The C-Suite Guide to Video for Business

Video eBook Written by Brian Overson Phone: 952-829-9091 [email protected] storytellermn.com e

Brian Overson is the Marketing Associate at StoryTeller Media + Communications in Bloomington, Minnesota. StoryTeller is an inbound marketing and video production agency, earning three Midwest Regional Emmy awards for video storytelling.

Other titles by Brian Overson:

Business Blogging: Te C-Suite Guide to Producing Written Content, Part I

Introduction...... 4

Where Do I Start?...... 7

Content...... 13

Production...... 19

SEO...... 26

How Do I Use It?...... 29

Conclusion...... 33

Resources...... 35 CHAPTER 1

Introduction

“When it’s done well, video can take you somewhere. It can make you feel like you were at that place, or with that person.”

– Gregg Litman Brand Content Manager StoryTeller Media + Communications Emmy Award-winning Video Producer INTRODUCTION

Welcome to the C-Suite Guide to Video For Business. Recognizing the impact that video can have on your organization is the frst step in planning for, producing, and capitalizing on online video. Whether you’re looking to make an in-house culture video, a highlight video for a fundraiser, a training video for a salesperson, or hoping to make something go viral, the building blocks for video success begin with the basics of video storytelling.

The materials in this guide will help you ‘kick the tires’ of producing video for your organization – complete with information about: r&YBNJOJOHUIFCFOFàUTPGPOMJOFWJEFP r$IPPTJOHBQBSUOFSBOEEFUFSNJOJOHDPTU r4FMFDUJOHBGPSNBUCBTFEPOZPVSCVTJOFTTPCKFDUJWFT r$IPPTJOHWJEFPUZQF MFOHUI MPDBUJPOT BOETQPLFTQFPQMF r0QUJNJ[JOHWJEFPGPSTFBSDIFOHJOFT r%FWFMPQJOHBOPOMJOFTUSBUFHZBSPVOEZPVSWJEFP rAnd much more…

5 INTRODUCTION

As you decide if video is right for your business needs, it’s important UPBWPJEUBLJOHBPOFTJ[FàUTBMMBQQSPBDI7JEFPJTBDPNQMFY medium by nature (motion pictures, images and audio combined) which provides a great deal of content and production options depending on the goals of your organization. Furthermore, in today’s digital world – in which over 100 million Americans watch online video daily – video content is versatile in how it can be distributed and consumed. How you choose to disseminate your video will EFQFOEPOZPVSCVTJOFTTPCKFDUJWFTBTXFMM,FFQBOPQFONJOE with the options available to you, and fnd a partner that can present those options to you in a comprehensive manner and has a proven USBDLSFDPSEPGFYFDVUJOHTVDDFTTGVMWJEFPQSPKFDUT

Let’s get started…

Contact Us: Have questions while reading this eBook? Contact us any way you’d like and we’ll get back to you as fast as we can.

storytellermn.com [email protected] facebook.com/storytellermn @storytellermn linkedin • storyteller 952.829.9091

6 CHAPTER 2

Where Do I Start?

“Making good decisions is a crucial skill at every level.”

– Peter Drucker WHERE DO I START?

At the onset of determining if video is right for your organization, it’s important to be armed with the right questions. Likewise, you’ll want to know what the answers to those questions mean in terms of choosing a partner, negotiating cost, setting timetables, determining PCKFDUJWFTBOENPSF

Why should my company consider using video?

Video is the most dynamic medium available to marketers today. Consider these statistics about the power of video: rFacebook users (collectively) view more than 1 billion videos each day. rPGNBSLFUJOHQSPGFTTJPOBMTSFQPSUUIBUWJEFPDPOWFSUTCFUUFS than any other medium. r1FPQMFXIPXBUDIWJEFPTUFOEUPTUBZPOBXFCTJUFUXPNJOVUFT longer than those who don’t. r#MPHQPTUTUIBUJODMVEFWJEFP T BUUSBDUUISFFUJNFTBTNBOZ JOCPVOEMJOLTBTUIPTFUIBUPOMZDPOUBJOUFYU r6TJOHUIFXPSEiWJEFPuJOFNBJMTVCKFDUMJOFTCPPTUTPQFOSBUFTCZ BOEDMJDLUISPVHISBUFTCZ

8 WHERE DO I START?

When do I hire a professional to produce my video, rather than try it on my own? It’s likely you have a friend or family member who’s great at shooting video at little league games, weddings, or even professional galas. The more important question though, is whether that person has FYQFSJFODFJOTFMFDUJOHTQPLFTQFPQMF DIPPTJOHTPVOECJUFT FEJUJOH TFRVFODJOH BOEGSBOLMZUFMMJOHTUPSJFT%PFTUIBUQFSTPO understand how to optimize video for search, market video using the online channels your audience engages with, and measure viewer CFIBWJPSBOE30*

What is the objective of the video? We encourage all of our partners not to produce video for the wrong reasons. Yes, it will drive inbound links to your website. Yes, it will look good on your website and as social content. And yes, video content can be useful for many departments within your company. #VUTQFDJàDBMMZ XIBUJTUIFQVSQPTFPGZPVSWJEFP 8JMMJUCFVTFEUP r3FDSVJUUPQUBMFOU r&ODPVSBHFEPOPSTUPHJWFUPZPVSOPOQSPàUPSDBVTFNBSLFUJOH DBNQBJHO r1SPWJEFDPOUFOUGPSZPVSTBMFTQFPQMFUPQSFTFOUUPQSPTQFDUT r*ODSFBTFCSBOEBXBSFOFTTCZTIBSJOHZPVSWJEFPUISPVHIQBJE POMJOFBEWFSUJTJOH r#VJMEBOFNBJMEBUBCBTFCZHBUJOHZPVSWJEFPDPOUFOU

If you’re interested in producing a video, have a general vision about how it will be brought to bear, and have an adequate budget, video is likely a good ft for you.

9 WHERE DO I START?

What is the cost of producing a video? The truth is, there’s no defnitive cost for producing a video for your business. As a (very rough) baseline fgure, consider about $1,000 per minute of produced video. In the end, cost will depend on: r)PVSTPGTIPPUJOHUJNF r/VNCFSPGTIPPUMPDBUJPOT r/VNCFSPGQFPQMFJOUFSWJFXFE r1IPUPHSBQIZGPSWJEFPJNBHFT r"OJNBUJPOT FGGFDUTBOEHSBQIJDT r1PTUQSPEVDUJPONBSLFUJOH

10 WHERE DO I START?

What should I look for in a video partner? This is the most important question to ask. By nature, producing WJEFPJTBOFYUSFNFMZDSFBUJWF DPNQMFYQSPKFDUUIBUSFRVJSFT consistent communication and cooperation between organization and vendor. Here are some things to consider while vetting a prospective video partner: r3FRVFTUUPTQFBLXJUIQBTUDMJFOUT r8BTUIFWFOEPSPOUJNFBOEPOCVEHFU r8BTUIFSFBIFBMUIZCBMBODFCFUXFFOMJTUFOJOHUPZPVSOFFETBOE SFDPNNFOEJOHCFTUQSBDUJDFTQSPQPTJOHDSFBUJWFJEFBT r8BTUIFWFOEPSRVJDLUPSFUVSOFNBJMTQIPOFDBMMTBOEPQFOUP SFWJTJPOT r%JEUIFWFOEPSTIPPUJOIJHIEFàOJUJPO )% %JEJUDPTUNPSFUP TIPPUJO)%

Also, when you call on referrals make sure that the work that the company performed for them is similar to what you’re asking them to provide for you. In other words, if the vendor shot a live event at a HBMBJUEPFTOUNFBOUIFZMMEPBHSFBUKPCXJUIBDPSQPSBUFPWFSWJFX video. Furthermore, a company that shoots a lot of ad agency commercials may be overkill for an online corporate video.

11 WHERE DO I START?

Inquire about the equipment they use: Some companies are still using video cameras that shoot to tape. *UNBZCFiEJHJUBMuUBQF CVUOFWFSUIFMFTTJUJTUBQFBOEDPNQBOJFT using it could charge more for post-production services. Tape takes considerably longer to import into a computer editing system than digital cameras that shoot to card (portable hard drives). This means more cost handed down to you.

Find out how many revisions you are allowed to make: It’s likely you’ll need to make changes after seeing the video for the àSTUUJNF0OFSPVOEPGSFWJTJPOTJTOPCJHEFBM5XPSPVOETJTVTVBMMZ okay. When you get into three or four (or more) rounds of revisions, things can get out of control quickly. Be sure to ask how revisions are billed.

Ask for pricing: 7JEFPQSJDJOHJTPGUFODPOUJOHFOUVQPOBWBSJFUZPGUIJOHT/PPOF video is the same, and production details have a way of evolving as both business and vendor aim to make the video better than it was the day before. Make sure both parties are crystal clear about the pricing structure before the pen touches the contract.

Consider This:

If your ‘gut’ says no after meeting with a prospective partner, it’d be wise to look elsewhere.

12 CHAPTER 3

Content

“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.”

– Robert Weiss Founder, MultiVision Digital CONTENT

When you decide on a video production company to partner with, that vendor should bring plenty of formatting options to the table. But remember, you know the needs of your business or organization better than anyone. Your company may want to call on one (or more) of these types of video content, depending on what you’re trying to accomplish:

$PNQBOZ0WFSWJFX

Tutorials/Tips

Trends

Testimonials

Case Studies

1SPEVDU3FWJFX

Culture

Sales/Marketing

&WFOU

Teaser

1VCMJD4FSWJDF"OOPVODFNFOU 14"

Satire

14 CONTENT

0ODFZPVWFEFDJEFEPOUIFBOHMFZPVSWJEFPDPOUFOUXJMMUBLF JUT important to consider what emotions you want your audience to GFFMXIJMFXBUDIJOH"DDPSEJOHUPBTUVEZCZ0L%PSL BNBSLFUJOHCMPHPQFSBUFECZGPSNFS'BDFCPPLFNQMPZFF/PBI ,BHBO EJGGFSFOUBVEJFODFFNPUJPOTDBOCFNPSFQSPOFUPPOMJOF sharing than others.

The study looked at the 10,000 most shared pieces of content across the web and produced a pie chart illustrating the breakdown of emotions within those 10,000 pieces of content. Take a look: popular emotons

Source: OkDork.com

15 CONTENT

"DDPSEJOHUPBSFDFOU/FX:PSL5JNFTTUVEZPG QFPQMF UIFSF BSFTJYUZQFTPGTIBSFSTPOMJOF

Altruists: Share content with people to show they care about, understand, or know the likes/dislikes of the person with whom they’re sharing.

Careerists: Share content about the industry they’re in with fellow industry members.

Hipsters: Share content because they identify sharing as a part of who they are.

Boomerangs: Share content in order to receive validation (likes, retweets, etc.).

Connectors: Share content in the name of relating with others. A connector may share a Groupon for a restaurant to encourage an outing with friends.

Selectives: Share content only if they think the person/audience they’re sharing JUXJUIXJMMFOKPZJU

Having your video shared frequently online isn’t necessarily always the ultimate goal, but it is a good indicator of what kind of content makes people engaged.

16 CONTENT “

What is the ideal length for my company’s online video?

Video Length: “What is the“ ideal length for my company’s online video?” This is one of the most hotly debated issues in the Internet marketing community today.

Here’s what the data says. According to Wistia (a video hosting TFSWJDFGPSCVTJOFTTFT UIFBWFSBHFQFSTPOXBUDIFTPGWJEFPT UIBUBSFCFUXFFOBOETFDPOETCVUUIBUOVNCFSESPQTUPKVTU PWFSGPSWJEFPTNJOVUFT length maters

Source: thenextweb.com

4P UIFTIPSUFSUIFCFUUFS SJHIU 8FMM OPUOFDFTTBSJMZ"UUIFFOEPG NBTIBCMFDPN BOFXTTJUFGPSUIFiDPOOFDUFEHFOFSBUJPOu

17 CONTENT

published a post featuring the top 10 videos of 2014 “as measured by views, shares, comments, likes and more”. The average length of POFPGUIPTFUFOWJEFPTXBTNJOVUFTBOETFDPOET

5PUIJTKVYUBQPTJUJPO XFIBWFPOFDPODMVTJPO(FOFSBMMZTQFBLJOH your video will gradually lose viewers with every second that goes by, but if your content is top-notch, viewers will stick around until the end. The advice we give our clients is that your video should be as long as it takes to succinctly tell your company’s story.

18 CHAPTER 4

Production

“Storytelling is one of the oldest forms of art. Cavemen told stories through drawings on cave walls. The Bible recalls written stories of loss, hope and inspiration. Casablanca let us see what heartbreak really looks like. Storytelling comes in all forms. Everyone and everything has a story to tell.”

– Kari Jo Faulhaber Emmy Award-winning video producer for StoryTeller Media + Communications PRODUCTION

EYQFSJFODFJOWJEFPQSPEVDUJPOJTXIBUTFQBSBUFTBOBXFJOTQJSJOH video that pushes viewers to act from a forgettable piece that gets lost in the noise of the Internet. Choosing what stories are told where and by whom are the frst decisions that need to be made. %FUFSNJOJOHUIFUPOFPGUIFWJEFPBOEXIBUTPVOECJUFTUPVTFGPMMPX Here are some tips on how to optimize video production:

Choosing A Story: 5IFàSTUTUFQJTUPBTLZPVSTFMG iXIBUEPXFXBOUUIFBVEJFODFUP UIJOLBOEGFFMBUUIFFOEPGUIFWJEFP u8JMMUIFZMBVHI 8JMMUIFZ DSZ 8JMMUIFZGFFMBOHSZ *OTQJSFE 4VSQSJTFE 5IFFNPUJPOZPV XBOUZPVSBVEJFODFUPGFFMTIPVMEEJSFDUMZDPSSFMBUFUPUIFPCKFDUJWF of the video. Could a sad video force donors to empathize with ZPVSOPOQSPàUTDBVTFBOEHJWFNPSF $PVMEBWJEFPUIBUJOEVDFT BOHFSNPUJWBUFWJFXFSTUPBDUPOCFIBMGPGZPVSPSHBOJ[BUJPO $PVME a humorous video show the lighter side of your otherwise uninviting PSTVSMZCSBOE &NPUJPOJTXIBUESJWFTBOZHPPETUPSZ TPCFHJOCZ asking yourself how you want your audience to feel.

Generally, we recommend that our clients shoot their video documentary-style, meaning no narration. This allows your organization’s stakeholders to carry the story through their own personal accounts. This tends to give the story a more honest feel. "MTP IJSJOHWPJDFPWFSUBMFOUDBOCFFYQFOTJWF

20 PRODUCTION

Choosing Spokespeople: Identifying the best people to interview for an agency video isn’t BMXBZTBDVUBOEESJFEQSPDFTT0GDPVSTF NPTUQFPQMFHPUPUIF leaders/principals of the company. The problem is, most of these spokespeople are too close to the organization. They see all of the things they feel they need to communicate rather than the things UIBUUIFZOFFEUPDPNNVOJDBUFGPSPOMZUIJTWJEFP0OUPQPGUIBU PGUFOUJNFTWJEFPJOUFSWJFXTPGUIPTFXIPBSFiJOUIFUSFODIFTuBSF more compelling to mass audiences.

5IJOLPGZPVSWJEFPBTBNPWJF&WFSZNPWJFIBTBIFSPBOE a supporting cast. The only difference is, your ‘hero’ doesn’t necessarily need to be the best looking or most well-spoken. Your hero should be the person who tells your story in the best way possible. This could be a customer, employee, donor, volunteer, or any other stakeholder that can tell your story.

21 PRODUCTION

Choosing A Location: When choosing a location for your video, keep these three things in mind:

Sound: It might seem obvious, but background noise can come from a variety of different places. A ringing phone, loud fan, or EJTUBOUMBXONPXFSNBZTFFNFYUSBOFPVTEVSJOHBTIPPU CVUJUDBO UISPXPGGBTPVOECJUFJOBNBKPSXBZ

Backdrop: The key to fnding a good backdrop for video is balance. You don’t want four white walls, but you also don’t want something so busy that it distracts the audience. Choose a room with some character, but ‘nothing crazy.’

Surrounding Area: Find a space that is comfortable, and not too small. A spacious room allows the videographer to create depth of feld in the shot, making interviews stand out and almost ‘pop’ off screen. It also is more comfortable for everyone if they aren’t tripping PWFSFBDIPUIFS FTQFDJBMMZXJUIUIFFYUSBFRVJQNFOUBOEDPSETUIBU will be added to the space.

22 PRODUCTION

Choosing Sound Bites: A sound bite is a segment of a comment made by someone who is interviewed. There is no specifc length a sound bite is supposed to be, but typically for videos 2-3 minutes in length, you should aim to keep an edited sound bite to less than 30-seconds. In fact, if you’re BCMFUPLFFQUIFNUPCFUXFFOTFDPOET UIBUTPQUJNBM

Choosing sound bites is something your video production vendor TIPVMECFFYQFSUTBUEPJOHmBMUIPVHIQSFQQJOHZPVSUFBNPOXIBU makes a good sound bite ahead of time will yield better results in the end. The question that you (and your vendor) should be asking is iEPFTUIJTTPVOECJUFHFUBDSPTTUIFNFTTBHFUIBUXFBSFUSZJOHUP DPNNVOJDBUF u

23 PRODUCTION

Here are a few kinds of sound bites to keep in mind.

Declarative: Stats: %FDMBSBUJWFPSPQJOJPOTUBUFNFOUT As long as they’re not overused, are great for early sound bites, people tend to relate to statistics. because they typically get Stats allow people to make sense the attention of the audience of things in a way that seems immediately. concrete. Adding a graphic to a stat-based sound bite can help Humorous: assure your audiences’ eyes )FSFBSFUIFSVMFTUPVTJOH aren’t glazing over. humor in video. Predictions/Speculation: %POUPGGFOEBOZPOF 1FPQMFMPWFUIFiJOTJEFuUSBDL (Think Jay Leno, not Andrew Dice Clay .) POJOGPSNBUJPO1SFEJDUJPOTBOE prognosticators from industry 2. Try to make it as universally leaders are always interesting. funny as possible. /PUBMMQFPQMFMJLFUPHPPO *GZPVDBOUNJYGVOOZXJUI the record with their thoughts, informative/helpful you won’t be but quite often these make taken seriously. fantastic sound bites. This may be why so many reporters will 4. Humor must be used within ask hypothetical questions – UIFDPOUFYUPGUIFNFTTBHF sometimes the information that is given is remarkable. If your brand/industry is serious, EPOUUSZUPCFGVOOZ'PSFYBNQMF a mortician would want to avoid attempting humor in their video.

4FMGEFQSFDBUJPOSBSFMZXPSLT well on-screen.

24 PRODUCTION

When one of your organization’s spokespeople is asked a question, be sure that their answer begins by repeating the question, or at least a part of the question. If a video is shot without narration (or someone coughs during the question), you want the spokesperson’s NFTTBHFUPQPTTFTTDPOUFYU

For instance:

Q: What does it mean to you to be a hero?

A: To me, being a hero means being someone who is admired or idealized for courage, outstanding achievements, or noble qualities.

Lastly, remember that letting go of great sound bites that don’t ft into your story is diffcult but necessary.

Consider This:

68% of people share online content to give people a better sense of who they are and what they care about.

25 CHAPTER 5

SEO

“Real search is about providing valuable information when it’s really needed to those who are actually looking for it.”

– David Amerland SEO author SEO

ADDPSEJOHUP%JHJUBM4IFSQB ZPVSXFCTJUFJTYNPSFMJLFMZUP appear on page one of a search result if it includes video. This is because Googlebot (the web crawling software Google uses to gather and rank content) views video as much richer content that UFYUPSFWFOJNBHFT#VU (PPHMFCPUDBOUASFBEWJEFP5IJTNBLFT optimizing your video for search highly important. Follow these video 4FBSDI&OHJOF0QUJNJ[BUJPO 4&0 UJQTUPIFMQ(PPHMFIFMQZPV

Create Great Video Content: There is no more important step in optimizing video for search than creating content that people are seeking out and fnd helpful/entertaining/etc. Creating great content will lend itself to more quality, inbound links to your site, which is the NPTUJNQPSUBOUPGGQBHF4&0UBDUJD

Triple-Play: A great way to achieve a strong ranking on Google is to upload your video to YouTube, host it on your website, and embed the YouTube video on your company’s website, too.

YouTube SEO:5IFSFBSFQSJNBSZBTQFDUTPG:PV5VCF4&0UPQBZ attention to when uploading a video. The title, description, tags, and category that surround your video will help Google connect searchers to your video. Additionally, the thumbnail picture you apply to your video will help attract users to click your video (although thumbnails don’t directly correlate to Google ranking).

On-Page Website SEO: When uploading your video to your website, be sure to include relevant headline and subhead (both with common LFZXPSEBOEUIFXPSEA7JEFP B63-XJUIDPNNPOLFZXPSE BOEB meta description that properly describes what the visitor will fnd on that page. Like thumbnails on YouTube, meta descriptions don’t help page rank, but will help encourage views to click.

27 SEO

Turn Your Video Into A Blog Post

5VSOJOHZPVSWJEFPJOUPBCMPHJTBHSFBUQMBZGPSWJEFP4&08IFO doing this, keep these three things in mind:

Transcribe word-for-word: This is an easy way to get your video content into readable form for Google. Typically, one minute of video transcribing takes about 10 minutes.

Write Searchable Content: After transcribing the video word-for- word, include phrases within the blog that are likely to be searched by your target audience. Consider that the phrases used in the video USBOTDSJQUJPONBZOPUCFFYBDUMZUIFXBZQFPQMFXPVMEQISBTFUIFN in a Google search.

Embed The Video: This isn’t an absolute necessity, but it probably makes sense to embed the video itself into the blog.

Consider This:

YouTube is the second most popular search engine in the world behind Google.

28 CHAPTER 6

How Do I Use It?

“Locating the target viewers’ most likely hangouts and favorite tastemakers, trendsetters, and other infuencers is as essential as gauging viewers’ interests.”

– PR Newswire HOW DO I USE IT?

You made it. You’ve hired a vendor, chosen the story you want to tell, produced a video, and optimized it for search. Congratulations!

/PXXIBU

Though the roots of visual storytelling have remained predominantly the same for decades, the Internet has changed the game in terms of how people consume video on an everyday basis. Because of this, businesses have more opportunities with regards to EJTTFNJOBUJPO BOEUIVT30* UIBOFWFSCFGPSF&WFSZJOEVTUSZJT different, and it’s important to research where your target audience TQFOETJUTUJNFPOMJOF"TUIFTBZJOHHPFT ZPVWFHPUUPiàTIXIFSF UIFàTIBSFu)FSFBSFTPNFQMBDFTyour fsh may be:

Your Website: You’ll likely want to host your video on your website. We recommend (to our clients) Wistia, a video hosting service for business. The service offers features such as Video Heatmaps.

Video Heatmaps: Wistia’s Heatmaps feature allows businesses to monitor which part of the video each viewer watched, skipped, and rewatched.

heatmaps

Source: wistia.com

30 HOW DO I USE IT?

Social/Mobile Friendly: All Wistia-hosted videos are viewable on every kind of device (Apple, Android, computer, tablet, phone, etc.). This is important, because as of January 2014, mobile browsing became more popular than desktop browsing for the frst time ever (and this trend will continue). Additionally, Wistia videos are viewable within a tweet, so your followers don’t have to follow a link to consume your content.

Gated Video/CTAs: Wistia allows businesses to ‘gate’ their video, meaning viewers must give their email address in order to watch the video. Also, businesses can include a call-to-action button that directs the viewer to another page the business wants the viewer to visit.

On Social Media:7JEFPJTBOFYDFMMFOUBTTFUGPSTPDJBMNFEJB DPOUFOU*OGBDU UXFFUTUIBUJODMVEFWJEFPTFFBIJHIFSSFUXFFU rate than tweets without video. Additionally, tweeting video links can help increase the amount of inbound links you earn which in turn helps your search engine ranking. This graph from social media TDJFOUJTU%BO;BSSFMMBTIPXTUIFDPSSFMBUJPOCFUXFFOUXFFUTBOE inbound links:

relatonship between tweets and links

Source: moz.com

31 HOW DO I USE IT?

In Your Email Database:&NBJMTXJUIUIFXPSEAWJEFPJOUIFJS TVCKFDUMJOFTFFBIJHIFSDPOWFSTJPOSBUFUIBOFNBJMTXJUIPVU AWJEFPJOUIFJSTVCKFDUMJOF

Paid Distribution Sites: In addition to distributing your video organically, there are a variety of paid circulation services businesses DBOVTFUPHFUUIFJSWJEFPDPOUFOUEJTUSJCVUFE0VSGBWPSJUFTBSF 0VUCSBJO ;FNBOUB 5VCF.PHVM

Consider This:

“[Your video] shouldn’t be “too good.” You want to create a video that doesn’t look like an ad – that doesn’t give people the feeling that, ‘Oh, this is an ad, time to stop.’”

– Jeff Barrett CEO of STATUS CREATIVE

32 CHAPTER 8

Conclusion

“We’re operating in a world where one good video can lead to a massive social following.”

– Mike Henry CEO of Outrigger Media CONCLUSION

Producing online video content will be a staple of Internet marketing for the foreseeable future. In fact, Cisco is suggesting that WJEFPNBZNBLFVQPG*OUFSOFUUSBGàDJOUIF6OJUFE4UBUFTCZ 2018.

It’s important to remember though, that a well-produced video with an underwhelming story is not what converts leads into customers, drives inbound links, recruits talent, or infuences donors.

Consider This:

“When the video ends, it’s just the beginning.”

– Ted Kohnen Vice President, Integrated Marketing at Stein + Partners Brand Activation

$POUBDU6T storytellermn.com [email protected] facebook.com/storytellermn @storytellermn linkedin • storyteller 952.829.9091

34 RESOURCES

1. Ahmad, Irfan. “10 Video Marketing Trends for 2015 - #Infographic #contentmarketing.” 10 Video Marketing Trends for 2015. Digital Information World, 2 Dec. 2014. Web. 20 Jan. 2015.

2. Brett, Brian. “The New York Times Insights - The Psychology of Sharing.” The New York Times Insights - The Psychology of Sharing. The New York Times, 1 Oct. 2011. Web. 14 Jan. 2015.

3. Hornung, Yoav. “The Optimal Length For Video Marketing Content.” TNW Network All Stories RSS. TNW, 02 May 2014. Web. 20 Jan. 2015.

4. Kagan, Noah. “Why Content Goes Viral: What Analyzing 100 Million Articles Taught Us. | OkDork.com.” OkDorkcom. OkDork, 21 Apr. 2014. Web. 13 Jan. 2015.

5. Lopes, Marina. “Videos May Make up 84 Percent of Internet Trafﬁc by 2018: Cisco.” Reuters. Thomson Reuters, 10 June 2014. Web. 20 Jan. 2015.

6. Rodgers, Simon. “What Fuels a Tweet’s Engagement? | Twitter Blogs.” What Fuels a Tweet’s Engagement? Twitter, 10 Mar. 2015. Web. 20 Jan. 2015.

7. Spiegel, Benjamin. “Optimizing Videos for Search: A Complete Guide.” ClickZ. ClickZ, 25 Mar. 2013. Web. 12 Jan. 2015.

8. Trimble, Chris. “Why Online Video Is the Future of Content Marketing.” Web log post. http://www.theguardian.com/. N.p., 2 July 2014. Web. 13 Jan. 2015.

9. Vitto, Laura. “Drumroll, Please: The Top 10 YouTube Videos of 2014.” Mashable.com. Mashable, 9 Dec. 2014. Web. 19 Jan. 2015.

35 WHY STORYTELLER

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