Marketing Your Video Content – Keep It Short

May 29, 2012 by

While the average length of web videos is actually climbing at a rapid pace, the reality is that the shorter your video is, the better chance you have of a viewer sticking around for the duration.

But how can you make sure you cram your full message into a short video?  It’s all about planning and packaging your digital video content the right way.  Butch Stearns and Tyler Pyburn have some tips for keeping it short without cutting out the key points.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.

Filed Under: Content Marketing 360, The Pulse on Marketing Tagged With: , , ,

Marketing Your Video Content – Choosing a Video Type

May 23, 2012 by

Once you’ve decided what you want to accomplish with your web video production, you need to decide how best to do this.  What type of video will you create to achieve the goals you set out to reach?

Different types of videos  can work to generate different results.  Customer testimonials can go a long way to building confidence in a potential buyer, but a conversation-based video can successfully engage a viewer.  Which video type is right for you?  Tyler Pyburn and Butch Stearns discuss some of the pros and cons to video types you may consider before starting your next project.

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Want more? Check out the rest of this series on YouTube, or connect with Butch Stearns on Twitter.

Filed Under: Content Marketing 360, The Pulse on Marketing Tagged With: , , ,

Digital Marketing Lessons From the NHL: Making Stars Accessible

January 18, 2012 by

For fans to truly connect with a sport and go from passive viewers to zealots, they need to feel like they know the star players.  For the NHL, this has long been a struggle.

Part of the NHL’s re-vamped social media marketing strategy included an effort to bring the fans closer to the best players on ice.  From creating innovative ad campaigns with Alex Ovechkin, to bringing fans inside the locker room leading up to the Winter Classic, the NHL has put a much greater emphasis on social media branding.

In this video, we delve deeper into how John Collins and the NHL have leveraged their digital assets to increase awareness of their game, and bring fans closer to the action than ever before.

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For the rest of this series, check out the full playlist on YouTube.  You can also find Butch Stearns and Tyler Pyburn on Twitter

Filed Under: The Pulse on Marketing Tagged With: , , , , , ,

Digital Marketing Lessons From the NHL: Live Events

January 16, 2012 by

One of the biggest challenges for the NHL coming out of the lockout was to gain the attention of the casual sports fan. Here is the challenge the NHL faced, as told to Fast Company, in the words of John Collins:

“All our marketing assets, all our communication assets, were inside our games.  They were inside our arena, inside regional and national telecasts. We had no ability to break out beyond that and capture that casual, much broader sports fan environment.”

John Collins of the NHL broke out of the norm with the Winter Classic.  Using live event production, Collins and his league effectively took over a day.  In this video, we take a look at how creating buzz around a major event helped shape the new digital strategy of the NHL.

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For the rest of this series, check out the full playlist on YouTube.  You can also find Butch Stearns and Tyler Pyburn on Twitter.

Filed Under: The Pulse on Marketing Tagged With: , , , , ,