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HOW TO MAKE VIDEO WORK FOR YOUR BRAND
Patricia Garofalo
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3 STEPS IN VIDEO LIFECYCLE
MEASURE
CREATE
DISTRIBUTE
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Find content
Repurpose content
Align to goals
Different videos for different channels
Optimize videos
Develop measurement requirements
Review metrics regularly
MEASURE
CREATE DISTRIBUTE
3 STEPS IN VIDEO LIFECYCLE
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3 STEPS IN VIDEO LIFECYCLE
CREATE
MEASURE
DISTRIBUTE
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FINDING CONTENT
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• Is my content interesting?
• Does it have longevity?
• Can it be repurposed to suit multiple channels or audiences?
THINKING ABOUT CONTENT
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• Saves time and budget
• Reinforces your message and promotes
recall
• Reaches different audiences at different
times in the purchasing cycle
REPURPOSING CONTENT
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AWARENESS
Emotional Stories
Company Overview
Product Summary
CONSIDERATION
How does it work?
Technical papers
Webinars
DECISION
Case Studies with ROI
ALIGNING WITH GOALS
GOAL
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VIDEO EXAMPLE: Customer
9
https://www.youtube.com/watch?v=pPTLYh
Crtg4&list=PLn_hO1AX2QpGFGF6xZEsW
L6ObkhwY6oRY&index=5
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VIDEO EXAMPLE: Product Offering
10
https://www.youtube.com/watch?v=yZs7B-
24poo
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VIDEO EXAMPLE: How It Works
11
https://www.youtube.com/watch?v=-
S1Gv2k4RGM
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VIDEO EXAMPLE: Value Prop
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https://www.youtube.com/watch?v=vG6ltv
mDhT8
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3 STEPS IN VIDEO LIFECYCLE
MEASURE
CREATE
DISTRIBUTE
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Video
Website
Video Sites
(Youtube, Vimeo)
Live Streaming
Email or Campaign Content
Video AdWords
Press Release
Social Media
Short Soundbite
Tradeshow
MANY PATHS OF VIDEO
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OPTIMIZING YOUR VIDEOS
• Write interesting summaries
• SEO is important
• Don’t forget your call-to-action
• Capture leads
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3 STEPS IN VIDEO LIFECYCLE
CREATE
MEASURE
DISTRIBUTE
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• Inquiries received or lead tracking metrics
• Number of times a video is watched
• Average amount of time watched
• Social engagement
MEASURING YOUR SUCCESS
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3 STEPS IN VIDEO LIFECYCLE
MEASURE
CREATE
DISTRIBUTE
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THANK YOU