How to Create Video Content Using Hangouts on Air

March 5, 2015

Grant Tilus Inbound Marketing Manager at Collegis Education

searchmarketingexpo.com @GrantTilus #SMX #32c

• Inbound Marketing Manager Collegis Education • Content Marketing Director MnSearch.org Advanced YouTube Viewer Marketer/Jock/Nerd/Parent Root Beer Connoisseur

Grant Tilus

What Video Consumption Used to Be

Where Video Marketing is Today

We Can’t Get Enough of It

You Need More Video Content

Video Can Be Intimidating

You’re Not a Trained Videographer

Budgets are Tight

Have You Tried Hangouts on Air?

It’s Time to Get Started

Are You Ready?

Invest in the Platforms

Find the Right Equipment for You

Discuss the Right Direction

• Live Public

• Live Invite Only

• Non-Live Invite Only

Types of Hangouts on Air

• Live Public

• What do you want to be known for?

• Showcase your UVP

• Highlight your brand’s voice

• Focus on building your brand

• Conduct competitive analysis

• Think about your target audience

Determine a Content Strategy

• Is it individual or organizational authority?

• Authority through information

• Use subject matter experts

• Internal or external

• Are you an expert?

Where Do You Have Authority?

Find a Way to Differentiate

• Entertain

• Educate

• Persuade

• Inspire

Focus on Providing Real Value

Interviews

Create Different Types of Content

Discussion Panels

How to

Podcasts

Information Sessions

Industry News and Trends

Showcase Expertise

Product Demonstrations

Promote a Cause

Promote an Issue

Promote a Lifestyle

Customer Testimonials

Mobile

Take Advantage of Topic Trends

• Content planning • Frequency • Event promotion • Creative assets • Technical setup • Practice • Etc.

Develop a Production Process

• Organic views are key • Discover areas to focus the

conversation

• Find a keyword family • What to do when… • Careers in… • Traveling to… • How to invest in…

Create Optimized Titles

Ubersuggest CPC & Search Volume Enhancer

• Use a template • Input conversation points • Key questions to answer • Fluid conversation • Helps avoid mistakes

• Easier for participants

• Keeps you on time

Create a Program Outline

• Nose • The 5 W’s • Body The details • Keep things moving • Tail • Recap • Key takeaways • Desired actions • Next time

Understand the Structure

Remember: Length Matters

http://bit.ly/1efy9PA

• Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving

Find the Right Host

• Good with the technology • Authoritative • Authentic • Engaging • Knowledgeable • Cool under pressure • Fully invested • Able to keep things moving

Find the Right Host

Not this guy

• Internal and external • Develop industry connections

• Benefits: • Borrowed authority • Third-party validation • Gain credibility • Unique content • Win/Win for experts • Wider audience

Find the Right Talent

Showcase Your Organization

Background Fail

Show Your Brand with Lower Thirds

• Hangouts on Air can be delicate

• Sound quality trumps video quality

• Self manage the video feed

• Select the correct equipment • Try earbuds • Mute mics • Avoid Wi-Fi

Manage the Production Quality

• The Hangout ToolBox • Showcase • Screenshare • Q&A • Google Effects

Use the Apps

• Edit video description and thumbnail

• Include timestamps • YouTube optimization • Crop video • Add annotations • Promote content • Additional content

creation

Post Production Activities

Repurpose Video Content

Create Different Uses

• Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement

Set Your OKRs

• Brand awareness • Build authority • Topic awareness • Competitive advantage • Organization goals • Educate audience • Referral traffic • Engagement

Set Your OKRs

• Retention • Engagement • Participation

Focus on Your R.E.P.

• Demographics • Traffic sources • Playback locations • Devices • Audience retention • Subscribers • Engagement metrics • Annotations

Use YouTube Analytics to Improve

• Build a foundation of content

• Promote your passion

• Master the soft sell

• Practice newsjacking

• Play the long game

Keep It Up

Are You Excited to Get Started?

• Develop a content strategy for creating videos

• Use Hangouts on Air for creating more video content

• Optimize everything

• Become a Hangout on Air expert

• Focus on finding ways to improve

Key Takeaways

• @GrantTilus

• linkedin.com/in/granttilus

• plus.google.com/+GrantTilus • Grant.Tilus@CollegisEducation.com

• www.collegiseducation.com

Stay Connected

How to Create Video Content Using Hangouts on Air

Marketing

Transcript of How to Create Video Content Using Hangouts on Air

Create your video sequence

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