Explainer Videos

explainer video, youtube marketing, explainer videos

The power of video marketing is not to be taken lightly. As the attention span of the average adult continues to drop, you have to change with the times and make sure that the information you are presenting is easily digested, gets straight to the point, and is engaging when watched. While you should always strive to strike content marketing gold, you can’t deny the power of a well crafted and authored explainer video.

Why Are Explainer Videos So Effective?

In 2012, Software Advice, a free resource for software reviews and comparisons, conducted the B2B Demand Generation Benchmark Survey, which showed that video was the second highest type of content that accounted for customer response.

Why Online Video Is Vital

While it is evident that video marketing is a large subsection that is being used, why is it that explainer videos are experiencing such a meteoric rise? The answer is in the simplicity:

People would rather watch a video than read any information.

Especially if you are presenting an idea that is complex, you could find yourself with pages of information that people either aren’t interested in reading, or are intimidated by the prospect of attempting to use such a convoluted product. A video can clearly present the information in a visually stimulating way, while simplifying your concept and making it accessible to the layman.

This accessibility works as explainer videos have been shown to improve conversions by 15-75%. Just take a look at how an impossibly complex topic like the financial aid process can be explained away in just a few short minutes.

If you are in the market for a quality explainer video without the $3,000 price tag, order one here.

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#Klout Updates Website | New Profile Design No New Features

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The Importance of Visual Content

Making sure that your content is visual encourages sharing and ensures that people get your point. But which is more effective, images or video?

visual content, content marketing

Visual content is the future of content marketing

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Content Marketing for Goldfish

How long do you think you can stay focused on one topic? Long enough to read to the end of this paragraph? Studies say that you will lose interest before you get to the picture. That’s why this blog post by Adam Vavrek at Skyword, and the infographic I made should only reinforce what we already know: the average person has a smaller attention span than a goldfish.

The Importance of short content

The depressed goldfish wishes we could pay attention.

What does that mean for content marketing?

 Keep your posts short, sweet, and to the point. Blog posts aren’t the place for flowery prose or waxing lyrical about the plight of man (unless you run a poetry blog, of course).  In the best case scenario, you have eight seconds to get somebody’s attention, in the worst case scenario you have a millisecond before somebody clicks back and never return again. Make the most of those seconds by presenting your point concisely and quickly.

How can you make your content shorter?

Adding visual representations can help keep your content snackable and sharable, while also getting your point across with fewer words. Bullet points are also an effective way of displaying a lot of information without having to add unnecessary words.

Is long content a good idea?

 If you execute it well, long content can be interesting and informative.  The important thing is to present your written content as part of a bigger picture that encompasses easier to digest content. Video, infographics, and the way you break up your post make it more interesting structurally.

Whatever you do, avoid writing large blocks of text. Nothing will get you a high bounce rate faster.

So, for the sake of brevity, I have decided to keep today’s post short. I would love to hear what you think about having short content.

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PooPourri’s Splash of Content Marketing Genius

Every person who is in touch with current content marketing trends realizes that video marketing is the future. We’ve all heard the statistics:

Online video accounts for 50% of all mobile traffic (Bytemobile Mobile Analytics Report).

  • 52% of consumers say that watching videos about a product makes them more confident in purchasing that product (Invodo).
  • 2 billion video views per week are monetized by YouTube (ReelSEO).

The list could go on forever. But how do we as marketers capitalize on this phenomenon? After all, there are only so many “Hi, This is Jane” explainer videos that the general populace can stomach before they completely tune it out. If we don’t adapt our strategies, we will be lost in the white noise.

Enter Poo-Pourri:

But what is it about this video? Well, I created a video of my own to try to explain the phenomenon:

The perfectly improbable product has crossed the threshold into viral video status. Within one week of its release, it has had 5 million views, and it shows no sign of slowing. But just what is it about this video exactly?

Kevin Allocca, YouTube’s Trend Manager, gave a Ted Talk in late 2011 about what makes a video go viral. In it he identified 3 key qualities:

1. The video has to get the eye of Tastemakers

 

Just like the famous Double Rainbow video was put on the map by Jimmy Kimmel Tweeting about it, and the Snuggie went on to become a $500 million dollar product after Ellen Degeneres and Jay Leno lambasted the silly infomercial on their shows; a video can reach viral status when those with lots of followers talk about your video.

Getting picked up by a tastemaker is extremely important, but in the case of Poo~Pourri, they took it straight to the people. By putting their paid ad on YouTube, and hitting the ground running in the first 5 seconds, it guaranteed that people would stay glued to their chairs for the entire TWO MINUTE commercial. What’s more, most people who make it to the end will share it with their friends. They are reaching out and connecting with the micro-tastemakers.

2. Your video has to be unexpected

 

In a world where we are inundated with text, images, and videos at an ever-increasing rate, it takes something truly unique to stand out. In psychology, the term is called novelty. Any brand that buys a YouTube ad, is playing “beat the clock” against the 5 second countdown until your audience can happily click ‘Skip,’ and get back to their video. You literally have 5 seconds to catch their interest. Poo~Pourri chose to use their 5 seconds on this image:

Poo Pourri Spokeswoman

Poo Pourri struck content marketing gold with this irreverent, surprising, and hilarious viral video.

Everything about this is wrong. A primly dressed, posh, British woman with pearls and immaculate makeup squatting on a toilet and smiling while saying the opening line; “You will not believe the motherload I just dropped!”

The sheer unexpected nature of this opening is enough to keep you glued to the commercial to see exactly what is being advertised, and what the joke is (the joke is: this is no joke).

3. Your video has to encourage participation

 I don’t have to tell you that social media and YouTube have put the decisions in the hands of the consumers instead of brands. Poo~Pourri has launched a social marketing campaign that involves staying on constant Twitter rotation to answer the questions of their quickly growing legion of followers. Even though the team is mainly just assuring people that it is a real product, they are also responding to people’s poo-sonal (sorry, I couldn’t resist) toilet stories, making numerous James Bond-type puns, and retweeting anything that has to do with the once-taboo subject.

Poo~Pourri, Twitter, Poo, Pourri

Poo~Pourri’s Twitter Page

The company is still young, and I can’t predict how things will turn out. However, Poo~Pourri, for going above and beyond and scaling a mountain of potentially stinky mud slides; I salute you for your splash of content marketing genius.

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Consequences of Wearing the Black Hat

Search engine optimization has come a long way since the keyword stuffing days of yore. Google is constantly revamping their algorithm, and every time they do, millions of sites get hit and buried. While content marketing through social channels and building links naturally is the only way to true and lasting search engine success, even the brand giants have been known to slip into the dark and seedy world of Black Hat SEO during crunch time.

Here is a case study of 2 of the most well-known companies who tried to game Google and lost.

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The Angry Birds Guide to Building a Billion Dollar Brand

 

Angry Birds Guide to Marketing

4 Steps to Content Marketing Success

Content marketing can be a minefield, especially if you don’t have a clear direction in mind. One company that seems to have the hang of it is Rovio, the creators of the Angry Birds brand that is now worth over 5 billion dollars. It may seem like they hit the ground running with a slam-dunk brand that has penetrated every aspect of pop culture. The truth is it took years of failures and a brush with bankruptcy before they were able to get the hit that catapulted them into the limelight, and cemented them as the poster child for excellent content marketing.

1. Rovio Didn’t Give Up

 

Rovio started in 2003 with a dream of becoming the Disney of mobile applications. However, when they started, they had not more than 50 utter failures of games. Many outside factors were to blame including the stranglehold mobile operators had on the market and the lack of a centralized mobile app store that has become commonplace since the mid-2000s.

While many small gaming companies closed their doors, Rovio didn’t give up even after downsizing their staff from 50 to 12 employees. Instead they refocused their companies’ efforts and divided up what was left of their staff; half worked on contracted work, and the other half worked on developing their game.

Lesson: Even if your marketing efforts seem like they’re bombing, don’t give up. Regroup, restructure, and relaunch.

 

2. They Started Simple

 

Even though Angry Birds is now a franchise that has merchandised their image for everything from a cartoon show to a theme park, and is available on every gaming platform from Facebook to Playstation Portable, that isn’t the way it began. When The Angry Birds first launched in December 2009, it was only available on the Apple iOS platform. Even though they quickly scaled their offerings to include the dizzying array of merchandise, they didn’t start by trying to do everything at once.

Lesson: Don’t try to hit everything at once. Once you have worked to make one avenue successful, then scale up and work on the next phase of increasing your brand.

3. They Scaled Up Quickly

 

As soon as they realized they had a hit on their hands, they continued to expand and deepen their brand. Before the end of 2010, you could find Angry Birds plushies, t-shirts, and other merchandise in stores. Now they are set to launch Angry Birds Star Wars 2 on September 9th. They are leveraging one of the biggest money making franchises in the history and mixing it with the explosive success of their own brand.

Consider the effect on their bottom line for launching a merchandising leg of their brand: in 2012, 45% of their $87.8 million in profits was derived from selling merchandise.

Lesson: Strike while the iron is hot. If you have a hit on your hands, don’t let the momentum behind it cool. Always know where you are going next, yet be able to roll with the punches. Finally, realize the importance of multiple revenue streams of a brand.

 

4. They Stayed Engaged with their Customers

 

After Rovio realized the extent of their hit, they used social media to keep customers engaged. They currently have over half a million Twitter followers, more than 20 million Facebook likes, as well as a Google + circle that boasts over 2 million people. For their official YouTube channels, they have 3 million views alone, and that doesn’t even include fan videos.

Rovio has also mastered the art of the tease. They are constantly coming out with new levels, and they even let players know this as they are playing the current ones. Their embracing of social media combined with their constantly having new levels and versions of the game to release has kept the customers addicted and coming back for more.

Lesson: Customers love engagement. Give them a platform to interact with you, and a reason to interact and they will continue to come back.

 

Don’t be afraid to take your lumps and to keep moving forward. Who know, you may be sitting on top of a billion dollar brand yourself.

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Email Marketing’s Most Effective Keywords

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Crafting an email campaign can be an effective way to drive sales. While the wording of the actual email is important, there is nothing more important than the way you write your subject lines. A recent marketing survey from the British firm Adestra identified the best and worst keywords for getting those important clicks. Here are the most and least effective keywords for each category.

Overall Effectiveness in Email Subject Lines

Without separating out the target of the email, here are the most effective overall keywords:

Free Delivery- Offering a free delivery can lead to huge results. In fact it results in more than a 50% higher open rate and a 135% click rate. If you offer free delivery with your product, make sure that it is in the subject line.

Bulletin- The next overall most effective keyword is bulletin. With a 15.8% higher open rate than average, and a 12.7% click rate, its performance accounts for its effectiveness.

While those words performed the best overall, there were others that fell below the mark. 

Report- Maybe its the idea of having to read something dry and scientific, but report performs abysmally. It has a 23.7% lower than average open rate, and a 54.8% lower than average click rate. Avoid using this word in the subject line at all costs.

Learn- The trend of people shying away from anything that requires a lot of thought is reflected in how poorly “learn” performs against the average. Less than 35% of the average open these emails, and more than 60% opt not to click through. 

Effectiveness in B2B Email Subject Lines

B2B emails focus more on delivering up to date information that will help to make business owners jobs easier. Here are the most effective keywords. 

Breaking– Just like people have come to view “breaking news” as up to date and current, business owners want to feel like they have information that their competition doesn’t have. That would explain why the term leads the pack at a 35.4% open rate, and a 77.6% click rate. 

Alert- Just as business owners want to know the newest information in the industry, they are also constantly looking for what they are doing wrong, or what they should look out for. The word “alert” comes in second for this reason with a 32.9% open rate, and a 35.7% click rate. 

The least effective words are the ones that B2B customers have become desensitized to such as:

Reports- These clients read reports all of the time. If you can’t offer them something that they haven’t seen before, why should they read your email?

Intelligence- This word seems like a bait and switch, and less than average recipients open these emails.

Effectiveness in B2C Email Subject Lines

When selling to customers, those that performed above average were:

Review/Update- People like things that are short and sweet, and these words fall into this category.

Video- Giving them something to watch will result in a 27.6% above average open rate, and a whopping 96.6% above average click rate.

 

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