Video: Is Marketing Video Content Creation Trending DIY?
As content strategies for marketing and branding campaigns change, so do the strategies for creating that content. Lead times, budgets, new delivery platforms, and the need for added flexibility in the production process are contributing factors, as is video's role as an integral part of an overall content marketing plan rather than a standalone product. Other elements contributing to the trend away from traditional agency-based content creation approaches are the growth of live video as a marketing and branding tool and more pinpoint targeting of specific audiences in a video universe that's no longer one-size-fits-all.
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Read the full transcript:
Anjali Sud: Traditionally, you'd go to just an agency or a studio, you'd have a really formal RFP process, and very long lead times. I think people need a lot more flexibility because the types of content that they're creating are changing. They're working on much faster lead times. What we've seen is more companies going with in-house production studios or some version of an in-house team that can then work with an external studio.
We've also seen a lot more multimedia campaigns. What used to just be a video is now much more about, "What's my content marketing strategy overall? Here's my target audience and here's what I need to communicate to them. Let me do it via a video, and blog post, and a microsite, and interactive elements, and let me build a broader campaign around it so I can get maximum reach."
Scott Farb: We see three prongs. The first is the self-service webcam--it's exploding, it's cheap, it's easy. They can get it out really quickly. The second prong is that kind of down and dirty, one camera, an encoder, and away you go, for mid-level things, things you want to get out really quickly. There are still large, high production value events, a product roll-out, and your customer-facing, CEO meetings, things like that. They're all exploding because it's much easier to deliver and it's better quality now.
Scott Szczurek: On the production side, it's becoming more and more important that we build brand with every piece of content. It's an interesting divergence where you want to be producing something that is ... You no longer want hyper-technical content or something that might only reach... I mean, in our case, there are occasions where a piece of video content that's teasing a specific product, the end number of clients on that product could be 50. For that reason, knowing that you are ultimately trying to reach more people than that, every piece of content becomes a piece of brand even as the message might start to diverge more from the core content that helped generate the piece.
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Ooyala analyst Jim O'Neill and Machinima SVP James Glasscock discuss why content owners and broadcasters are recognizing the need to get on board with OTT in the face of cord-cutting.
V-Factor Technologies' Jeremy Bennington explains how content providers can monitor live video delivery in real time and ensure consistent quality across different encoding profiles.
Vimeo VP of Platform Marketing Anjali Sud discusses successful (and not-so-successful) strategies for building branding campaigns with on-demand online video.
Wowza's Ryan Jespersen outlines the workflow for streaming live 360° and virtual reality video from capture to ingest to stitching to delivery.
MP & Silva's William Mao discusses the pros and cons of opting for an ad-based VOD model vs. building a subscription service.
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Google's Serge Kassardjian, Whistle Sports' Brian Selander, and Recurly's Dan Burkhart discuss the challenges of differentiation in the OTT services market.
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