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Transform your static white papers into dynamic audio and video.
There are some incredible white papers available on the web offering compelling content, but for a variety of reasons they’re overlooked by your audience. They may as well be hidden. And if you’re fortunate enough for your article to be discovered, it may still go unread because of these fundamental reasons:
1: People want to read the content but just don’t have the time.
2. Some would prefer to listen than read.
When you have great content, we encourage clients to offer the information
in multiple formats to accommodate your readers’ preferences including:
- making white papers available to read online
- allowing visitors to print white papers and read at their convenience
- recording your white papers so visitors can listen on demand or download them to an MP3 device/ipod
- creating a video for maximum exposure on your website and free video hosting sites like YouTube.
The focus of this post will be to demonstrate how video is one of the best solutions, but we still want to cover the other concepts.
Reading it online:
Don’t just post your white paper. Include a company overview that describes your products and services to supplement the white paper content and provide credibility. Follow it up with a strong call-to-action to encourage the reader to contact you.
Printing it out:
Make a great header and footer for the document. Place your contact info, copyright I.D. and all other pertinent information on the document. Always make it clear who created the content and how visitors can contact you for more information.
Audio Recording:
Companies need to start thinking of any content they develop as a commercial opportunity. When we record a white paper, we start with a welcome and personalized thank you from the company. Since audio can be easily shared, it’s important to audio brand the material so listeners know who created it. You can even insert a mid point break about other products and services that you offer. Finally, be sure to ask for your listener’s consideration. You’ve had their undivided attention and the end is the perfect time for a strong call-to-action.
The Video White paper:
Combine audio with photos, PowerPoint slides, graphs, charts and you have all the necessary ingredients for a video. And since a camera and lighting don’t have to be set up, video becomes a very affordable format. For some clients, we’ve simply added a company logo and website that are visible the entire length of the video. The important thing is by adding imagery, you instantly create video that can be placed on your website, YouTube, social media profiles — the sky’s the limit!
Why is video so important?
There are volumes of data that support the effectiveness of video on the web. A recent study showed a website using video generated an 80% conversion rate, compared with just a still image. Additionally, video has proven to improve organic search engine results. Companies have scaled back on pay per click campaigns and increased their focus on producing better content for site visitors, including the increased use of video content.
LED Location Lighting: Faster, Better, Greener
So for anyone who’s ever been involved in a video shoot, you know there’s a lot of lighting involved. Indoor shooting, outdoor shooting, daytime or night, there are lights. Hot lights. Heavy lights. Lights with bulbs containing dangerous chemicals like mercury and phosphorous. What’s a video production company like Duchin Productions to do? (more…)
An alternate approach to videotaping customer testimonials.
There are numerous advantages to having video testimonials on your website but what many don’t realize is they can really help with you Search Engine Optimization. The traditional approach is to get a room, set up some lights and bring your customers in to talk about your business. The downside of this is it’s not always convenient for your customers to come to you. An alternative is to use the Man-on-the-street approach during user conferences or trade shows. Clients find this is easier on their customers and limits the need of their valuable time. The following is an example from a networking event where we encouraged people to talk about why attending the gathering is helpful and why others should start attending. You’ll notice a few things: (more…)
Video Branding Strategies
Video branding means different things to different people. For some, it’s simply a watermarked logo in the corner of the video frame, while for others it’s ensuring a consistent look and feel.
Videos that we produce historically fall into two distinct categories: marketing and educational. Educational videos often get overlooked when it comes to branding. Let’s say you just created a video about buying your first home. The content could be useful to a wide range of people from real estate agents to mortgage companies. There’s a strong chance these businesses would love to share your information with friends and potential customers. As the developer of the content you want people to share your expertise but you don’t want people to steal it and represent it as their own.
To prevent this from happening, we employ a wide range of strategies to make sure you get the credit you deserve while building your credibility and value. The following video details examples we use to brand your information both visually and audibly. Before you know it, your phone will be ringing off the hook with new customers because you will become the Guru of your industry.
Krissy Mercurio is really such an amzing asset to my business. Smart, creative and always a smile. She comes in to do a wide array of things from updating my blog posts to brainstorming ideas for videos. She’s one of the best independent contractors out there. If you need help getting your marketing and communications out, give KM a call. I wish I could take credit for all I do but I’m always getting by with a little help from my friends. If you’d like to hire her for your own business, just send me an email and I’ll forward you her info.
