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 #DMAICMC	
  
How To Do
Great Video Content
Lk Gupta
CMO/now
#DMAICMC
 #DMAICMC	
  	
  #DMAICMC	
  
Video Content Building Blocks
Strategy
&
Plan
Production
Distribution
Lk  Gupta  |  CMO/now
 #DMAICMC	
  
Strategy/Plan
 #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
 #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
 #DMAICMC	
  	
  #DMAICMC	
  
Let Your Audience’s Habits Be Your Beacon
Decide Where Your Videos Will Live & Be Distributed
Lk  Gupta  |  CMO/now
 #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
 #DMAICMC	
  
Production
 #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
 #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
 #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
 #DMAICMC	
  	
  #DMAICMC	
  
Repurpose for Mobile
Data Source: Inmobi
82% Better Completion Rate
Lk  Gupta  |  CMO/now
 #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
 #DMAICMC	
  
Distribution
 #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
 #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
 #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
 #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
 #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
 #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
 #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
 #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
 #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
 #DMAICMC	
  
Don’t Forget To Have Fun!
Lk Gupta
CMO/now

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How To Do Great Video Content by L K Gupta

  • 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
  • 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
  • 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
  • 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