Embed Size (px)
DESCRIPTION
Citation preview
#B2BContentEvent
The Many Faces of Content Marketing Video
B B
Conference
Michael Kolowich Founder/CEO, KnowledgeVision Founding Producer, DigiNovations Editor, “Rich Content Daily”
@MichaelKolowich
#B2BContentEvent
First of all…video works! • Results at A:vio (Enterprise
so?ware company) not atypical
• A?er adding video: – 200-‐300% increase in monthly unique visitors – 157% increase in search engine traffic – 100% longer average Ome on site per visitor – 3-‐minute average Ome spent on video pages (2x non-‐video pages)
– superior lead-‐scoring info for leads
@MichaelKolowich
Source: MarkeOngSherpa, December 2011
#B2BContentEvent
The challenge is evolving @MichaelKolowich
• The challenge is no longer how to get the video up and back out again…
• The new challenge is how to make it work harder
#B2BContentEvent
A pracOOoner’s key observaOons about video in content markeOng
• Video is not a “one and done” proposiOon • Need and demand is growing faster than available budget
• Video provides an unprecedented opportunity not only to engage but also to measure
• YouTube is not enough for the serious content marketer
• Video is not something to delegate to the “intern in the corner”
@MichaelKolowich
#B2BContentEvent
Three “conversaOon starters” about video content markeOng
• “Divide to conquer” – how to survive the exploding demand for video
• “They’re not couch potatoes anymore” – how to engage your audience interacOvely in video
• “Think outside the frame” – how to use new tools to enhance the video experience…and conversion
@MichaelKolowich
#B2BContentEvent
“Divide to Conquer” Segment Your Video Needs into 3 Tiers
@MichaelKolowich
Showpiece Videos • High-‐visibility • High viewership • Brand-‐criOcal
Workhorse Videos
• Medium-‐visibility • Product, service, or technology-‐specific
Long Tail Videos
• Internal pages
• Explainers and SEO bait • O?en feature SME’s
$3k-‐$10k per finished minute
$500-‐$2k per finished minute
$50-‐$500 per finished minute
#B2BContentEvent
TradiOonal video is based on an old television model
@MichaelKolowich
• Linear story • Story “arc” with beginning, middle & end
• Passive experience • Contained within a 4:3 (later 16:9) frame
#B2BContentEvent
We must redesign video for a rich, interacOve content world
@MichaelKolowich
• Modular design • User-‐driven paths • AcOve experience • What’s outside the frame is just as important
• Driving to acOon or results
#B2BContentEvent
The new face of video content
@MichaelKolowich
• Video + • Context + • NavigaOon + • Drill-‐Downs + • Calls-‐to-‐AcOon
#B2BContentEvent
Thinking “outside the frame”
@MichaelKolowich
Plain old video
KnowledgeVision-‐enhanced video
#B2BContentEvent
Example: DemandGen Report Enhanced Interview
@MichaelKolowich
#B2BContentEvent
Alcatel-‐Lucent: Content MarkeOng with Online Video PresentaOons
@MichaelKolowich
Demand GeneraOon: Product Roadmap
Sales Enablement: Expert Chalk-‐talk
Thought Leadership: Repurposed Keynote
Demand GeneraOon: On-‐Demand Webinar
#B2BContentEvent
The more interacOon, the more you can measure & score!
@MichaelKolowich
#B2BContentEvent
Consider incorporaOng landing pages into your online video
@MichaelKolowich
#B2BContentEvent
At the very least, put your video onto conversion pages (where
appropriate)
@MichaelKolowich
#B2BContentEvent
Summary
• “Divide to conquer” – divide your video needs into three Oers; different approaches to each Oer
• “They’re not couch potatoes anymore” – let your viewers define their own path through video
• “Think outside the frame” – don’t restrict yourself to just a 16:9 video frame; use new tools to drive context, interacOon, calls-‐to-‐acOon, and scoring
@MichaelKolowich
#B2BContentEvent
Contact Information
B B
Conference
Michael Kolowich [email protected] @MichaelKolowich www.KnowledgeVision.com www.RichContentDaily.com
@MichaelKolowich
