video strategy and creation
TRANSCRIPT
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Brightcove Inc.
NEAL MOORECo-Founder & DirectorClick2View
@moores_lore#videomarketingSG
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VIDEO STRATEGY & CREATION
Neal MooreCo-Founder & Director
Click2View
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www.click2view.asia
AGENDA
@click2View
• What is content marketing?• How is it done?• Why do it?• Why video?• What video?
– YouTube– Facebook & Twitter– Instagram– Snapchat
• Case Study: Visa Newsroom• Questions
“Marketing is telling the world you’re a rock star.
Content Marketing is showing the world that
you are one!”Robert Rose
Content Marketing Institute
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www.click2view.asia
WHO AM I?
@click2View
Born, Southeast
London1979
Left Darrick Wood School
1998
Dropped out of University
1999
Promo Producer
1999 – 2002
Freelance TVCreative
2003 – 2005
Diploma (Distinction)2003 – 2004
Media Sales2005
Sales Management / Publishing2005 – 2010
Co-Founded Click2View
2010
Founded Moore’s Lore
Media2016
Co-Founded Can Did TV
2015
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www.click2view.asia
WHO AM I?
@click2View
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www.click2view.asia
WHAT IS CONTENT MARKETING?
@click2View
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience - and, ultimately, to drive profitable customer action.”www.contentmarketinginstitute.com
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www.click2view.asia
WHAT IS CONTENT MARKETING?
@click2View
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience - and, ultimately, to drive profitable customer action.”www.contentmarketinginstitute.com
![Page 8: Video Strategy and Creation](https://reader035.vdocuments.us/reader035/viewer/2022070523/58ed3adc1a28abc8788b46db/html5/thumbnails/8.jpg)
www.click2view.asia
WHAT IS CONTENT MARKETING?
@click2View
“Content marketing is about making the movie, not the trailer. It’s about writing the article, not the ad.
It’s about building the website, not the banner.”www.click2view.asia
NEALMOORECLICK2VIEW
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www.click2view.asia
HOW IS IT DONE?
@click2View
The 6 Content Commandments
1.Fill a need2.Be consistent
3.Be human4.Avoid sales speak
5.Have a point of view6.Be the best
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www.click2view.asia
WHY DO IT?
@click2View
• STOP building ads, START building assets
• STOP renting their audience, START owning it
• STOP buying audience data, START generating it
• STOP wasting money on ads, START making it on content
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WHAT VIDEO?
@click2View
• Then… • Now…
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www.click2view.asia
WHAT VIDEO?
@click2View
• Podcasts/Vodcasts• Interviews• Vox-Pops• Animated Infographics• Webinars• Tutorial Videos
• Unboxing Videos• News & Reviews• Documentaries• TV Commercials• Music Videos• Feature Films
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WHAT VIDEO?
@click2View
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WHAT VIDEO?
@click2View
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WHAT VIDEO?
@click2View
SOCIAL VIDEO ON FACEBOOK AND TWITTER
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WHAT VIDEO?
@click2View
SOCIAL VIDEO ON INSTA-
GRAM15” 60”
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WHAT VIDEO?
@click2View
social video on snapchat
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WHAT VIDEO?
@click2View
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WHAT VIDEO?
@click2View
“The content and appearance of social video is inextricably
linked to the platform distributing it.”
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www.click2view.asia
CASE STUDY
@click2View
From that to
this…
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www.click2view.asia
CASE STUDY
@click2View
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www.click2view.asia
CASE STUDY
@click2View
• Results– Headline CTR 85% above category benchmark (+270% increase in CTR)– 95% new Visitors daily– More than 75,000 engaged new visitors across Asia-Pacific in just 6 months
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www.click2view.asia
QUESTIONS?
@click2View
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www.click2view.asia
WHAT ABOUT STORYTELLING?
@click2View
• Most content marketing is not storytelling, it’s simply answering questions
• Most storytelling is not about the story but about the character
• It’s not just about having a story to tell but how you tell the story
• You don’t have to make people cry!
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Brightcove Inc.
THANK YOU
www.click2view.asia