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1 ©2014 Skyword Extend the Shelf Life of Your Content Marketing Program with Video

Extend the Shelf Life of Your Content Marketing Program with Video

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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.

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Page 1: Extend the Shelf Life of Your Content Marketing Program with Video

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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Poll: How many videosdo you produce a year?

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Agenda

The Storytelling Paradigm

The Video Ecosystem

The Challenge

The New Video Model

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Stop interrupting what people love

Start becoming what people love

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Everyone lovesa good story

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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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It’s all about scale

Source: Pixability

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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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…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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…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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“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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How do you

rise above?

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“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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“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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And here’s an example

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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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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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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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Awareness

Familiarity

Last Mile

Close/Loyalty

Support the entire buyer lifecycle with custom videocontent

Ensure RNurture them throughout

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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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Customize

TV

Brand-centric, broadcast commercials

Social

Educational animations

Thought leader interviews

Vine videos

Last Mile

Awareness

Familiarity

Landing Page

Business overviews

Email

Client testimonials

Event recap

Industry specific thought leadership

Sales Rep

Product-focused demos

Product comparison

Internal

Training videosfor sales staff

Email

Exclusive content

Product

Product tutorials

Video FAQ

Loyalty

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“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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So what’s the process?

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Tap into talent-rich marketplace

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Manage workflow…

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Encourage collaborative editing

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Publish

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Amplify

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• 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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Video + Editorial =

Your Brand

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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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Questions

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Are you ready to move forward?Are you ready to

move forward?

[email protected]

855.759.9673

www.skyword.com