Multimedia Content: Plan, Execute, Iterate on the Regular

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  • 1/27/2017
    It’s no secret that multimedia content, specifically video, has exploded over the last several years. Boring, old static content is being crowded out in favor of content that moves and makes noise. In fact, according to TechCrunch, Facebook users consume an average of 100 MILLION hours of video EVERY DAY! And it’s not just good entertainment, it’s making a serious impact on the bottom line. A landing page, for example, that includes video content can increase conversions by 80% according to a study from GoAnimate.

    With the widespread consumption of social media, consumers are now conditioned more than ever to watch instead of read. It’s clear that this trend of more engaging multimedia content will only continue to increase, and if you’re not factoring multimedia content into your marketing budget right now, you’re missing out on a huge opportunity. Content marketing is a continuing trend among successful marketers. Multimedia is one piece of content marketing that should be in place. Multimedia content drives higher ROI through stronger audience engagement. In fact, more than half of marketers worldwide name video as having the best ROI over all types of content.

    This is one of the major reasons we’re seeing a trend of some marketers beginning to build up their content libraries in batches. In other words, they’re creating a number of items at once and then parceling them out over time. There are economies of scale that make this approach more affordable versus fragmented production. These content batches include a series of webisodes in which staffers talk about industry-relevant topics, photography documenting a special event, aerial drone video of a construction site, customer testimonials, case studies or anything else that can be created in bulk that isn’t immediately time-sensitive. This approach allows you to build up a library of content that can be used for weeks, months, or all year long. It also provides content that will keep your webpages and social feeds fresh and relevant. Planning for recurring content also helps secure spots in your agency’s production schedule. If your team knows they need to produce a podcast every month, then they can factor that into their schedule and won’t be scrambling to meet deadlines at the last minute.

    Dynamic Video

    Another way of getting the most out of your multimedia spend is through “dynamic video.” This is a technology that’s been around for a while, but hasn’t yet seen widespread adoption. Dynamic video is video or animation that draws from a database to replace key elements in the video, such as names, logos or photography. This means you can create a single video that can then be customized for specific target audiences by adding in the customer’s name, company logo, photography or other graphics relevant to the industry or needs. Iterating is as simple as updating a spreadsheet and letting the computer batch produce the videos. BOOM! One video turns into countless videos perfectly customized to your clients and prospects.

    Imagine a customer filling out a form on your website and then receiving an email with an embedded video customized to them shortly after. As more awareness about this type of technology builds amongst marketers, the more likely its use and adoption will be seen in 2017.

    Aerial Footage

    In addition, the trend of aerial footage in productions will only continue to grow in 2017. More capable and more affordable small unmanned aerial systems (sUAS, aka drones) are hitting the market, making this technology easier to get ahold of.

    Until recently, the commercial drone industry was somewhat like the wild west. However, on August 29, 2016, the FAA Part 107 rule went into effect requiring that commercial drone operations have an FAA certified Remote Pilot involved with every flight and who takes control of the drone operation. Those who are serious about working with drone technology are having their employees certified, thunder::tech included. On the other hand, those who choose to ignore this rule, will face harsh penalties.

    In 2017 we expect to not only see the use of drones for dramatic aerial footage, but also for mapping and modeling of real estate and construction sites, fly throughs of indoor spaces, as well as more utilitarian uses like rescue missions and crop inspections. Who knows, maybe your next package from Amazon will be delivered via drone, too!

    Whether it’s interactive and dynamic video, bulking up your content stock or capitalizing on the new drone market, there’s plenty to look forward to in the multimedia world come 2017. With all of these great tools and resources, the only problem is knowing when and how to use them to grasp the upper hand. Like anything, the better the multimedia strategy, the more likely it is to be effective.

    Subsequently, having a plan eliminates unnecessary stress, and no one has to struggle to come up with content or move metaphorical mountains to get it done. Unfortunately, not all marketers are taking advantage of it, or rather taking advantage of it enough. Ultimately though, those who aren’t taking advantage of new multimedia content or methods risk being overshadowed by their competitors in 2017. 
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