Video is one of the hottest mediums in marketing today. It can also be one of the most confusing and expensive. From low-cost channels like Facebook Live or Snapchat, to YouTube ads and TV spots, there are many ways you can integrate video into your marketing plan and see immediate results. In this talk, I’ll give an overview of the current video landscape and offer tools to develop a video content plan that works for your audience, objectives, and budget. Whether you’re an independent professional, a non-profit, or a business, find out how video can help you achieve your goals. This presentation was given at WordCamp Kansas City 2017.

1. WORDCAMP KANSAS CITY 2017
DEVELOPING
A VIDEO
STRATEGY
THAT WILL
CHANGE YOUR
BUSINESS

2. ANDREA ZOELLNER
D I G I T A L C O N T E N T C R E A T O R
2

4. @ANDREAZOELLNER
ANDREAZOELLNER.COM
CAPSULESUITCASE.COM
4

5. 5
DEVELOPING A
VIDEO
STRATEGY
THAT WILL
CHANGE
YOUR BUSINESS
STRATEGY CHANGE
BUSINESS
VIDEO

6. 6
VIDEO
STRATEGY CHANGE
BUSINESS
VIDEO

7. 7
STRATEGY
STRATEGY CHANGE
BUSINESS
VIDEO

8. 8
CHANGE
STRATEGY CHANGE
BUSINESS
VIDEO

9. 9
YOUR BUSINESS
STRATEGY CHANGE
BUSINESS
VIDEO

10. WHY
VIDEO?

11. 1 min
of video is
equal to
1.8 million
words.
F o r r e s t e r R e s e a r c h
11

12. 12
BY 2017, ONLINE
VIDEO WILL
ACCOUNT FOR 74%
OF ALL ONLINE
TRAFFIC.
K l e i n e r P e r k i n s C a u f i e l d & B y e r s
( K P C B ) , I n t e r n e t T r e n d s 2 0 1 6

13. 13
ENGAGEMENT

14. 14
Combining
video with
full-page ads
boosts
engagement
by 22%.
92% of video
consumers
share videos
with others.
CONVERSION
I n s i v i a . c o m

15. 15
CONVERSION

16. 16
After watching
a video, 64%
of users are
more likely to
buy a product
online.
CONVERSION
Enjoyment
of video ads
increase
purchase
intent by 97%.
I n s i v i a . c o m

17. 17
87% of online
marketers use
video content.

18. 18

19. 19
WHERE CAN
YOU USE
VIDEO?
6
TELEVISION
SPOTS
1
WEBSITE
CONTENT
4
SOCIAL
NETWORKS
3
EMAIL
MARKETING
2
LANDING
PAGES
5
AD
NETWORKS
VIDEO
OUTLETS

20. 20
1
WEBSITE CONTENT
90% of users say that
product videos are
helpful in the decision
process.

21. 21
VIDEO HEADERS
ABOUT PAGE
CUSTOMER STORIES
RESOURCE CENTER/
WEBINARS
HOMEPAGE
PRODUCT PAGES

22. H O M E PA G E
22

23. V I D E O H E A D E R S
23

24. A B O U T PA G E
24

25. P R O D U C T PA G E
25

26. R E S O U R C E C E N T R E
26

27. C U S T O M E R S T O R I E S
27

28. 28
2
LANDING PAGES
Including video on a
landing page can
increase conversion by
80%.

29. 29
Do’s
C o n n e c t y o u r v i d e o t o o n e d i re c t a c t i o n
Te l l a n e n g a g i n g , e m o t i o n - d r i v e n s t o r y
Tra c k m e a n i n g f u l m e t r i c s
R e a c h o u t t o t h o s e w h o e n g a g e d

30. 30
3
EMAIL MARKETING
Video in an email leads
to 200-300% increase
in click-through rate.

31. 31
EMAIL MARKETING
EMBEDDED
LINKED
GIFS

32. 32
4
SOCIAL NETWORKS
ADVERTISEMENT/PAID NATIVE/ORGANIC

33. 33
SOCIAL
NETWORK
LANDSCAPE

34. 34
MONTHLY
ACTIVE USERS
600 million
VIDEOS
LIVE
STORIES
VIDEO ADS

35. 35
VIDEO STORIES ADSLIVE

36. 36
MONTHLY
ACTIVE USERS
1.8 billion
VIDEOS
LIVE
STORIES
VIDEO ADS

37. 37
FACEBOOK
LIVE
ADDRESS BLOG COMMENTS
GIVE AN INSIDE LOOK AT YOUR
BUSINESS
PROMOTE YOUR UPCOMING EVENT
TEASE NEW PRODUCTS
ANSWER FAQS

38. 38
MONTHLY
ACTIVE USERS
1 billion
VIDEOS
VIDEO ADS
INFLUENCERS

39. 39
5
AD NETWORKS
WHAT IS AN AD NETWORK?

40. WHATTOLOOKFORWHENCHOOSINGANADNETWORK
40
FORMATS/DEVICES EXISTING CLIENTS ANALYTICSTARGETING

41. 41
SOME AD
NETWORKS
Undertone
HaxHax
Adobe Auditude
VidRoll
Fidelity Media
Conversant
Adobe Auditude
SpotXchange
VeohClick
Matomy
VDOPIA
PropellerAds
Selectmedia
advertising.com
YuMe
AdoTube
BrightRoll
RhythmOne

42. 42
6
TELEVISION
There are two main
options for purchasing
TV ads:
Purchase directly from your local broadcast station
or local cable provider.
Use an advertising agency to purchase spots on your behalf.

43. 43
YOUR VIDEO
STRATEGY
C R E A T I N G
WHO, WHAT, WHY, WHEN,
AND…DID IT WORK?

44. WHO IS YOUR
TARGET?
WHAT DO
YOU WANT
THEM TO DO?
44

45. CREATING
VIDEO
CONTENT

46. PRODUCTIONSCHEDULE
46
PRODUCTION POST-PRODUCTION DISSEMINATIONPLANNING

47. 47
IDEASFOR
PRE-RECORDED
VIDEOCONTENT
• Product videos
• Demos
• Tutorials and webinars
• Promos for new features
• Fun use-cases
PRODUCT RELATED
• Behind the scenes videos
• Office tours
• Q&A
• PR and Charity programs
• Employee showcase
COMPANY-RELATED
• Customer interviews
• Case Studies
• Event-related video
• Customer shoutouts
• User-generated content
CUSTOMER-FOCUSED
• Ads of 10s, 30s, 1m, to longer-
form
• Gif ads
• TV Ads
• Targeted calls to action
ADVERTISEMENTS

48. 48
IDEASFOR
LIVEVIDEO
CONTENT
• Product demos
• Product pre-launch sneak
peeks
• Live launch events
• Live webinars
PRODUCT RELATED
• Behind the scenes videos
• Office tours
• Q&A
• Ask me anything sessions
• Employee showcase
COMPANY-RELATED
• Customer interviews
• Contest videos
• User-generated content
• Addressing comments and
questions live
CUSTOMER-FOCUSED
• Celebrity videos
• Event videos
• Influencer marketing videos
• Sponsored marketing video
BRAND AWARENESS

49. 49
DO
• Research
• Adapt and repurpose your
content for the right channel
• Know when to invest in
quality
• Test

50. ATTENTIONSPANS
50
WEBSITE YOUTUBE FACEBOOK INSTAGRAM
5 min 2 min 1 MIN 30s

51. 51

52. 52
DON’T
• Be random
• Hire just anybody
• Be in a hurry
• Stop listening

53. 53
FUTURE
TRENDS
AUGMENTED REALITY
360 VIDEO
LIVE

54. Hi@andreazoellner
a@andreazoellner.com
54