How video plays into your marketing strategy

© Hurricane Media UK Ltd

Messages That Move:How video plays into your marketing strategy

August 2016

Jon MowatHurricane Media

( E.F ) i X S

The secret formula for successful content?

P

SO WHAT ?!

Me

HurricaneMulti award winning video marketing agency

www.printmag.com

marketingprofs.com

dudnyk.com/blog/

medilinkuk.com/

www.bima.co.uk

socialmediatoday.com

wordtracker.com

1to1media.com/

adweek.com/socialtimes/

businesswest.co.uk

techspark.co/

themarketingblog.co.uk/

blog.scoop.it/author/jon-mowat/

blog.marketo.com/author/jon-mowat

wallblog.co.uk

travelbulletin.co.uk/

bluewiremedia.com.au

www.smartbrief.com/

© Hurricane Media UK Ltd

Goals - messaging and KPIThinking like a publisherChannels / Platforms - paid, ads, contentMapping content to audienceUGC, DIY or craftedThe 4 Rs (review, renew, reuse,

reiterate)

TODAY

Why Video?

Videos start the conversation

Why Video?

VIDEO IS GREAT!!

YAY!!

Why Video?

The content soup

Institute of Digital Marketers

The content soup

VIDEO IS GREAT??

YAY??

The content soup

( E.F ) i X S

The secret formula for successful content?

P

( E.F ) i X S

The secret formula for successful content?

https://vimeo.com/168356798Harnessing the power of storytelling through video

( E.F ) i X S

The secret formula for successful content?

P

The secret formula for successful content?

PLANNINGP

1: Goals - messaging and KPI

2. Thinking like a publisher

3: Channels / Platforms - paid, ads, content

4. Mapping content to audience

5. UGC, DIY or Outsourced

6. The 4 R’s

Planning

Planning

1: Goals - messaging and KPI

Messages

Goals: Messages and KPIs

Be clear on your audienceBe clear on your messageSay less - be more effective

less is more

purity of goal and thought

Messages

Goals: Messages and KPIs

Be clear on your audienceBe clear on your messageSay less - be more effective

KPI

Messages

Goals: Messages and KPIs

Be clear on your audienceBe clear on your messageSay less - be more effective

KPI ViewsSharesView durationOrganic sharesInternal recognitionPress / PR

Planning

1: Goals - messaging and KPI

2. Thinking like a publisher

Think like a publisher

Think like a publisher

Think like a publisher

Think like a publisher

Think like a publisher

Think like a publisher

Thinking like a publisher

PracticalThinking like a publisher?

Thinking like a publisher?

Audit your content for the past 12 months

Was it (honestly) created to be relevant and engaging?

Was it great content that pulled in an audience …

or was it just part of the soup?

Planning

1: Goals - messaging and KPI

2. Thinking like a publisher

3: Channels / Platforms - paid, ads, content

Choosing the right platform for your campaign

Core Live Short form

Platforms

Facebook LivePeriscope

Microsoft Stream

YouTubeFacebook

InstagramVine

Owned

BrightcoveWistia

Vidyard

Paid

GDNFBYT

Sort your platforms out

1% click throughhttp://www.reelseo.com/optimize-youtube-channel-layout/

http://www.adweek.com/videowatch/10-best-brand-channels-youtube-156690

Platforms

Planning

1: Goals - messaging and KPI

2. Thinking like a publisher

3: Channels / Platforms - paid, ads, content

4. Mapping content to audience

BRAND FILM

HOW TO FILMS

VOLUME CONTENT

Mapping content to audience

https://www.youtube.com/watch?v=Bw66ZJR2-8w

https://www.youtube.com/watch?v=xXRUAS8A6g8

https://vine.co/tags/lowesfixinsix

Practical ExerciseMap your buying personasfor effective content

http://blog.hubspot.com/marketing/content-mapping-template-personalize-marketing

BUYER PROFILE/ FUNNEL First touch Second touch Near to

purchase Client

CEO Brand film Benefit video

Manager Finance explanation

New services and products

App user Brand advert How it works film

Customer testimonial

how to guides(DIY stores)

Teenager viral campaign who else uses it

Finance explanation

here I am using it(go pro)

Planning

1: Goals - messaging and KPI

2. Thinking like a publisher

3: Channels / Platforms - paid, ads, content

4. Mapping content to audience

5. UGC, DIY or Outsourced

Creates conversationCheap to produce, Requires

moderation

UGC

External Complementary skill setHigh production valuesStrategy input Higher costs

DIY or external?

Sucks up internal timeGreat for producing volumeGet pro help to get goingRemember the brand

Internal

DIY or external?

https://www.youtube.com/watch?v=CS4ipgW0fhQ

Review

The 4 R’s

Reuse Refresh Reiterate

Planning

1: Goals - messaging and KPI

2. Thinking like a publisher

3: Channels / Platforms - paid, ads, content

4. Mapping content to audience

5. UGC, DIY or Outsourced

6. The 4 R’s

© Hurricane Media UK Ltd

QUESTIONS