pardot elevate 2012 - video: the content king's crown
DESCRIPTION
Online video is an incredibly powerful medium. It’s emotional, engaging, and drives lasting traffic. Used effectively, video can be a content marketer’s best friend. But where should you begin, and how do you know if it’s really working? We’ll answer by sharing how our own video marketing has evolved over time. You will be able to see what worked for us and avoid what didn’t.TRANSCRIPT
IF CONTENT IS KING,THEN VIDEO IS THE CROWN:
CREATING RELATIONSHIPS WITH VIDEO
Chris Savage@csavage
WHY VIDEO?Drive traffic
Increase conversion
Explain simply
Tell stories
WHY VIDEO?Drive traffic
Increase conversion
Explain simply
Tell stories
Build relationships
What an amazing product!
DOESN’T REQUIRECELEBRITY STATUS
Show what we care about
HOW WISTIA DOES VIDEO
Show what we care aboutConnect people to messaging
HOW WISTIA DOES VIDEO
Show what we care aboutConnect people to messaging
Teach, teach, teach
HOW WISTIA DOES VIDEO
JUST SHOWING WHAT WE CARE ABOUT
PEOPLE KNOW WHAT WE CARE ABOUT
PEOPLE KNOW WHAT WE CARE ABOUT
BONUS: 150,000 VISITORS
CONNECT PEOPLE TO MESSAGING
Bathrobe launch
Building relationships
Building relationships
BONUS: NO SUPPORT REQUESTS!
TEACH, TEACH, TEACH
Individual thought leadership
Company thought leadership
Individual thought leadership
Company thought leadership
BONUS:PRESS. VISITORS. SIGNUPS!
But we didn’t start like this
91% Average engagement!Take away: Fun works.
Fun + Product video
Car video Stats video
Take away: Fun and content need to be married
Car video Stats video
3x the signups on launch day than the previous month
EVERY AUDIENCE IS DIFFERENT
START CRAPPY
PUT YOURSELVESON CAMERA
SCREENCASTS
SCREENCASTS
PICK ONE MESSAGE PER VIDEO
PARDOT CONNECTORLAUNCHING SOON
THANKS VERY MUCH!
WISTIA.COM/PARDOT
HACKING PRODUCTION
