Content Marketing: Is 2014 Really Shaping Up to Be the Year of Video?

Paul Dunay Financial Services Marketing Leader, PricewaterhouseCoopers

Posted on July 24th 2014

Content Marketing: Is 2014 Really Shaping Up to Be the Year of Video?

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Content Marketing: Is 2014 Really Shaping Up to Be The Year of Video? This webinar was sponsored by Act-On who recently was named by Forrester as a leader in the Marketing Automation space (see for more info). The webinar included a superb mix of panelists, including: Zach Cole the Social Media Manager at Lyft, Richard Boehmcke Creative Director for Vibrant Motion, and Kristen Craft who is the Director of Partnerships at Wistia.

Richard got us rolling with a few slides on video creation strategy which he declared that the Wild Wild West is alive and well in the video creation space. You should “know where you want to go before your start” a video project. This was well re-tweeted by the audience  on Twitter.

Kristen then took over and showed some slides on the impact of video along with some best practices. She mentioned that length is inversely correlated to the number of completed videos, which brought about a bunch of questions on the optimal length (approx. 2 min) and whether you need to break up longer videos into “chapters” was discussed in the Q&A.  

Zach gave the final presentation with an overview of his video content marketing strategy at Lyft. He suggested 3 Tiers of video: Tier 1 – High production videos that can showcase your product or services, Tier 2 – Low production, quick turn type of video, more playful and short form, Tier 3 – Long tail content that can either be motion graphic video or talking heads but something that has long life, in his case “What is Lyft?” is a key piece of his video strategy.   

Now, if you have ever been on a Social Media Today webinar before, you know they are very “participant-driven” and we love to ask your questions of our panelists. Many of the questions from our audience revolved around topics such as: How much production should you put into a video (2 camera angles etc)? Measuring the value of video content marketing strategies? What tools give you the best measurements? What is a realistic expectation for a B2B video to be viewed?

If that piqued your interest, you will want to hear the replay of this webinar, please check out this link. Otherwise, we hope you will join us on another Social Media Today webinar! The next webinar is on Customer Service is the New Marketing: Turning Satisfaction Into Sales. Sign up for it or view the schedule of upcoming webinars here.


Paul Dunay

Financial Services Marketing Leader, PricewaterhouseCoopers

Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations.

Paul is the author of five “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010), Facebook Marketing for Dummies 2nd Edition (Wiley 2011) and Facebook Marketing for Dummies 3rd Edition (Wiley 2012).

His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.

Marketing Darwinism, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.” 

Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.

Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.

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