Archive for March, 2013

Three Rules for Effective Video Content

Content marketing is all the rage now, but it’s important to understand what that means before you get caught up in sharing talking cat photos on your corporate twitter feed.

As Adria Saracino says in her awesome Distilled Live Seattle presentation I attended last month, “Making Cool Shit Isn’t Content Marketing.”

On the contrary, she says these are the main ingredients needed for effective content marketing:

  • Is it relevant?
  • Is it clearly defined?
  • Is it discoverable?

Well we just so happen to be in the business of creating content for your product or service that targets all three of these points.

There is a growing misconception out there regarding what we do. Many people think all we do is make videos, and when you think we just make videos, you’re pretty sure you can find a video on a shorter timeline at a lower cost.

And you can, if all you want is a video.

But what we actually do is consult you on the relevancy of your content, clearly define it according to your intended goals, and make sure it answers the question people are asking.

And at the end of the process we just so happen to produce a video.

(Do you see what I did there?)

For a free consultation on how we can produce relevant content for you, contact us here or subscribe to our newsletter.

Featured Video: Retail Universe

When explaining how your product or service works, we like to keep it simple so your audience doesn’t get lost in the weeds. This means we may not hit every detail of your web interface, login process, or whathaveyou.

Our goal is to tease your audience with the basic workflow they’ll experience when using your product or service to solve their problem.

Some examples we designed below:

Retail Universe Search

Searching, but never finding.

Rather than showing a web interface of the search process, we used characters who react in frustration to their current search experience.

Retail Universe Login

Simple login page.

Here we designed a simple login page that will transcend any site redesign Retail Universe does down the road.

To view the full video, hit play below:

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The Effectiveness of Video in Your Content Marketing

I recently attended a local meetup organized by the folks at Distilled.

(Really smart people, by the way.)

During her awesome presentation called, “Making Cool Shit Isn’t Content Marketing,” Adria Saracino shared some interesting use case data around the effectiveness of video.

Image for ShoreTel Sky case study

ShoreTel Sky – a medium sized B2B company – focused their content around specific brand messaging to improve the quality of their leads. After researching the market, they realized there wasn’t much content that explained the basics of what a phone system does in general, so they created an explainer video.

As you can see from Adria’s slide above, results included…

  • 15% more organic traffic
  • 10% more likely to purchase
  • improved search rankings to the 1st page

That’s a pretty remarkable improvement.

You can watch Adria’s full presentation here.

For a free consultation on how we can help you create great content through video, contact us here or subscribe to our newsletter.