With video storytelling more relevant to content strategy than ever before, we proudly hosted this year’s Langley Center for New Media Content Marketing Retreat with all things focused on video content. Here are ten fantastic things we learned from the Essentials of Strategy Video Storytelling as shared by our amazing panel of experts:
1) Video Now Reigns Supreme
Scott Abel of The Content Wrangler and Keynote Speaker sets up the day with understanding the tenets of human connection in great video stories.
Video stories are used to entertain, educate, preserve cultural frameworks, promote moral values, persuade others as well as build community.
Age-old storytelling archetypes can be utilized to structure video content as people naturally connect to, are motivated by and retain at an astonishing level of accuracy more information from audio/visual stories than rote information, facts and figures alone
Learn more from the presentation below provided by our keynote speaker, Scott Abel of The Content Wrangler:
Scott Abel presents: Video Storytelling from Langley Center for New Media
2) Useful x Engaging = Success
You can apply a Video Strategy to the Customer or Constituent Lifecycle.
Russell Sparkman of FusionSpark Media sets up the next speaker at the 3rd Annual Content Retreat
When it comes to being a communications professional the ability to understand data and analytics is increasingly important. You will most certainly be asked “What is the Return on Investment for this video.” Planning, research, goal setting and metrics within a Content Strategy is absolutely essential.
Learn more from the presentation below provided by Russell Sparkman, CEO of FusionSpark Media:
3) Find Your Metaphor to Connect with Others through the Heart
Chris Donaldson, outlines the three key points of an effective story.
Conflict, the solution and a positive outcome told through your voice within a tight three act structure in video content is the foundation of strong emotional connections with your customers.
The challenge of every good brand or idea is finding the connective tissue of story elements that speak to the audience in the most authentic way possible and avoid the perception of a video brochure.
Learn more from the presentation below provided by Chris Donaldson, Executive Producer at Hand Crank Films:
Chris Donaldson presents: Video Brochures vs. Telling a Story from Langley Center for New Media
4) Budget is No Indication of an Effective Video BUT Story Planning and Final Intended Use Are
Jon Wuebben defines the difference between good planning and production value and how it relates to budget.
Intended use and a distribution within your content strategy, point-by-point story planning and its final execution from stage to screen are of equal importance to your invested time, paid resources and final production value.
Learn more from the presentation below provided by Jon Wuebben, CEO of Content Launch:
Jon Wuebben presents: Video Budgets from Low to High from Langley Center for New Media
5) Live, Interactive Video Content is Increasing in Demand and is Affordable
Colin Christianson frames up the cost effectiveness of interactive live streaming events for small business.
Why be just local when you can go global? There are many ways of cost effective, live interactive webcasts and broadcasts that are innovative and affordable for a small business. There are pros and cons to this approach but once they’re known just think how your business could benefit from such an approach!
Learn more from the presentation provided by Colin Christianson, Producer of Tenacious Ventures:
Colin Christianson presents: Is It Live or is it Taped?!? from Tenacious Ventures
6) Intention is Everything When It Comes to Legal Clearances
Kim Barnes outlines the basic tenants of copyright assignment, licensing and the ethics of creative attribution.
It’s important you understand the main types of copyright and respect those that create copyright protected material. Always license or purchase the assignment when Fair Use laws do not apply. For online video content this does not need to be complex or expensive.
Learn more from the presentation provided by Kim Barnes:
Kim Barnes presents: Making It Legal from Langley Center for New Media
7) Video Stories Are Only As Good As Addressing Your Audience in the Right Space
Pamela Muldoon is explains best thinking and practices when it comes to the distribution platforms of video content.
Where your audience hangs out and what they focus on are considerations when developing your video content and a social media distribution platform plan.
Your story is not one size fits all and neither are the online applications and service drivers that could work best for your message.
Learn more from the presentation provided by Pamela Muldoon, Social Media Content Strategist, Globe University and Principal, Next Stage Media:
Pamela Muldoon presents: Now That You’ve Made It Where Do You Put It? from Langley Center for New Media
8) Great Stories Have Specific Triggers That Could Make Them Viral
Nate Riggs connects the dots of what makes online video successful and potentially a viral hit.
The internet is now a giant open media network and there are practical as well as measurable triggers that enable videos to “stick”, boost content visibility and potentially break out as viral media.
You can learn more from the presentation provided by Nate Riggs, Consultant Content Strategist, here.
9) Animation is a Brilliant Option to Capture a Great Story
Bryan Zug shares his expertise in creating messages through the medium of animation.
Vision trumps all the other human senses. Animation/drawing or even basic motion graphics are awesome tools to overcome the limitations of conveying story, illustrating abstract concepts or explaining complex ideas to others, often at less cost than video.
Learn more from the presentation provided by Bryan Zug, Founder What Now? Exactly! and Bootstrapper Studios:
The Beauty and Magic of Animation and Motion Graphics from Bryan Zug
10) You Need to Measure Your Video ROI and Justify It To Your Boss…Carefully
Scott Pierce wraps up the day with telling a story about how content strategists need to frame video success and ROI to their clients.
Let’s face it, we suck at stories about successful storytelling. There are numerous examples of how video media finds it’s audience but the actual data that most firms have to justify the ROI is problematic.
With massive amounts of data readily available, finding a story that bridges the gap between the audience need and the company solution that inspires a specific action or desired outcome is the goal. With long term value of partnerships and brand building being the most important aspect of marketing, how do we formulate a brave new world of justifying video production costs and strategic marketing efforts?
Learn more from the presentation provided by Scott Pierce, Senior Content Strategist, POP Agency:
Thift Shop Insights from Scott Pierce
Lastly…
Be authentic and true in developing the core message of your story and that will have the greatest impact on your audience!
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