10 Must-Have Videos to Fuel Your Content

Strategy

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Tyler LessardVidyard

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10 Must-Have Videos to Fuel Your Content

Strategy

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Prepared By:Tyler Lessard

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10 MUST-HAVE VIDEOSTo Fuel Your Content Strategy

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Tyler LessardVP Marketing, Vidyard

@TylerLessard |  @Vidyard

tyler.lessard@vidyard.com

EDUCATIONAL> Process video 60,000x faster than text

EMOTIONAL> Create connection and empathy

MEMORABLE> Retain visual information longer

PERSONAL> Creates a greater sense of trust

UNIQUELY POWERFUL CONTENT MEDIUM

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Click-Through Rates

Social Shares

SEO Performance

Engagement Time

Conversion Rates

Purchase Intent

Sales Conversions

Increased Shares & 

Engagement

2x‐5x Email 

Marketing CTRs

41% Higher Click 

ThroughsWith Search 

80% Increase in 

Page Conversions

3‐5x Increase in 

Sales Connect Rates

97% Increase in 

Purchase Intent

GENERATES HIGHER CONVERSIONS

Build Awareness and Interest

Connect, Engage and Educate

Nurture, Showcase and Convert

WORKS THROUGHOUT THE FUNNEL

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MustHaveVideos10

MustHaveVideos10

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1. Promotional Videos

Promote with Purpose• Generate brand awareness

• Promote content assets or campaign landing pages

• Awareness of new products

• Promote events or programs

Campaign videos, brand videos, targeted awareness videos.

1. Promotional Videos

Connect, Don’t Sell• Entertain then Educate

• Focus on Pain more than Gain

• Leave them wanting more!

• Higher production quality

• Multi‐channel distribution

Campaign videos, brand videos, targeted awareness videos.

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2. Social Videos

The Attention Grabber• Videos optimized for different 

social channels

• Support broader campaigns and marketing programs

• Short teasers of other videos

• Social‐centric campaign

Videos for YouTube, Facebook, Twitter, SnapChat, LinkedIn

2. Social Videos

Be Social Savvy• Keep it short with a clear call‐

to‐action

• Emotional: fun, inspiring, interesting, unexpected

• Native playback advantage

• Captions for muted autoplay

Videos for YouTube, Facebook, Twitter, SnapChat, LinkedIn

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3. Video Blogs (Vlogs)Share your Wisdom• Bring your blog to life

• Educate, connect, inspire

• Topics with broad appeal 

• Talking head, whiteboard, simple graphics, whatever!

• One‐off topics or ‘mini‐series’

Video‐based blog posts to help boost audience engagement

3. Video Blogs (Vlogs)

Focus on the Content• Make it valuable and personal

• Great way to feature customers, partners, influencers

• 2‐4 minutes in length (plan!)

• Transcribe the audio and make available below the video

Video‐based blog posts to help boost audience engagement

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4. Explainer Videos

Make the Complex Simple• Simply explain complex ideas

• Sets up Problem and Solution

• Simple and clear language

• Benefit and value oriented

• Motion graphic or live action

Solution explainers, product explainers, persona explainers

4. Explainer Videos

Follow the Formula• Personify your audience

• Make your customer the hero

• Set up the problem

• Clearly articulate your value

• Nail the script. Then nail it again.

Solution explainers, product explainers, persona explainers

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MustHaveVideos10

5. Webinars

Educate and Influence• Thought leadership

• Best practices and how‐to

• Customer/practitioner stories

• Panel discussions

• Product overviews

Live and on‐demand webinars for education and lead progression

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5. Webinars

Reduce, Re‐use, Recycle!• Repurpose for blogs, social and 

as on‐demand assets

• Use lead gates and annotations for on‐demand versions

• Long form still works but try short form too (10‐15 minutes)

Live and on‐demand webinars for education and lead progression

6. Chalk Talks / Whiteboard Vids

Drop your Knowledge• 1 person + 1 whiteboard

• Expert advice on specific topics, directly from the experts

• More narrow focus than Vlogs

• Topic choice is critical

Like a Vlog video, but more of a deep dive on specific topics

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6. Chalk Talks / Whiteboard Vids

People Make the Difference• Chose your speakers wisely!

• Crowd source your topics 

• Create recognizable personalities 

• Keep the content informal

• 3‐4 minutes but can go longer

• Publish on custom channelsLike a Vlog video, but more of a deep dive on specific topics

7. Product Demos

Time for Show and Tell!• Show your solution in action!

• Higher level demos on public website or video hub

• Deeper dive product demo videos for sales enablement

Targeted videos to help prospects see your product in action

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7. Product Demos

Think like IKEA and Lego• Make your demo videos 

modular ‘building blocks’

• Focus on authenticity, speak to benefits not just functionality

• Mix of people and product (don’t just screen record)

Targeted videos to help prospects see your product in action

MustHaveVideos10

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8. Customer Stories

Power of Social Proof• Real people telling real stories

• Emotional and personal

• Story arc: challenges, solution, results

• The customer is the hero, not you or your product

Showcase your advocates telling their real story

8. Customer Stories

Connect on a Human Level• Focus on their story and how 

they’ve solved real problems

• Use b‐roll footage and music to go beyond the ‘talking head’

• Get creative by adding motion graphics, interesting backdrops

• Mind the clock!Showcase your advocates telling their real story

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9. Culture Capture

Showcase WHO and WHY• Life at ________

• Footage of company events or charitable activities

• “Meet the Team” videos

• Holiday videos

• Thank you and welcome videosShowcase your people, your culture, and your ‘why’

9. Culture Capture

Not About Leads (directly)• Do your employees care?

• Are they real people that I want to do business with? 

• Do you stand for something more than profit?

• Break down the digital divide

Showcase your people, your culture, and your ‘why’

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10. 1-to-1 Personal Video Messages

Personal Connection• Sales prospecting videos

• Targeted ABM programs

• 1:1 follow‐up from event, meeting, etc.

• Internal communications

A better way to communicate and build relationships

10. 1-to-1 Personal Video Messages

Practice Makes Perfect• Just start doing it!

• Be natural and personal

• Use “props” to your advantage

• Keep it short and to the point

• Webcam and/or screen capture

A better way to communicate and build relationships

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MustHaveVideos10

http://video‐examples.hubs.vidyard.com/

Promo

Culture

Explainer

Vlog / How‐To

Promo

Promo

Social

Promo (Event)

Customer

Promo (Event)

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…and don’t forget about the science!

X1 Product Demo Video

Driving Conversions Who’s Watching What?

Tyler LessardVP Marketing, Vidyard

@TylerLessard |  @Vidyard

tyler.lessard@vidyard.com

Thank You!!

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Notes