Using Video In A Campaign Approach

The one-and-done video model is expensive, and in many cases, not very effective. In Part One of this conversation, Elin Barton talks with Marc Monseau about the importance of using video in a campaign approach.

Marc Monseau is the Founder and President of Mint Collective. He’s spent almost 20 years devising new ways to reach, engage and influence people through digital channels. Marc’s varied career includes serving as an analyst for a London-based market research group and reporting for the international news organization, Bloomberg Business News both in the US and Europe.

Marc spent 14 years at Johnson & Johnson, where he handled corporate media relations, issues management, proactive financial communications, and executive communications. Marc was responsible for creating and launching Johnson & Johnson’s first corporate blog, launched the corporation on Facebook and Twitter, created corporate-wide social media policies, and guided the development of a media strategy for the corporation that became a model for other health organizations to follow.

Hello and welcome back to Amplify.

You know, videos are a fantastic tool to drive conversions, but I’m wondering if you have any thoughts on how businesses can leverage that popularity of video to really resonate with their audience. Do you have any tips to share?

When we talk about best in class, the best type of videos that can be produced – particularly in the health care space – one of the key things is always to have some kind of call to action, if you can.

And it gets a little more complicated when you’re talking about content that is really being geared around disease awareness.

However, there is this opportunity to try to encourage people, to drive them back, to discover additional content and to treat it as if it is a campaign.

When you create that content, make sure that it doesn’t live in isolation, it doesn’t just simply go up online living on YouTube or on your website, but you actually create additional pieces of content around it.

You create a blog. You create other smaller form video pieces that can be distributed through social media sites. You make sure you put paid advertising behind it. You look for partnerships to help with distribution. You leverage that online influencer that I keep talking about to see whether they can distribute it through their own channels as well.

And you also make sure that what’s being created might live within an online platform that includes additional pieces of content that helps to create more equity and image building for your brand in that space as well.

So it just doesn’t, it’s just not one and done. It’s just not one piece of content that goes out and then disappears. You create an entire ecosystem around it that supports that piece of content.

 

What you just said really resonates with my belief and what we always advocate for with White Knight, that our clients utilize that content to the max. You know, really think about it and figure out what else they can squeeze out of it and how to be very strategic about that content because that one-and-done video model, it’s an expensive model and not the most effective in many cases.

Yeah, absolutely. You know, again, it comes down to the idea that you’re trying, you’re distributing content in a very crowded space. And so you want to make sure that, if you’re putting the time, the money, the resources into developing that video content, you want to make sure that it gets visibility and it gets play in that degree.

So really, you know, to be able to be successful in this space, it isn’t enough just to create content distribute it. It’s making sure that it’s part of a broader campaign approach, where you’re reaching and driving people to that content in different, ways.

 


 

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Catch up on previous episodes of our series.