is roughly how your video should address that 
same “perfect customer.” 
So now that you have your purpose — a measurable outcome plus a 
target market — it’s time to pick the right kind of video to appeal to that 
segment and put a swing in your metrics barometer. 
Step 2: Pick the right video type for your purpose 
There are nearly as many types of video as there are purposes, which is 
great because it means you can usually find a pretty close fit between the 
finished video and your desired outcome. However, it does provide you 
with a somewhat complex web of choices. Here are just a few of them: 
· Animated/cartoon 
· Whiteboard/illustration 
· Time-lapse 
· Talking head(s) 
· Interview 
Video marketing. Free pdf download examples Page 5
· Presentation 
· Montage 
· On-location/at-event 
· Behind-the-scenes/documentary 
· Product demo 
· Case study 
Then you have to think about the tone: 
· Corporate or creative 
· Market leader or new entrant 
· Humorous or serious 
· Collaborative or competitive 
· Traditional or irreverent 
· Formal or informal 
· Technical or colloquial 
Then there are the finishing touches to think about: 
· Subtitles 
· Background music 
· Voiceover 
· Interactive technology 
· Length 
Of course, these lists go on (and on, and on…), so that’s why it’s so 
useful to know your purpose first — from there, you can more easily 
eliminate the styles and tones that definitely won’t fit, and concentrate 
Video marketing. Free pdf download examples Page 6
on those that will. (We’ll talk more about tone and personality in Step 
4.) 
Deciding on the right video format 
When choosing the format of your video, think about your existing 
brand and the brands of your major clients: 
· Is your existing website cartoonish, like Hipmunk, Mailchimp, and 
Team Treehouse? 
· Or does it focus on ease of use and design aesthetic, like Heroku, 
Dropbox, and Square? 
· Maybe it’s designed to show thought leadership, like Accenture, 
KPMG, and McKinsey & Co.? 
· Perhaps it’s more utilitarian and full of information on features and 
benefits, like 37Signals, Leads Explorer, and Hubspot? 
· Or heavy on testimonials to inspire trust and credibility, like 
Balsamiq and Badgeville? 
Once you’ve thought about this, the above list starts to get more 
manageable: The first set of companies would do well to stick with 
animation; the second, a time-lapse video; the third group, an interview 
or presentation; the fourth group may go with the whiteboard or product 
demo; and the final group, talking heads or case studies. 
One assumes that your website is optimized to appeal to your customer 
base, but it’s worth pausing for a moment and looking at your five 
highest-priority target customers and seeing if the style of their corporate 
communications are similar to yours. If not, how will you resonate with 
them? 
Video marketing. Free pdf download examples Page 7
With your purpose in mind, and a style of video chosen to suit that 
purpose and the existing style of your online brand, it’s time now to look 
at the choice of video length. 
Step 3: Let’s talk length 
Everyone knows length is important, but no one can agree what the 
perfect length is. 
According to the graph below, taken from Forbes Insight’s report, Video 
in the C-Suite, the majority of executives prefer three- to five-minute 
videos, while only 9 percent prefer longer than five minutes, and 36 
percent still prefer videos that are one to three minutes in length. 
A quick search on YouTube and Google finds that most B2B videos 
with hits in the hundreds of thousands, or even millions, tend to be 90– 
120 seconds in length. 
However, that only goes to prove that they’re popular in general; it 
doesn’t show whether they were effective at achieving the desired 
outcome within their targeted market. 
My suggestion on finding the right video length is that the length should 
be a function of your stated purpose. 
You can’t really provide thought leadership in 90 seconds, so you’ll 
need videos closer in length to those found on a site like TED‘s, which 
are often up to 18 minutes long. That may be pushing it for many 
brands, but certainly a target range of 8 to 12 minutes is a good estimate 
Video marketing. Free pdf download examples Page 8
for these kinds of videos. However, you wouldn’t want a product demo 
to run for 10 minutes, when you can communicate the key features in 90 
seconds. 
Humor can be achieved in 30 seconds or less, while gravitas or 
educational content may take longer. Testimonials can be 10-seconds 
long, whereas case studies may have more impact if they include 
sufficient details, so they might need to run longer — between two and 
five minutes. 
At this point it’s best to approximate your video length depending on 
purpose (outcome and audience) and the complexity of the message; 
then, measure and refine according to the actual results, as there is no 
golden rule. 
However if you’re an absolute stickler for golden rules and have no time 
or budget to experiment, it seems your best bet would be to create videos 
two to five minutes in length, and you shouldn’t go too far wrong. 
Now that we’ve agreed length isn’t everything, we need to consider 
brand personality, and how your videos will reflect your brand’s values. 
Step 4: Just be yourself 
With a video type chosen, and a target length decided upon, it’s time to 
start thinking about the content of the video — particularly about how 
you want to portray your brand. 
There is one simple, golden rule for this decision — be yourself. 
Video marketing. Free pdf download examples Page 9
You don’t want any major incongruity between your existing brand and 
the content of your video. This needs to play into the narrative you 
develop, how the script is written, and what your call to action is. 
Bringing together steps two to four, lets look at some hypothetical 
examples: 
Example 1: New Horizon Sales 
New Horizon Sales is a start-up trying to prove that its new 3D 
Claytronic sales reps are the future of the direct sales industry. Its 
purpose is to educate the market on a brand new, untested technology, 
and to do so it will need to reach the highest-level executives, regulators, 
and sales directors. 
To achieve this, the company may choose a series of documentary-style 
videos showcasing its Claytronic sales reps out in the field, with each 
video focused on one of its key advantages, such as effectiveness or 
reduced costs. Each video should run between three and five minutes, 
due to the need for a narrative to be established and the key educational 
points to be conveyed. 
To measure its success, the company would run a market survey before 
and after the launch of the video campaign, to measure awareness of, 
and attitudes towards, its new technology amongst its target market, as 
well as how many inbound enquiries it generates. The call to action 
could be as simple as, “Learn more about the future.” 
Example 2: Big Data Corp. 
Video marketing. Free pdf download examples Page 10
Big Data Corp., a fast-growing SME in the competitive “big data and 
analytics” space, is trying to establish its solution as being the most 
advanced in the market, supported by the most talented team. 
Its purpose is to position its brand as thought leaders, targeting data 
scientists and strategic executives at FTSE 500 firms, and to generate 
leads for its sales team to follow up with. 
To achieve this, the company could focus on proving its technical 
competence by producing videos of its talks at industry conferences and 
interviews with happy customers and its lead product developers. These 
may run between 10 and 15 minutes in length, as big-picture topics are 
being explored and the company will need to prove its depth of 
knowledge and technical proficiency. 
Each video would have a strong call to action, and have buttons next to 
it, allowing viewers to download white papers, or contact a product rep. 
Success would be measured by the number of leads generated, and a 
market research survey would also be helpful to gauge how the company 
is comparatively viewed against its competitors in terms of innovation 
and thought leadership, before and after the video campaign. 
Example 3: BadAss Software 
BadAss Software is a software company vying for the business of 
freelancers, to help with its accountancy, CRM, and invoicing needs. Its 
purpose is to generate direct sales from very small companies and 
freelancers. 
Video marketing. Free pdf download examples Page 11
To achieve this, the company may choose a more irreverent tone 
delivered via cartoons that make fun of more expensive/corporate 
software, and should end each video with a specific call to action — for 
instance, a free trial, or perhaps even giving customers the chance to star 
in a future cartoon as a caricature of themselves, for the best case studies 
submitted after their software trial period. 
Video length is probably 90–120 seconds to capture to attention of 
freelancers juggling multiple tasks, with just one feature delivered per 
video. Success is measured by the increase in sales, and by how many 
times the video offer code is used to claim a free trial. 
Conclusion and next steps 
Now that we have an idea of how purpose combines with the basics of 
video type, tone, and length, our next post will outline the steps for 
executing on your video content marketing plan. Stay tuned… 
II. Video marketing tips 
#1: Take advantage of video’s 
branding opportunities 
For branding purposes, have your 
company logo displayed 
prominently somewhere on the 
screen. You can do this at all 
times, or during key times in your 
video. 
In the image below, notice how the company logo is displayed in the 
upper-left corner. You can display your logo throughout your video or 
only at key times. 
Video marketing. Free pdf download examples Page 12
#2: Include your URL in your video 
When you edit your video, take advantage of the different editing 
features. One easy feature is to add a text box to your video. This is 
where you can display your website address and it’s a great way to get 
exposure. 
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she 
used a text box in her video to display key information, including her 
website URL at the end of her video. Smart move! 
#3: Make your title count 
Just like a headline to a blog post, video titles can pull powerful traffic. 
There are two main reasons why the title is so important. One, a great 
title can instantly grab a viewer’s attention. 
Two, when you use the appropriate keywords in your title, you are more 
likely to show up on search engines when people are searching for your 
topic. And remember Google owns YouTube, so there’s a story 
connection between video and searching. 
#4: Provide excellent content 
Take some time to think about your ideal viewer. What do you know 
that they’ll find valuable? What can you teach them? “How-to” videos 
are extremely successful because not only do they offer great value to 
your viewer, but also you’re able to showcase your knowledge and skill, 
thus positioning yourself as an expert. This is key as you continue to 
grow your brand 
#5: Always provide an HTML link 
Video marketing. Free pdf download examples Page 13
When you post on YouTube, you have the option to write a short 
description of your video. Always start with the link you want to drive 
your viewers to so you don’t miss this key opportunity. 
Here’s a snapshot of the description boxes from one of my YouTube 
videos. Notice the placement of my website URL (it’s the first thing 
you want to put in the box!) and the keywords I used in my title as well 
as the description. 
#6: Go beyond YouTube 
Most people post their videos on YouTube. In addition to this, make 
sure to always embed your video on your own website. This will 
increase the amount of time people spend on your website and help grow 
a captive audience. 
Also, Google’s algorithms consider how many times a video is viewed, 
and embedded video views you receive get added to the ‘views’ tally on 
YouTube. This is important for showing up in Google search results! 
Video marketing. Free pdf download examples Page 14

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Video content marketing b2b

  • 1. Video content marketing b2b In this file, we share with you all information that related to video content marketing b2b such as video marketing tips, video marketing tools, video marketing sites. If you need top free materials below, please visit: videomarketingaz.com · Top 21 tips for video marketing · Top 31 sites to upload your videos · Top free 7 tools for video marketing I. Video marketing content for you! Throughout 2012, video marketing for B2B businesses undoubtedly showed an upward trend in both effectiveness and popularity, and most industry observers expect this to continue into 2013 and beyond. Here are a few relevant findings from respected industry reports and trends to back up this claim: Research firm and reviews publisher, Software Advice, recently found in their 2012 B2B Demand Generation Benchmark Survey that video was the second most popular type of content used across channels. In another study, B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America carried out jointly by MarketingProfs and the Content Marketing Institute, it was found that video had the largest Video marketing. Free pdf download examples Page 1
  • 2. increase of any content marketing tactic in 2012, jumping by 70 percent from an already hot 54 percent increase in 2011. Findings from Searchmetrics could partly help to explain this trend. They found that, of all content included in Google’s general search listings, video appeared most frequently, being displayed in over 70 percent of search results. Perhaps more importantly than its impact on SEO are the results video has had in generating the desired response from target markets. A study from the Web Video Marketing Council and Flimp Media suggests that the use of video embedded in an email is a powerful tool, with 88 percent reporting that email with integrated video improves campaign performance, 76 percent acknowledging that it generates high click-through rates, and 72 percent believing that their prospective clients are more likely to buy after viewing video content sent via an email. CMI’s B2B Content Marketing Report also illustrates that a significant majority of B2B marketers — 58 percent — believes that video is an effective form of B2B marketing. So if you believe the reports and buy into the reasons why video can be such an effective marketing channel for B2B marketers, let’s look at how you can make it happen — and how to achieve amazing results with it. We begin with the preparation phase: the tasks involved in building your strategy for creating video marketing efforts that will get a response Video marketing. Free pdf download examples Page 2
  • 3. from your viewers and, ultimately, help transform them into satisfied customers. (In our next post, we will follow on this foundation with processes for executing on this strategy.) Step 1: Define your purpose Firstly, let’s look at why you need to define a purpose before you create your first content marketing video campaign: · Reason 1: A defined purpose will save you money, because you can create very specific, targeted videos with simpler messages. Your videos will be shorter and easier to digest, and you won’t need to spend money on creative ways to appeal to “everybody” all at once. · Reason 2: With more crafted and targeted messages, you’re more likely to see a response that gives you a return on your investment, as it will resonate more effectively with the customers who actually want/need your product or service. · Reason 3: Getting your video found by your potential customers will be cheaper and easier to achieve than a catch-all video, too. Rather than competing against big-budget competitors to have your video ranked for broad search terms (which are expensive to bid on in Google Adwords), you can focus on the more cost-effective long-tail terms that better match the video’s content. Hopefully those three reasons are good enough for us to move on and talk about achieving this clarity of purpose, which prompts the question, “What do we mean by purpose anyway?” Well, it actually means a couple of things… Video marketing. Free pdf download examples Page 3
  • 4. First, what response are you trying achieve, and what metrics will you use to judge if you have achieved it (i.e., what will tell you that the video has been a success)? There are myriad different purposes you may want your videos for, including: · To make a sale · To generate an inbound lead · To position your brand or build brand awareness · To demonstrate a new product or service · To educate a market · To entertain Once you’ve decided what outcome you’re striving for (and how its success will be measured), the second purpose you need to define is what audiences are you trying to reach. (This is directly related to the first list.) For example, there is no point in trying to make a video that appeals to junior executives with no purchasing power if you’re trying to clinch a sale, or to create a video to educate the market if the landscape is generally well known amongst decision makers. Some questions to keep in mind about your target: · Are they senior decision-makers, mid-level influencers, or observers who may be making decisions five years hence? · Do they speak your industry language (e.g., a techie to a techie), or are you trying to reach a different type of executive who may not be so familiar with your industry jargon (e.g., a results-driven sales Video marketing. Free pdf download examples Page 4
  • 5. outsourcing company trying to reach a new, creative, product-obsessed market), or someone not in your industry at all (e.g., a government regulator)? · Do they care more about numbers and metrics, or vision and aspiration; details vs. big picture; process vs. creativity; layers of bureaucracy vs. flat structure, etc.? The best way to come up with an answer to this second question is to imagine you’re having a conversation with your “perfect customer” at a trade show. How do you greet them, what do you talk to them about, and in what manner? This is roughly how your video should address that same “perfect customer.” So now that you have your purpose — a measurable outcome plus a target market — it’s time to pick the right kind of video to appeal to that segment and put a swing in your metrics barometer. Step 2: Pick the right video type for your purpose There are nearly as many types of video as there are purposes, which is great because it means you can usually find a pretty close fit between the finished video and your desired outcome. However, it does provide you with a somewhat complex web of choices. Here are just a few of them: · Animated/cartoon · Whiteboard/illustration · Time-lapse · Talking head(s) · Interview Video marketing. Free pdf download examples Page 5
  • 6. · Presentation · Montage · On-location/at-event · Behind-the-scenes/documentary · Product demo · Case study Then you have to think about the tone: · Corporate or creative · Market leader or new entrant · Humorous or serious · Collaborative or competitive · Traditional or irreverent · Formal or informal · Technical or colloquial Then there are the finishing touches to think about: · Subtitles · Background music · Voiceover · Interactive technology · Length Of course, these lists go on (and on, and on…), so that’s why it’s so useful to know your purpose first — from there, you can more easily eliminate the styles and tones that definitely won’t fit, and concentrate Video marketing. Free pdf download examples Page 6
  • 7. on those that will. (We’ll talk more about tone and personality in Step 4.) Deciding on the right video format When choosing the format of your video, think about your existing brand and the brands of your major clients: · Is your existing website cartoonish, like Hipmunk, Mailchimp, and Team Treehouse? · Or does it focus on ease of use and design aesthetic, like Heroku, Dropbox, and Square? · Maybe it’s designed to show thought leadership, like Accenture, KPMG, and McKinsey & Co.? · Perhaps it’s more utilitarian and full of information on features and benefits, like 37Signals, Leads Explorer, and Hubspot? · Or heavy on testimonials to inspire trust and credibility, like Balsamiq and Badgeville? Once you’ve thought about this, the above list starts to get more manageable: The first set of companies would do well to stick with animation; the second, a time-lapse video; the third group, an interview or presentation; the fourth group may go with the whiteboard or product demo; and the final group, talking heads or case studies. One assumes that your website is optimized to appeal to your customer base, but it’s worth pausing for a moment and looking at your five highest-priority target customers and seeing if the style of their corporate communications are similar to yours. If not, how will you resonate with them? Video marketing. Free pdf download examples Page 7
  • 8. With your purpose in mind, and a style of video chosen to suit that purpose and the existing style of your online brand, it’s time now to look at the choice of video length. Step 3: Let’s talk length Everyone knows length is important, but no one can agree what the perfect length is. According to the graph below, taken from Forbes Insight’s report, Video in the C-Suite, the majority of executives prefer three- to five-minute videos, while only 9 percent prefer longer than five minutes, and 36 percent still prefer videos that are one to three minutes in length. A quick search on YouTube and Google finds that most B2B videos with hits in the hundreds of thousands, or even millions, tend to be 90– 120 seconds in length. However, that only goes to prove that they’re popular in general; it doesn’t show whether they were effective at achieving the desired outcome within their targeted market. My suggestion on finding the right video length is that the length should be a function of your stated purpose. You can’t really provide thought leadership in 90 seconds, so you’ll need videos closer in length to those found on a site like TED‘s, which are often up to 18 minutes long. That may be pushing it for many brands, but certainly a target range of 8 to 12 minutes is a good estimate Video marketing. Free pdf download examples Page 8
  • 9. for these kinds of videos. However, you wouldn’t want a product demo to run for 10 minutes, when you can communicate the key features in 90 seconds. Humor can be achieved in 30 seconds or less, while gravitas or educational content may take longer. Testimonials can be 10-seconds long, whereas case studies may have more impact if they include sufficient details, so they might need to run longer — between two and five minutes. At this point it’s best to approximate your video length depending on purpose (outcome and audience) and the complexity of the message; then, measure and refine according to the actual results, as there is no golden rule. However if you’re an absolute stickler for golden rules and have no time or budget to experiment, it seems your best bet would be to create videos two to five minutes in length, and you shouldn’t go too far wrong. Now that we’ve agreed length isn’t everything, we need to consider brand personality, and how your videos will reflect your brand’s values. Step 4: Just be yourself With a video type chosen, and a target length decided upon, it’s time to start thinking about the content of the video — particularly about how you want to portray your brand. There is one simple, golden rule for this decision — be yourself. Video marketing. Free pdf download examples Page 9
  • 10. You don’t want any major incongruity between your existing brand and the content of your video. This needs to play into the narrative you develop, how the script is written, and what your call to action is. Bringing together steps two to four, lets look at some hypothetical examples: Example 1: New Horizon Sales New Horizon Sales is a start-up trying to prove that its new 3D Claytronic sales reps are the future of the direct sales industry. Its purpose is to educate the market on a brand new, untested technology, and to do so it will need to reach the highest-level executives, regulators, and sales directors. To achieve this, the company may choose a series of documentary-style videos showcasing its Claytronic sales reps out in the field, with each video focused on one of its key advantages, such as effectiveness or reduced costs. Each video should run between three and five minutes, due to the need for a narrative to be established and the key educational points to be conveyed. To measure its success, the company would run a market survey before and after the launch of the video campaign, to measure awareness of, and attitudes towards, its new technology amongst its target market, as well as how many inbound enquiries it generates. The call to action could be as simple as, “Learn more about the future.” Example 2: Big Data Corp. Video marketing. Free pdf download examples Page 10
  • 11. Big Data Corp., a fast-growing SME in the competitive “big data and analytics” space, is trying to establish its solution as being the most advanced in the market, supported by the most talented team. Its purpose is to position its brand as thought leaders, targeting data scientists and strategic executives at FTSE 500 firms, and to generate leads for its sales team to follow up with. To achieve this, the company could focus on proving its technical competence by producing videos of its talks at industry conferences and interviews with happy customers and its lead product developers. These may run between 10 and 15 minutes in length, as big-picture topics are being explored and the company will need to prove its depth of knowledge and technical proficiency. Each video would have a strong call to action, and have buttons next to it, allowing viewers to download white papers, or contact a product rep. Success would be measured by the number of leads generated, and a market research survey would also be helpful to gauge how the company is comparatively viewed against its competitors in terms of innovation and thought leadership, before and after the video campaign. Example 3: BadAss Software BadAss Software is a software company vying for the business of freelancers, to help with its accountancy, CRM, and invoicing needs. Its purpose is to generate direct sales from very small companies and freelancers. Video marketing. Free pdf download examples Page 11
  • 12. To achieve this, the company may choose a more irreverent tone delivered via cartoons that make fun of more expensive/corporate software, and should end each video with a specific call to action — for instance, a free trial, or perhaps even giving customers the chance to star in a future cartoon as a caricature of themselves, for the best case studies submitted after their software trial period. Video length is probably 90–120 seconds to capture to attention of freelancers juggling multiple tasks, with just one feature delivered per video. Success is measured by the increase in sales, and by how many times the video offer code is used to claim a free trial. Conclusion and next steps Now that we have an idea of how purpose combines with the basics of video type, tone, and length, our next post will outline the steps for executing on your video content marketing plan. Stay tuned… II. Video marketing tips #1: Take advantage of video’s branding opportunities For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times, or during key times in your video. In the image below, notice how the company logo is displayed in the upper-left corner. You can display your logo throughout your video or only at key times. Video marketing. Free pdf download examples Page 12
  • 13. #2: Include your URL in your video When you edit your video, take advantage of the different editing features. One easy feature is to add a text box to your video. This is where you can display your website address and it’s a great way to get exposure. Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she used a text box in her video to display key information, including her website URL at the end of her video. Smart move! #3: Make your title count Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important. One, a great title can instantly grab a viewer’s attention. Two, when you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a story connection between video and searching. #4: Provide excellent content Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand #5: Always provide an HTML link Video marketing. Free pdf download examples Page 13
  • 14. When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity. Here’s a snapshot of the description boxes from one of my YouTube videos. Notice the placement of my website URL (it’s the first thing you want to put in the box!) and the keywords I used in my title as well as the description. #6: Go beyond YouTube Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience. Also, Google’s algorithms consider how many times a video is viewed, and embedded video views you receive get added to the ‘views’ tally on YouTube. This is important for showing up in Google search results! Video marketing. Free pdf download examples Page 14