get the most out of your marketing with video

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Get the Most out of Your Marketing with VideoStacy AdamsHead of Marketing, GoAnimate@atl2oz

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AGENDAState of video marketing todayIntegrating video into your content strategyHow to make and share your videosMeasuring successQuestions

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1State of Video Marketing

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VIDEO HAS IMPACTIncluding video in an email leads to a 200-300% increase in click through rate.Including video on a landing page can increase conversion by 80%.7 in 10 people view brands in a more positive light after watching interesting video content from them.

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Sources: Forrester, Unbounce, Axonn Research

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71% of marketers say that video conversion rates consistently outperform other marketing content.

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Source: Explainify

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GA LANDING PAGE WITH VIDEO

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GA LANDING PAGE WITHOUT VIDEO

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TYPES of VIDEO USED by B2B MARKETERS

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Source: Regalix

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@TwitterHandle #CMWorldThe results are based on a survey of 364 senior B2B marketing executives and business leaders. Some 51% are from North America, with the remainder from EMEA, APAC and the rest of the world. The software & internet (24%) and business services (20%) industries were the most heavily represented.

The most commonly cited content marketing challenge is lack of resources to create content.

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Source: Regalix

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MOST EFFECTIVE & DIFFICULT CONTENT TYPESaccording to marketers

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Source: Ascend2

most effective

most difficult

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@TwitterHandle #CMWorldSome 59% of respondents cited video as among their most difficult content types to create, ahead of webinars/online events (50%) and research/white papers (50%). But almost half of respondents (46%) reported videos to be among the most effective content types used, second only to articles and case studies (54%).

Producing a video may seem too involved or too expensive, but innovations in production tools have made video much easier to produce and powerful enough to drive serious engagement and conversion.

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2Integrating Video into Your Content Strategy

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VIDEO ENHANCES MANY CHANNELSEmailLanding pagesWebinarseBooksSocialWebsitesEvents

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BUT ITS NOT A SILVER BULLETQuestions to askWho are you targeting?What is your message?At what stage of the funnel?What do you want them to do (conversion)?What channels are best?How will you measure success?

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the devicethe message

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Message ChannelDevice Channelpush (apps) | email | social | MMS | SMS | video | print | voiceradio | publication | billboard | TV | PC | mobile phone | tablet | wearable

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WHEN TO USE VIDEO in CONTENT MARKETING

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EDUCATE

ENHANCE

ENTERTAIN

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EDUCATEVideo is perfect for product or concept explainers and complex concepts that can be better understood visually

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ENHANCEVideo supports many other types of content, adds kick to landing pages, and provides visual relief to longer forms like white papers or eBooks

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ENTERTAINVideo is way to bring storytelling to life in both business and consumer communication

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3How to Make and Share Your Videos

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TYPES of VIDEO to CONSIDERLive actionGreen screenAnimationHybrid

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PROS & CONSLive actionpolished, professional | expensive, time-consumingGreen screenpersonal, warm | can be boring, requires equipment/space Animationcreative, fewer resources required | cartoonish

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BUILDING A KILLER VIDEO

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ScriptInclude both visual & audio elementsStoryboardElaborate on your script visuallyCharacters & ThemesConsider locations, outfits and propsDataShowcase data with charts and graphsAudioUse voiceover or go DIYMusicAdd mood or atmosphere with musicSound EffectsCreate a richer video experience

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RELEASING YOUR VIDEO into THE WILDHostingCustomizationCalls to actionGenerating leads

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RELEASING YOUR VIDEO into THE WILD

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HOSTINGConsider how youll be measuring the success of your video and what provider can provide seamless hosting and powerful analytics.CUSTOMIZATIONAccording to Wistia, simply adjusting player color can improve play rate by 19% & adding a unique thumbnail improves it by 35%.CALLS-TO-ACTIONAdding an in-video CTA can drive your viewer to take additional action while youve got their attention. Time it right for best results.GENERATING LEADSUse an in-video email collector as a more advanced CTA. Videos with a form within the first 20% of play earn a 43% conversion rate.

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@TwitterHandle #CMWorldYouve created an animated video. And its time to post your video on your landing page, website, or social media. But where should you host it? First, consider how youll be measuring the success of your video. Perhaps youll be looking at view count, play rate, lead generation, or engagement rate. Ensure that the tool you are using to host your video offers the option to measure your videos results.

4Measuring Success

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UNDERSTANDING VIDEO ANALYTICSView countPlay rateEngagement

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UNDERSTANDING VIDEO ANALYTICS

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VIEW COUNTHow many people click play and watch your video. Measures reach and is useful for videos created to generate awareness.Increase view count by:Encouraging sharing enable Twitter, Facebook and email linksUsing paid promotionSharing your content with influencers leverage networks outside of your own to grow your audience

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UNDERSTANDING VIDEO ANALYTICS

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PLAY RA