video content marketing north vancouver

Video Studio Setup for a Client

I recently helped a client set up a studio space in their office so they can make videos whenever they have time. This video documents the process, as well as showing a before and after of the space.

Want help setting up a video studio in your office?

Contact me to schedule an appointment.


Event Video for The Pacific Club

Event videos are commonly used to show off how cool you are to others. But event videos are also a great way to build morale, communicate your values and attract talent to your organization.

The problem is that most event videos are not created with this level of forethought and are merely a bunch of nice-looking images strung together.

An effective, good event video should have specific goals in mind before shooting begins so that the final video can be used as a strategic marketing and branding tool.

Want help planning and filming your next event?

Contact me to schedule an appointment.


Wills & Estate Planning Video for Shire Law Group, PC

Alan Press and Caren Naidoff of Shire Law Group, PC in Illinois wanted an animated explainer video for their wills and estate planning services that would speak to the diversity of their client base. The video also had to have a sense of playfulness, while also explaining their process for helping clients create their will or estate plan.

This one was extra special because Caren provided the awesome voiceover!

To get a video like this for your law firm, please contact me to learn more.


Content Marketing - Why you should create content based on buying cycle [VIDEO]

In this video, I'm going to talk about creating content based on buying cycle and why that's a good content marketing strategy for your business. Creating content based on buying cycle is a very good idea because when customers are searching for a particular product or service, they will likely be at different stages of the buying cycle. https://youtu.be/gEysP9jx_hU

Like in these buying scenarios

For example, one customer could be just starting to explore different options for whatever it is they are looking for. Whereas another customer could be further along in the buying cycle and he or she is already prepared to make a purchase.

In each one of these scenarios, the type of content they are looking for would be slightly different, right?

So here's what you can do

  • First, go ahead and map out the buying cycle that a customer would go through from beginning to end. An easy way to figure this out is to think about the types of questions that you receive from customers when they get in touch with you. And of course you can create this map based on your experience getting customers from a prospect to plopping down their cash.
  • Second, create your content and publish it in sequential order. This is a fantastic way to have weekly content that is planned out well in advance, which is awesome because I know exactly how busy things can get.
  • And third, prep that content into email templates because you can now use that content from your buying cycle to send out as replies to customer email inquiries. Or alternatively, turn that content into a PDF file and make it available for download.

Another advantage

The other advantage of creating content based on buying cycle, is that even if a person is ready to buy, they can still go back over the other pieces of content that you have, and gain some kind of reassurance that they are making the right decision.

And if somebody needs to demonstrate to another team member or their boss that they have made the right decision, they can reference your content. Pretty cool if you ask me!

So there you go. You just learned about why you should create content based on buying cycle. If you have any questions or comments please leave those in the comment section below and if you need help with creating your content, then please be sure to get in touch with me. Thanks for watching, be sure to subscribe and talk to you next time.

Content Marketing - Is it okay to publish your content late? [VIDEO]

In this week's post about content marketing, I want to talk about one of the biggest challenges business owners have when it comes to producing content to brand or market their business. And the challenge is coming up with content and publishing on time. What happens if you're busy and you have to publish your content late? Should you publish or should you wait until the following week or, the next publishing date? Let's talk a little bit about that. https://youtu.be/fPER5wHjsWg

This happened to me

This past week has been incredibly busy. Although that may sound like a great thing, it could also be a sign that I'm not staying on top of things and being as organized as I need to be. I'm guessing that's something every entrepreneur, or small business owner, or even large business owner, can relate to.

My publishing date for this website is typically every Thursday; actually, it is every Thursday, not typically every Thursday. And last week I was struggling with finding time to create content and publish it. But instead of just waiting until the next week, I decided to pull out my iPhone, set it up and make the video that I wanted to make.

Why publishing your content is important... Even if it's a little late

The greatest opportunity we have with content marketing is the ability to connect with an audience and to grow that audience. The obvious end goal of doing so is to build our businesses, but we also need to be committed to an audience that is also committing time to us. So they might be expecting you to publish on a certain day, and if you don't, and you start doing that regularly, you're going to lose the confidence of your audience; and ultimately, you're going to lose the audience altogether.

So even if you publish one day late, or maybe even two days late, it's still important to get that content out there because you never know who is looking at it at any given time.

Tips for preparing content when you have little time

  • First, the most important thing is to use some sort of editorial or content calendar. This will let you quickly scan any ideas that you can use to quickly produce something and get it out there. I use Trello because it works on my phone and on my computer. Plus, I like the more visual interface, but anything that lets you curate ideas and determine when to publish, and if you've published, is just fine.
  • Second, use the tools you have at your disposal to create your content. As an example, because my content is video, the simplest tool that I have is my iPhone. I simply connected one of the Edutige microphones, a tripod, and some basic lighting, and I was ready to make my video. If your content is mainly text based, then I highly recommend using Evernote and the voice to text function on your computer or smart phone. In fact, everything you are reading in this post was created using Evernote and my iPhone by speaking into the phone. Simply brilliant, if I don't say so myself.
  • And third, keep a list of commonly used tags, keywords or anything else that is common in all of your content. For example, I have a list of tags, such as content marketing expert, video content marketing consultant, etc., that I use on my YouTube channel and here on my website. Having those ready saves a few precious moments and really comes in handy.

But what if you still can't get your content ready on time?

This is not entirely surprising because we are all so busy. But if this describes you, then maybe it's time to outsource your content creation, or at least get someone like myself to help you stay on top of your content, and help you produce some of it. That might sound like I'm trying to sell you my services, but the reality is we can't do everything ourselves and technology has made it so easy to collaborate with people that can help us.

In conclusion, content marketing needs a consistent effort and you definitely should publish on time, and I've provided a few tips that will hopefully help you with your content marketing efforts. But, of course, you can also get in touch with me if you'd like some help.

Video Content Marketing Tips - How to stay on point [VIDEO]

In this video you’re going to learn about how to stay on point with video content and you’ll see two examples using content I created. I guess you could say that what you’re reading and the video about this topic is another example of content, and you’d be right! Why you should care

Content marketing is not just a trend. Publishing content, whatever form that may take, is an important tool when it comes to branding and marketing your products or services. Consumers tend to trust and buy from companies that provide valuable information to them. That means you should care because without sharing valuable content with your target audience, your business becomes vulnerable to competitors that do embrace content marketing.

What content was created

Every week, I publish three pieces of content and each one is usually a video. On Tuesdays, it’s something for PresentationExpressions.com, on Wednesdays it’s something for Edutige Microphones, and on Thursdays it’s something for my personal website, CarlKwan.com. The Thursday content is anything related to creating, marketing or branding, such as this post you’re reading now.

And on Mondays, I usually publish something for Winright Law in Vancouver, a local law firm that has embraced content marketing.

So this week for PresentationExpressions.com, I published a video about how to engage a presentation audience using a simple question and sentence. For Edutige, it was a video showing how to get great audio for videos using an iPhone. And finally, for my own content… You’re reading it! And there’s also this video to along with it…

https://youtu.be/vX5r6t557zE

What was the purpose or goal of the content?

The video I made for PresentationExpressions.com was inspired by one of the more common questions I receive from viewers on YouTube, and that is how to engage the audience, or how to get the audience’s attention in a presentation. So the purpose of the presentation video was to educate my audience about a topic that is relevant to them.

https://www.youtube.com/watch?v=8kwflhWBxjA

The video for Edutige was in response to the growing number of people interested in vlogging or creating videos, but who feel held back because they don’t think they have the right camera and audio gear. So the goal of this video was to show how a simple point and shoot camera, along with an iPhone and one of the Edutige microphones could produce good video and audio. The hope is that someone will be inspired create, rather than feel limited by circumstance.

https://www.youtube.com/watch?v=7EQXzSlEBUM

How to stay on point when making video content

So here are three tips for helping you when you’re working on your videos...

First: Keep in mind a 3 part structure: beginning, middle and end.

The beginning refers to identifying your target audience and their issue, problem or challenge. The middle is describing your solution and the end is your call-to-action.

Second: Use the simplest tools; use the environment.

This may not directly related to staying on point in your videos, but it’s still important because it addresses a major concern: As a business owner, you may feel that it is a major hassle and expense to get a bunch of equipment and set up a place to make your videos.

But even the simplest point and shoot cameras or your smartphone, can be powerful video cameras. The main requirement is being able to shoot in 1080p HD, some way to capture good audio (Edutige mics I heard were good!) and some place with good lighting.

But the point I’m trying to make is that video production doesn’t have to be complex or expensive. And you can always creatively find a way to make your videos. The biggest obstacle is usually the voice in your head saying that you can’t do it for such-and-such a reason.

Third: Edit without mercy

The final tip when it comes to making your videos is to spend time in the editing process to trim away the excess footage and talking that do not contribute to the video. Get your ego out of the way and consider what the video will be like for the viewer. Do they really need to see or hear everything you’ve shot? Most likely not.

The video for Edutige showing how to use an iPhone to get great audio was originally over six minutes long. But it was edited down to about a minute and a half. Much of the stuff I left out were transitions between me talking and the shots of the iPhone, along with some b-roll of the mic and camera I used. I also left out a lot talking that just didn’t fit.

So I hope you have a better understanding of what you need to do to create better video marketing content for your business. These are exciting times. I’m constantly amazed and inspired by what is possible in terms of marketing and taking control of one’s business.

Go out there and create. And if you’d rather have someone do it for you, please get in touch and I’ll be happy to see how I can help you reach your goals.

Thanks.

The Biggest Video Marketing Misconception

The video below is another example of video content marketing, as it's a promo video I made for The Pacific Club in Vancouver. The Pacific Club is a non-profit organization for entrepreneurs and it’s been around for 25 years so it was an honour to make this video for them. Thanks to Winston over at Winright Law for the hookup. https://www.youtube.com/watch?v=Nw508yKkzrY

The BIG Misconception About Video Marketing

After I made this Pacific Club video, it reminded me of how many of my clients that I’ve made explainer videos for only had me make that one video. Because they didn’t like the video, right? Well, NO!

https://youtu.be/r0T3BtbTcCo

From the testimonials I’ve received, I’d say that’s not the reason. What I think is that there’s a huge misconception that using video in your business is a one and done type of deal because business owners are expecting their video to go viral.

The simple truth is that you can’t expect to make one video and have that video propel your business to stratospheric success. The reality is that it doesn’t happen that way for the majority of companies. Yes, there are some companies that make a video and it goes viral. But for every one of those videos, there are way more that don’t go viral.

So, does that mean the business will fail because their one video didn’t go viral?

No, of course not. But that is the big misconception when it comes to video marketing… that you only need one video, and that if that video doesn’t go viral, it’s a massive failure. Video marketing, like any other form of marketing, is an ongoing process.

So here are three things you can do that will help you with your video marketing strategy.

  • First, figure out who your target audience is, your target customers or clients, so you know who you’re talking to.
  • Second, figure out what your audience’s goals, problems, challenges, or issues are and find a simple way to address those in your videos.
  • And third, learn from your mistakes and keep improving the quality of your content to build that brand awareness, trust and credibility with your audience.

And if you need help in identifying that content and someone to make the videos for you, email me at carl@carlkwan.com and let’s figure something out for you. Thanks and talk to you again soon.

Content Marketing Tip - Researching and creating content about trending topics

A few weeks ago while researching topics for Edutige, the microphone company that I represent and am in charge of their content marketing for, I hit upon an article about mobile journalism. Actually, I was actively looking at how Edutige could reach out to journalists and get them to try the microphones. I’m quite sure journalists would love the small size, affordability and great audio quality. Check out the video or skip below to read my content research and creation process for the video.

https://www.youtube.com/watch?v=wyf6XM4aP7Q

Google is your content idea friend

As I was looking around, I Googled topics like "iPhone journalism,” “mobile journalism,” and anything else I could think of that would be related to using an iPhone for journalism.

Eventually, I came across the hashtags #mojokit, #mojo and #mojoedc, which all stand for mobile journalism. The last one, #mojoedc, stands for mobile journalism everyday carry, which is kinda cool! And there were plenty of people very actively engaged in this #mojo community.

I couldn’t help but get excited by the possibility of creating targeted content that would be of value to this incredibly large group of target customers.

Now what?

Once I knew the target audience existed and is quite large and active, I looked into what products they were using, how they were being used, and how Edutige products could be a fit. This wasn’t overly difficult since many journalists were posting pics of the #mojokit using that hashtag and #mojoedc.

I could see how Edutige could offer a small lavalier style set up, that had great audio quality, that was plug and play without requiring any special adapters, and that would be discreet so as not to draw unwanted attention to the journalist.

I imagined that some journalists work in areas that aren’t necessarily safe and carrying around an iPhone on a rig with a big microphone and a video light was not going to be suitable for those situations.

Then I shot the video

Whenever I make videos like these, I don’t often have a script. Part of the reason is because I know the products so well. The other reason is that I keep in mind a few key points I want to address, which are usually:

  1. What is the situation, issue or problem faced by the target audience?
  2. Why is that bad or what are the consequences?
  3. What’s the solution that I have to offer?
  4. How does it work?
  5. How can people get it?

Then I get b roll

B roll is important to a video because it helps the audience visualize what you are talking about. This is especially important when it comes to product demo videos.

Normally, I like to shoot my b roll at home where I can set up the products and light them properly. This is also the time I get to be a little more creative with how the products are shown.

For example, in this particular video there is a sequence where the tripod pistol grip spins around. That was shot with me spinning the tripod by hand, then editing so that it looked like the tripod was spinning on its own. A bit tedious but I think it works.

What you should do

When it comes to creating marketing content, it’s a good idea to keep an ear to the ground and be aware of trends or new issues or problems that your product or service can help solve. Then act! Don’t wait to create that content because in today’s world, trending topics come and go pretty quickly.

And if you’d rather someone else help you with your content creation, get in touch with me and let’s talk about how I can help you create video marketing content on a regular basis to build your brand and stay on your customers’ radar.

Let me know your thoughts on how you go about researching content.

3 Easy Steps to Implement Video Into Your Marketing [VIDEO]

Video should be an essential part of your business' marketing because video is just, literally, everywhere. And if you’re not using video, your competitors probably are, and if they’re not, they’re likely thinking about it just like you are. They could even be reading this at the same time you are! Oooh! https://youtu.be/gfjwR590vqI

Why video is everywhere

One big reason why video is everywhere is because the traditional high costs and time associated with video production have come way down, making it possible for businesses of any size to create video content. Your iPhone, for example, contains an awesome camera and with the right external microphone and a couple of apps, you have the basic equipment you need to make videos.

Yes, but...

But that doesn't mean you can just turn on your iPhone in a dimly lit room, using only the built in microphone, and ramble on and on because you’ll look like you don’t know what you’re doing, which will leave a bad impression about you and your business. Which means a video could actually make you LOSE business if not done right. Bad sh*t.

So here are 3 ways that your business can implement video that will help with your branding and marketing.

Number 1. Tell people about your business.

This sounds ridiculously simple, but it’s easy to screw up because people will talk about their business from their own perspective, not from that of their customers or clients. So be sure to talk about what you do in terms of the problem you solve or the solution you offer. Focus on them, not you.

Number 2. Get other people to talk about your business.

In the world of Yelp, Amazon and social media shares and likes, getting your customers or clients to talk about your business on camera is a great marketing tool. And if people don’t want to be interviewed on camera, you could ask them to provide a written testimonial and their picture. Then you can stick that up on the screen, instead. Works just as well.

And finally number 3. Show people how you do business, who they're dealing with.

People want to do business with people they know, like and trust. So what you can do is tell them what you believe in, why you do what you do, and let customers and clients get to know you and your staff on a more personal level.

So that’s it!

Like I said, video is everywhere and there is a relatively low barrier to entry for most businesses. If you have an iPhone, you’ve pretty much got a full video production kit in your pocket. And aside from knowing how to produce the videos, I gave you 3 ways your business can implement video to help with branding and marketing, which were:

  1. Tell people about your business from their perspective.
  2. Get other people to talk about your business.
  3. Show people how you do business and who they’re dealing with.

And if you want someone to just figure that stuff out for you and make you the videos, give me a call or email me and let’s talk about how we can make video work for you.

Thanks and talk to you again soon.

Carl

PS Microphone used in this video was the Edutige ETM-006.

He loves Cheerios

My kid loves Honey Nut Cheerios... who doesn't, right? Well, as long as you don't have a nut allergy, I suppose. I'm thinking about a weekly video like my Daily Films, but weekly, because, although daily was great fun, it took away time that I needed to spend on higher priority projects. Anyway, we'll see. https://youtu.be/YnqotIjNyPo