July 2016

Marketing Analytics Q&A: Creating Great Video Content

Using digital video in your marketing can seriously increase engagement and response rates compared to traditional formats. In our weekly Q&A session with Neil Walter, we walked through the process on how to create great video content. If you would like to participate in our next Q&A and ask your questions, please sign up and register here. As some of the questions contained business information, we only show the general ones here as we’re always respecting our clients’ and prospects’ privacy.

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I want to hire a professional video production team; how should I start?

First, educate yourself on how a video is produced. It is wise to know the basics so you can assess an external agency’s work and your budget. Hiring a production company is a bit easier than hiring a consultant: you can check their previous references of work online. If the budget is high, recommend tools and techniques that can reduce the costs.

My videos have low views, what would be the problem?

There can be two problems. First, the content might be not engaging. Without going into the details, it is always all about the storyboard. A video has to have a story that tells your message. For example, a three talking heads around the table might not be the best option. Second, you are not distributing your video properly. Write well your description of your video, place metadata tags on the video platform and promote your video.

Should I switch to only video content marketing or better stick to articles?

On the long-term, putting more efforts in video might be a good choice, but this highly depends on your type of business. Explainer articles can create serious advantages as well. Also, you don’t need to pick one; you can use both. Videos will certainly boost the quality of your written content if they embedded.

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Marketing Analytics Q&A: Creating Your Company’s Story

Every brand and company have to act like a media company eventually if they want to succeed in marketing. In our weekly Q&A session with Neil Walter, we walked through the process on how to turn your organisation into a story. If you would like to participate in our next Q&A and ask your questions, please sign up and register here. As some of the questions contained business information, we only show the general ones here as we’re always respecting our clients’ and prospects’ privacy.

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Where is the limit between professional and entertaining stories?

There should be no limit; it should be a mixture of both. Even a printing company has funny or educative moments that can be relevant for those who are outside the business. Professional content should be entertaining and not grey and dull. Find the moments in your business that have a funny or interesting side for those who are not part of your business and start creating stories around it,

What should be the best balance between curated and created content?

It depends on the platform you’re communicating. For short news, curated content can be beneficial on a larger scale. In general, have at least a 50-50 ratio. Create as much as you curate.

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7 Tips for a Better Video Content

As customers are turning away from traditional media and focusing on digital video to discover and experience brands, digital video format is becoming increasingly important. Digital video also has the highest average click-through rate (1.8%) of any digital format. With the introduction of small, short videos in 2015, this particular content format will become more and more important for marketers. But what makes a video stand out? What would be the right video quality for your company?

 

An excellent digital video content creates more engagement than any other media formats. But what makes a video stand out? These are the tips that help you to create amazing video content:

    1. Your video works well in short and long formats. Whether it’s a 6-minutes pre-roll or Vine video or a full YouTube video, your content tells your message to your audience
    2. Optimise the video for mobile as well. And this doesn’t mean technically like a site because most of the video platforms are optimised for mobile. If it can’t deliver your message on a small screen, consider using another storyboard
    3. Present a problem, a process, and your solution. With this simple 3-step journey, you can showcase your service or product in a very easy-to-consume form; the video is there only to illustrate this journey
  1. Have a purpose in mind. If you want to hunt leads, raise awareness, or you have other goals, your video has to reflect that goal somehow
  2. Create a transcript for SEO. By creating a transcript of description of your video, you are adding another layer of search engine magnet, plan and write your content carefully with your keywords in mind
  3. Don’t overuse templates. There are many stock video sites, and there are automated video tutorial services as well but keep in mind, no matter your audience, users prefer original content instead of templates.
  4. Go experiment! Video is a more open platform than text. You can try out many forms of content with it from talking heads, group sessions, screencasts and other traditional video formats. Remember that format is irrelevant if it does not deliver your message to your audience.

This week we will show you the benefits of using video in your marketing plan. Please join our weekly Q&A where we answer all of your questions.

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The Essential Guide to Creating Marketing Videos on a Budget

As customers are gradually turning away from traditional media and focusing on digital to discover and experience brands, digital video format is becoming increasingly significant. Digital video also has the highest average click-through rate (1.8%) of any digital format. With the introduction of small, short videos in 2015, a video will become more and more important for marketers. Previously many companies said, video production budgets are high. But now, it is available for everyone. Here is the essential guide on how to create marketing videos on a budget.

DIY on a budget

With a limited budget, you can still make amazing marketing videos on your own. A simple marketing video for your company has the potential to build significant trusts in customers. There are some quick techniques which you can use to align the budget with your own.

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1. Switch the focus to a personal level. 

Not everyone needs an epic video, and it certainly doesn’t help with product demos for example. By changing from epic to personal level, you have more room to show your service and product, and you don’t need to spend a serious amount of budget on branding.

2. Rent / hire your equipment or team

Renting your video equipment or team is cheaper and more efficient. If you don’t need an on-going video production, it is advisable to hire a professional team or rent your equipment to reduce costs.

3. Use tools that are available for everyone / free

Video production tools are on the rise, and now they are available for everyone on a budget. Some tools are even included into OS software packs for free. Use these tools to avoid high post-production and editing costs.

4. Use automated software and stock videos

In the last year, automated marketing videos are on the rise. By converting texts to video scripts with these services like Sezion or Vidooya, your articles can be converted to video without any video editing or production knowledge in an easy-to-consume way. Apart from stock photos, stock videos are also available for cheap, using stock videos can boost your videos quality level.

This week we will show you the benefits of using video in your marketing plan. Please join our weekly Q&A where we answer all of your questions.

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Why You Need Video In Your Content Marketing

As customers turn away from traditional media and focus on digital video to discover and experience brands, the digital video format is becoming increasingly relevant. Video also has the highest average click-through rate (1.8%) of any digital format. With the introduction of short videos in 2015, it is sure to become more and more important for marketers. But exactly why do you need to include video into your marketing plan?

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Video is more descriptive than text

You can fit in more content and info in a video than a text post. Videos are more descriptive in all cases as compared to text posts. You can convey just as much information with a short video as you would with a long-form content. The difference? A video is easier to consume, it gives information quicker, it’s usually more engaging and actionable, and it gives off a more premium feeling of content. It is also the best way to show your product or service in action. By demonstrating your product or service in a video, with an extensive demonstration of the process, you can build trust more than you can do with a long sales-orientated text.

Video is more SEO / SEM friendly

There is nothing more shareable than a short video. Research shows that having a video on your site with the exact keywords that you use for SEO can seriously boost your site rankings. It is also easier to share as the video sites like YouTube have fantastic embedding options that are available to anyone who owns a media platform. Also if you have a video embedded in your long text post, that content becomes a more premium one, which is more shareable.

Mobile users prefer video

Mobile internet usage is not just catching up with desktop Internet but also surpasses it now. It also affects how we consume media: long text articles are the past, and video is the new form of media consumption. Also, smartphone users are often searching the web on their mobile to investigate before purchase. What’s more convenient, watching a 2 minutes’ short video or reading ten articles on a topic?

This week we will show you the benefits of using video in your marketing plan. Please join our weekly Q&A where we answer all of your questions.

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