• 4 Steps to a Successful 2015 Video Strategy

     

    With Christmas around the corner, there’s really only one thing on everyone’s mind.

    Next year’s Video Content strategy!

     Ok, well, maybe not, but as the calendar year winds down and we all gather to reflect and celebrate the accomplishments of 2014, there’s no time like the “present” to start thinking about what 2015 has in store for your brand’s content production.

     Unsurprisingly, countless articles about 2015 Video Marketing Trends and Predictions have been popping up for well over 6 months (I’m personally looking forward to what’s in store for 2016 and 2017, which I’m sure I’ll hear about from someone in the next few days…).  But if you have yet to put much thought into what your strategy will be come January, here are 4 steps I suggest taking:

    Audit

    Take a solid look at what you already have, and what you can do to improve it.  How’s your YouTube presence?  Is it organized and easy to navigate?  Are you using custom thumbnails to your advantage?  What are your competitors doing?

    Step back and view your YouTube page as if you were a potential customer looking for knowledge and/or entertainment.  What’s the experience like for someone who isn’t as deeply invested in your brand as you are?

    If you haven’t yet, start taking YouTube seriously.  Create playlists, add longer text descriptions, keywords, and tags to boost SEO.  It’s relatively easy, and it makes a huge difference.

    If you haven’t yet, check out the YouTube Creator Playbook for Brands for some solid insights.

    Experiment

    As fellow video producer Tim Bradley wrote a few weeks ago on our blog: “Try it all with video.”  I couldn’t agree more.

    Approach every initiative with the possibility of video top-of-mind.  Utilize different styles (formal, “run and gun,” animation, scripted, etc.) that best suit a particular message.

     Expect the unexpected – you’ll often find uses for your video assets you weren’t anticipating.

    Do it Right

    No more foot-dragging – you need to start seriously budgeting for high-quality online video in 2015.

     A few quick stats from Brightcove:

     -Seven in ten (76%) consumers cite video as their preferred content source when consuming brand information.  (I repeat: seven in ten.  Seventy-six percent.)

     -Over a third of consumers (35%) cited brand video content as more memorable if it is of high quality.

     Customers (of ALL kind – take note, B2Bs) are hungry for well-produced, engaging videos to give them all their information.  Don’t waste the opportunity by relying on cheaply-produced videos or overly-long PowerPoint screengrabs.

     Take your time and do it right.

     Distribute

    It’s no secret that there are no longer any free lunches  in the content marketing world.  You need a distribution plan, otherwise no one will see your video.  This WILL be an additional expense, so make sure to budget accordingly and be prepared for the cost. That way, you can be sure you’ll get the results you want.

    Did I miss anything?  Let us know what you are planning for your 2015 Video Strategy!

    Matter

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  • Animate Your Infographics to Maximize Your Reach

    In today’s media landscape, there’s no such thing as “too much content.”  The amount of platforms, outlets, and opportunities for getting your message seen and heard is enormous, and it’s crucial that brands take notice and stay ahead of the game.  

    As both the Boy Scouts of America and Scar from the Lion King advise, “Be Prepared.”  It’s best to always be ready with content (especially visual content) before it’s needed, because inevitably, it WILL be needed.

    Here at Matter, we’re big proponents of maximizing content and creating cross-platform campaigns.  It’s one of the many benefits of having a full suite of creative services under one roof, working with both the PR teams and each other to keep messaging and aesthetics consistent, regardless of what the “output” is.

    While larger projects (product launches, cause campaigns, etc) benefit most from utilizing the “Holy Trinity” of Creative Services – integrated Web Development, Design, and Video (more on that in another post), smaller initiatives can benefit immediately from simply going one step further with your content production than initially planned.

    With that, I give you The Animated Infographic – A cost-effective way to spread your message across as many platforms as possible, while maintaining a consistent design aesthetic.

    By developing both a static infographic AND an animated video based off of that infographic, you’re ready for almost any application.  Examples:

    -Post the infographic on your site (obvi…)

    -Add the video to your YouTube page (also obvi…)

    -Print out the infographic to use as collateral.  Clients have used our infographics at presentations, sales meetings, or even blown up and displayed as artwork on walls (we do that too)

    -Include either the infographic or video (or both!) in press releases and blog posts

    -Run the video on TV screens at trade shows or at your office.

    And the best part is, as your story gets pitched to media and spread on social channels, you can accommodate any content request.  Some websites may prefer to embed videos, while some may want the static infographic.  Print publications, obviously, would prefer the infographic if they plan to print it.  Double-up on Facebook and Twitter blasts by sharing both pieces of content separately.

    This way, you can be sure that you’ve got a consistent message and design aesthetic, and have maximized your opportunities for sharing across all possible outlets.

    Check out some examples we’ve produced here at Matter!

    Tyco Integrated Security:

    Anna Jaques Hospital:

    Madico Window Films:

    High Liner Foods:

    Matter

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  • 3 Ways Video Helps With PR

    The statistics are everywhere: people are hungry for online video. Overall, research estimates that video views among Internet users grew by 23% this year. If you think that number is going to recede any time soon, you’re likely also banking on the fax machine as the future of marketing.

    So what has this to do with public relations? Here are three ways engaging video can help with any public relations efforts:

     1.       On social channels, posting videos increases engagement by 100 percent or more, depending on which survey you read. So, if 50 people click on your text-based post, on average, then you can expect 100 clicks if you include video. More clicks means more chances to attract buyers of your products and services. More eyeballs is good PR.

     2.       News outlets are always hungry for great video content that their readership will click and share. If you understand the media landscape for your company, and actively identify the sites and blogs that accept video, you can essentially develop a syndication network for your content. That’s powerful, but the key is that the video has to be entertaining or otherwise add true value. Sales pieces aren’t going to fly.

     3.       Quality video can effectively humanize a brand by bringing the viewer “into the fold.” When fans, prospects and others are able to see your culture, hear your leaders talking and experience a slice of life from your company, they feel more invested in your success and are more likely to buy from you – or want to work for you.

    The key to all of this is the quality of the video. More is better, but quality always trumps quantity when it comes to using the power of visual imagery for public relations.

    What other ways do you use video for PR?

     

    Scott Signore

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