By Keith Jolie
This past weekend I was busy volunteering with the annual Polar Bear Dip for Habitat for Humanity in Toronto. Amid all the interviews, media interactions and watching around 700 people run into icy cold water, I was struck by the prevalence of video at the event.
One of my interviews with a larger news media company was via Facebook Live, and many of the dippers had GoPros strapped to them as they ran into the water. Those videos, shared by a significant percentage of the participants, have allowed the event organizers to market the excitement of the event to a very large audience and to grow the event year after year.
Video has grown to become in many cases, the linchpin of a successful content marketing strategy. While content marketing is a bit of an overused buzzword, the concept is sound. Marketing your business or organization involves engaging several channels in order to attract customers and as with traditional advertising, mediums like search engine marketing ( SEM ), social media marketing, and email marketing all rely on quality content to entice the customer to engage with the medium and for you to meet your marketing objectives.
If you’re not already using video as part of your content marketing strategy, here are five reasons why you should give it a second look:
Recent statistics gathered by Google pointed out that 53% of consumers on mobile feel more favorable towards companies whose websites feature video content. Video more than ever has reached a critical mass. It is expected by your customers, and much like a business or organization that doesn’t have a website, not having video content will soon be seen as a sign that your business or organization isn’t professional.
There has never been a better time for businesses to embrace video as part of their content marketing efforts, and with both free and paid distribution options it also has never been easier. Any business can easily (and for free) create a YouTube channel to feature video content and videos can easily be embedded in your website, sales presentations and used as part of conference displays. About 100 million hours of video are watched every day on Facebook. With both Facebook and YouTube (Google Adwords) offering complex targeted distribution through their paid advertising models, more than ever you are able to direct your video content to the most appropriate audience and measure the results.
In 2017, high speed data is a reality on even the most basic of mobile networks and most newer mobile phones now feature high definition displays and sound that would have been unimaginable even a few years ago. This advancement has caused the global audience for video to grow exponentially. While high quality video looks best on the big screen, it is superbly suited for mobile consumption because it requires no user interaction and it can be shared easily. Video allows a mobile user to take in a large amount of information without having to scroll through lots of text or click through from page to page and the audience is definitely there. On mobile alone in an average week, YouTube reaches more 18+ year-olds during prime time TV hours than any cable TV network. (Google Think, 2016)
Search engine optimization (SEO) is a constantly moving target with search algorithm updates being released frequently. Recent observations by SEO professionals agree that the inclusion of video on your website continues to have a very positive impact on how frequently your website appears in related search engine results pages. The benefits come from a few specific traits of video. First – multimedia content, and graphical (picture) content has for a long time had a positive impact on page SEO. Second, video content is sharable and social media shares are metrics that feed back positive SEO signals for your page. And third – properly embedded and encoded videos with script information expand the relevant keyword possibilities for any page that includes them.
The buying decision process in both the consumer and business to business markets has undergone a massive shift in recent years. Product and service information that was once only available from sales staff can now be readily accessed from a wide variety of sources including review sites, best of lists, and industry publications. For businesses and organizations, ensuring that your content is front and centre during that critical research stage of the buying process is more and more important. With 68% of YouTube users (70% in Canada) indicating that they watched YouTube content to help them make a purchasing decision, the importance of ensuring that it is your message that they receive in that video becomes even more magnified.
While video isn’t the only element of a content marketing solution a business needs to employ, there is a strong argument to be made that most businesses should be prioritizing video as part of their marketing strategy. To find out more you should also check out our video called “Why Video”.
Double Barrel Studios can offer your organization guidance as you consider video – give us a call, and let’s get talking.
The students were enthusiastic, engaged and above-all-else excited to produce video pieces and test out their movie-making mettle.
I gave a presentation that went through the top tips I’ve gleaned over the past 14-or-so years of producing content, sifting down my time in print, radio, broadcast and digital to highlight some of the pitfalls and best practices to follow when determining your digital content strategy. In this case, focusing on video as a delivery medium.
From the Twitter discussions afterward it seems the class enjoyed my chat – so I decided to reprint those tips here for either students who missed marking them down, or for you – dear reader, should you be interested to find out more about how Double Barrel does what we do – and how you can implement some of those strategies in your own communications.
I was so thrilled to be invited to sit as a judge on the panel of last year’s Economic Developers Council of Ontario Awards. It was a great chance to get an inside look at marketing, branding & advertising campaigns from all across Ontario. In November, I’m headed back again.
Categories that I adjudicated for last year’s competition were mainly advertising and branding related, and consisted of everything from simple awareness raising campaigns to complete brand overhauls for economic development regions.
Of the 20 entries I had the opportunity to look at and judge, some clear themes emerged in terms of what is being done right in the industry, and what needs some major rethink when it comes to marketing/branding your latest initiative.
A few of my do’s and don’t’s from last year’s experience.
DO your research. I was shocked to see how few departments actually conducted research prior to spending tens of thousands of dollars on marketing outreach. Too many organizations are diving into big spends without considering one of the highly critical marketing ‘p’s’ – people. Who is your audience? What are they interested in? What things do they enjoy? Everything from imagery to fonts to colour schemes should be based on what you feel will best relate to your audience. Too often marketing initiatives are based on what a particular committee thinks is great with no real thought to what your potential client or customer needs to see. Demographics should be your very first stop in determining any brand campaign. Be clear about WHO you’re targeting so that you can create the best campaign to reach them.
DO spend money on good graphic design. So many entries were conceptually great but suffered from graphic design that did not evaluate the audience or give it the respect it deserves. Many organizations look at having in house graphic designers create branding elements as a cost cutting measure – this is a big no no. If you’re planning to spend any amount of money on marketing your new initiative make sure it’s rock solid out of the gate – and that means clean, clear, legible design that invites your audience to look closer – doesn’t turn them away.
DO NOT use dated photography or video in your brand-spanking-new campaign. Many initiatives had beautiful new branding elements. Logos, websites, YouTube pages. These suffered due to the incorporation of photography & videography that was done 4 or more years ago. Technology moves fast, nowhere more so than in the world of cameras and online video. Image quality has gotten consistently better year over year. Make sure you’re not shooting yourself in the foot by incorporating photography or videography that was shot more than 3 years ago.
DO NOT blow the bank. Spending large amounts of money on a flashy bus campaign or large advert in a well known paper does not marketing success make. Creativity and talent is what counts.
DO the math. So many initiatives were thwarted by not having the proper analytics in place to gauge metrics on campaign success or failure. How will you ever know you succeeded if you don’t have benchmarks to measure against? Use free technology like Google Analytics to tackle web hits and easy measurements like in-person surveys to clock uptake from your intended demographic. Marketing’s a game – make sure you’re making educated guesses.
This year’s awards will be handed out in Hamilton on February 12th. See you there!
How to Battle the Cringe in your Communications
One common mistake communicators make is in their overuse of the ‘earnest’ in content. This often comes across as that ‘this is cheesy’ feeling we all know so well when watching a piece of video or reading a story.
My 15-year-old son has a better term for it. He calls them ‘Cringe’ videos. Consisting largely of people being overly earnest and generally just trying too hard, a Cringe video is recognizable by its ability to make the viewer feel uncomfortable.
While in some cases making your viewers squirm can be a good thing, most clients we’ve worked with are aiming to inform and educate rather than shock and awe. If you’re looking to get your message across in 3 minutes or less it’s probably best not to make your audience wish they’d never looked.
What exactly is it about a piece of media that causes this feeling? And how does it cross the line from being authentic to overly earnest?
We spend a lot of time thinking about this type of thing at Double Barrel, because ultimately we want to produce the most effective video we can for your organization. In that spirit we’ve put together a list to take into your next video production process. Voila!
HOW TO CUT the CHEESE in your communications
~ Roz Allen is a Producer & Director at Double Barrel Studios