CREATING COMPELLING & AUTHENTIC B2B VIDEO CONTENT [ Click! Digital Expo 2017 ]
THE PLAY BUTTON IS THE MOST COMPELLING ACTION ON THE WEB
80% OF ALL WEB TRAFFIC EXPECTED TO BE VIDEO CONTENT BY 2020
B2B BUYERS RESPOND TO AN EMOTIONAL CONNECTION
EMOTION TRUMPS LOGIC
VIDEO CONTENT? HOW?
MARKETERS STILL FEEL PARALYSED BY THE DAUNTING TASK OF CREATING USEFUL VIDEOS
TYS COBB [ head of marketing ] Inbound Marketing Specialist Podcaster Video fanatic t.cobb@businessdepot.com.au [ 07 ] 3193 3000 0402 574 286
THE NEXT 30 MINUTES Effective B2B video content examples How to produce consistent B2B video content Tools and strategies for successful implementation
COMPELLING B2B VIDEO CONTENT EXAMPLES
LIVE VIDEO [ Inspire CA SAVE$1MTAX campaign ]
Live video is more personal People spend 3x longer watching live video Facebook favours live video User-generated video content boosts credibility
EDUCATIONAL VIDEOS [ Elite Agent Transform video series ]
Leverage network for guest appearances Find out client pain points/problems Create video content to help audience solve their problems
HOW TO VIDEO [ Method CRM video tutorial ]
Every video CAN be entertaining Do something that gets people talking Create relatable situations Tell a story
EDUCATIONAL VIDEOS [ businessdepot Blackboard Fridays ]
HOW WE RE GOING 40 episodes 3990 views across channels $400 investment + planning & production time Generated $5,500 recurring income p/month
5 STEPS TO CREATING A COMPELLING & CONSISTENT VIDEO SERIES
START WITH STRATEGY What will your video content accomplish? Your video marketing mission statement
At businessdepot, we make empowering video content for business owners who are feeling stuck in the stuff, so that they can start thinking about the future of their business for at least 5 minutes a week.
START WITH STRATEGY What will your video content accomplish? Your video marketing mission statement What type of video content? Who is this content for? What will your audience get out of it? Get management buy in
STRATEGISE PLAN AMPLIFY CONTENT MARKETING LIFECYCLE PRODUCE ANALYSE PROMOTE
PLAN Topics What are clients asking you now? Ask upon subscription to newsletter Google, Quora, Keyword.io Content Calendar Determine frequency Shoot dates Map out content promotion Equipment Camera, Mic, Tripod, Editing Software
PRODUCE Shoot as much as you can in 1 day Don t stress yourself with memorising lines Authenticity always wins! Edit Include a top & tale Use a music track Outsource your editing
PROMOTE Post weekly Keep it consistent YouTube, Vimeo, Wistia Blog Email Social Media Facebook Pay to play
Website Blog Facebook [Upload] 3 posts Social Media Twitter 4 tweets CONTENT YouTube LinkedIn 2 posts Email BBF Database Internal Circulate to team
ANALYSE View Count Play Rate and/or Email Click Rate Engagement Average watch time Social Shares Conversion Rate View > Lead > Customer
AMPLIFY Reach out to influencers & ask them to share Re-share on a regular basis Ask team to share on social media & with clients Paid social media promotion Refer/link to video content in other content pieces and link back
STRATEGISE PLAN AMPLIFY CONTENT MARKETING LIFECYCLE PRODUCE ANALYSE PROMOTE
CONNECT WITH US [ let s chat! ] TYS COBB [ head of marketing & inbound marketing specialist ] t.cobb@businessdepot.com.au [ 07 ] 3193 3000 0402 574 286 businessdepot.com.au businessdepotau businessdepot @business_depot