Tag Archives: Webbo Chen

Three Reasons Video Is Increasingly Important in Demand Gen

When we talk about demand gen today, it is an ever-growing beast akin to the mythical hydra, spawning two heads for every head lost. Indeed, businesses today deal with an exponentially growing number of components in each demand gen campaign, which now warrant a dedicated team member, if not a full team, to handle. Traditionally, demand gen’s content engine relied heavily on the written word and other data-driven digital content. However, the wild popularity of video assets, brought on by a generation raised with YouTube, Vine (RIP) and Snapchat, throws a curveball into traditional demand gen content strategies.

Fear not, businesses that incorporate video into their overall demand gen strategy wager minimal risk for great reward. If a picture is worth 1,000 words, then, as Forrester’s Dr. James McQuivey put it, 1 minute of video is worth 1.8 million words. So if you’re tiptoeing the diving board, unsure of whether or not to take the plunge, here are three reasons to give you that needed push to think video!

Video is digestible
Would you rather read a 2,000-word whitepaper, or watch a 90-second video? The majority of senior executives today (59 percent) lean toward the latter. Don’t get me wrong – a fleshed-out whitepaper is still a valuable asset to have and use. However, people are consuming more content at a faster rate than ever before. Instead of taking unabridged adventures into full-blown thought leadership essays, your buyers only have time for the quick and dirty version.

Video is a happy medium – excuse the pun – between in-depth storytelling and tightly packaged content. Within the span of 1-2 minutes, video can cover pain points, industry context, innovative solutions and more. Furthermore, instead of a name and title on a byline, your thought leader gets quality facetime with your prospects as what we like to call a “talking head.” While face-to-face communication still reigns supreme as the most effective way to convey a message and build a relationship, video comes in as the close second.

Video is convertible
OK, it might not do 0-60 mph in a matter of seconds, but it is most likely the best-looking and most powerful vehicle you have in your demand gen garage. According to our Tech Marketing Content Survey, video is tied with social media as the most effective medium for content. And the numbers don’t lie. Videos on your homepage increase conversion rates by 20 percent. Videos on your landing pages increase conversion by 80 percent. Better yet, videos in email campaigns result in a 200-300 percent increase in click-through rates (CTR), and 64 percent of consumers are more likely to buy product after watching a video.

As such industry research proves, video is without a doubt a fast and furious accelerator to your demand gen campaigns.

…I’ll stop now with the dad puns.

Video is scalable
Regardless of your company’s size and success, and/or where your buyers are in the customer journey, there is always a time and place for video. If you’re trying to establish brand awareness, company overviews and customer case studies can quickly establish who you are and what you have to offer. As your company continues to expand, videos that highlight your products, as well as those that promote recruitment and culture, will help you maintain momentum. Finally, once you’re ready to establish yourself as an industry leader, a healthy helping of video blogs (vlogs) and consistent sales kickoff (SKO) and Year in Review videos will do just that.

Industry research proves video is, without a doubt, a fast and furious accelerator to your demand gen campaigns. Click To Tweet

That’s a wrap!
Content consumption will continue to trend toward smaller, faster, more visual assets. In order to keep up, and more importantly stay ahead, businesses must invest in video to bolster their PR, marketing and demand gen efforts. For a sneak peek into how this looks when put into real-world practice, swing by ProMotion Studios and take a quick look at our recent content survey to learn more.

By Webbo Chen

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In-House or Agency PR? Decisions, Decisions…

You just graduated college, PR degree in hand. Soon enough, student loans will tell you it’s time to choose:

Do you go in-house, or do you go agency? 

This is the most important decision you’ll ever make. Okay, maybe not the most important, but let’s make some sense of this age-old PR debate with three key factors to consider.

Cred-Check: I’m one of the odd few who started my PR career in-house and then transitioned to agency early enough to get the other half of the entry-level experience. All within the B2B/B2C technology realm.

Factor #1: Job DescriptionThe Needle vs. The Net
The biggest difference you’ll notice right off the bat between in-house and agency is your day-to-day roles and responsibilities.

Agency PR takes the needle-like approach. Everything you do is centered on driving media coverage, from media lists to awards and speaking submissions to social media. You are the nuts and bolts of your agency’s PR engine, keeping everything connected.

If agency PR is the needle, then in-house PR is the net. You wear a few additional hats in addition to media relations, ranging from internal communications to community relations. When it comes to the logistics behind all the PR programs, you are the backbone for your in-house team.

Factor #2: Knowledge is Power – Breadth vs. Depth
In-house quickly teaches you that your knowledge of your company, product and services needs to be 10 miles wide. Leave it to the department experts to have knowledge that runs 10 miles deep, and make friends with them. You are the jack-of-all trades, the Swiss Army Knife, the Google search. You might not have all the answers, but you’ll know who does and where to find them.

However, when it comes to everything PR, you ARE the 10-mile experts. On the agency side, your client relies on you to support – and sometimes lead – their PR efforts. This requires a deep, working knowledge of your client’s technology. A unique challenge stems from this, as your subject-matter experts don’t sit across the office from you as they do for your in-house counterparts. Therefore, you’ll find opportunities to do your own digging, using your resourcefulness to stay in the know.

Dig In: No News? No Problem! 3 Tips to Get News Coverage

Factor #3: Your Work Family –Mixing Bowl vs. “Cookie Cutter”
As part of an in-house PR team, you have your managers and VPs that will mentor you as you become a PR professional. However, as mentioned before, you interact with coworkers from different departments daily. These coworkers each bring different backgrounds, skillsets, perspectives and priorities to the table. You’ll quickly learn to talk their talk and walk their walk, while broadening their horizons as well with the value you bring as a PR practitioner.

At an agency, your day-to-day will be largely spent with your fellow PR folks. While this may seem like an echo chamber at first, no two teammates will have the same background nor the same skillset. An agency office often becomes a sounding board of PR minds bouncing ideas off each other. Your team will understand the value of your successes and the pain of your struggles, and they’ll walk with you in your growth as a PR professional.

So, What’s It Going to Be?
Honestly, there’s no right or wrong answer. “Boo! Cop out!” I know, right? It might typically be easier to start at an agency to learn foundation PR skills and then transition to in-house for experience working in a tech company. But the pace of the PR world is such that you can start with one without fear of missing out on the other. It’s more important to at least start somewhere. However, most importantly, be sure to experience both sides at some point in your career. At the end of the day, in-house and agency PR are two pieces of the same pie, so all the things that get you excited about PR can be found from either path.

Still undecided? Shameless plug – start at an agency, like 10Fold! Join us here. 🙂

By Webbo Chen

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