Video in Content Marketing

1. Video In Content
Marketing
VideoKilled the Radio Star
VideoBreeds the Web star

2. Hello, I’m Dawn Willson – Content Marketing Expert
My Site
I’ve been around the
block a few times…
1. Child Prodigy Artist
2. Studied Film/Video, Mass Comm., Rhetoric, & Sociology
3. TV Producer (& Commercial Videos)
4. Writer
5. Web producer
6. Interactive TV Pioneer (Web on TV)
7. Online Marketing Director
8. Content Strategy
9. Social Media Strategy

3. 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)…

4. The technology went mobile…
…and social.
(new dawn media was born!

5. What does that mean for you?
More places to get a story.
Our
attention
span may
be on a
thousand
mediums,
but we all
still want
the same
thing…
…a good story.

6. Storytelling has existed and
been practiced long, long
before the web existed.

7. What makes a good story?
Every story has a
structure… an arc… to
keep the audience
interested and engaged.

8. Good stories have character
arcs.
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

11. 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.

17. 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.

18. Content Marketing
“the creation and distribution of educational and/or compelling
content in multiple formats to attract and/or retain customers.

19. Social Video
Marketing!!!
Unique short videos that
are targeted to specific
audiences get passed
around very quickly on
social networks.
 Make me laugh. – fastest way
to achieve conversation status in social
networks.
 Surprise me. – for the person  Entertain me. – Popular
determined to solve a problem, video is a
fast remedy. Provide it with the unexpected web videos are today’s new
you get word of mouth. Superbowl commercials – except
they happen every day in the form of
 Give me a reason to talk. short, entertaining video clips.

20. 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.

21. 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)

22. Advantage #3: Video Search drives site
visits.
Internet will become the
Fact:
broadcast market of
 Publishing video on
choice and text search will
your website will lift
organic search turn into video 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.)

24. What we do…
 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!

25. Integrated Video Content
 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  Example: One video is a starting point and
another time to then multiple story-lines are optioned so
view the consumers can choose their own
conclusion. adventure.

26. The proof is in the pudding…
…happy clients
new dawn media
increased Exhibit Booth
Sales by 110% for the
NDIA (National Defense
Industry Association) last
year.
90%
 Other clients have stated
that videos, once added to
their online marketing
campaign & social media
strategy increased
customer loyalty and sales
by 90%.

27. 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
 How-to videos reduce the
 Marketing as a service costs across all customer
service and support
 Saving you money channels.

28. Will Web Shows be the death knell
for TV programs?
 KEY: SOCIAL VIDEO MARKETING
No. Not if the
 KEY: SAME MESSAGE, DIFFERENT MEDIUM
Content
Strategists &
Producers are
smart.
Integrating
the content
via many
platforms
should be
part of the
distribution
story line.

29. 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

30. Video Mail is HUGE
Video Mail – draws consumers closer from
their own inbox
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 Even if you just have a box on an email that
attachments or emails looks like it is a 30 second video, it will still get
with links to video hosted clicked on and watched.
on alternative video sites.
Older demos prefer email.

31. 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 mediaspecializes in Social Video production.
 new dawn mediais increasing sales with video by 110%!
 new dawn mediaproduces Online Content Marketing &
VIDEO productions for companies and organizations across
the country.