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March 5, 2015
How to Create Video Content Using Hangouts on Air
Grant Tilus Inbound Marketing Manager at Collegis Education
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• Inbound Marketing Manager Collegis Education • Content Marketing Director MnSearch.org Advanced YouTube Viewer Marketer/Jock/Nerd/Parent Root Beer Connoisseur
Grant Tilus
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What Video Consumption Used to Be
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Where Video Marketing is Today
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We Can’t Get Enough of It
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You Need More Video Content
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Video Can Be Intimidating
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You’re Not a Trained Videographer
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Budgets are Tight
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Have You Tried Hangouts on Air?
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It’s Time to Get Started
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It’s Time to Get Started
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It’s Time to Get Started
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It’s Time to Get Started
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It’s Time to Get Started
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It’s Time to Get Started
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Are You Ready?
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Invest in the Platforms
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Find the Right Equipment for You
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Discuss the Right Direction
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• Live Public
• Live Invite Only
• Non-Live Invite Only
Types of Hangouts on Air
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• Live Public
• Live Invite Only
• Non-Live Invite Only
Types of Hangouts on Air
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• Live Public
• Live Invite Only
• Non-Live Invite Only
Types of Hangouts on Air
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• What do you want to be known for?
• Showcase your UVP
• Highlight your brand’s voice
• Focus on building your brand
• Conduct competitive analysis
• Think about your target audience
Determine a Content Strategy
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• Is it individual or organizational authority?
• Authority through information
• Use subject matter experts
• Internal or external
• Are you an expert?
Where Do You Have Authority?
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Find a Way to Differentiate
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• Entertain
• Educate
• Persuade
• Inspire
Focus on Providing Real Value
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Interviews
Create Different Types of Content
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Discussion Panels
Create Different Types of Content
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How to
Create Different Types of Content
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Podcasts
Create Different Types of Content
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Information Sessions
Create Different Types of Content
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Q&A
Create Different Types of Content
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Industry News and Trends
Create Different Types of Content
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Showcase Expertise
Create Different Types of Content
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Product Demonstrations
Create Different Types of Content
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Promote a Cause
Create Different Types of Content
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Promote an Issue
Create Different Types of Content
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Promote a Lifestyle
Create Different Types of Content
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Customer Testimonials
Create Different Types of Content
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Mobile
Create Different Types of Content
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Take Advantage of Topic Trends
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• Content planning • Frequency • Event promotion • Creative assets • Technical setup • Practice • Etc.
Develop a Production Process
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• Organic views are key • Discover areas to focus the
conversation
• Find a keyword family • What to do when… • Careers in… • Traveling to… • How to invest in…
Create Optimized Titles
Ubersuggest CPC & Search Volume Enhancer
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• Use a template • Input conversation points • Key questions to answer • Fluid conversation • Helps avoid mistakes
• Easier for participants
• Keeps you on time
Create a Program Outline
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• Nose • The 5 W’s • Body The details • Keep things moving • Tail • Recap • Key takeaways • Desired actions • Next time
Understand the Structure
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Remember: Length Matters
http://bit.ly/1efy9PA
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• Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving
Find the Right Host
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• Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving
Find the Right Host
Not this guy
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• Internal and external • Develop industry connections
• Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience
Find the Right Talent
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• Internal and external • Develop industry connections
• Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience
Find the Right Talent
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searchmarketingexpo.com @GrantTilus #SMX #32c
• Internal and external • Develop industry connections
• Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience
Find the Right Talent
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• Internal and external • Develop industry connections
• Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience
Find the Right Talent
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Showcase Your Organization
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Showcase Your Organization
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Background Fail
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Background Fail
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Show Your Brand with Lower Thirds
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Show Your Brand with Lower Thirds
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Show Your Brand with Lower Thirds
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Show Your Brand with Lower Thirds
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• Hangouts on Air can be delicate
• Sound quality trumps video quality
• Self manage the video feed
• Select the correct equipment • Try earbuds • Mute mics • Avoid Wi-Fi
Manage the Production Quality
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• The Hangout ToolBox • Showcase • Screenshare • Q&A • Google Effects
Use the Apps
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• Edit video description and thumbnail
• Include timestamps • YouTube optimization • Crop video • Add annotations • Promote content • Additional content
creation
Post Production Activities
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Repurpose Video Content
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Repurpose Video Content
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Repurpose Video Content
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Create Different Uses
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• Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement
Set Your OKRs
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• Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement
Set Your OKRs
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• Retention • Engagement • Participation
Focus on Your R.E.P.
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• Retention • Engagement • Participation
Focus on Your R.E.P.
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• Retention • Engagement • Participation
Focus on Your R.E.P.
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• Demographics • Traffic sources • Playback locations • Devices • Audience retention • Subscribers • Engagement metrics • Annotations
Use YouTube Analytics to Improve
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• Build a foundation of content
• Promote your passion
• Master the soft sell
• Practice newsjacking
• Play the long game
Keep It Up
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Are You Excited to Get Started?
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• Develop a content strategy for creating videos
• Use Hangouts on Air for creating more video content
• Optimize everything
• Become a Hangout on Air expert
• Focus on finding ways to improve
Key Takeaways
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• @GrantTilus
• linkedin.com/in/granttilus
• plus.google.com/+GrantTilus • [email protected]
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