Why Online Video Is Vital For Your Content Marketing Objectives

Online video is vital

Filming on a roadway construction site near Morrison Colorado

Online Video


If you feel online video is just another over hyped, passing fad, think again. In fact, online video is gaining strength as a source for content marketing.

Michael Conti Productions has seen an increase in its video production services as more companies have come to see the value in having a professional do their videos for them.  This same dramatic increase has also occurred for professional wedding photographers after an initial decrease in business as everyone got their own digital camera and started taking pictures at these one off events.  The results proved that having a single point of view is better.  The important point is that we know the subtle tricks to insure that what we capture provides the maximum benefit for your audience without being distracting from the overall message.

Take a peek at some pertinent data from Software Advice‘s B2B Demand Generation Benchmark Report. This is just one of the survey topics: Percentage of Marketers Using Each Content or Offer.

The graph below illustrates the percentage of marketing respondents that use each content or offer:

Why Online Video Is Vital

The take-away? Most respondents prefer video over white papers, case studies, even live demos with reps. And you should factor that into your 2013 content marketing strategy.

Marketing automation giant Eloqua and CMO.com (Adobe’s content site providing digital marketing news and insight for senior marketing executives around the globe) also partnered with Software Advice on the research project. Read the blog post with all the details and an insightful video here.

Thanks to Ashley Verrill at Software Advice  for this sharing this deeper insight.

So, Why Video?

The web trending towards video is made obvious by much more than the example above. After all, YouTube is the number two search engine in the world. This may lead you to the conclusion that we simply don’t like to read anymore. But the video preference situation we’re witnessing is much more detailed than that. So the question you may be asking yourself (or your boss may be asking you) is: Why video?

For this, let’s reference an expert. A real Ph.D. level expert, Susan Weinschenk, Ph.D. — also known as The “Brain Lady.” As a leading speaker, author and consultant to brands like Amazon, Disney, Walmart and South By Southwest, she brings a deep understanding of the psychology of customers and why they do what they do.

She has uncovered four core, very human reasons we are drawn to video:

#1: The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability.

#2: Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content.

#3: Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share.

#4: Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do!

You can watch Susan’s detailed presentation here.

These are important details to consider when you approach doing a video in-house or seek to hire a professional that is well-versed in capturing visual and auditory signs to help your audience to connect with your message. 

The following article was abridged from: http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/

Don’t misrepresent yourself with a poorly produced video!

Like your website, your email marketing and your printed materials, the video that your company produces is representative of your brand. It can take a lot of time to plan, script, shoot and edit a video. Make sure your clips look and sound professional to protect and enhance your brand reputation and show consumers that you care.

Colorado Community College System‘s provost office made sure that their videos were the best for their message by hiring Michael Conti Productions.

hands-on director and cameraman

shooting in the automobile lab at a local community college

filming a doggy patient for a career development video

Don’t Get Yourself Arrested! Hire a Professional Videographer

Michael Conti Video Productions of  Boulder knows how to get the job done in a timely and professional manner while presenting a visual and compelling final product.  And we do it on a surprisingly reasonable budget too. Why?  MCP wants your video to be successful so that you can grow your business.  Isn’t that why you are doing a video in the first place? A successful business means more opportunities for all of us.  As you can see MCP brings a lot more to the table than just a guy with a video camera.

The following HD video examples represents work done for Denver Attorney V. Iyer who specializes in criminal defense law.  The goal of each video is to pick a topic that Mr. Iyer addresses on-camera, and is compelling to organic searches and pulls the video to the top of the page for that specific key word phrase.  For instance, if someone got a DUI over the holidays, and was doing a search online for an attorney in Denver, the video with this topic in it could drive new clients to Mr. Iyer.   This technique is known as Video SEO (video search engine optimization) and was done initially in partnership with  Key Market Communications.

While a client can choose to do multiple videos in one setting or stagger them monthly, video SEO works best when there are three or more videos online.  Each video consists of Mr. Iyer introducing himself near one of Denver’s many court houses in order to establish his presence to the viewer with his professional domain.   We also shot each opening video from a lower sight-line thus giving Mr. Iyer additional creditability and authority.   Finally each video topic was summarized in Mr. Iyer’s Law Office which helps to establish more professionalism and character.

The production of each video required having a good audio in the field through a wireless microphone.  This microphone  allowed Mr. Iyer the ability to move towards camera while speaking, adding more drama and urgency to his message.  Most of the camera shots were done on a tripod with a focus of keeping the image steady and controlled so that the focus can be on the urgency of the message given by Mr. Iyer.  Since the videos are distributed online, it is important to remember to fill the frame as much as possible with the subject matter, and create a compelling reason to continue to watch.  Several tricks that we use are doing a slow move towards the subject as well as re-framing  for better composition (both of which can be done in post).

The post production stage provided color correction, audio and music mixing along with lower third titles and closing credits that presented the domain site’s URL (which is “read” by Google).

The end result are a series of legal marketing videos which will provide Mr. Iyer with a steady stream of online clients that have been introduced to him by his online videos on topics that have importance to them.  See how the videos look on YouTube.  The videos are also found on the client’s website in the video library.

Disclaimer: These videos are not to be construed as legal advice and no attorney-client relationship is established. This is just for informational and educational purposes only.