Video Marketing Challenge

The Video Marketing Challenge comes after a great meeting with the founders of Storyboard Media. I like the work Justin Plant and Ben Oliver created for brands I know such as Vietri and Bronto. I see Justin and Ben when visiting Exinent at the RTP Frontier center. I like Justin, Ben and the young smart team they are developing.

Just, Ben and Storyboard Media are going to help craft a, “What Is Curagami” branded video. Video has a lot to recommend it such as:

  • Video MOVES so tells a more engaging story
  • Video is emotional so it can move those watching
  • Video is easy to share since YouTube and Vimeo are scaled and free
  • Video feels inclusive and global (a “universal language”)
  • Video can tell complicated stories fast and well

I shared the Story of Stuff – The Story of Solutions video as an example of the “complicated ideas told best with video”. I like how Annie Leonard crafted a video that led to a book that led to a community that led to another video.

I like how Leonard uses animation to tell the “hard parts” of a story and provide relief from the lecture the video would otherwise become. Lectures don’t spur movements, but, by using simple line drawing animation, Story of Solutions builds on every Flintstone, Simpsons or South Park episode. Standing comfortably on the shoulders of a generation raised on animation helps Story of Solutions video feel less threatening and more engaging.

Animation costs a fortune. I know that because I looked hard five years ago when I first saw the Story of Stuff’s first video. I know Justin and Ben will have creative solutions and my “branded what video is” will be great and valuable.

But there’s a problem.

As an online marketer I have TWO distinct video challenges:

  • Brand Challenge
  • Marketing Challenge

Video Brand Challenge

Every online brand needs a, “Who are we and why you should care,” video. The “About Us” Video is the new “about us” page, and few websites can grow without nailing down their story well enough to share it in a compelling way in three minutes or less (hopefully much less).

Years ago when I asked a video startup how they were scaling so fast they told me, “We have attractive women read the copy,” a sad but true story. Today life feels more complex not that arresting beauty will ever lose appeal.

Today, more than ten years later, the world is NOISY with messages and, “Who are we” videos. I could use Camtasia to make a passable, “Who is Curagami” video myself and it would look like everyone else’s Camtasia video.

Since Curagami is about selling BLUE OCEANS such as Community In A Box looking like everyone else would be more harmful than help even if the price would be much less. One HARD WON lessons from making millions online don’t ask about COSTS think about VALUE instead.

To make a cheap Who Is Curagami and What Is Community In A Box video would HURT the innovative brand we’re creating. Just because you CAN do something doesn’t mean it is the right thing to do.

Getting Justin, Ben and the team at Storyboard in on our branded video may cost 5x or 10x what a Camtasia video would, but one new Community In A Box customer pays for the video. If the video helps create a movement like Story of Stuff, then ROI will be $1,000 to $1.

Even if all we accomplish is a solid elevator pitch worth the price of admission since we’ve been working on that damn thing for three years (lol). Sometimes you MUST do something because absence = dissonance.

The video is like that if you want to raise investment capital or to create a community then commerce movement (as we do). No video = no ticket to ride, no legitimacy and no revolution.

Having a video doesn’t guarantee change. Nope, there are a thousand things that also have to be working, but no video means you, your company and marketing aren’t in the game.

Who are we videos are like free shipping? You need free shipping because it’s absences drives customers away more than the presence (of free shipping) wins hearts, minds, and loyalty. We know Justin, Ben and the team at Storyboard Media will rock our branded video (look for our Curagmai video in July when we launch Community In A Box).

Video Marketing Challenge

Agencies like Storyboard Media create a great brand feedback loop, but there’s a problem. Creating, “Who Are We” videos is only HALF our video marketing problem. Paying thousands for a single video doesn’t help solve the second video marketing problem – numbers.

We need 500 videos or 5,000 videos so we can see the DATA on usage, subject / acceptance, subject / recognition / conversion and subject / acceptance / sharing and conversation. Without LOTS of content know what content is working is HARD or IMPOSSIBLE.

We need to CROWDSOURCE our marketing videos. Since we are developing a crowdsourcing tool – Community In A Box is about building and advocacy community to create Friends of Friends marketing – solving the, “How do we crowdsource videos,” feels like an important part of our tool and every online merchant’s community then commerce need.

The content marketing Artificial Intelligence (AI) need every B2C and B2B marketer faces. How do you KNOW what matters and to whom? How can you crowdsource and gamify content to prime an engine capable of answering questions no one knows currently such as:

  • How Does Content Relate to Conversion?
  • How and why does social marketing help our content?
  • How much TALKING vs. LISTENING (content curation) should we do?

These are COMPLEX questions with many moving parts. And anyone who tells you they KNOW any answers is trying to sell you something. Answers are for the truly uninformed, but a little card counting may mean the difference between profit and loss, keeping your job and not, and winning hearts, minds, and loyalty in ever increasing amounts or be destroyed.

The odds will always be with the house (with the web), but, with enough data, we can predict the weather. Justin and Ben volunteered to help figure out how to crowdsource videos for Community In A Box. “It may be like our Buzz Team,” I explained, “where we trained writers how to write reviews with keywords.”

If we can use gamification and content curation (listening) to see enough video patterns will emerge, and we will predict the web’s fickle marketing weather. Glad team at Storyboard is going to help with both parts of our video marketing challenge.