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#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Today’s Webinar:
Game-Planning Your Online Video
Strategy: Advice from the Experts
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
• Interact with the presenters anytime – ask questions!
• Type into the questions area at bottom left – click submit.
• The slides will advance automatically throughout the event.
• Having trouble? Enter your issue in the questions area.
Before We Get Started
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Hi I’m Joe Pulizzi
(@juntajoe)
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
CMI teaches marketers how to effectively own their
media channels to attract and retain customers.
EVENTS MEDIA CONSULTING
CCO Magazine
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Today’s Agenda:
• 6 key steps in video production
process
• Must-have video strategy
components
• Managing the production process
• Overview best practices
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Today’s Speakers:
Michael Kolowich Stu Siegal
@MichaelKolowich @VideoLinkLLC

Game-Planning Your
Online Video Strategy
Michael Kolowich - Founder/CEO
KnowledgeVision
@MichaelKolowich
Stuart Siegal - Director, VLStrategies
VideoLink
@VideoLinkLLC
Joe Pulizzi – Founder
Content Marketing Institute
@JuntaJoe
Sponsored by…
Video is now used by 70% of B2B
content marketers
#CMI @MichaelKolowich @KnowledgeVision
Video is on a rapid rise as a B2B
content marketing tactic
#CMI @MichaelKolowich @KnowledgeVision
Video is also used by 70% of B2C
content marketers
#CMI @MichaelKolowich @KnowledgeVision
Growing confidence that video
works
 Video ranks ahead of
white papers, eBooks,
and website articles in
perceived
effectiveness.
 Still, confidence in
video (and most other
tactics) has some way
to go.
Online video works…
 Video works for content
marketing…because:
 it engages more senses
 it caters to different
information gathering styles
 it often lends a personality to
a brand and its concepts
 it “touches a chord”
 Result: more memorable
message imprint
#CMI @MichaelKolowich @KnowledgeVision
…and that creates a challenge
 Video’s effectiveness has
sharply increased demand
for video content
 Recent research:
Corporate video producers
in 2012:
--56% more demand,
--24% more budget
0%
10%
20%
30%
40%
50%
60%
Video demand
growth
Video budget
growth
Growth in demand vs.
budget
Source: Interactive Media Strategies
Video producer study, 2012
#CMI @MichaelKolowich @KnowledgeVision
The challenge is evolving
• The challenge is no
longer how to get the
video up and back
out again…
• The new challenges
are:
• how to create it
efficiently
• how to make it
work harder
#CMI @MichaelKolowich @KnowledgeVision
WANTED: A VIDEO GAMEPLAN
#CMI @MichaelKolowich @KnowledgeVision
Our agenda today
 What’s changed in video
creation
 The two biggest mistakes
video content creators make
 Components of a video game
plan
 How to measure impact
 Key lessons from a
practitioner
 Most important take-aways#CMI @MichaelKolowich @KnowledgeVision
when your image is on the line™
What’s Changed?
when your image is on the line™
“We are all media companies now.”
– Nick Thomas, Forrester Research
when your image is on the line™
“We are all media companies now
(minus the budgets, resources, and experience).”
-Most Marketing Directors
when your image is on the line™
Video on the web has been around for a while…
what’s different now?
• The digital video production revolution happened, and
video became easier to create.
• Delivery methods got better. Encoding and infrastructure
improved, processors got faster, storage got cheaper, and it
became easier to host and stream video.
• A generation that speaks video came of age, and moved
from key influencers to decision makers.
when your image is on the line™
The paradigm shift
Traditional video was…
a one-way medium that enabled organizations
to talk about themselves.
when your image is on the line™
The paradigm shift
Online video is…
a fluid mix of content creation, marketing,
and engagement.
when your image is on the line™
Best practices have dramatically changed
Viewers no longer want to be sold, they want:
• Entertainment
• Information
• Respect
• Value
• Fresh Content
• A Voice in the Conversation
The Two Biggest Mistakes Content
Marketers Make with Video
#CMI @MichaelKolowich @KnowledgeVision
Television has “upped the ante” on
production values
#CMI @MichaelKolowich @KnowledgeVision
Common Mistake #1
Feeling you
need to do a
“Full Spielberg”
on every piece
of video
#CMI @MichaelKolowich @KnowledgeVision
Key to survival
“Divide
to
Conquer”
#CMI @MichaelKolowich @KnowledgeVision
The “Long Tail” Theory
#CMI @MichaelKolowich @KnowledgeVision
“Long Tail” Theory + The Buyer’s
Journey
Demand
Generatio
n
Lead
Nurturing
Sales
Support
The Buyer’s Journey
#CMI @MichaelKolowich @KnowledgeVision
“Divide to Conquer”:
Segment Your Video Needs into 3 Tiers
Showpiece
Videos
•High-visibility
•Universal concepts
•Big impression
•Demand generation
Workhorse
Videos
•Medium-visibility
•Product, service, or
technology-specific
•Lead nurturing
Long Tail
Videos
•Highly specialized
•Detailed Explainers
•Often feature subject-experts
•Lead nurture/sales support
$1k-$10k+ per
finished minute
$200-1000 per
finished minute
$20-300 per
finished minute
#CMI @MichaelKolowich @KnowledgeVision
Content Strategy & Hierarchy
Content
Delivery
Channels
1
3
2
Target audience: CXO, business management
Message Style: Short, conceptual, creative. Speak to the
business need. Establish vision & credibility.
SOLUTION FOCUSED - SALES SUPPORT
Detailed solution content – validate purchase decisions
Target Audience: business management, CIO, technical
Message Style: Informative, focused, address business
drivers and benefits. Support core value propositions.
AWARENESS / EDUCATION
Thought Leadership, unique proposition
VALIDATION / EXPLORATION
Validate Thought Leadership and support discovery process
Target Audience: IT Managers, network administrators
Message Style: Informative, comprehensive. Designed to support
sales efforts and validate solutions to decision makers & influencers
#CMI @MichaelKolowich @KnowledgeVision
Doing more with less
demands that you:
 segment/triage your
videos;
 map them onto the
buyer’s journey;
 match production
methods to the
segment;
 match distribution to the
stage.
Avoiding Mistake #1: Triage &
Match
#CMI @MichaelKolowich @KnowledgeVision
Common Mistake #2
#CMI @MichaelKolowich @KnowledgeVision
Avoiding Mistake #2:
Every video needs definition
 Precisely who is it
for?
 What exactly do you
want that person to
do or think differently
after they’ve
watched?
 How does this
advance the buyer’s#CMI @MichaelKolowich @KnowledgeVision
when your image is on the line™
What is video?
Your
Video
Assets
Social
Rich Media
Webcasts
Internal
Communications
Lead
Generation
E-learning
Live
Television
Content
Marketing
when your image is on the line™
Core Components of a
Video Strategy
when your image is on the line™
Creating content is only one piece of the puzzle
Successfully using video to drive business goals requires more
than producing video. It involves:
Development
&
Pre-Production
Production Post Production Distribution Discovery
Measurement
&
ROI
when your image is on the line™
Development and Pre-production
• What’s appropriate creative/content?
• Do you have buy-in?
• Are you following current best practices?
when your image is on the line™
Production
• Done a reality check?
• Created an efficient workflow?
• Can you scale?
when your image is on the line™
Post -Production
• Created a realistic post-production timeline?
• Created a cost-effective workflow?
• Created a realistic review process?
• Planned to manage and archive assets?
when your image is on the line™
Distribution
• Where do you need to be?
• Has security been addressed?
• Can you be viewed on all platforms?
• What level of analytics do you need?
when your image is on the line™
Discovery
• Have you mapped your audience?
• Have you identified key influencers?
• Do you have a plan to reach them?
when your image is on the line™
Measurement & ROI
• Have you defined success for each unique asset?
• Determined meaningful metrics for each video?
• Set up a plan to track metrics over time?
when your image is on the line™
The strategic planning process
Define your goals
Identify internal stakeholders
Profile your audiences
Build creative plan/define best practices
Create a realistic workflow
Know your competition
Determine ROI
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
#CMI @MichaelKolowich @KnowledgeVision
Example: Video, Broadly
Defined
#CMI @MichaelKolowich @KnowledgeVision
Example: The Video Chalk-Talk
(created on an iPad)
#CMI @MichaelKolowich @KnowledgeVision
Example: Online Video Presentations
Plain old video
Enhanced, interactive online video presentation
#CMI @MichaelKolowich @KnowledgeVision
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
#CMI @MichaelKolowich @KnowledgeVision
Marketing content is all around
us!
New forms of video:
“Thinking outside the frame”…
#CMI @MichaelKolowich @KnowledgeVision
…creates treasure-troves of marketing
content for every stage of the buyer’s
journey
#CMI @MichaelKolowich @KnowledgeVision
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
 Lesson #3: Don’t give in to conventional
wisdom
#CMI @MichaelKolowich @KnowledgeVision
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
 Lesson #3: Don’t give in to conventional
wisdom
 Lesson #4: Beware the vanity metric – it’s not
about views!
#CMI @MichaelKolowich @KnowledgeVision
“Content Telemetry” – tracking detailed
viewing data & turning it into actionable
insight
- 56 -
 Who watched
 When they watched
 How long they watched
 How deep they got
 What reference links they
clicked
 What handouts they
downloaded
Engagement Score
0-10
Key lessons as a practitioner
 Lesson #1: Broaden your definition of video
 Lesson #2: Capture the video-ready content
your organization already generates
 Lesson #3: Don’t give in to conventional
wisdom
 Lesson #4: Beware the vanity metric – it’s not
about views!
 Lesson #5: In “do it yourself”
productions, avoid the “seven deadly sins”
#CMI @MichaelKolowich @KnowledgeVision
The Seven Deadly Sins of
Do-It-Yourself Video
 Audio
 Stability
 Lighting
 Background
 Webcam trance
 Length
 Compression
#CMI @MichaelKolowich @KnowledgeVision
Planning it all out
 Allocate your projects to tiers
 showpiece
 workhorse
 long-tail
 Allocate your budget (both time and $$) to tiers
 Inventory and collect repurposable assets
 Partner with a trusted professional on the high-
end productions
 Get to know the emerging tools on the low-end
#CMI @MichaelKolowich @KnowledgeVision
when your image is on the line™
Top Two Takeaways
when your image is on the line™
#1. Why should your audience
watch your video?
when your image is on the line™
This is how your video looks on your web page
The Very Prestigious University School of Medicine
HOME NEWS DONATE CONTACT USCAMPUSSTUDENTS DOCTORS
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci
tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate
velit esse molestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dignissim qui blandit
praesent luptatum zzril delenit augue duis dolore te feugait nulla
facilisi. Nam liber tempor cum soluta nobis eleifend option congue
nihil imperdiet doming id quod mazim placerat facer possim assum.
Typi non habent claritatem insitam; est usus legentis in iis qui facit
eorum claritatem. Investigationes demonstraverunt lectores legere
me lius quod ii legunt saepius. Claritas est etiam processus
dynamicus, qui sequitur mutationem consuetudium lectorum.
Mirum est notare quam littera gothica, quam nunc putamus parum
claram, anteposuerit litterarum formas humanitatis per seacula
quarta decima et quinta decima. Eodem modo typi, qui nunc nobis
videntur parum clari, fiant sollemnes in futurum.
Media Contact:
John Doe
555-555-5555
jdoe@university.edu
News Releases
Archive
Current
Related Resources
Contact Media
Relations
University Completes Breakthrough Surgery
when your image is on the line™
This is how video looks on your viewer’s desktop
when your image is on the line™
#2. Know why you are
producing each video.
when your image is on the line™
Video - strategy =
• High expenditure of time and effort to create video
• Production of “clutter” content
• Frustration with lack of measureable results
• Abandonment of the strategic use of video
when your image is on the line™
Video + strategy =
• Time and cost efficient production process
• Creation of content your audiences value
• Generation of meaningful metrics to track efforts
• Advancement of your business goals

Game-Planning Your
Online Video Strategy
Michael Kolowich - Founder/CEO
KnowledgeVision
@MichaelKolowich
Stuart Siegal - Director, VLStrategies
VideoLink
@VideoLinkLLC
Joe Pulizzi - Founder
Content Marketing Institute
@JuntaJoe
Sponsored by…
#CMI @KnowledgeVision @VideoLinkLLC
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Questions & Answers
Keep your questions coming. Type into the
“ask a question” text area and click submit.
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Thank you for attending
today’s webinar!
A link to the archive will be sent to you in a day or two
after the event.
For more on the Content Marketing Institute
visit: http://ContentMarketingInstitute.com
#cmi
#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
Supercharging Your Webinar
Demand Generation
(Part 2)
Mike Argon
@WebinarReady
June 26
1 PM EST/10 AM PST
Register at:
http://contentmarketinginstitute.com/events/webinars/
Sponsored by:
Register today
for CMI’s next webinar!

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Game-Planning Your Online Video Strategy (Content Marketing Institute Webcast)

  • 1. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Today’s Webinar: Game-Planning Your Online Video Strategy: Advice from the Experts
  • 2. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC • Interact with the presenters anytime – ask questions! • Type into the questions area at bottom left – click submit. • The slides will advance automatically throughout the event. • Having trouble? Enter your issue in the questions area. Before We Get Started
  • 3. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Hi I’m Joe Pulizzi (@juntajoe)
  • 4. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC CMI teaches marketers how to effectively own their media channels to attract and retain customers. EVENTS MEDIA CONSULTING CCO Magazine
  • 6. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Today’s Agenda: • 6 key steps in video production process • Must-have video strategy components • Managing the production process • Overview best practices
  • 7. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Today’s Speakers: Michael Kolowich Stu Siegal @MichaelKolowich @VideoLinkLLC
  • 8.  Game-Planning Your Online Video Strategy Michael Kolowich - Founder/CEO KnowledgeVision @MichaelKolowich Stuart Siegal - Director, VLStrategies VideoLink @VideoLinkLLC Joe Pulizzi – Founder Content Marketing Institute @JuntaJoe Sponsored by…
  • 9. Video is now used by 70% of B2B content marketers #CMI @MichaelKolowich @KnowledgeVision
  • 10. Video is on a rapid rise as a B2B content marketing tactic #CMI @MichaelKolowich @KnowledgeVision
  • 11. Video is also used by 70% of B2C content marketers #CMI @MichaelKolowich @KnowledgeVision
  • 12. Growing confidence that video works  Video ranks ahead of white papers, eBooks, and website articles in perceived effectiveness.  Still, confidence in video (and most other tactics) has some way to go.
  • 13. Online video works…  Video works for content marketing…because:  it engages more senses  it caters to different information gathering styles  it often lends a personality to a brand and its concepts  it “touches a chord”  Result: more memorable message imprint #CMI @MichaelKolowich @KnowledgeVision
  • 14. …and that creates a challenge  Video’s effectiveness has sharply increased demand for video content  Recent research: Corporate video producers in 2012: --56% more demand, --24% more budget 0% 10% 20% 30% 40% 50% 60% Video demand growth Video budget growth Growth in demand vs. budget Source: Interactive Media Strategies Video producer study, 2012 #CMI @MichaelKolowich @KnowledgeVision
  • 15. The challenge is evolving • The challenge is no longer how to get the video up and back out again… • The new challenges are: • how to create it efficiently • how to make it work harder #CMI @MichaelKolowich @KnowledgeVision
  • 16. WANTED: A VIDEO GAMEPLAN #CMI @MichaelKolowich @KnowledgeVision
  • 17. Our agenda today  What’s changed in video creation  The two biggest mistakes video content creators make  Components of a video game plan  How to measure impact  Key lessons from a practitioner  Most important take-aways#CMI @MichaelKolowich @KnowledgeVision
  • 18. when your image is on the line™ What’s Changed?
  • 19. when your image is on the line™ “We are all media companies now.” – Nick Thomas, Forrester Research
  • 20. when your image is on the line™ “We are all media companies now (minus the budgets, resources, and experience).” -Most Marketing Directors
  • 21. when your image is on the line™ Video on the web has been around for a while… what’s different now? • The digital video production revolution happened, and video became easier to create. • Delivery methods got better. Encoding and infrastructure improved, processors got faster, storage got cheaper, and it became easier to host and stream video. • A generation that speaks video came of age, and moved from key influencers to decision makers.
  • 22. when your image is on the line™ The paradigm shift Traditional video was… a one-way medium that enabled organizations to talk about themselves.
  • 23. when your image is on the line™ The paradigm shift Online video is… a fluid mix of content creation, marketing, and engagement.
  • 24. when your image is on the line™ Best practices have dramatically changed Viewers no longer want to be sold, they want: • Entertainment • Information • Respect • Value • Fresh Content • A Voice in the Conversation
  • 25. The Two Biggest Mistakes Content Marketers Make with Video #CMI @MichaelKolowich @KnowledgeVision
  • 26. Television has “upped the ante” on production values #CMI @MichaelKolowich @KnowledgeVision
  • 27. Common Mistake #1 Feeling you need to do a “Full Spielberg” on every piece of video #CMI @MichaelKolowich @KnowledgeVision
  • 28. Key to survival “Divide to Conquer” #CMI @MichaelKolowich @KnowledgeVision
  • 29. The “Long Tail” Theory #CMI @MichaelKolowich @KnowledgeVision
  • 30. “Long Tail” Theory + The Buyer’s Journey Demand Generatio n Lead Nurturing Sales Support The Buyer’s Journey #CMI @MichaelKolowich @KnowledgeVision
  • 31. “Divide to Conquer”: Segment Your Video Needs into 3 Tiers Showpiece Videos •High-visibility •Universal concepts •Big impression •Demand generation Workhorse Videos •Medium-visibility •Product, service, or technology-specific •Lead nurturing Long Tail Videos •Highly specialized •Detailed Explainers •Often feature subject-experts •Lead nurture/sales support $1k-$10k+ per finished minute $200-1000 per finished minute $20-300 per finished minute #CMI @MichaelKolowich @KnowledgeVision
  • 32. Content Strategy & Hierarchy Content Delivery Channels 1 3 2 Target audience: CXO, business management Message Style: Short, conceptual, creative. Speak to the business need. Establish vision & credibility. SOLUTION FOCUSED - SALES SUPPORT Detailed solution content – validate purchase decisions Target Audience: business management, CIO, technical Message Style: Informative, focused, address business drivers and benefits. Support core value propositions. AWARENESS / EDUCATION Thought Leadership, unique proposition VALIDATION / EXPLORATION Validate Thought Leadership and support discovery process Target Audience: IT Managers, network administrators Message Style: Informative, comprehensive. Designed to support sales efforts and validate solutions to decision makers & influencers #CMI @MichaelKolowich @KnowledgeVision
  • 33. Doing more with less demands that you:  segment/triage your videos;  map them onto the buyer’s journey;  match production methods to the segment;  match distribution to the stage. Avoiding Mistake #1: Triage & Match #CMI @MichaelKolowich @KnowledgeVision
  • 34. Common Mistake #2 #CMI @MichaelKolowich @KnowledgeVision
  • 35. Avoiding Mistake #2: Every video needs definition  Precisely who is it for?  What exactly do you want that person to do or think differently after they’ve watched?  How does this advance the buyer’s#CMI @MichaelKolowich @KnowledgeVision
  • 36. when your image is on the line™ What is video? Your Video Assets Social Rich Media Webcasts Internal Communications Lead Generation E-learning Live Television Content Marketing
  • 37. when your image is on the line™ Core Components of a Video Strategy
  • 38. when your image is on the line™ Creating content is only one piece of the puzzle Successfully using video to drive business goals requires more than producing video. It involves: Development & Pre-Production Production Post Production Distribution Discovery Measurement & ROI
  • 39. when your image is on the line™ Development and Pre-production • What’s appropriate creative/content? • Do you have buy-in? • Are you following current best practices?
  • 40. when your image is on the line™ Production • Done a reality check? • Created an efficient workflow? • Can you scale?
  • 41. when your image is on the line™ Post -Production • Created a realistic post-production timeline? • Created a cost-effective workflow? • Created a realistic review process? • Planned to manage and archive assets?
  • 42. when your image is on the line™ Distribution • Where do you need to be? • Has security been addressed? • Can you be viewed on all platforms? • What level of analytics do you need?
  • 43. when your image is on the line™ Discovery • Have you mapped your audience? • Have you identified key influencers? • Do you have a plan to reach them?
  • 44. when your image is on the line™ Measurement & ROI • Have you defined success for each unique asset? • Determined meaningful metrics for each video? • Set up a plan to track metrics over time?
  • 45. when your image is on the line™ The strategic planning process Define your goals Identify internal stakeholders Profile your audiences Build creative plan/define best practices Create a realistic workflow Know your competition Determine ROI
  • 46. Key lessons as a practitioner  Lesson #1: Broaden your definition of video #CMI @MichaelKolowich @KnowledgeVision
  • 47. Example: Video, Broadly Defined #CMI @MichaelKolowich @KnowledgeVision
  • 48. Example: The Video Chalk-Talk (created on an iPad) #CMI @MichaelKolowich @KnowledgeVision
  • 49. Example: Online Video Presentations Plain old video Enhanced, interactive online video presentation #CMI @MichaelKolowich @KnowledgeVision
  • 50. Key lessons as a practitioner  Lesson #1: Broaden your definition of video  Lesson #2: Capture the video-ready content your organization already generates #CMI @MichaelKolowich @KnowledgeVision
  • 51. Marketing content is all around us!
  • 52. New forms of video: “Thinking outside the frame”… #CMI @MichaelKolowich @KnowledgeVision
  • 53. …creates treasure-troves of marketing content for every stage of the buyer’s journey #CMI @MichaelKolowich @KnowledgeVision
  • 54. Key lessons as a practitioner  Lesson #1: Broaden your definition of video  Lesson #2: Capture the video-ready content your organization already generates  Lesson #3: Don’t give in to conventional wisdom #CMI @MichaelKolowich @KnowledgeVision
  • 55. Key lessons as a practitioner  Lesson #1: Broaden your definition of video  Lesson #2: Capture the video-ready content your organization already generates  Lesson #3: Don’t give in to conventional wisdom  Lesson #4: Beware the vanity metric – it’s not about views! #CMI @MichaelKolowich @KnowledgeVision
  • 56. “Content Telemetry” – tracking detailed viewing data & turning it into actionable insight - 56 -  Who watched  When they watched  How long they watched  How deep they got  What reference links they clicked  What handouts they downloaded Engagement Score 0-10
  • 57. Key lessons as a practitioner  Lesson #1: Broaden your definition of video  Lesson #2: Capture the video-ready content your organization already generates  Lesson #3: Don’t give in to conventional wisdom  Lesson #4: Beware the vanity metric – it’s not about views!  Lesson #5: In “do it yourself” productions, avoid the “seven deadly sins” #CMI @MichaelKolowich @KnowledgeVision
  • 58. The Seven Deadly Sins of Do-It-Yourself Video  Audio  Stability  Lighting  Background  Webcam trance  Length  Compression #CMI @MichaelKolowich @KnowledgeVision
  • 59. Planning it all out  Allocate your projects to tiers  showpiece  workhorse  long-tail  Allocate your budget (both time and $$) to tiers  Inventory and collect repurposable assets  Partner with a trusted professional on the high- end productions  Get to know the emerging tools on the low-end #CMI @MichaelKolowich @KnowledgeVision
  • 60. when your image is on the line™ Top Two Takeaways
  • 61. when your image is on the line™ #1. Why should your audience watch your video?
  • 62. when your image is on the line™ This is how your video looks on your web page The Very Prestigious University School of Medicine HOME NEWS DONATE CONTACT USCAMPUSSTUDENTS DOCTORS Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem. Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritas est etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum. Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposuerit litterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modo typi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum. Media Contact: John Doe 555-555-5555 jdoe@university.edu News Releases Archive Current Related Resources Contact Media Relations University Completes Breakthrough Surgery
  • 63. when your image is on the line™ This is how video looks on your viewer’s desktop
  • 64. when your image is on the line™ #2. Know why you are producing each video.
  • 65. when your image is on the line™ Video - strategy = • High expenditure of time and effort to create video • Production of “clutter” content • Frustration with lack of measureable results • Abandonment of the strategic use of video
  • 66. when your image is on the line™ Video + strategy = • Time and cost efficient production process • Creation of content your audiences value • Generation of meaningful metrics to track efforts • Advancement of your business goals
  • 67.  Game-Planning Your Online Video Strategy Michael Kolowich - Founder/CEO KnowledgeVision @MichaelKolowich Stuart Siegal - Director, VLStrategies VideoLink @VideoLinkLLC Joe Pulizzi - Founder Content Marketing Institute @JuntaJoe Sponsored by… #CMI @KnowledgeVision @VideoLinkLLC
  • 68. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Questions & Answers Keep your questions coming. Type into the “ask a question” text area and click submit.
  • 69. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Thank you for attending today’s webinar! A link to the archive will be sent to you in a day or two after the event. For more on the Content Marketing Institute visit: http://ContentMarketingInstitute.com
  • 70. #cmi #CMI @juntajoe @MichaelKolowich @VideoLinkLLC Supercharging Your Webinar Demand Generation (Part 2) Mike Argon @WebinarReady June 26 1 PM EST/10 AM PST Register at: http://contentmarketinginstitute.com/events/webinars/ Sponsored by: Register today for CMI’s next webinar!