The Case for Including Video in Content Strategy 12 April 2013
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The Case for Including Video in Content Strategy 12 April 2013
- 1. THE CASE FOR INCLUDING VIDEO IN YOUR CONTENT STRATEGY BrightTALK Webinar – 12 April 2013 SIMON J. RYAN Business Marketing Specialist & Founder of Social Advisors @simonjryan
- 2. Contents 1. The situation 2. Content strategy with video 3. Showcase 4. Leading practice 5. Benefits for search 6. A word on content BrightTalk, 12 April 2013 2 Commercial in Confidence
- 3. The Situation • Trust is more valuable than gold • Brands have to be experiential to be real • Everyone, and I mean everyone has less time than money • Marketers have to defy distraction • How can we maintain a continuous dialogue? BrightTalk, 12 April 2013 3 Commercial in Confidence
- 4. Source: CEB Marketing Leadership Council, March 2011 Why The average client is… 60% …of the way through the purchase decision before engaging advisors BrightTalk, 12 April 2013 4 Commercial in Confidence
- 5. A Content Strategy That Includes Video Plan, align and define Don’t set off with out knowing where you are heading Use it as a response medium Talk about what your customers are asking you or the agenda Don’t use it in isolation Video is a compliment, not a replacement, for excellent copy Consider where it will be seen and how much to reveal Not just the sites but the platforms BrightTalk, 12 April 2013 5 Commercial in Confidence
- 6. Showcase Click photo for vide Testimonial – Aviva Education – Demonstration – PootlePress Solwise Staff – B&Q Blog – Personal Promotion- Sony Fitness BrightTalk, 12 April 2013 6 Commercial in Confidence
- 7. Leading Practice – Customer Journey: The NHS Click photo for video Alternatively: http://www.youtube.com/user/NHSChoices BrightTalk, 12 April 2013 7 Commercial in Confidence
- 8. Leading Practice – Tone of Voice: Meaningful Money Click photo for video BrightTalk, 12 April 2013 8 Commercial in Confidence
- 9. Leading Practice – Distribution: M&G Investments Click photo for video BrightTalk, 12 April 2013 9 Commercial in Confidence
- 10. Leading Practice – FAQ: Wistia.com Click photo for video BrightTalk, 12 April 2013 10 Commercial in Confidence
- 11. Leading Practice – Knowledge Share: Salesforce.com Click photo for video BrightTalk, 12 April 2013 11 Commercial in Confidence
- 12. Benefits for Search Activate No SEO works without activation of a site map with video is best for exposure YouTube There are better online solutions, but none will deliver visitors like YouTube Describe your video Use all available meta data fields with keywords in Data drives SEO video title, description and tags • Number of comments and shares • Date added (new videos get bonus points) • View count (and channel view count, number of subscribers and playlist adds) • Rating and flagging • Incoming links (exposure on other sites, other embeds, RSS links) BrightTalk, 12 April 2013 12 Commercial in Confidence
- 13. Finally, Some Thoughts on Content the feeling/action you want the Start with viewer to feel/take Then produce a quality, definite brief Focus on the viewer’s experience, not cramming content Keep it short, you’ll start to loose viewers after 10 seconds Tell a story, but sign post where you are BrightTalk, 12 April 2013 13 Commercial in Confidence
- 14. Thank you Simon J. Ryan Social Advisors Ltd. E Mail simon@socialadvisors.co.uk Twitter @simonjryan Web www.socialadvisors.co.uk Telephone +44 20 3086 8396 Further Reading http://www.socialadvisors.co.uk/why-video-is-brilliant-for- generating-web-traffic/ http://econsultancy.com/uk/reports/online-video-best-practice- guide
- 15. Content Get found Stand out matters Become Get liked referred & trusted Be Get even remembere Measure better d
Notes de l'éditeur
- We all want to make our content marketing strategies work, but for them to be effective, we must spend time listening and addressing the customer’s agenda.
- Video marketing is a core focus for marketers going into 2013. More than half (52%) of business-to-business brands use video as part of their social media and content marketing strategies, while online video advertising is yet to be embraced by 77% of brands. How can brands maximise the use of social video content so that they can achieve business objectives, such as increased brand advocacy, brand awareness and sales?
- This is an important change is any kind of professional selling over the past 10 years.Buyers are more informed as they start the sales process because they can access so much more information before speaking to their advisors or any vendor.
- Activate Video SEO and optimise your content.Provide a video transcript which search engines will also index.The video promoting your business should be relevant and informative as well as having ‘rich’ content – don’t bother wasting your time producing videos that have little to do with your brand or service.The easiest videos to produce are usually the most popular, especially those which demonstrate a step-by-step process or review a product or service.Do not forget that your video should be fun and memorable, have a short running time and leave the viewer wanting more.Keep the video short and to the point – the average viewing time for a YouTube video is around 90 seconds. If your video is runs for five minutes, you should consider packaging into smaller segments and then linking them together on the site.Don’t forget that this is a marvellous opportunity to promote your company branding and you should begin each video with your logo and try to use it again within the video itself.Write a short, catchy title and do not forget to include keywords in the video description.
- I will be happy to answer further questions after the event.