content marketing expert Vancouver

Podcast Ep. 34: Website Series - What we learned about our own websites

On the Brand Ballers podcast over the past 5 weeks, Mike and I have talked about websites and how your website affects your brand. In this episode, we look back at what we discussed and talk about the things we have learned. Specifically, we talk about how we can improve our own websites. Hopefully, you'll find some ideas or gain some insight into how you can improve your website from listening to us talk about ours.

Using Video Content Marketing to Demo Products and Build Brand Awareness

Video content marketing is not just a passing fad. It's here to stay because technology has made it so easy for consumers to watch online video. These videos for Edutige that I've been working on for the last few years have helped tremendously. Customers see what the products can do directly from the manufacturer, which is pretty uncommon. But they also get a sense of what the brand is about. The great thing is they were all produced with technology available to almost any business owner... iPhones, mirrorless and DSLR cameras, pocket camcorders and GoPros.

This combination of technology and control over production is great news for business owners, especially small business owners, because the barriers to entry to produce videos are now so low. But the biggest challenges for any small business are time, knowledge and resources.

That's where I can help. I specialize in using video for content marketing to help organizations get their message out, build their brand and promote their products and services.

Get in touch with me at and let's talk about how I can help you and your business with video content marketing.

Forever Green Promo Video - Changing the World!

This animated promo video for Forever Green is one of my favourites, because the product in the video has the potential to eliminate vehicle emissions, help save gas, and do so without needing to modify your vehicle! It's absolutely genius and makes me so proud to work with businesses like this. He Likes It!

"I highly recommend Carl for any of your video needs. I am a small business owner of one with limited resources and needed a professional promo video and Carl over delivered in all aspects. My challenge was explaining a technology that is extremely technical in nature and Carl executed in such a way that all my customers commented the video is very well done and that it puts the technology in a light that is very easy to understand. Carl was easy to work with, flexible, creative all while embracing a very professional tone. I will utilize Carl's services in the future." ~ Jason Fowler

Video is Perfect

An explainer video is a perfect way to help your prospects understand your product or service, especially something that is technical or complex. The danger is in losing people's attention so these types of promo videos need to be engaging and the information must be presented in a way that's easy to understand.

What's Best? Animated or Live Video?

An animated video may not always be the best choice for a promo video, but that's something we can discuss. In any case, videos should be a big part of your content marketing efforts in this YouTube era.

Animated because...

Animated videos have the advantage of being more timeless than live video. An animated video may still look fresh in a few years, whereas a live video could look dated within months, and definitely within a few years. Hair, clothing, technology... all these things are constantly changing, which can make your live video look silly really fast.

Animated videos also eliminate any prejudice or assumptions about the people running the business, which is a sad, but true reality.

Live because...

Live videos are great for giving your customers and clients a face for your business and to build your brand. We want to know who we are dealing with and live videos are great for that. Live videos can also be created in much shorter time than an animated video.

Animated videos need to be made from scratch most of the time, but a live video only needs a camera, a mic, a script and a person to get in front of the camera.

But like I said, it really depends on the situation.

So if you need to develop a content marketing strategy using video to build your brand and attract new customers, get in touch with me at

Case Study - Using Video Content Marketing To Create Educated Customers

Video Content Marketing Educates Consumers The video below is a continuation of the content marketing strategy we are using for Edutige Microphones. The goal is to use video content to help Edutige customers make an informed buying decision.

Edutige offers a range of external microphone products but needed a way to explain compatibility with cameras, and what each microphone does.

Having this type of information available can help customers save time and energy because they won't have to scour the internet looking for answers or ideas on how to use the microphones.

Major Misconception About Video Marketing

When it comes to video, one of the biggest misconceptions is that a client only needs one video, preferably a viral video. The truth is that nobody has a formula for making a viral video.

We don't have direct control over whether a video goes viral or not. And even if a video goes viral, it doesn't necessarily mean an increase in sales.

But what we can control is the type and amount of content we create and release. Creating videos, as in more than one, that educate, inform, build trust and brand awareness is my preferred strategy.

Quality vs Quantity

Quality does count. Five great videos are far better than 50 mediocre videos. This can be helpful for small businesses with limited budgets.

If you happen to be a small business, and your competition isn't using video, or they aren't using it well, quality video can really help yourself stand out from the crowd.

What Does Quality Video Mean?

Does quality mean slick, high end productions, big crews showing up and a famous celebrity pitching your product or service? Maybe. But it doesn't.

Understanding your target market, delivering relevant information, having a good product/service, providing good customer support are equally, it not more, important.

Your video only needs to be well lit, have a good audio and be set in an appropriate location.

The most important part is what you're going talk about in the video. Sometimes, you don't even need to talk.

Edutige Needs Video... And You?

For Edutige, we have been using video as the primary form of content marketing because that is a medium that customers prefer. Words and pictures are great, but video reigns supreme.

To get started with content marketing using video, or to improve what you're currently doing, get in touch with me here.

Case Study: How to use videos to educate and inform your customers

  Case Study: Edutige Microphones

I work with Edutige America, helping them produce video content and acting as their International Manager. This was a company that never really made it's own video content. There was, however, content being made by others about Edutige products.

People Like Them

The good news for Edutige was that people were interested enough in their products to take the time and make a video. In fact, it was a video I made talking about my experience with one of their microphones that convinced them that they need more videos. And it wasn't even the best video I ever made! It was just helpful to other people in my situation.

But this doesn't always happen to businesses, especially if you offer a product or service in a local market. For example, if you have a landscaping business or you're an event planner. So you need to take the initiative and start creating your own content.

What Content? Start with "What"

For Edutige, we want to educate our customers so they know what the mics can do and what devices the mics are compatible with. That meant videos explaining the "What."

In particular, what microphones were best suited for particular activities or situations have been extremely helpful. This can include case studies about how other customers are using the microphones.

And then what?

While showing customers what your product or service can do is important, the other important thing to do is help people learn what it might be like to buy from you, what experience your customers may have when dealing with you.

This type of content can include your company background, testimonials, or perhaps different activities or organizations your company is involved with. This type of content depends on what type of business you have.

Types of videos for Edutige

For Edutige, we have videos answering customer questions, comparing our microphones to the built in microphones on iPhones and GoPros, and we will have others about recommended apps, how to shoot videos, etc, etc.

The goal is to give Edutige customers a sense of who they are dealing with, to help justify their purchase decision and to ensure they get the right product for their needs.

But videos aren't everything

Even if you have the best videos ever, they are useless if your website stinks, if your products are terrible, or if your customer service is awful.

So for Edutige, we've recently updated their website to a more modern and user-friendly version. We know their products are good, so now we are focusing on giving great customer service.

Answering questions is huge!

The biggest thing we've done is answer emails quickly and be as helpful as possible. Edutige customers have different needs for recording things so we try to help them figure out what's best for their particular situation. I've recently answered questions about things like...

  • Which microphones to get if using two GoPros in a car to record a conversation
  • Can our mics be plugged into the USB port on a digital camera
  • Why the sound isn't being recorded with a computer connected to a TV

Answering customer questions has been huge in terms of giving a great customer experience. By doing so, we are telling people that we care about them, that we will take the time to listen and find a solution that works.

So yes, in the age of the Internet, videos are a big piece of the puzzle. Just be sure to have a modern, professional looking website, respond to emails quickly and offer great customer service.

For help creating videos for your business or organization, give me a shout.