10 Must-Have Videos to Fuel Your Content Strategy · 10 Must-Have Videos to Fuel Your Content...
Transcript of 10 Must-Have Videos to Fuel Your Content Strategy · 10 Must-Have Videos to Fuel Your Content...
10 Must-Have Videos to Fuel Your Content
Strategy
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Tyler LessardVidyard
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10 Must-Have Videos to Fuel Your Content
Strategy
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mail: P.O. Box 509 Eau Claire, WI 54702-0509 • telephone: 866-352-9539 • fax: 715-833-3953email: [email protected] • website: www.lorman.com • seminar id: 400822
Prepared By:Tyler Lessard
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10 MUST-HAVE VIDEOSTo Fuel Your Content Strategy
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Tyler LessardVP Marketing, Vidyard
@TylerLessard | @Vidyard
EDUCATIONAL> Process video 60,000x faster than text
EMOTIONAL> Create connection and empathy
MEMORABLE> Retain visual information longer
PERSONAL> Creates a greater sense of trust
UNIQUELY POWERFUL CONTENT MEDIUM
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Click-Through Rates
Social Shares
SEO Performance
Engagement Time
Conversion Rates
Purchase Intent
Sales Conversions
Increased Shares &
Engagement
2x‐5x Email
Marketing CTRs
41% Higher Click
ThroughsWith Search
80% Increase in
Page Conversions
3‐5x Increase in
Sales Connect Rates
97% Increase in
Purchase Intent
GENERATES HIGHER CONVERSIONS
Build Awareness and Interest
Connect, Engage and Educate
Nurture, Showcase and Convert
WORKS THROUGHOUT THE FUNNEL
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MustHaveVideos10
MustHaveVideos10
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1. Promotional Videos
Promote with Purpose• Generate brand awareness
• Promote content assets or campaign landing pages
• Awareness of new products
• Promote events or programs
Campaign videos, brand videos, targeted awareness videos.
1. Promotional Videos
Connect, Don’t Sell• Entertain then Educate
• Focus on Pain more than Gain
• Leave them wanting more!
• Higher production quality
• Multi‐channel distribution
Campaign videos, brand videos, targeted awareness videos.
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2. Social Videos
The Attention Grabber• Videos optimized for different
social channels
• Support broader campaigns and marketing programs
• Short teasers of other videos
• Social‐centric campaign
Videos for YouTube, Facebook, Twitter, SnapChat, LinkedIn
2. Social Videos
Be Social Savvy• Keep it short with a clear call‐
to‐action
• Emotional: fun, inspiring, interesting, unexpected
• Native playback advantage
• Captions for muted autoplay
Videos for YouTube, Facebook, Twitter, SnapChat, LinkedIn
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3. Video Blogs (Vlogs)Share your Wisdom• Bring your blog to life
• Educate, connect, inspire
• Topics with broad appeal
• Talking head, whiteboard, simple graphics, whatever!
• One‐off topics or ‘mini‐series’
Video‐based blog posts to help boost audience engagement
3. Video Blogs (Vlogs)
Focus on the Content• Make it valuable and personal
• Great way to feature customers, partners, influencers
• 2‐4 minutes in length (plan!)
• Transcribe the audio and make available below the video
Video‐based blog posts to help boost audience engagement
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4. Explainer Videos
Make the Complex Simple• Simply explain complex ideas
• Sets up Problem and Solution
• Simple and clear language
• Benefit and value oriented
• Motion graphic or live action
Solution explainers, product explainers, persona explainers
4. Explainer Videos
Follow the Formula• Personify your audience
• Make your customer the hero
• Set up the problem
• Clearly articulate your value
• Nail the script. Then nail it again.
Solution explainers, product explainers, persona explainers
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MustHaveVideos10
5. Webinars
Educate and Influence• Thought leadership
• Best practices and how‐to
• Customer/practitioner stories
• Panel discussions
• Product overviews
Live and on‐demand webinars for education and lead progression
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5. Webinars
Reduce, Re‐use, Recycle!• Repurpose for blogs, social and
as on‐demand assets
• Use lead gates and annotations for on‐demand versions
• Long form still works but try short form too (10‐15 minutes)
Live and on‐demand webinars for education and lead progression
6. Chalk Talks / Whiteboard Vids
Drop your Knowledge• 1 person + 1 whiteboard
• Expert advice on specific topics, directly from the experts
• More narrow focus than Vlogs
• Topic choice is critical
Like a Vlog video, but more of a deep dive on specific topics
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6. Chalk Talks / Whiteboard Vids
People Make the Difference• Chose your speakers wisely!
• Crowd source your topics
• Create recognizable personalities
• Keep the content informal
• 3‐4 minutes but can go longer
• Publish on custom channelsLike a Vlog video, but more of a deep dive on specific topics
7. Product Demos
Time for Show and Tell!• Show your solution in action!
• Higher level demos on public website or video hub
• Deeper dive product demo videos for sales enablement
Targeted videos to help prospects see your product in action
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7. Product Demos
Think like IKEA and Lego• Make your demo videos
modular ‘building blocks’
• Focus on authenticity, speak to benefits not just functionality
• Mix of people and product (don’t just screen record)
Targeted videos to help prospects see your product in action
MustHaveVideos10
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8. Customer Stories
Power of Social Proof• Real people telling real stories
• Emotional and personal
• Story arc: challenges, solution, results
• The customer is the hero, not you or your product
Showcase your advocates telling their real story
8. Customer Stories
Connect on a Human Level• Focus on their story and how
they’ve solved real problems
• Use b‐roll footage and music to go beyond the ‘talking head’
• Get creative by adding motion graphics, interesting backdrops
• Mind the clock!Showcase your advocates telling their real story
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9. Culture Capture
Showcase WHO and WHY• Life at ________
• Footage of company events or charitable activities
• “Meet the Team” videos
• Holiday videos
• Thank you and welcome videosShowcase your people, your culture, and your ‘why’
9. Culture Capture
Not About Leads (directly)• Do your employees care?
• Are they real people that I want to do business with?
• Do you stand for something more than profit?
• Break down the digital divide
Showcase your people, your culture, and your ‘why’
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10. 1-to-1 Personal Video Messages
Personal Connection• Sales prospecting videos
• Targeted ABM programs
• 1:1 follow‐up from event, meeting, etc.
• Internal communications
A better way to communicate and build relationships
10. 1-to-1 Personal Video Messages
Practice Makes Perfect• Just start doing it!
• Be natural and personal
• Use “props” to your advantage
• Keep it short and to the point
• Webcam and/or screen capture
A better way to communicate and build relationships
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MustHaveVideos10
http://video‐examples.hubs.vidyard.com/
Promo
Culture
Explainer
Vlog / How‐To
Promo
Promo
Social
Promo (Event)
Customer
Promo (Event)
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…and don’t forget about the science!
X1 Product Demo Video
Driving Conversions Who’s Watching What?
Tyler LessardVP Marketing, Vidyard
@TylerLessard | @Vidyard
Thank You!!
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Notes