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SHOOTING FOR THE STARS: HOW TO BOOST YOUR VIDEO STRATEGY
From boosting engagement to helping build trust in your brand, corporate video
has a lot of benefits and is worth getting right
By Robin Kirchhoffer | 07/12/22
This article was first published in the Raconteur issue “The Future CMO” in June
2022.
People frantically looking up ‘How to…’ video guides was one of the defining
features of Covid lockdowns. Without easy access to plumbers or builders, it was
up to the video tutorial to help guide our shaky hands through fitting a new
shower head or fixing the fence.
For Robin Kirchhoffer, CMO at media solutions and service provider Dalet, the
rush online was no surprise and it’s a trend that’s set to continue. That’s
because, firstly, he says viewers on average retain a whopping 95% of a video
message – much higher than written communication and vital if you’re taking a
hammer to your house – and secondly because business marketing teams have been
steadily growing the quantity and quality of corporate video content.
“People love watching video to help them understand, buy and enjoy things, and
the pandemic just led to more proliferation,” Kirchhoffer explains. “Corporates
have responded by creating more video content, both internally as well as
externally on channels from YouTube to TikTok. Most industries were already
doing this, but the need to have it properly wired as part of your marketing
strategy has increased. It can help build a brand message, customer trust and
contribute to a firm’s top and bottom line.”
Tutorials and product demonstrations are a great example. They are valuable
because they help customers get the most out of their new products and services.
One of Dalet’s clients, Audi UK, produces and distributes such video tutorials
to its car dealers as well as training content and commercials to its sites and
applications. Another client, American Family Insurance, manages all kinds of
assets, including training and marketing content.
“As marketers, you need to make sure that video is there for customers and
clients because this is how they want to access information,” Kirchhoffer
explains. “The C-suite also sees the shift in usage and is asking for new
initiatives to be launched more quickly. Marketers need to be fast on their feet
with new and more video content.”
However, this growth has created several pain points for marketing teams in
their media supply chains. This encompasses all parts of the video journey
including content creation, commissioning, production, distribution to multiple
platforms and storage.
“Most businesses using video content are not native media organizations,”
Kirchhoffer explains. “They don’t have the toolsets and processes in place to
manage and plan their video content and campaigns, document and categorize
everything and understand how and why it is performing. There isn’t a single
point of truth where everyone can work together.”
Instead, he adds, the content is very siloed, with some stored in cloud
services, some offline on hard drives and some on a shared server. As a result,
it is hard to leverage value and have true transparency and visibility. Many
organizations also manage these tasks manually with filing, indexing and
planning taking up valuable employee time.
“The question is: how do you control these video assets? A marketing team
managing and creating different videos needs a level of automation and
centralization to help manage the flows,” he says. “It helps drive the
consistency of messaging, format, graphics and quality control throughout an
organization, either with local or multi-national campaigns. It also frees up
marketing minds to come up with new creative ideas and designs.”
The Dalet Flex software product, used by Audi UK, American Family Insurance and
leading media organizations, provides these centralized toolsets and processes
as a service. “Marketing groups and corporations want to unify their teams so
that internal staff and outside agencies, remote video producers and freelancers
can see content processes on one system,” says Kirchhoffer.
“With Dalet Flex, they can ensure that their assets are visible, properly
indexed, centralized and documented much more efficiently. You can also use
analytics to see how each video is performing, how it is helping the bottom line
or whether it needs to be amended or repurposed and used on a different
channel.”
Kirchhoffer expects demand for video content to continue growing both long and
short duration films and more cinematic high-resolution campaigns for specific
events or product launches. “Already there is a need for specific branding,
logos and color schemes for different countries or channels,” he explains. “You
need to manage it well to help grow your brand.”
For those of us soaked to the skin after a failed plumbing attempt – that can
only be good news.
Featured in: Branded Content Production | Collaboration | Content Distribution |
Corporate Video | Dalet Flex | Media Asset Management | Media Supply Chain |
Multimedia Content | Multimedia Production | Video Asset Management |
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By Robin Kirchhoffer
Robin is Dalet's Chief Market Officer, where he leads the strategy and the
development of the marketing activities to drive awareness, demand and growth
for Dalet's products and solutions. He is passionate about storytelling and
crafting value-driven messaging that resonates with audiences.
More Articles By Robin
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