extend the shelf life of your content marketing program with video
DESCRIPTION
You get that video is an important and powerful tool for getting visitors to engage with your content. But lack of time, budget, and creative talent is holding you back. Justin Park, founder of Vidaao, a Skyword-owned marketplace for video production and animation services, will debunk myths like video is only for global brands with deep pockets, or quality video is too expensive to produce at scale.TRANSCRIPT
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1©2014 Skyword
Extend the Shelf Life of Your Content Marketing Program with Video
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2©2014 Skyword
“Brands face a gap between videos created on iPhones and highly produced TV spots. I founded Vidaao to address this mid-market category of video creation.”
Justin Park, VP of Brand Partnerships, [email protected]
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3©2014 Skyword 3©2014 Skyword
Poll: How many videosdo you produce a year?
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4©2014 Skyword
Agenda
The Storytelling Paradigm
The Video Ecosystem
The Challenge
The New Video Model
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5©2014 Skyword
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6©2014 Skyword
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7©2014 Skyword 7©2014 Skyword
Stop interrupting what people love
Start becoming what people love
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8©2014 Skyword
Everyone lovesa good story
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9©2014 Skyword 9©2014 Skyword
1.5 Billion
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10©2014 SkywordSource: Pixability
Each one of these top brands Publishes ~ 78 videos per month
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11©2014 Skyword
It’s all about scale
Source: Pixability
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12©2014 Skyword
Video encourages customers to go deeper…
Source: Reel SEO Video Marketing Survey and Business Video Trends, 2013
88% more time spent on website
86% increase
in conversion rates
60% of site visitors
watch before reading
200% to 300%increase in video
click-through rates Shoppers 200%
more likely to purchase
Shared 1200%more times than link and text combined
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13©2014 Skyword
…enhances content analytics
Source: Aberdeen Group
64
43
38
28
16
12
0 20 40 60 80
Ability to track how specific content is performing
Ability to capture content metrics across all channels (corporate site, blog, social)
Process to track engagement metrics of content (comments, shares, forwards, etc.)
Use video in content marketing
Non-users
0%
25
50
75
100
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14©2014 Skyword
…and continues to drive engagement
Source: Pixability
30% of Total Views happen 4 - 12 weeks after publishing
Percentage Of Total Video Views Over 1 Year
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15©2014 Skyword
“Video can seem like just another challenge to overcome, but I see a major increase in my business and brand awareness, all from the power of video.”Lewis Howes, 29 Tips to Make Your Video Marketing Easy
So what’s holding you back?
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Barriers to Scale
1. Cost is high
2. Production quality hard to achieve
3. …and continue to achieve at scale
4. Management of creatives and stakeholders difficult
5. All eggs in editorial basket
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17©2014 Skyword
How do you
rise above?
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18©2014 Skyword
“Stop thinking of ‘video marketing’ as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.”
James Wedmore, 7 Video Marketing Success Principles Everyone Should Know
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19©2014 Skyword
“We are moving away from a monolithic definition of quality. There is more room for authenticity.”David Boyll, Director, Media Technology Solutions, Oracle Brand Communications
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20©2014 Skyword 20©2014 Skyword
And here’s an example
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21©2014 Skyword
Successful Video Creation
The key to successful video is finding the sweet spot between strategy, creative, and budget.
Marketing Team
• Objectives
Filmmaker
• Creative Vision
Video Budget
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22©2014 Skyword
The key to maximize ROI for video content:
Publish the right type of video to the right customerat the right channel.
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23©2014 Skyword
We have fallen into this trap that video is only for top-of-funnel.Mina Seetharaman, OgilvyOne
Brand-centric, broadcast video
Familiarity
Last Mile
Close/Loyalty
Ensure relevancy
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24©2014 Skyword
Awareness
Familiarity
Last Mile
Close/Loyalty
Support the entire buyer lifecycle with custom videocontent
Ensure RNurture them throughout
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25©2014 Skyword
11.6%
11.6%
12.5%
13.4%
20.5%
38.4%
45.5%
67.0%
94.6%
Customer…
Other
Thought leadership
Lead…
Customer acquisition
Purchase intent
Brand affinity/advocacy
Branding
Awareness
Reach the Right Customers withthe Right Content at the Right Time
Source: Sharethrough, “Native Advertising Survey,” 2013
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26©2014 Skyword
Customize
TV
Brand-centric, broadcast commercials
Social
Educational animations
Thought leader interviews
Vine videos
Last Mile
Awareness
Familiarity
Landing Page
Business overviews
Client testimonials
Event recap
Industry specific thought leadership
Sales Rep
Product-focused demos
Product comparison
Internal
Training videosfor sales staff
Exclusive content
Product
Product tutorials
Video FAQ
Loyalty
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27©2014 Skyword
“It’s clear that in the future of digital marketing, video plays a critical role to not only gaining audience attention, but establishing and accelerating the relationship between audience and brand.”Jason Thibeault, Limelight
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28©2014 Skyword
So what’s the process?
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Tap into talent-rich marketplace
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Manage workflow…
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31©2014 Skyword
Encourage collaborative editing
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32©2014 Skyword
Publish
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33©2014 Skyword
Amplify
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34©2014 Skyword
• 74% company website
• 41% social media
• 37% company blog
• Facebook and Twitter most important sources of trafficon YouTube
• Vines capture 4xs more screenspace than a tweet
Source: Aberdeen Group, Pixability, The Next Web
Promote on multiple channels
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35©2014 Skyword
Video + Editorial =
Your Brand
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36©2014 Skyword
Take Aways
Scale• More videos,
more views, higher conversion rate
Systemize
• Creative marketplace + workflow management
Customize
• Content that speaks to the journey
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37©2014 Skyword 37©2014 Skyword
Questions
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38©2014 Skyword
Are you ready to move forward?Are you ready to
move forward?
855.759.9673
www.skyword.com