1. #DMAICMC
How To Do
Great Video Content
Lk Gupta
CMO/now
#DMAICMC

2. #DMAICMC
#DMAICMC
Video Content Building Blocks
Strategy
&
Plan
Production
Distribution
Lk Gupta | CMO/now

3. #DMAICMC
Strategy/Plan

4. #DMAICMC
#DMAICMC
Assign Goals to Your Content
What will my videos accomplish and with whom?
What marketing or business issue is addressed:
Why must you make a video for this? Does it really help you?
What type of content you’ll make:
What’s the audience need - Educational? Entertaining? A mix?
Exactly who should watch this:
Remember Persona?
What should be key takeaway:
What’s the value add to the audience? Why is this useful to them?
Lk Gupta | CMO/now

5. #DMAICMC
#DMAICMC
Make Content Pillars
Overarching Business/Marketing
Goals from Videos
ThoughtLeadership
How-toVideos
ThoughtLeadership
How-toVideos
CategoryEducation
ProductExplainers
UserTestimonials
Entertainment
Link These To Consumer Decision Journey
Lk Gupta | CMO/now

6. #DMAICMC
#DMAICMC
Let Your Audience’s Habits Be Your Beacon
Decide Where Your Videos Will Live & Be Distributed
Lk Gupta | CMO/now

7. #DMAICMC
#DMAICMC
Establish Metrics For Performance
Reach & Number of Views
Completion Rate
Average View Time
Engagement
Click-through Rate
…and More
Lk Gupta | CMO/now

8. #DMAICMC
Production

9. #DMAICMC
#DMAICMC
Invest in Right Equipment & Quality
If you’re going to make loads of videos
invest in good camera, lighting, mic, editing
software and 1-2 dedicated people
Or,
Work with professional vendors/ agencies
Or,
Collaborate with content creators (e.g. AIB)
Lk Gupta | CMO/now

10. #DMAICMC
#DMAICMC
The Basics
Produce lots of content:
Establish consistent presence and give customers a reason to return
Be original and unique:
Don’t be an also-ran. Find your own space or give a twist to existing
formats
Repackage your other content in video:
Whatever you can write, you can also make a video. 68% of
consumers said they’d rather see the same content in video
Be suited for laptops and mobile devices:
More than 45% of videos being viewed on mobile phones
Stay in the sweet spot of 2 to 5 minutes:
20% will click away in first 10 seconds. 60% will be gone in 2 minutes.
Lk Gupta | CMO/now

11. #DMAICMC
#DMAICMC
Use Structure & Tone for Effectiveness
Keep your end goal in mind:
Include call-to-actions that direct viewers on your designated path
Use conversational tone:
Natural
Short concise sentences
No jargon
Humanize the story:
Brand lift and impact is better if there’s a human insight and story
Don’t shy away from animation videos:
Storytelling is important, format can change
Choose music with care:
Experiment with and without music
Lk Gupta | CMO/now

12. #DMAICMC
#DMAICMC
Repurpose for Mobile
Data Source: Inmobi
82% Better Completion Rate
Lk Gupta | CMO/now

13. #DMAICMC
#DMAICMC
Do Use Facebook Live!
FB Live video trumps image posts:
4x reach in shorter time. 30x engagement
Go live from location:
Sitting in a room and broadcasting is boring
Pay special attention to sound quality:
Let the presenter hold the phone for closeness to mic.
Or buy mobile-attached mic
Record, then broadcast as live:
Allows you to do supers and minor editing
Anticipate viewer response:
Must do QnA and respond real time while live. Have someone to cue you
Source:
CarDekho
FB
analy7cs
Lk Gupta | CMO/now

14. #DMAICMC
Distribution

15. #DMAICMC
#DMAICMC
Consideration for Where Your Videos Live
Where does the customer go to consume this in his CDJ:
Consumers can purposefully seek the content, or they may chance upon it
Are they general public or a specialized group
What is your marketing objective:
Maximise Reach? Nurture community? Generate business?
Does it link back to your website:
Destination is important. So is helping build experience of your own asset
What’s your budget:
Online is cheaper but needs some money. Television very expensive but great
impact
Lk Gupta | CMO/now

16. #DMAICMC
#DMAICMC
7 Key Steps to Online Distribution
Optimise
Video
for search
1 2 3 4 5 6 7
Optimise
Video
for
sharing
Post
Video on
YouTube
Add video
to your
website
Send
video to
subscribe
rs
Post video
to social
media
Reach out
to
partners
and
industry
influencer
s
Lk Gupta | CMO/now

17. #DMAICMC
#DMAICMC
Optimise for Search
Give it a grrreat, catchy, memorable
title:
Not everyone’s cup of tea. Find that one guy in
your team who’s good with titles. Use search
keywords
Provide thorough descriptions:
Descriptions should say what this is about and
include keywords
Tag, tag, tag:
Most important to-do to be found with major
search keywords
Allow embedding:
Embed in your own website. And, make it easy
to share and embed by others. Get inbound
links and better sharesLk Gupta | CMO/now
1

18. #DMAICMC
#DMAICMC
Optimise for Sharing
Use call-to-action in the video:
Share buttons, shortened URLs
Use annotations and end-cards:
Encourage users to explore more or share with others
Interactive end cards deliver 4x better CTR
Upload directly to Facebook, Vine or
Instagram:
Customized for best experience on these platforms
Get preference from FB in pushing your video up
Data Source: InmobLk Gupta | CMO/now
2

19. #DMAICMC
#DMAICMC
Post on YouTube
No getting around it:
If you want mass reach don’t miss YouTube
Create your channel
Allow comments and respond:
More engagement = More returning viewers
Have intro video on channel homepage:
Short video tells new viewers what to expect
Retain the right audience
Choose the right category:
Improve visibility with the right audience
Lk Gupta | CMO/now
3

20. #DMAICMC
#DMAICMC
Add Video On Website
Make it user-friendly:
User-friendly video section for them to find
and view
Separate page for each video:
Difficult to optimize multiple videos per
page for search. Viewer can be focused in
viewing
Add text around the video:
Provide topic and context to the right
viewers
Great for search engines
Markup video according to
Schema guidelines:
Help in site SEO and your video to stand
out in search results
Lk Gupta | CMO/now
4

21. #DMAICMC
#DMAICMC
Send Video To Subscribers
Use your email subscriber list:
Treat them special – they should see it first!
Add as thumbnail in email and link to the video
Use app notification for engagement:
Delight app users using analytics based on their usage of
app
Lk Gupta | CMO/now
5

22. #DMAICMC
#DMAICMC
Post Video To Social Media
Facebook:
Give fans chance to see it first
Post more than once on different peak times for your
users
Consider posting direct to FB for faster, better experience
Repurpose for mobile experience – square or full-screen
Twitter:
Post multiple times, but with different intros
Use YouTube link for long, and gifs for short videos
Instagram:
Mind the one-minute limit – make it a teaser if longer
video
LinkedIn:
Post on company page, then sponsor best performing to
target specific audience
Facebook
Twitter
Instagram
Lk Gupta | CMO/now
6

23. #DMAICMC
#DMAICMC
Reach Out To Partners & Influencers
PR/Corp Comm:
Pre-release with major publications, journals, TV channels and
bloggers. Get industry coverage and positive company image
Bloggers:
Develop relationship with Bloggers who influence your customers in
advance. Do full story-telling and background with select most
influential bloggers. Co-develop some videos with key bloggers for
their audience
Business partners:
Special emailers to showcase your video and tell them how it helps
them. Use WhatsApp to share video with large communities, e.g.
offline dealers
Employees:
Build pride internally and employer brand externally
Lk Gupta | CMO/now
7

24. #DMAICMC
Don’t Forget To Have Fun!
Lk Gupta
CMO/now