The document discusses how video can drive real results for agencies based on case studies from StoryTeller and Farotech. It provides tips for creating successful video content including understanding your audience, focusing on quality, and measuring success. StoryTeller discusses how a compelling video for a capital campaign drove nearly 8,000 views and helped win an Emmy award. Farotech discusses how asset pages with short explanatory videos and interactive "iBlogs" helped improve content for potential customers and casual visitors.

1. Videos That Drive Real Results:
Success Stories from Agencies
WISTIAFEST 2016 AGENCY TRACK
#WistiaFest / @twitter-handle

2. #WistiaFest / @twitter-handle
Ed Heil
Owner
StoryTeller

3. Case Study
Be long. Be short. Be Interesting.
# W I S T I A F E S T

4. Ed Heil
President
• Former TV News Reporter & Anchor
• Founded StoryTeller in 2005
• Based in Journalism
• Inbound Marketing Agency
specializing in video production
@erheil
ed@storytellermn.com
# W I S T I A F E S T

5. People are drawn to stories, not ads.
The challenge is understanding the difference.
# W I S T I A F E S T

6. Breaking News
# W I S T I A F E S T

7. C O M M O N B E L I E F
0
10
20
30
40
50
60
70
80
90
100
0-30 sec 30-1 min 1-2 min 2-3 min 3-4 min 4-5 min 5-10 min 10-20 min 20-30 min 30-45 min 45-60 min 60 + min
VIDEO LENGTH
Wistia Video Analytics
PERCENT
Short Video > Long Videos. Always.

8. A L L V I D E O I S
N O T C R E AT E D E Q U A L
P E O P L E W I L L
WAT C H L O N G E R
V I D E O S I F T H E Y A R E
W O R T H WAT C H I N G
G O O D
C O N T E N T
= M O R E V I E W S

9. Step 1: Understand Your Audience
Who are you trying to reach?
What is important to them?
How can you help?
What information do they value?
What characters “speak” to them?
# W I S T I A F E S T

12. Capital Campaign
Compelling Story
Shareable
Drive Views
# W I S T I A F E S T

13. CEO
# W I S T I A F E S T

14. • Nearly 8,000 views
• Jumpstarted campaign
• Used in multiple campaigns
• Won 2014 Midwest Regional Emmy

15. The Results?
Nearly 8,000 Views
Jumpstarted Campaign
Used in Multiple Campaigns
Won a 2014 Midwest Emmy
# W I S T I A F E S T

16. Step 2: What Makes a Great Story?
Teach You Something
Show You Something
Take You Somewhere
Inspire You to Action
Make You Care
# W I S T I A F E S T

19. B L O G
V I D E O B L O G

20. A LWAY S I N C L U D E A C TA

21. “When people say they
are not interested, they
are saying you are not
interesting.”# W I S T I A F E S T

22. Key Takeaways
Understand your audience
Understand the medium
Focus on Quality
Measure Success and Adjust
Be interesting
# W I S T I A F E S T

23. Thank you!
ed@storytellermn.com
# W I S T I A F E S T

24. #WistiaFest / @twitter-handle
Lindsey Daku
Director of Strategic Projects
Farotech

25. Adventures in VideoPresented by Lindsey Morrison Daku
#WistiaFest / @farotech

26. #WistiaFest / @farotech
Asset Pages and iBlogs

27. #WistiaFest / @farotech
Asset Pages
For the Qualified Shopper
The Problem: potential clients have to
dig through content for information
they need to make a buying decision
The Solution: With Asset Pages, we
can answer key buying questions for
potential customers in 1 place through
a series of short, engaging videos.
Making these videos accessible on a
single page linked from the homepage
makes the content easy to find!

28. #WistiaFest / @farotech

29. Asset Pages - Analytics
#WistiaFest / @farotech

30. #WistiaFest / @farotech
iBlogs
For the Casual Visitor
The Problem: visitors skim blog
content, often not past the first
paragraph without gleaning much
info or seeing a call-to-action
The Solution: give visitors
interactive content within a blog
that highlights key information
within the blog writing above the
fold and put a call-to-action in it!

31. #WistiaFest / @farotech

32. #WistiaFest / @farotech
iBlogs - Analytics

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Our Process

34. #WistiaFest / @farotech
Making video work without a
“video department”. It’s easy…
sorta.
Train your team members on
parts of the process and integrate
video production in to a process
that is already in place.
Outsource parts of the process
that your team can’t handle!
Operate
Without a Net

35. #WistiaFest / @farotech
Find a Process
That Works
For us it was
important to work our
videos in to a process
that was already
working for us.

36. #WistiaFest / @farotech

37. #WistiaFest / @farotech
For small companies, turn
something you already do
on a regular basis in to
highly-sharable, video-
based content.
Keep it Simple,
Stupid

38. #WistiaFest / @farotech
Michael Litt CEO and Co-founder Vidyard
“The play button is the most
compelling Call-To-Action on the web”

39. #WistiaFest / @farotech
THANK YOU

40. #WistiaFest / @wistia
ASK ‘EM ANYTHING!
Questions?

41. #WistiaFest / @wistia
What was your most
successful video?
What was most
challenging about it?