best practices for including video in your content strategy€¦ · your content strategy ©2018 jb...

©2018 JB Media Institute LLC

Best Practices for including Video in Your Content Strategy


Sarah BenoitCo-founder and Lead

Instructorof the JB Media Institute

President of Creative Original, Inc.


Video Stats

Wordstream Video Marketing Stats for 2018

https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics

https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics

Stories InspireEmotion & Feeling

For a moment forget the words “marketing”, “branding”, and “advertising” and think about the stories that unite us all.

★ Successfully sharing a story that resonates with the right audiences is the number one way to grow your reputation and following.

Compelling Stories Are the Key to Success


Different Types of Stories

The “Story of Self” What products and services do you offer? What struggles and challenges have you, your team, your region overcome? What is happening locally? How did your company or organization get to where it is today?

The “Story of Us” What are other organizations, businesses and people doing in your region? How do you work together? What are the community’s shared values and history? How does your business or organization partner with others? What amazing things are other companies and organizations doing?

The “Story of Now” Is there an urgent challenge to face that is calling you and your team or community to action? What can people do in the moment? What is the outcome if people act now? Can you share an experience, activity, or attraction with people in real time? How can they participate and share their experience online?

http://workshops.350.org/toolkit/story/


http://workshops.350.org/toolkit/story/

Stories = Emotion = ActionGreat stories done with text, graphics, images, videos, downloads, etc are relatable and stir or provoke feeling.

Feeling motivates people to make decisions and take actions - like making a donation, completing a volunteer form, buying a ticket for an event, sharing content, or signing up for a newsletter.


●

EgoThe Innocent The Regular PersonThe HeroThe Caregiver

Character Archetypes

http://www.soulcraft.co/essays/the_12_common_archetypes.html

Soul The ExplorerThe Rebel The LoverThe Creator

Self The JesterThe SageThe MagicianThe Ruler


http://www.soulcraft.co/essays/the_12_common_archetypes.html

●Overcoming the MonsterRags to RichesThe Quest/The Hero’s Journey

Story Archetypes

http://contentmarketinginstitute.com/2014/09/ancient-archetypes-brand-storytelling-should-use/

Voyage and ReturnComedyTragedyRebirth


http://contentmarketinginstitute.com/2014/09/ancient-archetypes-brand-storytelling-should-use/

Use Stories to Define Your Brand

Brand is what is left after marketing has swept the room….



Listen

Give Your Audiences What They Want


Research what’s already happening.

● Outline your top 3 to 5 competitors or industry leaders (who do you admire)

● Review if they are doing any video on social media. What kinds of video are they doing? How frequently? What topics are covered?

● Complete some simple keyword research and then type those phrases into Google, Youtube, and Vimeo searches. What comes up on the first page?



Ask questions.

● Send a Survey Monkey or Google Form with a 3 - 5 question survey for existing customers/clients/donors to complete. *Don’t make people type - ask yes or no or multiple choice questions. *Provide an incentive or personal request if possible.

● Ask people in person or on social media what they think of your video ideas and what they want or need online.

● Look at videos you have posted in the past. How well did they perform?



Don’t be afraid to fail - think of it as “rapid prototyping.”

The difference between conventional and rapid prototyping is that conventional perspectives say you should take a long time to create your first model and rapid perspectives say you should make every model quickly, test, adjust, and then iterate based on the experiences, results, or conclusions.

Tom Chi - Prototype Thinking

http://www.tomchi.com/

What is the purpose of your video content?


Educate, Entertain, Engage


●How to/Explanations/Tutorials

●Product demos

●Interviews

●Tours

●Real time coverage

●Humor/Inspiration/Connection

●Answering questions/Solving problems

●Tell a story/Testimonials - share the WHY

●Customer service information

How can the information best be shared?


Video Styles


●Talking head

●Infographic/Animation/Whiteboard

●Photo montage

●On site footage/Drone camera footage

●Screen capture

●Live streaming/Webinar

●Documentary

●360 Video/Virtual Reality

Do you want/need high quality content, DIY content, or both?


High Quality VS DIY Video


What is high quality?

Scouted location, planned shot list, prepared content/script, clear goals and messaging, proper lighting, multiple cameras recording audio and visuals, external microphones, tripod use, charismatic personalities, branded graphics, professional editing, longer form content

How to Create High Quality Video in your Office by HubSpot and Wistia

What is DIY?

On the fly, in the moment, one camera, little professional equipment, simple shorter content, insider/behind the scenes perspectives, screen capture only, shot on mobile devices without external mics, experiential

In today’s digital world both of these strategies have value.

http://offers.hubspot.com/thank-you/video-social-media-marketing?employees__c=1&marketing_company_auto__c=No&firstname=Sarah&department=Other&subscriber_to_the_hubspot_blog=false&lastname=Benoit&phone=828-242-0277&role__c=C-Level/SVP&twitterhandle=@SarahDBenoit&company=JB+Media+Institute+&crm_system__c=Does+Not+Currently+Use+CRM&[email protected]&submissionGuid=de82e708-ea7d-4254-af06-19640c0965f6&website=http://www.jbmediainstitute.com


Channels

Choose Your Tools Wisely


Choose specific social media networks with intention.

Where are your audiences spending their time? Why are they there? Why are you there? Who is on the other end of the social media line and what do they value? How will you make them feel? What is the real message of your brand? What are your goals?

It is always better to use 1 channel really well and create a result than it is to use many channels poorly.



Live VS. recorded content, which is the better choice?

Live streaming:● makes people a part of something

not just a viewer● pulls higher rates on engagement

more quickly● creates a sense of urgency● happens in different locations● takes less preparation, time,

energy, and money

Recorded video:● is easily repurposed on to multiple

channels ● builds an archive of evergreen

content ● enhances promotional campaigns ● can have a longer shelf life● allows for editing and is more

polished



Test everything and have fun with your learning curve.

Try out new mobile apps:

Hyperlapse for Instagram Boomerang for InstagramFilmoraGo by WonderShareQuik by GoPro Magisto

Try out new desktop apps:

Camtasia by TechSmithLumen5iMovie MAC only Animaker Biteable

https://hyperlapse.instagram.com/

https://help.instagram.com/boomerang/1028997297162413

https://filmora.wondershare.com/filmorago-video-editing-app/?gclid=EAIaIQobChMItJ6yjrSu2gIVVODICh11JQlWEAAYASAAEgIgI_D_BwE

https://quik.gopro.com/en/

https://www.magisto.com

https://www.techsmith.com/video-editor.html

https://lumen5.com/

https://www.apple.com/uk/imovie/

https://www.animaker.com/

https://biteable.com/

Video Creation Tools


Desktop/Laptop• Wideo

• Animoto

• Vidyard

• VideoScribe

• Powtoon

• GoAnimate

• Youtube Creator Studio

• Vimeo Live

• Periscope for Twitter

• Facebook Business Pages

• Instagram Video and Stories

• Flipagram

• Horizon

• Cameo by Vimeo

• LapseIt

• Youtube Creator Studio

Mobile Devices

http://wideo.co/en/

https://animoto.com

https://www.vidyard.com/

http://www.videoscribe.co/

https://www.powtoon.com

https://goanimate.com

https://youtube-creators.googleblog.com/

https://vimeo.com/live

https://help.twitter.com/en/using-twitter/twitter-live

https://flipagram.com/

https://horizon.camera/

https://vimeo.com/cameo

http://www.lapseit.com


Schedule

Consistency Is Key


Schedule daily, weekly , monthly, or quarterly updates.

● Take some time to learn how to use your tools. Spend at least 1 - 3 months learning.

● Create a content calendar and outline how much content you will create and how often.

● Outline what channels the content will be shared on and when.

Consistency Is Key


Outline topics and goals in advance.

If you listened carefully then you should have a list of ideas for video content that you know your audiences want and need.

How can you distinguish your brand? How can you stand out? How can you be useful? How can you be entertaining?

Create videos that tell a story and share your purpose. ‘

Consistency Is Key


Develop a campaign mindset.

When you create video content with your marketing, communications, sales, or customer service goals in mind you are on the road to creating a campaign.

Audiences want to consume content that matters to them, that makes them feel something. Develop a series of videos or create additional marketing collateral to compliment the videos.


Tracking

Evaluate, Adjust, Repeat


Get very familiar with free social media tracking data.

Social media stats: Facebook Insights, Youtube Analytics, Instagram Insights, Video Ad Tracking, Twitter Analytics, Pinterest Analytics

Most social media accounts have free tracking with special sections for video content. You can also view performance metrics for each individual post to see if video content is generating higher Reach, Impressions, or Engagement.



Common metrics every business should watch.

● Views/Reach ● Watch Time ● Engagement● Network Growth● Top Videos

85% of all videos on Facebook are watched with the sound off. Think about captions, text, and transcripts.

Youtube Analytics also includes Traffic Sources, Gender, Top Geographies, and Playback Locations.



Set your benchmarks so you can quantify success.

● Record the performance metrics of your top 3 to 5 best videos.● Set goals for the improvements you would like to see in the

future, i.e. longer watch time, increased shares, increased views, etc.

● Put recording video content performance in your calendar so it happens on a regular basis.

● Promote your broadcasts on advance. *Consider using Facebook Event Pages.

● Check and test lighting in your location.

● Buy a simple tripod. ● Test your audio. *Buy a mic

suited for your purposes.

Pro Tips Facebook Live Streaming

● Remember people can join all throughout the process so remind people why they are there.

● Respond to the chat. ● Thank viewers and give them a

shout out. ● Promote on other channels.

Guide to Encoding ● Must have 100 subscribers to use on mobile app● Must have Chrome version 60 or higher to use desktop ● You must have a channel and have a verified account● Know how to manage live chat ● Create Events in the Creator Studio for more control

FAQLive Streaming Guide

Pro Tips Youtube Live Streaming

https://support.google.com/youtube/answer/2907883?hl=en&pageId=110038171923628303453

https://support.google.com/youtube/answer/6273849?hl=en&pageId=110038171923628303453

https://support.google.com/youtube/answer/2853700?co=GENIE.Platform%3DiOS&oco=0

Whenever possible collaborate with other experts, brands, partners, and influencers that share your target audiences.

● Promote each other’s live streams.● Engage with each other’s videos, i.e. comments and shares. ● Feature each other in video content, i.e. interviews,

cross-promotions, highlights, etc.

Pro Tips Partnership Marketing


Educational Resources

● ThinkwithGoogle.com

● Google Trends ● Content Marketing Institute ● Moz.com ● WordStream

● Social Media Today● Buffer.com ● Hootsuite.com● Sprout Social● Neil Patel

https://www.thinkwithgoogle.com/

https://www.google.com/trends/

http://contentmarketinginstitute.com/

https://moz.com/beginners-guide-to-content-marketing

https://www.wordstream.com/blog/ws/2016/12/01/b2b-content-marketing

https://www.socialmediatoday.com/

https://blog.bufferapp.com/

https://blog.hootsuite.com/

https://sproutsocial.com/insights/

https://neilpatel.com/what-is-content-marketing/

#d2cc2d

ResourcesJB Media Institute

Free Learning● Free Monthly Webinar: Our next Digital Drop-in is Wed.

November 7, 2018● Free Digital Marketing Toolkit

Online Learning ● Introduction to Content Marketing Course● JB Media Institute Online: Next cohort begins January 2019

In-person Peer Mentorship and Mastermind Program● JB Media Institute All Access Cohort: contact sarah at

[email protected] for more info.

https://www.jbmediagroupllc.com/free-webinar/

https://www.jbmediagroupllc.com/toolkit/

https://www.jbmediagroupllc.com/introduction-content-marketing-course/

https://www.jbmediagroupllc.com/online-jb-media-institute/

mailto:[email protected]

#d2cc2d

Questions

“You do amazing things. More people should know.”

#d2cc2d

Thank you!

Sarah Benoit Lead Instructor & Co-founder of JB Media Institute-President of Creative Original, Inc. (828) [email protected] www.AshevilleWebDesign.net

Connect with me on social media!

http://www.facebook.com/SarahDBenoithttp://www.twitter.com/SarahDBenoithttp://www.linkedin.com/in/SarahDBenoit http://www.google.com/+SarahBenoitavlhttp://www.instagram.com/sarahdbenoit

mailto:[email protected]

http://www.jbmediainstitute.com

http://www.ashevillewebdesign.net

http://www.facebook.com/SarahDBenoit

http://www.twitter.com/SarahDBenoit

http://www.linkedin.com/in/SarahDBenoit

http://www.google.com/+SarahBenoitavl

http://www.instagram.com/sarahdbenoit

#d2cc2d

Examples

Watch successful videos of different styles from local, national, and international brands in the following slides.


https://www.youtube.com/watch?v=Qjv0xm_1lQY


https://youtu.be/9G_AnmzZNbM


https://www.youtube.com/watch?v=TbQkG8flURM


https://youtu.be/DyHQrdi5uqU


https://youtu.be/cE6ZqoB8xNY


https://youtu.be/bmO0MuS7nwI


https://www.youtube.com/watch?v=3CCuXEgTFN8


https://youtu.be/pFuwUiHo-WI

best practices for including video in your content strategy€¦ · your content strategy ©2018 jb...

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