#contentmarketing2013 hoxton, london: why video is so important as part of your content mix

How to create video as part of your content marketing

strategy. Neil Murphy  London filmmaker

Hoxton, London.1st March 2013

Who am I?

Corporate work

The Power of Film

Why video is so important as part of your content mix

The power of film

•Emotional connection – connect & communicate

•Succinctly conveys message – scripting & editing

•Changes the mood - the feel-good factor

What makes a great video?The Process

Great video formula

•Pre-production – key message & a hierarchy of

ideas into a satisfying narrative arc •Production – collecting image & sound for edit

•Post Production – finesse message; added value of grading & music/sound

"Films are 50 percent visual and 50 percent sound. Sometimes sound even overplays the visual.”

David Lynch

How to make a video that people want to watch

Videos that people want to watch

•Script – the narrative, message or brand

•Characters – to identify with

•Trends – longer & episodic adverts playing to strength of narrative & character; feel-good factor; valid visual style

•Authentic message – Stand for something; Link brand to social issues; Ethics

Example: John Lewis

Examples

Take away tips

•Show, don’t tell•Narrate your story•Characters to fit your brand•Be natural & engage