See the full interactive webcast of this presentation at http://www.knowledgevision.com/fresh-ideas/webinars-webcasts/gameplan-online-video-strategy.
In this Content Marketing Institute Webcast from June, 2013, CMI Founder Joe Pulizzi hosts KnowledgeVision CEO Michael Kolowich and VideoLink's Stuart Siegal in a discussion on how to formulate and implement online video strategy for content marketing.
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#CMI @juntajoe @MichaelKolowich @VideoLinkLLC
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Before We Get Started
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
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
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
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
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
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
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
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
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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.
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#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
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