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Read about web video marketing strategies, statistics, industry trends, business tips, hosting, analytics and software tools. News categories include video content marketing, video production, YouTube marketing, Video SEO, advertising, communications, online platforms, mobile video, social media and video email marketing. Search through over 10,000 articles in the WVMC Archive.

Breaking Down the Components of an Effective B2B Video

Breaking Down the Components of an Effective B2B Video

Monday, April 2 2018 | LinkedIn Marketing Solutions Blog
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With all five of these components accounted for, it’s pretty hard to go wrong. The beauty of B2B video is in its almost limitless possibilities for creative and unique content. Enjoy the flexibility, but make sure you adhere to the principles of simplicity, technical quality, script clarity, concise length, and actionable next steps... Read the full article »
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What You Really Need to Know About Explainer Videos

What You Really Need to Know About Explainer Videos

Friday, April 6 2018 | Forbes
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Whether you’re marketing a simple product or a complex piece of software, an explainer video can do a better job of telling your story. Explainer videos far outpace blog posts or traditional webpages in terms of user engagement. The following is an interview to help startups navigate the use of such videos successfully... Read the full article »
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Stop Thinking of Video Content Like TV: Creating a Modern Video Experience

Stop Thinking of Video Content Like TV: Creating a Modern Video Experience

Thursday, April 5 2018 | Sky Word
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Video is evolving in its form, with live video, 360-degree video, and virtual reality creating new and immersive ways to consume video. But the platforms and framework for these experiences are undergoing rapid change, and enterprise brands need to adapt. It’s no longer enough to be a video creator. Brands have a chance to take control of the data science and distribution behind their video content, creating a more comprehensive experience that offers more value to businesses and their customers... Read the full article »
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The Complete Beginners Guide to Live Streaming

The Complete Beginners Guide to Live Streaming

Wednesday, April 4 2018 | Nibletz
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Live streaming is the current trend in the market as far as video marketing is concerned. With simple equipment like a smart phone, a considerably strong internet connection and live streaming software, it is now possible for any business or individual to start streaming live from anywhere and at any time. Nevertheless, if one is aiming for streaming high quality content, it’s necessary to make use of a high-definition camera, software or hardware encoder, capturing device and a host to stream the video... Read the full article »
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5 Video Marketing Trends to Watch out for

5 Video Marketing Trends to Watch out for

Tuesday, April 3 2018 | Business 2 Community
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When it comes to content marketing, videos play a bigger role than most other types of content. Video marketing grew rapidly over the past couple of years. Will it be able to keep up the pace in 2018? There’s no doubt about the effectiveness of video marketing. In fact, it’s one of the most powerful content marketing strategies and most marketers are investing in it without hesitation. Neil Patel is one of those marketers who plans to spend $144,000 on video marketing in 2018... Read the full article »
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Make Video Work for You: 6 Ways to Up Your Content Marketing Game

Make Video Work for You: 6 Ways to Up Your Content Marketing Game

Monday, April 2 2018 | E Content
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When it comes to video content, the playing field is already too crowded. Considering the tight competition and the high costs associated with producing quality video, it’s essential to head into the landscape with a solid strategy in place if you want to see returns on your investment. Start by determining what you want your video content to do. Do you want it to educate, inspire, or entertain your audience? Video that hits these sweet spots is the content that gets etched into the minds of... Read the full article »
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4 Ways B2B Marketing Should Be Using Mobile Video

4 Ways B2B Marketing Should Be Using Mobile Video

Monday, April 2 2018 | Ad Week
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Since mobile video is still new to B-to-B marketing, getting in at ground zero will mean overcoming challenges building an actionable mindset within organizations resistant to change. Does it seem daunting? Sure, but by now, you already know it’s worth it... Read the full article »
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10 Uses of Video for B2B Marketing

10 Uses of Video for B2B Marketing

Thursday, March 29 2018 | Mar Tech Advisor
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Visual information is easy to digest, less time consuming to comprehend, and leaves a lasting impression. Video content is dynamic and stands out more than text content, hence it grabs more attention than a simple text-based email or pdf. Since B2B customers form a relatively smaller target segment than B2C, it’s easier to create more personalized content that makes them feel more connected to a brand... Read the full article »
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3 Hacks for Optimizing Video Across Social Media Platforms

3 Hacks for Optimizing Video Across Social Media Platforms

Thursday, March 29 2018 | The Sociable
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Online video for business has the power to attract new clients, drive revenue, and bolster brand awareness when combined with platforms like YouTube, Facebook, and Instagram. The jury is back! Attention spans are down and forcing potential customers to scroll through lines of tiny text on mobile devices through squinting eyes isn’t going to cut it anymore for businesses. Costs for online video production and editing have fallen significantly in recent years, and according to The Guardian, “you no longer need to be a... Read the full article »
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LinkedIn Goes All in on Video Marketing

LinkedIn Goes All in on Video Marketing

Thursday, March 29 2018 | Wersm
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Video has a proven track record of being the most efficient way to capture an audience’s attention on social media. LinkedIn made its first move a few months back, allowing users to share organic, native, or uploaded videos on its platform. Individual creators have found video to be a great way to share knowledge and to express themselves on a platform that had often been seen as, “a little boring.”... Read the full article »
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NEW YORK (AdAge.com) -- Viral-video marketing, as it's traditionally been defined -- create a cute, funny, breathtaking or unexpected piece of content, seed it in the right places, and watch users pass it along -- has developed into a legitimate form of marketing. But what if marketers' fixation on all things viral is leading them to neglect other valuable and more consistently successful online-video strategies?

SWEET IDEA: Touchstorm created a series on making specially shaped cakes.
SWEET IDEA: Touchstorm created a series on making specially shaped cakes.
When General Mills' Betty Crocker brand wanted to move its web-video presence beyond "infant stage," it eschewed traditional trappings and worked with a digital content company, Touchstorm, to go another direction: study what kind of information consumers are hunting for, and then give it to them.

So they turned to search-query data. Turns out lots of people wanted information on cakes -- more specifically, kids' birthday cakes. The companies created a video series about how to make cakes shaped like princesses, pirates and ponies. The result? More than 4 million views and 50% greater time spent viewing than typical for consumer-package-goods-branded videos, according to online-video-measurement firm Visible Measures.

"There's a hole in the market when it comes to what consumers are searching for and where marketers can reach them," said Alison Provost, CEO of Touchstorm, part of PowerPak Holdings.

Brands in the search space are very organized around bottom-of-the-funnel terms or product-related terms -- search for digital cameras, and you get results for more than a half-dozen retailers or manufacturers. But brands are rarely organized around topical, top-of-the-funnel terms -- search for how to take black and white photos, and it's a brand wasteland. It shouldn't be that way, Ms. Provost said.

CPG behind
In the digital world, brands are increasingly content companies, and that content is expected to give viewers something: ideas, utility or entertainment. While the latter is the domain of the viral videos that dominate the online-video marketing discussions today and is a staple of many technology and entertainment brands, CPG has been less successful in the space.

"If you really understand what makes video move around the web, there's much more to it than producing something cool, dropping it on a site somewhere and watching it fly around," Doug Moore, VP-advertising and branding at General Mills, said in an e-mail. "Fact is, like anything in marketing, there's an art piece and a science piece. We wanted to evolve both."

The distribution for Touchstorm's videos comes from deals it cuts with editorial sites, which take both the non-branded and branded, paid content, such as ABC News Now and local news affiliates. TiVo and websites like Glam.com and Brash.com also distribute content. For General Mills' cake videos, about a quarter of the views happened on BettyCrocker.com, a quarter from the publisher affiliates, a minority from TV placement and the rest from YouTube and search.

A few years ago, news sites taking content branded and paid for by Betty Crocker would have raised all sorts of red flags, but Ms. Provost is finding it's more acceptable now.

"Brands can be legitimate experts, and if the consumer is looking for a certain kind of information, then they as a news organization can provide it, then there's room to play," she said.

Touchstorm is not the only one trying to create these kinds of videos for brands -- its ilk includes sites such as Howcast.com and eHow, both of which look more like media companies. Touchstorm has recently added pre-roll ads to its video; the others have been selling advertising for a while now.

"Brands need content -- they need it for Facebook, for their own sites, they need it for search," said Jason Liebman, CEO of Howcast. "If someone's going online searching for something like how to make a cup of coffee, you should be there in some way."


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