Post on 12-Jul-2020
CREATING COMPELLING & AUTHENTIC B2B VIDEO CONTENT
[ Click! Digital Expo 2017 ]
THE PLAY BUTTON IS THE MOST COMPELLING ACTION ON THE WEB
@TysCobb
80% OF ALL WEB TRAFFIC EXPECTED TO BE VIDEO CONTENT BY 2020
@TysCobb
B2B BUYERS RESPOND TO AN EMOTIONAL CONNECTION
@TysCobb
EMOTION TRUMPS LOGIC
@TysCobb
VIDEO CONTENT? HOW?
@TysCobb
MARKETERS STILL FEEL PARALYSED BY THE DAUNTING TASK OF CREATING
USEFUL VIDEOS
@TysCobb
• Inbound Marketing Specialist
• Podcaster
• Video fanatic
TYS COBB[ head of marketing ]
t.cobb@businessdepot.com.au
[ 07 ] 3193 3000
0402 574 286
@TysCobb
THE NEXT 30 MINUTES …Effective B2B video content examples
How to produce consistent B2B video content
Tools and strategies for successful implementation
@TysCobb
COMPELLING B2B VIDEO CONTENT EXAMPLES
@TysCobb
LIVE VIDEO[ Inspire CA – SAVE$1MTAX campaign ]
▶︎ Live video is more personal
▶︎ People spend 3x longer watching live video
▶︎ Facebook favours live video
▶︎ User-generated video content boosts credibility
@TysCobb
EDUCATIONAL VIDEOS[ Elite Agent – Transform video series ]
▶︎ Leverage network for guest appearances
▶︎ Find out client pain points/problems
▶︎ Create video content to help audience
solve their problems
@TysCobb@TysCobb
HOW TO VIDEO[ Method CRM video tutorial ]
▶︎ Every video CAN be entertaining
▶︎ Do something that gets people talking
▶︎ Create relatable situations
▶︎ Tell a story
@TysCobb
EDUCATIONAL VIDEOS[ businessDEPOT – Blackboard Fridays ]
HOW WE’RE GOING
▶︎ 40 episodes
▶︎ 3990 views across channels
▶︎ $400 investment + planning & production time
▶︎ Generated $5,500 recurring income p/month
@TysCobb
STEPS TO CREATING A COMPELLING & CONSISTENT VIDEO SERIES5
START WITH STRATEGY§ What will your video content accomplish?
§ Your video marketing mission statement
@TysCobb
“At businessDEPOT, we make empowering video content for business owners who are feeling “stuck in the stuff”, so that they can start thinking about the future of their business for at least 5
minutes a week.”
@TysCobb
START WITH STRATEGY§ What will your video content accomplish?
§ Your video marketing mission statement
§ What type of video content?
§ Who is this content for?
§ What will your audience get out of it?
§ Get management buy in
@TysCobb
PLAN
PRODUCE
PROMOTEANALYSE
AMPLIFY
PLAN
PRODUCE
PROMOTEANALYSE
AMPLIFY
STRATEGISE
CONTENT MARKETING LIFECYCLE
@TysCobb
Topics
§ What are clients asking you now?
§ Ask upon subscription to newsletter
§ Google, Quora, Keyword.io
Content Calendar
§ Determine frequency
§ Shoot dates
§ Map out content promotion
Equipment
§ Camera, Mic, Tripod, Editing Software
PLAN
@TysCobb
PRODUCE§ Shoot as much as you can in 1 day
§ Don’t stress yourself with memorising lines –
Authenticity always wins!
§ Edit
§ Include a top & tale
§ Use a music track
§ Outsource your editing
@TysCobb
PROMOTE§ Post weekly – Keep it consistent
§ YouTube, Vimeo, Wistia
§ Blog
§ Social Media
§ Facebook – Pay to play
CONTENT YouTube
Website Blog
Social Media
Facebook [Upload] 3 posts
Twitter 4 tweets
LinkedIn 2 posts
Email BBF Database
Internal Circulate to team
ANALYSE§ View Count
§ Play Rate and/or Email Click Rate
§ Engagement – Average watch time
§ Social Shares
§ Conversion Rate – View > Lead >
Customer
@TysCobb
AMPLIFY§ Reach out to influencers & ask them to
share
§ Re-share on a regular basis
§ Ask team to share on social media & with
clients
§ Paid social media promotion
§ Refer/link to video content in other content
pieces and link back
@TysCobb
PLAN
PRODUCE
PROMOTEANALYSE
AMPLIFY
PLAN
PRODUCE
PROMOTEANALYSE
AMPLIFY
STRATEGISE
CONTENT MARKETING LIFECYCLE
@TysCobb
TYS COBB[ head of marketing & inbound marketing specialist ]
t.cobb@businessdepot.com.au
[ 07 ] 3193 3000
0402 574 286
@TysCobb
CONNECT WITH US[ let’s chat! ]
businessdepot.com.au businessDEPOTau businessdepot @business_DEPOT