video strategy and creation
TRANSCRIPT
Brightcove Inc.
NEAL MOORECo-Founder & DirectorClick2View
@moores_lore#videomarketingSG
VIDEO STRATEGY & CREATION
Neal MooreCo-Founder & Director
Click2View
www.click2view.asia
AGENDA
@click2View
• What is content marketing?• How is it done?• Why do it?• Why video?• What video?
– YouTube– Facebook & Twitter– Instagram– Snapchat
• Case Study: Visa Newsroom• Questions
“Marketing is telling the world you’re a rock star.
Content Marketing is showing the world that
you are one!”Robert Rose
Content Marketing Institute
www.click2view.asia
WHO AM I?
@click2View
Born, Southeast
London1979
Left Darrick Wood School
1998
Dropped out of University
1999
Promo Producer
1999 – 2002
Freelance TVCreative
2003 – 2005
Diploma (Distinction)2003 – 2004
Media Sales2005
Sales Management / Publishing2005 – 2010
Co-Founded Click2View
2010
Founded Moore’s Lore
Media2016
Co-Founded Can Did TV
2015
www.click2view.asia
WHO AM I?
@click2View
www.click2view.asia
WHAT IS CONTENT MARKETING?
@click2View
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience - and, ultimately, to drive profitable customer action.”www.contentmarketinginstitute.com
www.click2view.asia
WHAT IS CONTENT MARKETING?
@click2View
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly-defined audience - and, ultimately, to drive profitable customer action.”www.contentmarketinginstitute.com
www.click2view.asia
WHAT IS CONTENT MARKETING?
@click2View
“Content marketing is about making the movie, not the trailer. It’s about writing the article, not the ad.
It’s about building the website, not the banner.”www.click2view.asia
NEALMOORECLICK2VIEW
www.click2view.asia
HOW IS IT DONE?
@click2View
The 6 Content Commandments
1.Fill a need2.Be consistent
3.Be human4.Avoid sales speak
5.Have a point of view6.Be the best
www.click2view.asia
WHY DO IT?
@click2View
• STOP building ads, START building assets
• STOP renting their audience, START owning it
• STOP buying audience data, START generating it
• STOP wasting money on ads, START making it on content
WHAT VIDEO?
@click2View
• Then… • Now…
www.click2view.asia
WHAT VIDEO?
@click2View
• Podcasts/Vodcasts• Interviews• Vox-Pops• Animated Infographics• Webinars• Tutorial Videos
• Unboxing Videos• News & Reviews• Documentaries• TV Commercials• Music Videos• Feature Films
WHAT VIDEO?
@click2View
WHAT VIDEO?
@click2View
WHAT VIDEO?
@click2View
SOCIAL VIDEO ON FACEBOOK AND TWITTER
WHAT VIDEO?
@click2View
SOCIAL VIDEO ON INSTA-
GRAM15” 60”
WHAT VIDEO?
@click2View
social video on snapchat
WHAT VIDEO?
@click2View
WHAT VIDEO?
@click2View
“The content and appearance of social video is inextricably
linked to the platform distributing it.”
www.click2view.asia
CASE STUDY
@click2View
From that to
this…
www.click2view.asia
CASE STUDY
@click2View
www.click2view.asia
CASE STUDY
@click2View
• Results– Headline CTR 85% above category benchmark (+270% increase in CTR)– 95% new Visitors daily– More than 75,000 engaged new visitors across Asia-Pacific in just 6 months
www.click2view.asia
QUESTIONS?
@click2View
www.click2view.asia
WHAT ABOUT STORYTELLING?
@click2View
• Most content marketing is not storytelling, it’s simply answering questions
• Most storytelling is not about the story but about the character
• It’s not just about having a story to tell but how you tell the story
• You don’t have to make people cry!
Brightcove Inc.
THANK YOU
www.click2view.asia