Podcast/Video Interview with Shaun Pope of Endavo Media
This podcast interview with Shaun is about using video content marketing in a Marketing 2.0 strategy. Shaun is the co-author of the video chapter in my Marketing 2.0. social media book. Endavo Media is an Internet TV platform that allows a marketer to easily upload video content, brand it, control it and monetize it. It allows any marketer to create “branded entertainment.” Shaun points out that those companies having the most success with video have fun with it!
A video excerpt of this interview will be posted on the branded Find and Convert video channel.
Marketing 2.0: Content Marketing & Relationship Building
YouTube is a popular tool. Shaun refers to it as: “YouTube is really their tube.” While YouTube has ease of use and wide distribution in its favor, the reality is that YouTube gets all the branding benefit of your video. Your video on YouTube brings the audience to their platform, not your platform. Marketers should strive to bring their audience to a branded entertainment destination.
There is some value to uploading video on YouTube. It’s a free video service. It’s easy. Your videos are displayed by topic. But, because your video topic is tagged, YouTube will display other videos with similar tags. So, people can easily find your competitors videos or get distracted by other videos because YouTube will display “like” videos. In other words, you can lose control of your audience on YouTube.
In a branded video channel you maintain full control of your video content and give your target audience a branded entertainment experience. You control the calls to action, the links, the messaging, the channels and generally the whole experience.
I refer to the branded entertainment concept as “my corporate tube.”
Examples of Companies using Video Successfully
Rick Short, MarCom Director at Indium Corp., has produced video about their solder paste product. Some of his videos are funny. But the humor is generally only humorous to their target audience. It’s like an inside joke. Outsiders wouldn’t consider it funny. Like the video of Rick giving his wife a present at a restaurant. The present was a tub of solder paste. His wife didn’t think it was funny. But, his audience does…These funny videos strengthen relationships with his global audience by humanizing an otherwise technical topic.
TurfNet: They are an association of golf course administrators. TurfNet TV uses fun and humorous content. They recognize the importance of ongoing story telling that attracts their audience.
HubSpot TV: Weekly internet TV show on Friday at 4pm hosted by Karen Rubin and Mike Volpe. They deliver great tips and advice on inbound marketing strategies. I like that they emphasize the low cost infrastructure of HubSpot TV. They use a camcorder and show topics on a plain sheet of paper. They understand that video is important, but it’s a cog in the wheel. They produce a lot of content across multiple social web platforms, blogs, Twitter, forums and video.
Many people in today’s global economy have basic video production skills because the tools are so readily available to the masses. Whereas in years past video was restricted to professionals with expensive gear.
Market Leverage: Affiliate Marketing TV
Market Leverage is an affiliate marketing network. They bring together content publishers and merchants. They promote different offers from publishers to affiliates on their branded Internet TV channel. They have a lot of fun with it. Their audience understands them and enjoys their video.
Strengthening Your Brand
A weak brand = weak sales. A strong brand can result in strong sales. People buy from people they are comfortable with. Video content goes a long way toward straightening your brand. Video content should be a staple in very Marketing 2.0 strategy.
Video content production is a terrific way to bridge the gap between sellers and buyers.
I hope you’ve been inspired to use video content in your Marketing 2.0 strategy! Don’t hesitate to share your comments below about how you’re using video or other examples of Marketing 2.0 companies doing it.