Thought Leadership

You’re on Camera!

From making your video “viral” (an almost impossibility) to the basics of using video in a content marketing/inbound marketing context, we are no longer in an age of experimentation.

This whitepaper provides practical advice that can make it easier to produce, distribute, and leverage your investment in video. It debunks some of the myths and “secret sauce”, and provides a number of simple (and often forgotten) tips that can be used whether you are behind the camera, or in front of it.

You’re on Camera!

Delivering video in a content marketing context

By Randall M. Craig

If you are reading this white paper, you are in the minority. Some people have challenges reading the English language. Others have difficulty without their reading glasses. And still others just don’t enjoy reading at all. There is a reason why YouTube – and TV, and Netflix – are so popular: many people prefer to consume content by watching it.

This white paper explores eight different ways that video can be used within a content marketing strategy, 14 factors to improve your success while doing it, and then concludes with how to improve the chances that the video gets shared: creating the so-called viral video.

Eight Video Formats

There are many other video formats beyond those listed here: from documentaries, to a news desk format, to shorter person-on-the-street interviews; the limit is your creativity.

Replay: Not everyone can attend live presentations or webinars: the schedule might not work, the topic may not have been relevant at the time, or they were not physically able to attend given the location or the technology. Videotaping the presentation or recording the webinar captures evergreen content that can be made available forever. Example: Inbound Marketing Webinar.

Event promotions: These promote a particular event, usually by having the keynote speaker share a “taste” of the life experience. Here’s an example that was posted to YouTube, and then “shared” via email with prospective attendees.

Demo video/mini-bio: Instead of an old-style resume or written biography, video provides a more personal way to demonstrate expertise. Depending on the purpose, these can be from 20 seconds (an elevator pitch) to ten minutes (a demo). Here’s an example of a Demo Video.

Interviews: These are two person interviews where a host explores a topic with a particular expert. The host is credentialized by asking great questions, and gains exposure via the marketing efforts of the guests. As more episodes are added, viewership grows. Example from PSTV.

Video narrowcast: 52+ one-or-two minute videos that explore a single topic. Answers the question How do I, Why, or What. Here is an example video on the Relationship Curve. The more videos, the greater the differentiator.

Tours: Sometimes a picture (or video), is worth a thousand words. Or rather, since no one has time to read the thousand words, a video that takes the viewer along a journey is an engaging way to develop awareness and preference for a product, place, or service. Example of a facility tour video.

Testimonials:  These are video excerpts from users of your product or service, usually between 20 seconds and a minute.  The production values of the video can range from campy to professional: the goal is to convey authenticity.  Here is an example.

Advertisement: Like traditional TV commercials, these seek to stimulate action. Unlike TV commercials, however, the call to action can also include a link to an offer, registration form, etc.  (There are too many examples of these!)

Instead of guessing, review your direct competitors and your clients web and social media profiles: what video formats are they using? Then ask them: what types of videos might they prefer you to do?

14 Factors for Creating Great Videos

Every great video can be traced back to a great process. Here are 14 process steps that can improve both the production and the effectiveness of any videos that you…

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You're On Camera