What is your video strategy?
Video is a critical component to content marketing-especially in this digital, streaming era.
It is a flexible piece of content that can be cut into THE story you want to convey. It can be leveraged for messaging, used to drive demand through multi-touch and nurture campaigns, and repackaged into other content types like whitepapers, testimonials, and blogs.
Here is a collection of a few of my favorite video projects I have worked on:
"I've seen marketing, but this is great marketing!" - Dr. Benjamin A. Sadock
Meet Dr. Benjamin Sadock and the editorial team behind the most famous textbook in psychiatry. This video was the first in a series that celebrated the 50th anniversary of Kaplan and Sadock's Comprehensive Textbook of Psychiatry. Managing the project from beginning to end, I wrote the interview questions, researched and hired a crew, watched and listened to hours of raw footage, created a story board of content, and of course reviewed, reviewed, and reviewed.
Currently in the distribution phase, this video is featured at events, in email, on a landing page, and promoted on Facebook and Google.
3,100 views - grab a cup of joe and enjoy.
The Washington Manual video series was the first of its kind for medical practice marketing. Similar to the Sadock series, I managed the entire project. But it was after distribution roll out, that I got promoted as the content marketing evangelist for our team. We executed a integrated email, Facebook, and re-targeting campaign that brought in over 8,500 viewers for a series of 5 videos.
How to convey a sensitive message.
With medical information, there are times that new discoveries, treatments, or methods can be controversial as it may oppose or mildly support common guidelines or cultural expectations - such as vaccinations, child screen time, marijuana usage, among others. In this case, Dr. Adler advocates for a patient-centered approach to cancer screening decisions which doesn't entirely support the widely known message-early screening saves lives. In fact, medical data shows that it doesn't and that is what his book conceptualizes. Through video, we wanted to demonstrate his approach while discussing the methodology. This video will be distributed similarly with an integrated campaign.
Giving the mic to our customers.
We hosted a friendly competition which resulted in receiving video content directly from our customers; there are 16 videos from across the world that can be seen on our YouTube channel.
The Top 3 won monetary prizes. Our customers were very thankful to have the opportunity and represent their institution. In fact, some winners used their prize money to buy more content and resources for their library - from us of course.