DIY Video Marketing Guide by Unthink Solutions

VIDEOS H O W I C R E AT E B R A N D E D M A R K E T I N G

IN 1 HOUR FOR LESS THAN $35 BY SARAH RICKERD

THREE STATISTICS YOU WONâ&#x20AC;&#x2122;T BELIEVE ABOUT CONTENT MARKETING

STEP BY STEP DIRECTIONS TO CREATE YOUR OWN VIDEO

EASIEST CONTENT CREATION STRATEGY ALL BUSINESS OWNERS CAN USE

TIPS FOR PROMOTING YOUR VIDEO

WHY CONTENT MARKETING?

HOW I CREATE

BRANDED MARKETING VIDEOS IN 1 HOUR

FOR LESS THAN $35 Recently, Gretchen and Liz of UnThink Solutions graciously invited me to join them on the new Marketing & Cocktails podcast after reading one of my guest articles on Entrepreneur.com on the subject of using content to build a personal brand. We had a great chat, but my favorite part was definitely the mini brainstorming session we conducted on-air, where we

discussed different approaches small business owners could use to create video content to enhance their professional brands. Brainstorming live was tons of fun, but after the interview, I found myself wishing that we’d had even more time on the call - that there was so much more I wanted to share.

By Sarah Rickard

swered by giving professionals and small business owners a step-bystep guide to creating one particular type of marketing content: the candid video. If you’ve got an hour and $30, you too can create a marketing video that’ll help you connect with audience members in your community and expand your brand online.

This guide attempts to address some of the questions I left unan-

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WHY CONTENT MARKETING?

WHY CONTENT MARKETING? These days, it probably seems like everyone is telling you that you need to create content.

THE STATISTICS

77% of marketers reported plans to increase their content production from the end of 2014 through 2015.

74.2% I’m a big believer in the power of content marketing to build personal and professional brands - and I’m guessing that, if you’re here reading this, you think it could make a difference for you too.

of companies indicate that content marketing is increasing their teams’ lead quality and quantity.

76% of B2C marketers report using content marketing, alongside 88 percent of B2B marketers.

THE EASIEST CONTENT STRATEGY

ESPECIALLY FOR PROFESSIONAL SERVICES

That said, it’s one thing to talk about how great content marketing can be. It’s another thing entirely to actually do it effectively to support your small business’s marketing goals. If you’re a local dentist, a chiropractor or an acupuncturist, you likely don’t have access to creative teams of writers, designers and coders who can help you create and market your content. You may be on your own, but that doesn’t mean you can’t take advantage of the benefits described above.

You just need a simpler approach to creating marketing content.

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THE EASIEST CONTENT STRATEGY

The Easiest Content Creation Strategy All Business Owners Can Use There are thousands upon thousands of ways you can create content. There are blog posts, infographics, instructographics, white papers, ebooks and more.

lishers Association, 80 percent of video viewers recall ads they watched on websites 30 days after viewing them (and 46 percent of these viewers report taking action based on the videos).

And they’re all valuable resources, but they can be expensive or time-consuming to create.

The bottom line is that people want to watch videos. If you can give your audience videos, there’s a good chance they’ll remember you and your business when they need your services down the road.

If you’re looking for a cheap and easy solution, I believe you’ll find it in the form of video marketing. There’s a reason hundreds of millions of hours of video footage are viewed every day on YouTube. Nearly 80 percent of U.S. internet users watch video online, while, according to the Online Pub-

Even better? Creating a branded marketing video doesn’t have to be expensive or time-consuming. Here’s how I create candid videos in under an hour, on a budget of less than $35 per video:

Nearly 80 percent of U.S. internet users watch video online, while, according to the Online Publishers Association, 80 percent of video viewers recall ads they watched on websites 30 days after viewing them (and 46 percent of these viewers report taking action based on the videos).

PICK A TOPIC

STEP #1 PICK A TOPIC Before you can film a video, you need to know what youâ&#x20AC;&#x2122;re going to be filming. Deciding what your video should be about is a step that, unfortunately, trips people up too often. My suggestion? Keep it simple by choosing one of the three following approaches:

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PICK A TOPIC

WATCH THE VIDEO

ANSWER A QUESTION The absolute easiest type of video you can make is to simply record yourself speaking to your camera, answering a question your prospective customers have.

One of the most prominent examples to support product video approach is the “Will It Blend” series of videos created by Blendtec, a previously little-known company that makes high-quality, commercial grade blenders.

SHOW OFF A PRODUCT If you’re a retailer who works primarily with physical products - or if you’ve simply exhausted your list of questions to answer - you can always film yourself showing off a product.

BEHIND THE SCENES This third type of video lets you leverage our pretty-muchuniversal desire to “see behind the curtain” and to get that all-access pass to see things others don’t.

PICK A TOPIC

ANSWER A QUESTION The absolute easiest type of video you can make is to simply record yourself speaking to your camera, answering a question your prospective customers have. Not only is it easy for you to pull off, itâ&#x20AC;&#x2122;s super valuable for your customers as well.

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PICK A TOPIC

Ideally, you’ll want to pick a question that you can answer in no more than 3-5 minutes of video (remember, attention spans are short!). I’d also recommend targeting your video to a question that hits on your customer’s pain points, rather than one that tackles logistics issues. If a question can be easily answered with a quick read of the content that’s already on your website, it’s probably not the best candidate for this type of video.

Looking at this list, I’d probably skip making a video on the kinds of insurance plans that are accepted. That’s easily answered on a “Payments” page, while a video on the pain associated with acupuncture treatments, for example, would stand a better chance of connecting emotionally with readers who are scared of needles.

Let’s brainstorm an example together… I went through possibilities for dentists and chiropractors in my interview, so now let’s suppose I’m a local acupuncturist, and I want to make this type of video. I’d begin by going through my email and talking to my customer service staff to see what kinds of questions my customers are asking.

That list might include:

The best thing about this process is that it applies to any industry and any profession. No matter who you are and what you do, your customers have questions. By identifying their needs and creating videos that answer them, you build immediate trust with the people who are thinking of using your services.

Does acupuncture hurt?

2. What can acupuncture do for me? 3. How safe is acupuncture? 4. Are acupuncturists certified? 5. Can children get acupuncture? 6. What types of injuries or illnesses can an acupuncturist treat? 7. Can I combine acupuncture with other types of medical treatments? 8. Is there anybody who shouldn’t get acupuncture? 9. What kinds of insurance do you accept? 10. How do I get started?

PICK A TOPIC

SHOW OFF A PRODUCT

If you’re a retailer who works primarily with physical products - or if you’ve simply exhausted your list of questions to answer - you can always film yourself showing off a product. (Full disclosure, this can also be a good starting point if you’re uncomfortable going on camera yourself, as a product video can usually be done with just your hands!)

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PICK A TOPIC

The approach here is simple: pick up a product, show off its features, and tell your viewers how it benefits them. This works whether you sell products or not. If you sell jewelry - like I do - you can take a video of each of your individual pieces to give potential customers a better understanding of the piece than they’ll get from 2D product pictures alone. But even if you sell services, you can still show off some of the products that are associated with your trade.

Going back to our acupuncturist example, videos could be made of:

The needles used in acupuncture care

Creating these types of videos serves several purposes. First, they educate current and prospective customers so that they feel more comfortable working with you.

2. Any electric units used to enhance the treatment

If, for example, you were interested in acupuncture, but scared that treatment would be painful, seeing a video showing how thin the needles are and how they’re used may leave you more confident about undergoing treatment.

3. Herbs or essential oils used in treatment

They’re also great for building your brand and distinguishing your business from its competitors. Imagine, now, that you’re a prospective customer who wants to give acupuncture a try. Which practitioner would you go to: the one you’ve connected with through helpful videos, or the one you know nothing about?

4. Any other pieces of equipment clients could expect to encounter throughout the course of their treatments

PICK A TOPIC

TAKE VIEWERS BEHIND THE SCENES

This third type of video lets you leverage our pretty-much-universal desire to “see behind the curtain” and to get that all-access pass to see things others don’t. And all you have to do is walk around with your smartphone!

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PICK A TOPIC

Here are a few behind the scenes videos our theoretical acupuncturist could film:

Some of these ideas blur the lines between truly “behind the scenes” and simply informational, but the underlying idea is this: shoot whatever video you think will help your prospective customers feel more comfortable doing business with you. These three strategies aren’t comprehensive; there are plenty of other opportunities out there for you if none of these approaches suit. Just pick something, get started, and adjust your approach as you get feedback on your efforts.

A tour of the facility’s treatment rooms

2. A preview of the process new patients will go through to register 3. Introductions to the staff members new patients might encounter 4. Where to park at the facility 5. Sample treatment videos that help prospective patients understand what to expect 6. Explanations of different types of treatments

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WALK ALONG WITH SARAH As part of this guide, I’m going to create a video with you so that you can see the process in action. I mentioned that I own a jewelry line. That company is Carry Your Heart, and it supports bereaved parents - particularly those who have experienced miscarriage, stillbirth or early infant loss - with tasteful, meaningful jewelry and gifts. For this guide, I’m going to do a product video that’ll show off our Traditional Heart Charm (mostly because I don’t have a location to show off, and because I didn’t have my hair done when I needed to record this!). More to come on my sample video in the next section...

RECORD RAW VIDEO

STEP #2 RECORD YOUR RAW VIDEO Please - please - don’t run away from me now. Shooting video may sound scary, but believe me, you don’t need to have a Hollywood film crew on hand to create something worthwhile. In fact, I’d argue that creating candid video actually gives you a major advantage.

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RECORD RAW VIDEO

WATCH THE VIDEO

AUTHENTICITY Consumers today are becoming more and more skeptical of highly-polished brand messages. We know they’re trying to sell us something, and we tune out their messages as a result.

To show you just how raw your initial footage can be, use the link to view a quick capture of a jewelry demo I filmed on my smartphone.

STAGING YOUR VIDEO So, the idea here is to create real, candid video experiences. That said, you don’t have to be too real. Just because you’re habitually messy, for example, doesn’t mean that your viewers want to see a messy office!

RECORD RAW VIDEO

STAGING YOUR VIDEO The idea here is to create real, candid video experiences. That said, you don’t have to be too real. Just because you’re habitually messy, for example, doesn’t mean that your viewers want to see a messy office! Keep the following things in mind when preparing to shoot your video:

•

Lighting. You don’t need a full professional setup, but you also shouldn’t film yourself in full dark or in blinding sunlight. Not sure if the lights around you are working? Take a couple test video clips with different combinations of lights on and facing different directions to see what looks best. You can always drag in another lamp if you need more lighting. (I love this kit for product photography, though I didn’t use it in the video I made for this post.)

•

Staging. Do a test run of your video and watch it before doing a final take. Does anything stand out to you as being messy? Maybe the plaques on your wall are crooked, or maybe there are too many cords where you thought you’d shoot. Again, you don’t need to be perfect. But if you can make a few tweaks to either your environment or your filming orientation, your video will look that much more professional.

•

Tripods. If you’re shooting behind the scenes videos, you’ll likely hold your camera as you walk through your facility. But if you’re doing Q&A or product videos, a tripod can help steady your shot. Here’s one I picked up on Amazon for under $20.

AUTHENTICITY Consumers today are becoming more and more skeptical of highly-polished brand messages. We know they’re trying to sell us something, and we tune out their messages as a result. The best way to fight back is with authenticity. Your customers want to know who you are and why you do the work that you do. You don’t need production value to do that - you simply need to be yourself. Not to mention that, never before have so many of us been running around with hugely powerful video cameras in our back pockets. You have everything you need to create the kinds of videos your customers will love (and if you don’t have a smartphone, chances are someone in your life has one and will let you borrow it). Don’t let fear get the best of you now!

Don’t panic if you don’t have a tripod - improvise. My tripod is currently in a storage unit, so the video footage you’ll see below was taken by propping my phone up on a pair of sunglasses and weighing them down with my wallet :)

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RECORD RAW VIDEO

DO A TEST RUN OF YOUR VIDEO AND WATCH IT BEFORE DOING A FINAL TAKE. DOES ANYTHING STAND OUT TO YOU AS BEING MESSY?

SCRIPT OR NO SCRIPT? I truly believe that the best candid videos come when you speak from the heart, directly to the camera. That said, I also know that few people are comfortable fully improvising when they know the recording is on. At the very least, do a rough outline of your ideas in advance, hitting on 3-5 main points you want to be sure to hit in the video. If you need to, develop that out into a full script. If you do decide to go the full script route, though, do try to inject some energy and personality into your reading of it, as scripted readings run the risk of falling flat. Either memorize your script or arrange to have it hidden somewhere off camera so that only you can see it.

You have everything you need to create the kinds of videos your customers will love (and if you donâ&#x20AC;&#x2122;t have a smartphone, chances are someone in your life has one and will let you borrow it).

RECORD RAW VIDEO

THE FOLLOWING GUIDES CAN HELP YOU RETRIEVE YOUR FILES WITHOUT JEOPARDIZING VIDEO QUALITY:

APPLE Import photos and videos from your iPhone, iPad or iPod touch

MICROSOFT Import pictures to Window 7

MICROSOFT Import photos and videos in Windows 8.1

GOOGLE

NOTE To edit your raw video file, you may need to get it off your phone and imported into a video editing program

Transfer files between your computer and device

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RECORD RAW VIDEO

I’m filming on my desk at home, with a vase of flowers and a white paper in the background (the white paper is actually my script!). There’s also a bit more background noise than I expected, but I’ll show you how I edit it out later in Step #5. I’m not 100% satisfied with this video. I stumbled in a few places, and I’m wishing I had gone out for a manicure before filming it. But since I’m getting on all of you about the perfect being the enemy of the good enough, I’m going to roll with it for the purposes of this guide. My raw video was taken on an iPhone 5S and imported through a desktop install of iCloud drive to a computer running Windows 8.1. You should notice a few changes:

Remember, it doesn’t have to be perfect!

FAST FORWARD

I’m going to jump ahead a little bit now and show you what my final version of the raw footage looks like: You should notice a few changes: •

I added a branded image at the beginning and end of the video with my company’s logo and URL

•

I added background music to the video to give it a more professional feel

•

I did some minor audio editing to screen out the background noise

CREATE INTRO/EXIT IMAGE

STEP #3 CREATE AN INTRO/EXIT IMAGE OR LOGO ANIMATION Budget: $0-$10 Now, I know I’ve said that we intentionally want to avoid Hollywood-style production values. But that doesn’t mean that we can’t dress things up a little bit, while also providing some important customer information.

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CREATE INTRO/EXIT IMAGE

CREATE A LOGO ANIMATION

Screenshot of Fiverr service for animated logos.

QUICK TIP

TRY THESE DIY TOOLS

CREATE INTRO/EXIT IMAGE

STATIC IMAGE 01

Letâ&#x20AC;&#x2122;s tackle the beginning and ending image first.

FIND PIXEL DIMENSIONS

In my case, I knew from opening the raw video in my editing program (more on that later) that my footage was 1080px x 1980px in size.

CREATE CUSTOM GRAPHIC

I went over to Canva - an amazing free image editing program - and created a custom graphic that same size.

IMPORT LOGO AND ADD TEXT

Then, I imported my logo and added text - in this case, my website URL (though you could easily add things like your physical address, your phone number and your hours here - even a coupon code if you wanted to offer viewers a special discount). Then, I saved the file as a .PNG for later.

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CREATE INTRO/EXIT IMAGE

A FEW NOTES ON WORKING WITH FIVERR:

LOGO ANIMATION An alternative to static images is a logo animation video. Here’s one I had created for this project (though I ultimately didn’t use it because the music didn’t mesh well with the audio track I’d chosen): If that looks complicated, don’t worry - here’s what you do: Go to Fiverr.com and search for “logo intro video:” Thousands of different projects will pop up - and it’ll be up to you to choose the right one - but the moral of this story is that you should be able to get the project done for around $10.

If that looks complicated, don’t worry

Each project will give you examples of the types of intros each provider can create, and there will be overlap between the providers. Spend some time going through them to find the one that best matches your brand’s style. After that, deciding features should include past feedback, delivery time and number of options/revisions given. For best results, you’ll want to have a .PNG file of your logo with a transparent background. If you don’t have one available, you may need a little extra time to either coordinate with the person/agency that designed your original logo or with another Fiverr provider who can help you make the conversion. Don’t be afraid to ask for revisions, but keep your requests reasonable, given the cost of the services provided on Fiverr. For $10, you aren’t getting hand-animated, completely custom work. Request small tweaks if needed, but remember that, for most local professionals and small businesses, a logo animation doesn’t need to be fancy.

FIND BACKGROUND MUSIC

STEP #4 FIND BACKGROUND MUSIC Budget: $0-$19 Next up, you’ll notice that my final edited video has a background track playing. I like using background tracks to up the production value a touch (and to cover up any goofs I make when recording!), but they certainly aren’t a requirement if you either aren’t comfortable working with audio or don’t think that doing so suits your brand.

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FIND BACKGROUND MUSIC

REVIEW MUSIC Head to AudioJungle and search for keywords related to the kind of mood you want to evoke. I used “background calm” here, but “ambient upbeat” or “inspirational piano” - or any of a thousand other variations - might better get you the results you’re looking for: Click the little green arrow buttons to preview each track, while keeping the following things in mind: If you’re on a tight budget, the filters to the left can be used to weed out tracks that are out of your price range. Just remember that, if you’re planning to make more than one video - and you really should be - the track can be used again and again in the future.

If you do decide to use audio, AudioJungle is going to be your new best friend.

Watch the length of the audio track. If you’ve recorded three minutes of film and your audio track is only one minute long, you’ll need to loop it three times to fill the video. Some tracks work better for looping than others. For instance, a track that starts soft but ends quite loud will create a more awkward loop transition than one that starts and ends on similar tones. If you’re trying to decide between different options, AudioJungle offers preview tracks that can be downloaded with its audio watermark. Open up each track you’re considering and click the “Download Preview” button below the sound waves.

EDIT YOUR VIDEO

STEP #5 EDIT YOUR VIDEO Here’s what should have completed so far: • Your raw video footage • Your intro/exit graphics or your logo animation • Your audio track (if you’re planning to use one)

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EDIT YOUR VIDEO

YOUR VIDEO EDITING PROJECT

Here’s what my video editing looks like in Camtasia.

The next thing you’ll need is your video editing program. For this project, I used a program called Camtasia Studio, a full video editing suite that I’ve used for years. However, the type of editing we’re going to be doing is so simple that it could easily be achieved using Windows Movie Maker, iMovie or a number of different smartphone apps (if you’d rather edit your video within your phone).

The specific edits I made to the raw footage include: •

Putting the intro and ending image in with fade transitions

•

Adding the audio track

•

Adding a callout

•

Balancing the volume and adjusting the timing

EDIT YOUR VIDEO

Here’s a quick recap of what exactly I did to create my finished video:

01 02

I started a new project and imported my media clips

I placed each media asset on its own track so that I could edit them relative to each other (in this case, so that my background audio track wouldn’t overpower my speaking voice)

I adjusted the timing of each element on its track so that the intro image would flow into the video clip and so that the background audio would start at the right time

I added fade transition animations to my intro/ending images and raw video clip so that each element would move smoothly into the next

I turned down the volume of the background track and used a noise removal tool on my video clip

I added a callout to give viewers more information and to take up some space on the video (not required by any means, but a nice way to enhance the video)

I produced the video as a 1080p .MP4 file, which I’ll be able to upload later to Youtube

30 | BRANDED VIDEO HOW TO GUIDE | WRITTEN BY SARAH RICKERD | WWW.CONTENTCONQUERED.COM

EDIT YOUR VIDEO

If you want to learn more about Camtasia, you can visit their website here. As I said in the video, there are cheaper options out there in the form of Windows Movie Maker or iMovie. I just happen to like some of the extra features Camtasia offers; if you plan on doing a lot of videos yourself, you might find it worthwhile also. However you produce your finished video, Iâ&#x20AC;&#x2122;d recommend running it by a trusted family member, friend or colleague before moving on to the next step. When youâ&#x20AC;&#x2122;re in video production mode, it can be easy to miss little things that should be corrected before your footage goes live to the rest of the world. Having a second - or even a third or fourth - set of eyes can help prevent some major embarrassment down the road!

Having a second - or even a third or fourth - set of eyes can help prevent some major embarrassment down the road!

TRANSCRIBE YOUR VIDEO

STEP #6 HAVE YOUR VIDEO TRANSCRIBED Budget: $0-$5 Now that you have your finished audio file, you’ve got one more step to take before publishing. In the next step, you’re going to upload your video to YouTube, then embed your video link into a new post on your website.

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TRANSCRIBE YOUR VIDEO

DON’T MISS

IF ALL YOU DO, HOWEVER, IS UPLOAD A POST WITH YOUR VIDEO, YOU’RE MISSING OUT ON SOME OF THE BENEFITS A TEXT-BASED BLOG POST CAN PROVIDE. There are SEO benefits to having a lot of text on your website (which we won’t go into in too much detail, except to say that having more text helps - but doesn’t guarantee - your business rank higher in the search results). But also, think about readers of your who aren’t able to watch video, either because they’re in a place where doing so isn’t appropriate or because they don’t have the tech tools needed. You want to give them a text alternative, but you don’t want to go

back and write a full, new blog post to accompany your video. After all, creating videos like this is supposed to save you time! That’s where video transcription comes in.

MY FAVORITE SERVICE IS REV.COM, WHICH CHARGES $1 PER MINUTE OF VIDEO TO DO A TRANSCRIPTION. They’re quick, they’re accurate, and having the audio content of my two-minute product video written out for me cost just $2.

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TRANSCRIBE YOUR VIDEO

After you’ve created an account, click on the “Place New Order” button:

Go through the checkout process, and the program will give you an updated delivery window (often within 12 hours, depending on project size).

Once your order is finished, you’ll receive an email notification that leads you back to the download area, where you’ll be able to grab your transcription in Word doc form:

Open your file and give it a quick read-through. Even if it’s an accurate translation of everything you said, you may still want to make a few tweaks to the version you’ll publish as text on your website for clarity or flow.

Select “Transcription” from the service offerings, and you’ll be taken to this screen:

Upload your file, and Rev will automatically calculate your rate, as well as give you a few options for your order:

There are SEO benefits to having a lot of text on your website.

UPLOAD YOUR VIDEO

STEP #7 UPLOAD VIDEO TO YOUTUBE We’re using YouTube here for two reasons: It’s the easiest way to host your videos and it’s free. There are lots of other options out there for more advanced video hosting - and you can always upload your video files directly to your website’s hosting account - but for ease-of-use and sheer traffic volume (did you know YouTube is the second-largest search engine in the world?), we’ll start here.

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UPLOAD YOUR VIDEO

DON’T MISS

To find it, you can either login with your Gmail credentials at YouTube.com or by clicking the grid icon within your Gmail account and selecting YouTube:

IF YOU HAVE A GMAIL ACCOUNT OR RUN YOUR BUSINESS EMAIL THROUGH GOOGLE APPS, YOU ALREADY HAVE A YOUTUBE ACCOUNT. Once you’re in, click on “My Channel” on the lefthand navigation menu, which will take you to the area where you’ll upload your video:

UPLOAD YOUR VIDEO

From here, you’ll click on “Video Manager” on top of the channel profile view:

Clicking the “Upload” button in the upper right-hand corner of the screen will bring up a window where you can choose the finished video file you’ve saved to your computer:

Once I click “Publish,” the video will go live on my channel:

The last thing I need to do here is to grab the video embed code. I’ll use that to embed a YouTube player on my blog, so that it’s still YouTube hosting the video - even though it’ll still be live on my website. Below the video on its live page, I’ve clicked the “Share” button (look for the little arrow), which reveals three options “Share,” “Embed” and “Email.” Click the “Embed” option, and copy the code that’s provided.

Once you’ve selected your file, the following screen will appear as YouTube uploads your video:

Hang on to that code, as it’s finally time to take everything we’ve put together live…

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UPLOAD YOUR VIDEO

A FEW NOTES •

•

HOW I’VE CUSTOMIZED IT, USING THE OPTION FIELDS PROVIDED:

I’ve added a simple one-sentence description to the description field. I didn’t put a ton of work into this description, but the more you put here, the more likely it is that someone searching YouTube for the kind of content you’ve created will find it. I’ve selected three tags that represent my video. Again, I’d

recommend adding a few, as doing so may help interested searchers find your video. But stick to 3-10 max and don’t waste too much time going back and forth about different options. •

Below the tags, select the thumbnail that looks best. I don’t love any of these, but unless you’re a very high-level

YouTube user, YouTube only gives you three options to choose from. •

Finally, make sure your video is set to “Public.” YouTube gives you “Private” (only you can see the video) and “Unlisted” (only people with the link can see the video) options, but for the purposes of this project, you’ll want the video to be public.

PUBLISH YOUR VIDEO

STEP #8 PUBLISH YOUR VIDEO TO YOUR BLOG The last step in the video creation process is to take your video live on your blog. Depending on the website platform you use (WordPress is the most common, but you may be on Blogger, Joomla, Drupal or another CMS), the process may look a little different than what I’ve pictured below. The basic steps, however, should look the same.

HERE’S THE FINISHED BLOG POST THAT’S LIVE ON MY WEBSITE: Closer Look: See Our Traditional Heart Charm in Action

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PUBLISH YOUR VIDEO

HERE’S HOW I BUILT IT and use the “Video size” drop down menu to select another predefined option or to set a custom size:

I’m on Shopify, but regardless of the platform you’re on, your first step will be to set a title for your new blog post. Try to pick something engaging that tells your readers enough about the content of your video to get them to want to watch more. Then, build out the content of your post.

text I’m sharing is a transcript of the video by mentioning it directly and then offsetting it as a block quote. You can, of course, format your video text however it makes sense to do so for your brand. Once you’ve assembled your video and your post text, do your final blog post checks before publishing:

Next, head back to your blog platform, and paste in the transcript text you got from Rev:

•

Double check the spelling and grammar in your post. I write for a living, and I’m still notoriously bad about making errors as I go!

•

Use the preview function to check your formatting. If you need to, go back and adjust your settings so that everything displays correctly.

•

If you use featured images, categories, tags or SEO plugins on your site, optimize these elements.

First, I opened up Shopify’s HTML editor and pasted in the embed code I grabbed earlier from YouTube:

Click the “Show More” button below the standard embed code

NOTE

When doing this type of post, I like to write a small intro that tells readers why I chose to make this video, as well as highlight the fact that the

After you’ve double checked everything, press “Publish.” Congrats - your video is now live on your website!

IF YOU PUBLISH YOUR BLOG POST AND FIND OUT THAT THE DEFAULT SIZE OF YOUTUBE’S EMBEDDED VIDEO IS TOO LARGE OR TOO SMALL, YOU CAN ALWAYS GO BACK TO YOUTUBE AND GENERATE A NEW CODE IN THE SIZE YOU NEED.

SHARE YOUR VIDEO

STEP #9 SHARE YOUR VIDEO I wish I could tell you that that’s all you have to do - that, after you publish your new blog post, you’re done. The unfortunate reality, however, is that the internet is so packed full of content pieces that simply publishing is rarely enough to get your new video in front of the eyes that need to see it. For this reason, content promotion is as important as content creation. In fact, some marketing experts recommend that you spend just 20 percent of your time on creation, and the other 80 percent on promotion!

42 | BRANDED VIDEO HOW TO GUIDE | WRITTEN BY SARAH RICKERD | WWW.CONTENTCONQUERED.COM

SHARE YOUR VIDEO

SO WHAT DO YOU DO NEXT?

Social Media Promotion If you use social media sites like Facebook, Twitter, Instagram, Pinterest or LinkedIn, post your new blog post there. In fact, post it multiple times! The odds that you’ll hit all of your audience with a single post on each network are minuscule. Instead, use a tool like Buffer to schedule updates sharing your blog post and your video once a week for a few weeks (or until you have a new video to promote). Just be sure to use a new update every time to keep things fresh. Here’s a Facebook update for my post, ready to be published:

THE OPPORTUNITIES TO PROMOTE YOUR VIDEO ARE ENDLESS, but the following techniques represent a solid start to racking up video views.

Not sure how frequently to post? This article from KISSMetrics shares one strategy, though it’s important to consider your audience when setting your schedule:

Email Newsletter Promotion If you maintain an email newsletter for your company, this is another great way to help get your video seen. You can either incorporate your new blog post into a regular newsletter you send out (for example, mention it in your weekly round-up newsletter of company announcements) or send it as a separate email blast.

Here’s an example of something I might send out to share my latest blog post (created through my email newsletter provider, MailChimp):

(Notice something? To save time, the text I’ve used for my email newsletter is the same intro text I created for my blog post.) Regardless of the approach you take, position your video as information your audience will find helpful - not as a tool you’re using to market your business. We always want to be “in the know.” Your video does that for your audience, and - even better - you’re bringing the information they need to them directly!

SHARE YOUR VIDEO

Local News Promotion Finally, the last thing I’d encourage you to do is to reach out to any local news sites or community resources that you think might be interested in featuring your new video content. As an example, I live near Ann Arbor, MI, and because I’m a parent, I’m very familiar with the website Ann Arbor with Kids. Now, imagine that I’m the hypothetical acupuncturist we discussed earlier, and that I’d put together a video answering the question, “Can children get acupuncture?”

THAT’S SOMETHING THAT COULD BE INTERESTING TO OTHER PARENTS IN MY AREA, SO I’D REACH OUT TO THE WEBSITE WITH THE FOLLOWING: Hey there, Love your website - it’s a great resource for parents like me in the area. I work as an acupuncturist, and I was wondering, do you ever get parents who are interested in trying acupuncture for their kids’ conditions? If so, I put together a helpful video they might find helpful. You can see the video here: “Can Children Get Acupuncture?” [link to your blog post] If you think your readers might be interested, please feel free to share the video on your site. Thanks for looking, Sarah

You’re not going to get a universally positive response, though your odds will be higher if your videos are purely educational (rather than salesy or promotional). 44 | BRANDED VIDEO HOW TO GUIDE | WRITTEN BY SARAH RICKERD | WWW.CONTENTCONQUERED.COM

SHARE YOUR VIDEO

If you are able to get a local resource to share your video, however, you can see a tremendous return in terms of brand awareness for your company within your community. HERE’S HOW TO DO IT: 01

Start by making a list of the different resources in your community. Where do people looking for your services spend time online? How do they get answers to their questions? Keep in mind, this may be websites, but it might also be social media pages or social media groups.

Look for opportunities to provide genuinely helpful information that’s of interest to the resources or communities you’ll be pitching. Now isn’t the time for your flashiest sales pitch!

Reach out and politely encourage these resources to share relevant videos of yours.

Follow up periodically if you don’t get a response, but don’t be aggressive. Follow up once or twice at most after your initial email, and space your responses out over a period of several weeks. Remember, just like you, community managers are busy people.

If you are lucky enough to get one of your videos shared, remember to say thank you for the opportunity and to share the resource’s update whenever and wherever it’s posted. Make a note to reach out to these same community resources again in the future when you have more relevant content to share.

Regularly look for opportunities to get your content in front of your target audience. You never know when or where you’ll find these places to connect, but keeping an open mind will help you drive the greatest possible return from your video marketing investment.

SHARE YOUR VIDEO

STEP #10 MAKE MORE VIDEOS That’s it - that’s the basic process. Make a video, publish it and promote it.

46 | BRANDED VIDEO HOW TO GUIDE | WRITTEN BY SARAH RICKERD | WWW.CONTENTCONQUERED.COM

SHARE YOUR VIDEO

REMEMBER

AFTER YOU’VE DONE IT THE FIRST TIME? REPEAT THE CYCLE! You’ve already made the investment. If you had a logo animation created or you purchased an audio track to play in the background of your videos, these are sunk costs that make future videos even cheaper to produce. You’ve done the hard work of learning the process. Don’t let that go to waste by hitting “Publish” on your first video. Build a whole library of videos that’ll not only enhance your personal brand online, but that’ll also help your business form genuine connections with your audience through the creation and deployment of engaging, helpful resources. Let me know in the comments below. I’m happy to walk you through any challenges you face in order to make video marketing work for your small business: *NOTE - Some of the links above are affiliate links, which means that if you purchase a product I’ve recommended here, I get a small cut of

Some of the links included in this document are affiliate links. I only promote products I actually use myself. If I’ve recommended something it’s because I use it, love it, and know it’ll work for you as well. the profits. However, I only promote products I actually use myself. If I’ve recommended something above, it’s because I use it, love it, and know it’ll work for you as well.

ABOUT SARAH RICKERD Sarah got her start writing for the web back in 2007, when her first client purchased a website she’d built and asked her to continue writing for their other internet properties. What started as a single contract has grown into Content Conquered, a digital content creation agency that’s published more than 10 million words online. The Content Conquered team is made of 20+ writers, editors and project managers, all of whom are committed to serving clients with custom content that meets the needs of today’s sophisticated consumers. Sarah and her team have been honored to work with well-known marketers Neil Patel, Sujan Patel and AJ Kumar, while developing content for clients including Tim Ferriss, Salesforce, Gist, Yast, Hostgator, Bluehost, Intuit and others. Sarah is also the owner of www.writeyourrevolution.com, a freelance writer training resource, and www.carryyourheart.net, a memorial jewelry company with a social enterprise focus on pregnancy loss education and advocacy.

48 | BRANDED VIDEO HOW TO GUIDE | WRITTEN BY SARAH RICKERD | WWW.CONTENTCONQUERED.COM

ABOUT UNTHINK SOLUTIONS Meet Unthink Solutions and the Co-Founders Liz Pineda and Gretchen Lehman. We are a full service branding and marketing agency with a fresh approach to growth for the small business. We act as partners with small business owners, not the authority. We believe the best service is CLEAR and Focused on results. That’s why strategy and results shared with complete transparency are the core of what we do and why. We begin with the end goal in mind – helping grow your business. We want to inspire you to propel your business forward. Join our community of like-minded small businesses at facebook.com/unthinksolutions

RESOURCES How I Create Branded Marketing Videos in 1 Hour for Less Than $35 Entrepreneur Article: https://www.entrepreneur.com/article/280370

Why Content Marketing? http://www.curata.com/resources/ebooks/2016-CMStaffing-Tactics-Study http://contentmarketinginstitute.com/2015/10/b2c-content-marketing-research/

The Easiest Content Creation Strategy All Business Owners Can Use https://www.youtube.com/yt/press/statistics.html https://www.statista.com/topics/1137/online-video/ http://www.videobrewery.com/blog/18-video-marketing-statistics

Step #1 - Pick a topic Carry Your Heart: www.carryyourheart.net

Step #2 - Record your raw video http://www.contentconquered.com/recommends/limostudio http://www.contentconquered.com/recommends/tripod http://www.contentconquered.com/recommends/rawvideo

Guides for file retrieval Apple - http://www.contentconquered.com/recommends/apple Microsoft Windows 7- http://www.contentconquered.com/recommends/windows7 Microsoft Windows 8- http://www.contentconquered.com/recommends/windows8 Google - http://www.contentconquered.com/recommends/android

50 | BRANDED VIDEO HOW TO GUIDE | WRITTEN BY SARAH RICKERD | WWW.CONTENTCONQUERED.COM

Step #3 - Create an intro/exit image or logo animation Canva: http://www.canva.com http://www.contentconquered.com/recommends/logo Fiverr: https://www.fiverr.com/

Step #4 - Find background music AudioJungle: http://www.contentconquered.com/recommends/audiojungle

Step #5 - Edit your video Camtasia Studio: http://www.contentconquered.com/recommends/camtasia Windows Movie Maker: https://support.microsoft.com/en-us/help/14220/windows-movie-maker-download iMovie: http://www.apple.com/mac/imovie/ http://www.contentconquered.com/recommends/videoediting

Step #6 - Have your video transcribed Rev.com

Step #7 - Upload your video to YouTube https://www.mushroomnetworks.com/infographics/youtube---the-2nd-largest-search-engine-infographic

Step #8 - Publish your video to your blog https://www.carryyourheart.net/blogs/news/closer-look-see-our-traditional-heart-charm-in-action

Step #9 - Share your video http://socialtriggers.com/80-20-blog-building/ KISSMetrics: https://blog.kissmetrics.com/double-your-social-media-traffic/ MailChimp: http://www.contentconquered.com/recommends/mailchimp Ann Arbor with Kids: http://www.annarborwithkids.com/