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

§ Email

§ 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