Content Marketing

Content Marketing.  This is where it’s happening.  Whether you are a big brand or a start up, you have the opportunity to make a big impact with your customers and potential customers with a good content marketing plan.  The good news is that you don’t need a huge budget to be effective.

What can set you apart?

The biggest mistake companies make is creating content that THEY think they should create or simply that they want to create.  I’m not saying all of that content is bad or wrong, it just may not be hitting the mark.  What you want to create is content that your target audience (i.e., your customers/clients) is already looking for.  Your customers are always searching for that next piece of information; something that tells them how to do things better, how to use the product in a different, more effective way, how to use it more efficiently.  In some cases, they are looking for information beyond your product or service; information that helps them learn something, do something better, be more productive, have more fun, enjoy life, etc.  You can be the source of that information.  Everything you create doesn’t (and shouldn’t) just be about your product.  If you want to be a trusted source, learn about the things that are important to your audience and give them tips and ideas that help them.  This is where you will connect.  This is how you will get people to engage with you.

What kind of content should you produce?

The easy answer is to provide information that is of use to your customers / target audience.  Know your market.  Understand your customer.  Know their “pain” points and their needs.  Know what is important to them.  Know who influences their decisions.  If you can delve into these areas, you are bound to find plenty of topics about which you can create content.  If you spend some time on YouTube, you’ll likely find that there are customers or potential customers that have already created some of this content, because no one else has.  That is an opportunity for you.  Become the one place where the questions are answered, where there are great product demos and “how to” videos, where new ideas are discussed.

Many larger brands and companies have taken steps to “own” their category.  They spend time analyzing their customers.  They’ve hired agencies to find out who are the influential voices in their space, to find out what people are talking about that is relevant to them and their products and services.  They also do what is called a content gap analysis to determine what is missing between the information or content they are providing and what their target audience really wants to know.  From this data and analysis, they have a strong road map on what content to produce that will resonate with their audience, customers and potential customers.

As for how that content should be presented, the strong recommendation is that it should be in video form, no longer than two minutes in length.  There is a reason that YouTube is the #2 search engine in the world.  It’s because people want information in video format.  An surveys have shown that people are willing to look at videos created by brands as long as it gives them something useful….meaning it’s not promotional.

On that note, don’t think of using a content marketing platform as a means of promoting your company, brand, or product.   You will turn your audience off immediately.  The idea here is to engage.  You don’t walk up to someone you don’t know and start promoting yourself and telling them how great you are, do you?  I hope not.  Normally, you start a conversation where you both learn a little bit about each other.  Think of content marketing the same way.

What’s the goal?

The goal should be to create a plan where you are creating new content on a regular basis, sharing it with the market/community, and engaging with that market/community.  You will need to continually “take the temperature” of your target audience.  Their interests, concerns, needs and wants will change.  You should be in touch with that change so that you can adapt your plan to stay relevant.  Larger brands and companies use analytics to keep tabs on how people are interacting with their content and adjust what they produce based on how people interact.  It allows them to stay relevant and engaged.

Content marketing is an ongoing effort.  You’ve probably seen the really good people in your space.  It’s OK to mimic their model, just make sure your content is original.  That doesn’t mean that you have some brilliant idea every time, it does mean that you have to have your original take on the topic at hand.

This doesn’t have to be a complicated or difficult process.  Consistent marketing is the key to long-term results.

David Henry / The Real David Henry

Live Video Report from Dallas Cowboy Stadium

I had the opportunity to check out Dallas Cowboy Stadium last week.  It’s an amazing facility.  Whether or not you’re a Cowboys fan, you will be impressed by the video display. It’s not just simply huge, it’s the largest video display in the world! In addition to the gigantic video screen, they have something like 3,000 HD video monitors throughout the stadium.  It begs the question,  why so much video at a live event?

You might also be wondering why they need such a large screen, I mean you are seeing what is happening on the field as it happens, right?  The answer is simple.  Jerry Jones, the owner of the Cowboys, understands the power of video.  After each play, he has an opportunity to show the replays so fans can see the play again.  He has this big vehicle to show fans other content during timeouts and in between quarters.  In other words, he understands the value of video in enhancing the experience for his customers….the fans.  He realizes how he can monetize that video to improve the fan experience, create more value for his sponsors, and as a business, increase revenues and make more money.

Most of you don’t have an organization the size of the Cowboys, but you can still learn from what they do.  Video marketing is an important tool for your company.  It’s a great way to enhance the experience for your prospective clients and customers, add value for your current clients and customers, and ultimately increase revenues and make more money.

Let me know what you think and if you really get what I’m saying here.  Please be sure to comment below.

David Henry / The Real David Henry

Four Steps to Video Marketing Success

If you follow me at all, you’ll know that I ALWAYS say that content is always king when it comes to video.  Good content is a must for video success.

While content is VERY important, it’s only part of video success.  There is a process that I teach to make sure the video produces the best results.  This process also helps make sure the content is on target.  I have four steps or four pillars of video marketing that I teach my clients.  Like legs on a table, the video platform does not stand up well (if at all) if one or more of the pillars is not in place.   Watch the video below for the rest of the story.

Let me know what you think.  Leave me a comment below.

David Henry / The Real David Henry

Nine Rules for Creating Videos That Work

Great content is always critical for video success.  But there are other things you need to keep in if you want videos that get results.  I have nine rules of the road that are critical for video marketing success that I teach  to all of my clients.

ere are our 9 Rules of the road for video success:

Rule #1:     Keep it Simple…it’s too easy to over complicate this.  Getting video up fast is the key

Rule #2:     You have to have the right ATS  – Audience, Topic, Story

Rule #3:     Each video MUST have a PURPOSE and a CALL TO ACTION

Rule #4:     Focus on what matters… and not on what doesn’t

Rule #5:     Know how to stand out – be different .. be a leader!

Rule #6:     Go deep, not wide.  Make sure your content is focused.  Delve into many areas of your subject…no many subjects.

Rule #7:     Don’t overreach.  Each video should be about one thing and one thing only.

Rule #8:     Many videos is the key — One video alone does not create you more MONEY.  Successful use of video REQUIRES many videos, much content

Rule #9:      Marketing the video is as important as the content!  Proper SEO and view getting strategies is essential.

If you follow these rules, you are much more likely to have success with your videos and get great results.  Let me know what you think. Leave a comment below,

(The Real) David Henry

The importance of good lighting and a good camera in video production — Production Value

In this video, I talk about production value and how good lighting and a good camera can make a big difference in raising the production value of the videos you shoot. When shooting video for video marketing purposes, you need to understand your audience and the level of production value that the audience expects from you. For some audiences, videos produced on a iPhone, Flip or similar camera can work very well. For other audiences, you will want to raise your game.

Raising the production value doesn’t have to cost a fortune. There are very affordable lighting kits and camera upgrades that can make a huge difference. The purpose of this video is to show the contrast between video on an iPhone and a higher level of production.

Let me know what you think below by “liking” the video and leaving a comment.

Until next time.

The Real David Henry

(The Real) David Henry