Video In Content Marketing
Video Killed the Radio Star
Video Breeds the Web star
I’ve been around the block a few times…
1. Child Prodigy Artist2. Studied Film/Video, Mass Comm., Rhetoric, & Sociology3. TV Producer (& Commercial Videos)4. Writer5. Web producer6. Interactive TV Pioneer (Web on TV)7. Online Marketing Director8. Content Strategy9. Social Media Strategy
My Site
Hello, I’m Dawn Willson – Content Marketing Expert
When growing up (70’s & 80’s) TV was the ONE big thing…
90’s - (college) computers & the web became ANOTHER big thing
2000 – We thought the two would naturally converge – on TV
but, the technology wasn’t there (HDTV’s didn’t exist yet)…
The technology went mobile… …and social.
(new dawn media was born!
What does that mean for you?
More places to get a story.
…a good story.
Our attention span may be on a thousand mediums, but we all still want the same thing…
Storytelling has existed and been practiced long, long before the web existed.
What makes a good story?
Every story has a structure… an arc… to keep the audience interested and engaged.
Conflict: - CBS Fires Charlie -Charlie Defies CBS Becomes Hero
- Charlie Gains 2 million Tweeter Followers
- Charlie Goes on Tour
- CBS Offers Job Back Resolution?
Next Arc:
- People Watch The Train Wreck
- Transformation
Good stories have character arcs.
Where the Audience is:Google sites handle about 88 billion searches each month.
YouTube is the second most popular search engine second only to Google.
Facebook is now over 800 million users.
Twitter has nearly 400 million accounts.
Yahoo! is the number 1 news source used online.
LinkedIn is at 200 million users
Super Bowl XLV, in 2011, the most-watched American television program in history, drew an audience of 111 million viewers. Again, important to note… this is the MOST watched TV program every year and it has a lot less viewers than Facebook.
Infotainment -
The guy in the office cubicle copes with stress by seeking out entertaining videos on YouTube and then shares them with his buddies on Facebook and Twitter – we market to that audience.
Understand that consumers are in the driver’s seat so content needs to inspire strong entertainment value to drive conversation.
Content Marketing“the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.
Social Video Marketing!!!
Make me laugh. – fastest way to achieve conversation status in social networks.
Surprise me. – for the person determined to solve a problem, video is a fast remedy. Provide it with the unexpected you get word of mouth.
Give me a reason to talk.
Unique short videos that are targeted to specific audiences get passed around very quickly on social networks.
Entertain me. – Popular
web videos are today’s new Superbowl commercials – except they happen every day in the form of short, entertaining video clips.
Potion in the motion…
In the world of instant media, people today have little time and may be a bit lazy in the reading department.
They want to ‘get it’ in 30 seconds. They’d much rather see how a product works, than have to read how to figure it out.
And they’re much more likely to purchase when they can see how cool the product is.
Advantage #1: VIDEO DRIVES SEO
YouTube is the 2nd Largest Search Engine online behind Google
Videos are 53 times more likely than text pages to appear on the first page of search results.
Advantage #2: VIDEO DRIVES ACTION
Email click-thru rates increased by 50% when video was included. Up from 18% without it. (Web Video Marketing Council)
Advantage #3: Video Search drives site visits.
Fact: Publishing video on
your website will lift organic search engine ranking and increase unique visits.
Video is judged by its thumbnail.
They are searching for answers – How-to!!
People don’t watch a video. They watch batches of videos. (You want to tap into that Related Videos section.)
Internet will become the broadcast market
of choice and text search will turn into
video search.
We keep it short.
Include real people
Let viewers share and vote an respond in multiple ways
Provide content strategy before video production
Insert special versions of your videos, such as clips
Ensure that it is versatile so it can move between sites.
We keep it engaging!
What we do…
Integrated Video Content
Example: One video is a starting point and then multiple story-lines are optioned so consumers can choose their own adventure.
Split Videos – we increase clicks by splitting and spreading different portions of the video content at different distribution points. this is a compelling tactic that, when done well, has the ability to move traffic!
Example: Users watch video in one location, then have to go to another place at another time to view the conclusion.
The proof is in the pudding… …happy clients
90%
new dawn media increased Exhibit Booth Sales by 110% for the NDIA (National Defense Industry Association) last year.
Other clients have stated that videos, once added to their online marketing campaign & social media strategy increased customer loyalty and sales by 90%.
How-to videos reduce the costs across all customer service and support channels.
new dawn media provides videos made by experts as well as videos made by users.
The former guarantees reliability and the latter ensures authenticity.
Eye-catching & entertaining
Marketing as a service
Saving you money
Will Web Shows be the death knell for TV programs?
KEY: SAME MESSAGE, DIFFERENT MEDIUM
KEY: SOCIAL VIDEO MARKETING
No. Not if the Content Strategists & Producers are smart.
Integrating the content via many platforms should be part of the distribution story line.
It is important to use a variety of video formats…
Testimonial Video
Webisodes
Mini Documentaries
Interactive Video
Video Widgets
Guerilla Video
Video Mail
Mobile Video
Video Mail is HUGEVideo Mail – draws consumers closer from their own inbox
Even if you just have a box on an email that looks like it is a 30 second video, it will still get clicked on and watched.
Older demos prefer email.
As corporate IT departments have wised-up to employees who are watching YouTube at work, many companies have blocked access to the site. Consequently, more people are forwarding emails with video attachments or emails with links to video hosted on alternative video sites.
FACTS:
Over half of all online traffic is VIDEO ONLINE.
Video is NOW taking over the web.
Video should be the core element of your marketing strategy.
Mobile is taking over the web.
You should be creating cross-digital platform content strategy.
new dawn media specializes in Social Video production.
new dawn media is increasing sales with video by 110%!
new dawn media produces Online Content Marketing & VIDEO productions for companies and organizations across the country.
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