How to Create Video Content Using Hangouts on Air

March 5, 2015

How to Create Video Content Using Hangouts on Air

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


• 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



Q&A



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


• 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 • [email protected]

• www.collegiseducation.com

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How to Create Video Content Using Hangouts on Air

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