Video Storytelling Whitepaper - ITN Productions

8/12/2019 Video Storytelling Whitepaper - ITN Productions

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VIDEOSTORYTELLING


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VIDEO STORYTELLINGii

CONTENTS

INTRODUCTION 1

GROWING ADOPTION OF VIDEO

IN CONTENT MARKETING 2Current applications of video

HOW TO MAKE ACOMPELLING VIDEO STORY 3Key ingredients of a successful video story

INTEGRATING VIDEO INTOTHE WIDER MARKETING MIX 6

Matching video content to your customers buying cycleCommunication channels to consider alongside video

EMERGING TRENDS AFFECTINGVIDEO CONSUMPTION 9The birth of the second screen

Mobile/4G

Video direct marketing

ONSCREEN BRAND MANAGEMENT 11How does your brand move and sound?

APPENDIX 12How to choose a video production company

CONTACT US 14


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VIDEO STORYTELLING 1

The beauty of the moving image is that ittakes the dryness out of what is purely a littlewritten message. It gives it body. Soul.

Jon Snow, Presenter, ITN

INTRODUCTION

The story-telling power of video has long been established as a means

to change perception, behaviour and attitudes. Since the birth of TV,

broadcast news organisations have used video to inform, educate and

provide a channel through which these stories can be disseminated.

In the digital age, companies are increasingly harnessing the power of video

to provide deeper engagement with employees, customers and shareholders.

Platforms such as YouTube make it easier than ever to Broadcast Yourself,

and as brands become broadcasters and media owners in their own right, it

is vital they are as consistently represented through the moving image as in

other forms of communication.

A number of studies show the increasing relevance of the medium of video

75% of senior executives watch business-related video on websites and

52% watch on YouTube at least weekly1

Senior decision makers are spending more time in front of a screen.

Employee-owned smartphones and tablets used in the enterprise are

forecast to more than double by 2014, reaching 350 million2

76% of B2B buyers3found videos, webinars or podcasts useful when

identifying potential suppliers or in final supplier selection

Research from Forrester predicts compound annual growth of 26% in video

advertising through to 20174

This brief paper isintended to highlightwhat we believe to bethe emerging trendswithin digital videostorytelling, and to

provide a frameworkto help integratevideo into yourcommunications mix.

We hope you find itto be useful and areon hand to guide youthrough adopting best

practice in using videoto communicate with

your audiences.

Simon Baker

Business DevelopmentDirector

ITN Productions

E: [email protected]

T: +44 (0)20 7430 4511

1. Video in the C-Suite: Executives Embrace the Non-Text Web, Forbes/Google (2010)

2. Computer Weekly http://www.computerweekly.com/opinion/BYOD-Bring-your-own-device-or-demise (Nov 2012)3. Buyersphere Report 2012: The Annual Survey of changing B2B Buyer Behaviour (Base One/B2B Marketing, 2012)

4. Digital Media Buying Forecast, 2012 To 2017, Forrester Research (October 2012)
http://www.forbes.com/forbesinsights/video_in_the_csuite/http://www.computerweekly.com/opinion/BYOD-Bring-your-own-device-or-demisehttp://www.b2bmarketing.net/resources/whitepaper-%25E2%2580%2593-buyersphere-report-2012http://www.forrester.com/Digital%2BMedia%2BBuying%2BForecast%2B2012%2BTo%2B2017/fulltext/-/E-RES78722%3Fdocid%3D78722http://www.forrester.com/Digital%2BMedia%2BBuying%2BForecast%2B2012%2BTo%2B2017/fulltext/-/E-RES78722%3Fdocid%3D78722http://www.b2bmarketing.net/resources/whitepaper-%25E2%2580%2593-buyersphere-report-2012http://www.computerweekly.com/opinion/BYOD-Bring-your-own-device-or-demisehttp://www.forbes.com/forbesinsights/video_in_the_csuite/


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VIDEO STORYTELLING2

GROWING ADOPTION OF VIDEOIN CONTENT MARKETING

Research shows that 70% of B2B brands in North America are using video

as part of their content marketing strategy, up from just over half in 20115.

We see this trend continuing in the UK as more brands begin to exploit the

opportunities that video offers in engaging with customers and staff.

In the UK, some 60% of marketers are currently using YouTube as part of their

content marketing approach, with some 46% planning to significantly increase

investment in this over the coming year.6

The opportunities for B2B firms to exploit these trends to deepen engagement

with customers, employees and shareholders has never been greater.

CURRENT APPLICATIONS OF VIDEOVideo can be used in an increasingly broad and creative range of applications.

Production values are constantly rising, due to the expanding possibilities

afforded by green screen studios, computer generated graphics, archive

footage and the inclusion of animation into the mix.

Here are some of the more common applications of video, and their particular

relevance to internal or external communications.

5. B2B Content Marketing: 2013 Benchmarks, Budgets, and TrendsNorth America, Content Marketing Institute/MarketingProfs (Nov 2012)

6. Social Media Benchmark, Wave 2, The Chartered Institute of Marketing, July 2012

INTERNAL EXTERNAL

Executive interview

Video news release

Product demo/animated information video

White paper/research

Campaign video

Personalised video pitch

Customer case study

Results reporting

Communicating change

Major project update films

Corporate Social Responsibility

Staff events

External market update - changes in the macroeconomic environment

Video newsletter

Studio based debates

TV adverts

About us promotional film

Pre-roll/post-roll ads for use in TV or on YouTube
http://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2bresearch2013cmi-121023151728-phpapp01-1.pdfhttp://www.smbenchmark.com/the-benchmark/results-wave-two/infographic/http://www.smbenchmark.com/the-benchmark/results-wave-two/infographic/http://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2bresearch2013cmi-121023151728-phpapp01-1.pdf


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HOW TO MAKE ACOMPELLING VIDEO STORY

KEY INGREDIENTS OF ASUCCESSFUL VIDEO STORY

We asked storytellers from across ITN to recommend tous the key components of effective storytelling, and how it

relates to the production of films. Heres what they said:

Always look for the human dimension whencreating any kind of film, a story that the viewercan personally relate to, however dry or difficult

the subject matter. This helps the messageto resonate with the viewer and makes themmore likely to own and share it with others.

Chris Shaw, Editorial Director, ITN Productions

Business messaging such as facts, figures and

statistics can sometimes come across as slightlydry. By connecting with the viewer emotionally weengage their imagination and that helps with theabsorption of core ideas. It makes it more effective.

Grant Fulton, Creative Director, ITN Productions

Building your brand in the video space allowsyou to tell the overarching story. To declareits ownership and give it personality.

Marc Ortmans, Brand Director, ITN Productions


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VIDEO STORYTELLING4

The most successful films will be planned and conceived

with a clear and defined understanding of three key

factors - Relevance, Reach and Resonance.

RELEVANCEFocus on creating content that your target audience truly values.

By adopting an insight-led approach to content creation, you will ensure that

you develop subject matter that is relevant for your audience. Its great to

produce content that is fresh and up to date, but if that is your strategy then

ensure you get to market quickly or risk being perceived as off the pace.

Similarly, its important to consider the desired shelf life of your content and

strike the balance between being not so topical that its out of date next week

but neither so anodyne that it can stay on your homepage all year!

Finally, pick some white space, away from your competitors content. Have

something truly unique to say, if not about what you do then how you do it.

REACH

Plan the most effective channels to get your content in front of yourtarget audience.

Integrating your content into email and search marketing campaigns can help

your content to be found and viewed by your target audience. Video should be

planned alongside all other forms of content to provide an integrated cross-

platform content plan. Experimentation with long tail search terms should be

encouraged in order to find the prospects currently searching for solutions to

a problem (e.g. How do I...).

REACH

RESONANCE

RELEVANCE


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Once viewed by your target audience, you need to make it as easy as possible

for them to share it with colleagues internally and externally through the

integration of share functionality across all key social media platforms such

as LinkedIn and Twitter. A forward to a colleague option should also be

included to help the viewer to build the internal case for your product/service

by making it easier for them to share the content with their professional peers.

YouTube is now the worlds 2nd most popular search engine after Google, and

each week over 100 million people take a social action such as a like, share,

or comment7. As well as your own website, establishing a channel on YouTube

as the hub of your video content is a common way for brands to manage their

video assets in a single place.

RESONANCEBuild video that has a lasting impact.

Its important not to embark upon any kind of content marketing journey

without having a plan. Consider how video will sit alongside your other content

forms and how it will build over time into a body of work. As we discuss later,

the consistent approach to on-screen look and feel can be achieved through

the development of video brand guidelines.

Building content that is relevant at each stage of the buying cycle is key and

will ensure it has a lasting impact on the viewer. Defining objective measures

of success will help maintain a focus on return on investment. Views and

click-throughs are easy to measure, but how far through the funnel are youfollowing these leads? Where to take them after the end frame? Where do

you want your customer/prospect to go next to harness the engagement and

convert into an action that moves them further through the sales funnel?

At the very least, you should take your viewer somewhere you can help them.

Create, test and refine a number of journeys for different scenarios and ensure

you measure the effectiveness of various calls to action (contact us/download

a white paper etc.).

Involving professional

production specialists

early in the process,

even before the brief

is written, will ensure

that you have thesupport to create

the most compelling

story possible.

If video is to reallydrive ROI, it needs tobe considered much

more strategically. Itneeds to tie in to long-term objectives with aset of key measurablesestablished at thebeginning of your

journey, and not beseen - as is often thecase with some digitalactivity - as just a bolton to a campaign.

Victoria Clarke, Editor,B2B Marketing

7. YouTube: http://www.youtube.com/t/press_statistics
http://www.youtube.com/t/press_statisticshttp://www.youtube.com/t/press_statistics


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VIDEO STORYTELLING6

INTEGRATING VIDEO INTO THEWIDER MARKETING MIX

MATCHING VIDEO CONTENT TO YOURCUSTOMERS BUYING CYCLE

Business buyers have different information needs at different stagesof the buying cycle. In the Buyersphere8report, research from

Base One and B2B Marketing revealed the most popular sources of

information consulted at each stage of the buying cycle, as shown in

the table below.

The research revealed that over three quarters

of buyers consulted videos, webinars or podcasts

when either identifying potential suppliers or in

final supplier selection. It is vital that your content

strategy has relevant information targeted to their

specific needs at each stage of your customers

buying process.

8. Buyersphere Report 2012: The Annual Survey of changing B2B Buyer Behaviour (Base One/B2B Marketing, 2012)

Whitepapers 46% 29% 25%

Industry press 31% 28% 21%

Press advertising 31% 45% 24%

Web searches 29% 56% 15%

Online community sites 28% 35% 37%

Facebook 28% 31% 41%

Offline events/seminars 25% 36% 39%

Videos/webinars/podcasts 24% 44% 32%

Blogs 23% 41% 36%

Other word of mouth 21% 50% 32%

LinkedIn 19% 56% 25%

Direct mail 17% 47% 36%

Supplier websites 14% 53% 33%

Supplier emails 13% 36% 51%

Twitter 10% 35% 55%

Identifying and defining the need Identifying potential suppliers Final supplier selection

Base: used each channel/source to help find information or advice

76%use video to identifyor choose suppliers
http://www.b2bmarketing.net/resources/whitepaper-%25E2%2580%2593-buyersphere-report-2012http://www.b2bmarketing.net/resources/whitepaper-%25E2%2580%2593-buyersphere-report-2012


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Here are some practical ways in which you can ensure your

video content ties in to each stage of a typical buying cycle:

PROBLEM RECOGNITIONBuilding content that addresses the problem faced by your targetaudience can work well in building awareness. Editorial in tone, with

minimal sales messaging, the purpose of this type of content is to

demonstrate that you understand their business issue and that you have

expertise in this area.

INFORMATION SEARCHOver recent years, Google has become synonymous with search. Even

amongst very senior C Suite audiences, it is the go-to place for

information in solving business related problems. The advent of blended

search (where video features alongside text links in search engine

results pages) has made it even more important to have high quality video

tagged with key search terms when your customers are searching for

information online.

EVALUATION OF ALTERNATIVESThis is especially relevant for service brands, as video can help bring

your proposition to life by providing a degree of physical evidence of the

quality of the service you provide. For example, allowing the customer to

virtually meet the key players from your business through video allows

you to build rapport early in the buying process.

PURCHASEIn businesses where online purchases can be made, these can be

captured by the use of a strong call to action and embedding a clickable

link into the final frame[s] of the video. For more complex sales, a range

of calls to action can be incorporated to drive response in the most

appropriate way (book an appointment/submit an RFP/call us now).

POSTPURCHASE EVALUATIONOn-going and value-added communications with your clients that

positively reinforce their purchase decision. This might include a

variety of topics, from updates on best practice and commentary

on industry developments through to more formal, research-led

thought leadership and personalised video communications.


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VIDEO STORYTELLING8

9. Buyersphere Report 2012: The Annual Survey of changing B2B Buyer Behaviour (Base One/B2B Marketing, 2012)

COMMUNICATION CHANNELS TOCONSIDER ALONGSIDE VIDEOHaving carefully crafted your film, youre going to want to make sure your

target audience can actually find it. The table below9shows web searches and

emails are the most popular routes to finding the material.

This clearly demonstrates that any video

production needs to be carefully integrated into

a broader communications plan. Whilst emails

from suppliers are a popular way of finding the

material, this is dwarfed by the 81% of buyers

that find content through a web search - further

underlining the need to consider keyword and

search marketing strategy when developing a

video content programme.

Supplier

websites Articles

White

papers

Videos/

webinars

Offline

events Blogs

Via a web search 74% 71% 86% 81% 32% 71%

Through supplier emails 25% 26% 37% 44% 44% 23%

Personal word of mouth 28% 26% 27% 21% 34% 17%

Through an online community site 5% 9% 13% 18% 9% 22%

Through LinkedIn 5% 6% 8% 11% 11% 24%

Through Facebook 3% 4% 6% 11% 9% 22%

Through Twitter 2% 3% 5% 10% 6% 16%

Through other social media 2% 6% 7% 6% 5% 8%

Already knew about it 42% 34% 25% 19% 33% 20%

Base: used this (588) (378) (139) (138) (122) (99)

81%find video contentvia a web search
http://www.b2bmarketing.net/resources/whitepaper-%25E2%2580%2593-buyersphere-report-2012http://www.b2bmarketing.net/resources/whitepaper-%25E2%2580%2593-buyersphere-report-2012


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It all started in 2002,even before the adventof smartphones.Shazam launched asimple service designedto connect people inthe UK with musicthey heard but didntknow. Since then,Shazam has becomeone of the worlds most

recognized mobileconsumer brands andone of the Top Ten mostdownloaded apps oniTunes App Store.10

Aurasma is the worldsleading augmentedreality platform.

Available as a free appfor iPhones, iPads andhigh-powered Androiddevices or as a kernelfor developers, Aurasmauses advanced image

and pattern recognitionto blend the real-worldwith rich interactivecontent such asvideos and animationscalled Auras. 12

EMERGING TRENDS AFFECTINGVIDEO CONSUMPTION

THE BIRTH OF THE SECOND SCREENAlthough Shazam (www.shazam.com) is perhaps best known for its music

identification and tagging capabilities, brands are increasingly using it tosignpost users to online video content on sites such as YouTube. We have also

recently seen consumer brands11 begin to experiment with Shazamable ads

to drive traffic to mobile-enabled content.

In B2B markets, for example, Shazam could be used in radio

advertisements targeted at SME business owners and used to drive

views of an online video that further deepens engagement.

We are also starting to see Aurasma (www.aurasma.com) being used more

and more as a call to action within brochures, linking directly to online

landing pages, giving video a more interactive platform. This works in a

much more visually engaging way than a QR Code, as the app recognises

a still image from a video printed on a page and directs the user to the

video online. This can be especially useful at events or conferences.

Both of these technologies offer potential to open up opportunities

to engage with audiences in dual screen behaviour. Although

consumers are increasingly using a phone or tablet while watching

TV, we see this trend offering possibilities amongst audiencesas handheld devices such as smartphones and tablets are

increasingly used both out of the office and in the home.

10. http://www.shazam.com/music/web/about.html

11. http://www.marketingweek.co.uk/news/argos-first-retailer-to-launch-shazam-ad/4004882.article

12. http://www.aurasma.com/what-is-it/

Argos was the firstretailer to launch a

Shazam enabled ad
http://www.shazam.com/music/web/about.htmlhttp://www.marketingweek.co.uk/news/argos-first-retailer-to-launch-shazam-ad/4004882.articlehttp://www.aurasma.com/what-is-it/http://www.aurasma.com/what-is-it/http://www.marketingweek.co.uk/news/argos-first-retailer-to-launch-shazam-ad/4004882.articlehttp://www.shazam.com/music/web/about.html


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VIDEO STORYTELLING10

MOBILE/4GAs mobile moves into 4G the distinction between lower quality mobile content

and high quality desktop versions will be a thing of the past. This change will

see more companies moving their websites into HTML 5 responsive designs,

allowing the site and content to automatically optimise for mobile, tablets

and PC.

Statistics13for The Guardian website revealed that 35% of site traffic came

from mobile devices. The breadth of this range of devices was huge, with 1,857

different device types being used to access the site in one week alone.

As more mobile carriers enter the market and the costs of 4G data plans start

to fall, a growth in the enterprise subscriber base will see the appetite for high

quality video consumption on the move rise further still.

In B2B markets, we will continue to see an increase in access to high

quality, business related video content viewed on mobile devices. Trendssuch as Bring Your Own Device will remove technological barriersto the consumption and sharing of video content that helps senioremployees to research and solve business related problems.

Simon Baker, Business Development Director, ITN Productions

VIDEO DIRECT MARKETINGWith the rising popularity of internet and email marketing, the opportunities

for physical direct mail to achieve greater impact and cut through have never

been higher. Technological developments have led to the cost of screensfalling to the point where their use in highly personalised direct mail is now

practical, using tools such as Pitch Pack (http://www.thepitchpack.com/).

Imagine your brand message and personalised video, played out on a small

video LCD screen automatically when the pack is opened by your key client or

prospect?

13. Guardian: 35% traffic from mobile devices, New Media Age, 19/11/2012
http://econsultancy.com/uk/nma-archive/61747-guardian-35-traffic-from-mobile-deviceshttp://econsultancy.com/uk/nma-archive/61747-guardian-35-traffic-from-mobile-devices


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ONSCREEN BRAND MANAGEMENT

HOW DOES YOUR BRAND MOVE AND SOUND?Most companies have well defined and documented brand

guidelines, covering a whole range of marketing communications

from Pantone colour references and logo sizes through to

brochure layout and advertising templates. These are perfectly

adequate for brands that are to be seen and not heard.

Far fewer B2B brands have guidelines as exhaustive as these print guidelines

to consistently define the way their brand moves and sounds on screen.

Consumer facing brands have long understood the need to give their brands

movement and sound.

The recent launch of ITVs new brand across all channels sees a brand that

has been designed with movement and sound firmly at front of mind. The mainITV logo is a colour-picking design which changes to suit its backdrop as well

as the nature of its programming14. A series of idents were created to bring

this to life:

Have you considered what your brand sounds like? Or how it should move?

Does every video build and reinforce your brand? Other brands have combined

movement with an audio sting to further reinforce the consistency across a

range of brand communications. This opens up the opportunity to tell the story

of your brand values and consistently reinforce them with each film you make.

If we say Intel, what do you hear? Intel has achieved high levels of brand

recognition even when featuring within a range of advertisements created by the

PC manufacturers which use its chips in the devices sold to the end consumer.

As B2B brands increasingly begin to experiment with video as part of their

content marketing strategy, it will be as important for them to develop and

embed guidelines for how their brand is visually represented on the screen as

well as on the printed page.

14. http://www.itv.com/news/2013-01-14/new-itv-logo-rebrand-2013/

Companies have wellestablished print brand

guidelines but thesedo not often cross overwell into the on-screenspace. At this point thetrade mark takes onother attributes such as

movement and sound.We predict that videobrand guidelines and

graphics toolkits willbegin to be the norm,with each new filmreinforcing the brandand bringing it to life,rather than havinga branding exercisefor each film which

is often the case.Simon Baker, BusinessDevelopment Director,ITN Productions
http://www.itv.com/news/2013-01-14/new-itv-logo-rebrand-2013/http://www.itv.com/news/2013-01-14/new-itv-logo-rebrand-2013/


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VIDEO STORYTELLING12

APPENDIX

HOW TO CHOOSE A VIDEOPRODUCTION COMPANYOnce youve decided to include video as part of your communications strategy,

what next? Here are some of the questions were frequently asked.

How do I choose a video production company?

According to a recent Google search, there are c. 377 million results for the

search term video production companies.

So how do you choose? Our advice is to hire the very best people you can

and trust them to deliver for you. We believe that best is a combination

of the quality of relevant work theyve done in the past, combined with a

demonstration that they truly understand your business and whats driving

your desire to make a film. Trusting them to deliver means setting clear

objectives and then stepping back to allow them the creative freedom to give

you the best product possible. Clear objectives mean a clear ROI.

At what stage in my project should I be engaging with them?

As soon as youre even starting to consider commissioning a film. The best

production companies will have many years of experience in helping to define

objectives and cost requirements such as yours, so the earlier you speak tothem, the better - especially with long term projects such as video strategy

formation and video branding which can take time to plan and implement.

What are the common pitfalls and how can they be overcome?

As with any project, lack of clarity at the briefing stage can often lead to

rework, frustration and increased costs. Some clients have a very fixed view

of what theyre looking for, which is sometimes helpful but can also at times

lead to a poor end result if they are not receptive to advice. It is important thatyou not only involve your production company early, but trust them to drive the

creative aspect of production to ensure the best results.

Ensure that you have a limited number of key decision makers and make

sure that they are all present at the crucial stages of the project. Making sure

everyone buys into a shared vision of what success looks like is critical. As

we have said, the absence of agreed objectives and metrics at the outset will

make it impossible to determine ROI later.


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I already have a creative agency - how would a video production company

work with them?

Although many production companies work directly with clients, they are

normally more than happy to work alongside your existing creative agency,

and do so whenever required. Video branding often falls between the remit

of branding, marketing, production and creative agencies, so make sure you

choose a production company that is well versed in all these disciplines.

What should I consider when forming a video strategy?

Come up with a production schedule for the year. See which elements overlap

and can support each other, as well as which elements could be templated to

create a series of content. Plan how you are going to create a useable archive

of footage from your filming days. Ensure that you work with your production

company to come up with reusable formats so that you are not always starting

from scratch. Aim high, look out for great stories in your business, open up

the right channels of communication with your business and clients to findthese great stories, they are out there!

This is especially important when looking at your on-screen brand guidelines

- which we recommend you formalise before you start any production, if you

havent done so already.

For answers to any questions we havent covered here, orfor an informal discussion about your requirements, please

drop us a line at [email protected] one of our friendly

and knowledgeable team will be delighted to help.
mailto:productions%40itn.co.ukmailto:productions%40itn.co.uk


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CONTACT US

ITN Productions is the creative content division of ITN. With decades of

broadcast experience at its heart, we have the expertise to conceive,

produce and publish stories that help corporates to drive deeper

engagement with their employees, shareholders and customers.

Producing high impact content for over 600 clients worldwide, we are well

placed to support you in a broad range of projects.

Further information and support available from ITN Productions

Communications strategy consultancy to define the role of

video in your business

Informal help and support in developing your brief, brand or

production strategy

A team of highly experienced, friendly and knowledgeable

production staff

We hope you have found this document useful,

and would love to hear your feedback.

Were very happy to have informal discussions to help you decide

whether video is right for your business and to help guide you through.

Simon Baker

Business Development Director

ITN Productions

T: +44 (0)20 7430 4511www.itnproductions.co.uk
http://www.itnproductions.co.uk/http://www.itnproductions.co.uk/

Video Storytelling Whitepaper - ITN Productions

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