Compiled by Austin Stevens, Director of Video Engagement Strategy
We all know content is important when it comes to learning materials, marketing collateral, sales decks, websites, and the list could go on. With social media use at it’s peak and constant innovations in technology, video has now become more of a staple in today’s industries. In this three part blog series I will take an angle from three perspectives which I consider to perceive constant change and movement in how they use and deploy content. In addition to our own media production industry, I’ve recruited contributors from the learning sector and the marketing sector to shed light on things.
TruScribe Expert QA Panel, Pt.1
Tracy Zaiss – Marketing
Jeffrey Lagomarsino – Learning
Eric Oakland – Innovation
When integrating video with your content strategy what are the key elements you consider when planning for its success?
Tracy: Video is an essential medium for explaining how things work or next steps. Additionally, video is great for increasing user engagement. Website visitors show longer time on pages and greater conversions when we use video to encourage next steps. Additionally, Video testimonials demonstrate support for purchase decisions and credibility of your solutions.
Jeffrey: Video should complement the other content by leveraging what video does best: providing a multi-sensory experience that encourages active consumption. When creating content, if you don’t have a creative strategy for using both auditory and visual aspects to fully engaging the audience, then you shouldn’t use video.
A good way to start integrating video is by answering key questions like: What is the context of the learner consuming the video? What is the objective of the video in relation to the other content that will collectively achieve the overall learning objective? How can we foster engagement and interaction with the video content and other learners? How can we measure engagement with the video and learning outcomes?
Eric: It IS important to see video as a part of a broader content strategy, not stand alone. The video can be the tip of the spear, but it’s important to support your video with a directive or call to action pointing them to the next piece of content you want them to view. The idea with video is to grab the viewer’s attention and then get them to respond in some way. The path to the viewer’s next steps and your ultimate goal, should be a clear one.
What attitudes, expectations or results are you expecting from your viewers once you distribute content?
Tracey: We try to align video – like all of our marketing tactics – to the marketing journey of the customer. The better our understanding of where they are in the purchase stage – and the better our list – the better our results. So, for example, for a university, we target prospects who have inquired, by program of inquiry, by concern, with the call-to-action to apply. Video may be used to overcome their concern (ie., time, money, support) and/or support for the action (ie., the success people who have this degree have achieved, projected demand for people with this degree, etc.)
Video is great at reinforcing the original impulse to inquire by specifying all the positive outcomes of their goal and at the same time, reinforce the brand by projecting an image of assurance, credibility and friendliness. In order to convert, we need to demonstrate a logical and emotional case to take action. We can use infographics and/or copy to reinforce the logic of their decision. Nothing is more compelling that good video for aligning emotion around the action to take.
Jeffrey: Expected results for the video content depend entirely on the learning program objectives and the complementary content. Here are a few examples:
Example 1: Use video to introduce a topic in a way that inspires the audience to dive deeper into the more technical content via readings, slides, or digital tools.
Example 2: Provide an interactive video simulation that evokes empathy.
Example 3: Use a video to spark reflection or a conversation between the audience members.
Eric: We want viewers to become curious about what we offer or determined to work with us. When they’re curious they seek out answers to their own questions and may submit a form or call. If they aren’t already determined, then we can give them the answers they’re looking for to become a determined buyer.
Conclusion of Part 1 of 3:
I was honored and grateful to work with a few people on this interview-style blog which will focus on: video use cases, when, why, how, and their points on strategy. I want to thank Tracy Zaiss (Owner and CEO of ZaissCo) for her points from the marketing sector, Jeffery Lagomarsino (former CLO and Dir. of Executive Education Programs for Columbia Business School) for his strategies in the learning sector , and Eric Oakland (Chief Innovation Officer at TruScribe) for tying things together through our company’s methodological lens – Scribology.
Check out part 2 of 3 coming next week! Thanks for reading.
Have a comment to add? Feel free to reach out, we’d be happy to collaborate. Otherwise put your feedback in the comments below and we’ll surely get in touch.