1. Innovative use of video for content marketing
Peter Hackes, President, Performedia LLC

2. About performedia
Founded in 2003, Performedia was a pioneer and is now a leader in video solutions for event and content marketing. We provide services to publishers, associations, and corporations.

3. VIDEO
Yes.

4. Other people’s stats Business Video Stats
– Video promotion is over 6 times more effective than print and online (Atlas) – Video content can increase the chances of front page Google ranking by 53 times (Cisco) – Forbes revealed that that 75% of executives questioned watch business related videos every week – Of those, 65% visit the marketer’s website after viewing a video – Forbes again – 50% of those who viewed a marketing video went on to make a purchase for their business
– On average over 660,000 users are referred from Youtube to a branded B2B site each month (2012)
Source: B2bmarketing.net and Youtube

5. Other people’s stats
Study reports video embedded in is a powerful tool:
88% report with integrated video improves campaign performance
76% say it generates high click-through rates
72% say prospects more likely to buy after viewing video content sent via an
Source: Web Video Marketing Council and Flimp Media

6. Keep it short 3-5 minutes, tops – shorter than that if you can do it.
Source: Forbes Insight
3-5 minutes, tops – shorter than that if you can do it.

7. How to get your 3-5 minute video done?
A. An agency - $20–40K
B. A production company – $10-15k
C. Young (or old) and hungry - $2-5k
D. In-house videographer - priceless

8. The camera matters Nice. Nicer. People are used to watching video –
they prefer to watch movies

9. The camera matters
Is that a bug or a feature?

10. Nuts and bolts A. Who’s the audience? The more targeted the better
B. Bullet point outline of what you want to cover
C. Storyboard/pre-script
D. Shot sheet/interview answers/transcript
E. Editing script
F. Roughcut
G. Final

11. music
Yes.

12. Types of b2b video Animated/cartoon Whiteboard/illustration Time-lapse
Talking head(s)
Interview
Presentation
Montage
On-location/at-event
Behind-the-scenes/documentary
Product demo
Case study
Animation
Video

13. Animation – can be tricky
Don’t get too busy And OMG, that hand!
LINK:

14. Animation – can be tricky
This may be something we can all do ourselves?
LINK:

15. Toward a better demo
Partnering with a (theoretically) objective 3rd party to create demos.
LINK:

16. Everyone likes a case study
Authenticity. Voice of the Customer. Happy ending.
LINK:

17. GOOD OLD-fashioned STORY TELLING
People like to hear a story. Slogans and specs - not as much.
LINK:

18. You Don’t need to say anything
Pictures and music can tell the whole story . . .
LINK:

19. Humor always wins Edmund Optics calls on the Zombie Apocalypse . . .
LINK:

20. The quest for interactivity
Stop the video and ask for an address before continuing.
LINK:

21. The quest for interactivity
Let it play a while, then make a suggestion of another video.
LINK:

22. The quest for interactivity
Under your channel YouTube page, go to “CHANNEL” in the left-hand column
Under the “CHANNEL” drop-down menu go to “InVideo Programming”
Then you can customize the “Featured Video” Section how you would like
LINK:

23. Make youtube work harder
Insert keywords into your video filenames.
Host your videos on YouTube, and embed those YouTube videos into your own site.
Optimize your YouTube videos by writing keywords into your videos' titles, descriptions, and tags.
Embed videos into relevant text pages on your site. The context provided by the text on those pages - helps the search engines figure out what your videos are about.
Create a video library on your site, so Google knows where to find your video content – use Google Video Sitemaps.
PS: Remember some workplaces don’t allow Youtube in – so have a backup – downloadable version, other providers
Source: Nate Elliott, Forrester Research

24. Events. Capture. Always.
LINK:

25. People I stole stuff from
Mark Walker, CMI, How to Use Video Content to Drive Awareness, Leads, and Sales: A Guide
Web Video Marketing Council and Flimp Media white paper:
B2bmarketing.net - Business Video Statistics
Nate Elliott – Forrester Research
Content Marketing Institute

26. Expression of gratitude!
Source: Wikipedia