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The Rubicon Agency
In Our industry, Proposition development, Strategic content, Thought leadership, Video content

Video focus – a guide for technology marketers

Video focus – a guide for Technology Marketers

Edited around 9 chapters on producing best practice content, 'Video focus - A guide for Technology Marketers' is a new free guide published by The Rubicon Agency.

Based on years of writing and producing influential B2B video content, the guide is aimed at any technology marketer who suspects or already knows that video can be a uniquely effective medium for strategic and tactical purposes.

Video marketing – an increasingly influential and integrated channel

With the rapid growth and acceptance of video in all marketing, senior tech marketers are increasing their investment in corporate, industry and open channels that broadcast this content – accelerated by the growing commitment to the medium from publishers and social platforms.

Marketing teams are expected to demonstrate the flare, innovation and communications clarity that they apply to other marketing assets, without necessarily having the training and skills development required to deliver a quality product.

Distilling over a decade of expertise in video production

The guide distils over 10 years of experience, insights, practices and pragmatism from a marketing agency dedicated exclusively to the technology sector. It’s not a comprehensive DIY guide or a geek’s guide to video technology – nor is it a budget-busting view from a creative ivory tower.

Written in a no-nonsense, plain English style, the guide provides a broad overview of the key principles and considerations for various types and formats of video.

What types of video are covered in this guide?

Check out the chapters contained within the guide:

Take 1: About this guide
Take 2: Video types
Take 3: Three considerations for a teaser video
Take 4: Why make a trailer video?
Take 5: The explainer video in three acts
Take 6: Show and tell with a demo video
Take 7: When it’s showcase time
Take 8: Keeping it real with a documentary video
Take 9: What makes a good vision video?
Take 10: Specialist agency or production company?
Take 11: The closing shot

At The Rubicon Agency, we are enthusiastic and experienced advocates of video as a technology marketing asset. From launch trailers to aspirational vision videos, they have a unique ability to stimulate interest, accelerate understanding and influence decision makers – three key goals for any tech marketer.

Download your copy of the guide today, or check out our video gallery if you need some inspiration.

The Rubicon Agency
In Digital lead generation, Our industry, Strategic content, Video content

Video focus #7: What makes a good explainer video?

What makes a good explainer video?

From launch trailers to the presentation of an aspirational vision, videos have a unique ability to stimulate interest, accelerate understanding and influence decision makers – three key goals for any tech marketer.

Establishing the format for a video is the first step that makes the rest of the process easier to manage by setting expectations about purpose, content and budget. Broadly speaking, there are seven formats which can accommodate most tech marketing objectives. Here’s how the explainer video should work:

The explainer video is one of the more commonly used formats for tech marketing. It’s usually aimed at an audience that has influence or a decision-making role in a business or technical capacity. While not as detailed as a demo video, it can alternate between ‘lite’ explanation of a technology solution (for example) and the translation of features into business benefits and advantages.

The explainer video in three acts

With a typical running time of 1.5 to 3.5 minutes, an explainer video works best with a script that has a clear ‘arc’. Just as mainstream movies have a tried and tested formula, the explainer video can move through three ‘acts’.

The first act is the establishment of a ‘current state’. This could be a quick summary of current technology options and their limitations or challenges.

The second act is longer than the first and third and introduces an alternative solution that challenges the norm. The solution is explained in a reasonable amount of detail and usually compared to alternatives.

The third act presents a resolution; explaining how the audience can move from their existing technology with a reiteration of the benefits and advantages to be gained.

Finally, a clear call-to-action is offered. This can take the form of a consultative workshop, a white paper, a market briefing or possibly a customised app that can assist decision making.

Explaining technology can be a challenge when you’re using the highly visual medium of video to articulate intangible solutions. That’s why animated infographics, on-screen text, interviews and moving footage (to show context) offer a video toolkit that can educate an audience while identifying with their world and their needs.

The Rubicon Agency is an experienced advocate of video for technology marketing. We’ve categorised examples of our work into the seven most common formats, covering a range of subjects. What they share in common is the advantage of our tech sector expertise and market insight combined with our creative but pragmatic approach to production. Each of these videos has created measurable impact and return on marketing investment for our clients.

Watch an explainer video from The Rubicon agency Video Gallery now

The Rubicon Agency
In Our industry, Video content

Video focus #6: Specialist agency or production company?

Specialist agency or production company

As a marketing medium, video is in the ascendency. For tech marketers, video can be a powerful asset with a unique ability to stimulate interest, accelerate understanding and influence decision makers.

Video can also be one of the more costly assets in a campaign or programme so it’s critical that as a marketer you can be confident you’re making the right choice when looking for a capable video production partner.

The choice typically falls between a video production company or your marketing agency.

While a video production company may seem like a valid choice there are clear advantages to be gained from opting for a specialist technology marketing agency. Here are four reasons why:

1. The learning curve

While most video production companies will be used to dealing with a range of sectors and subjects, a specialist agency will have a more immediate grasp of the tech sector, your audience, the decision-making dynamics and even your competition. They will also have an experienced creative team on tap who are well-versed in audience care abouts and the development of technology propositions and messaging.

2. Content creation

Content and purpose should determine the choice of format for your video. With seven types to choose from, you need to be confident that your video partner has the experience to know which will suit. This requires an understanding of the bigger picture such as your audience and market positioning and experience of integration with other assets within a campaign or programme.

With a specialist tech marketing agency you can also expect an incisive approach to the concept for a video; with content that is purposed to articulate and support a clear technology proposition or explain a technology innovation. It’s also particularly valuable to have a specialist agency writer when you need to include interview footage with subject matter experts or sales people who may need coaching to get the best result for an explainer, showcase or demo video.

3. Consistency

If your agency is not only working on your video but also other assets, as part of an integrated campaign or programme, you not only gain economies of scale in content creation but also ensure message consistency and a joined-up approach to audience targetting.

If your current agency doesn’t have video expertise, you have the opportunity to introduce a specialist tech marketing agency with the potential and commitment to add more value than a video production company that will simply be waiting for the next video brief.

4. Cost

Video production companies generally like to impress – even if it’s at the expense of your marketing budget. The business model for video production also tends to be based on outsourcing and a fairly rigid approach to manning a shoot. For scripting, they will typically draft in a freelance writer, especially if the subject matter is as specialised as technology. These factors can combine to create unnecessary or inflated costs.

Alternatively, a specialised technology marketing agency will have the insight and experience to manage both client budget and production values without compromising the purpose and impact of the video. Efficiency and cost gains will also come from the agency being more immediately up to speed on the technology sector, market and audience.

The Rubicon Agency is an experienced advocate of video for technology marketing. We’ve categorised examples of our work into the seven most common formats, covering a range of subjects. What they share in common is the advantage of our tech sector expertise and market insight combined with our creative but pragmatic approach to production. Each of these videos has created measurable impact and return on marketing investment for our clients.

Watch a video from The Rubicon Agency Video Gallery now.

The Rubicon Agency
In Our industry, Product marketing, Video content

Video focus #5: What makes a good demo video?

What makes a good demo video blog

When the best way to market a technology product, service or solution is also to show how it works, and what it can do, then a demonstration video makes good sense.

What doesn’t make sense is to produce a video that simply tries to replicate the equivalent of a technical user guide by combining actual user interfaces and drop down menu sequences with a monotonous voice-over. Worse still, don’t waste valuable marketing budget by simply producing a generic guide to a solution that can become a free backgrounder for competitors.

A good demo video strikes the right balance between showing how a technology works and telling the audience what it can achieve for them. Depending on the product, service or solution, it could be aimed solely at technical decision makers, in which case it will largely feature demonstration sequences but still translate these into recognisable benefits or advantages for a technical buyer. However, if the audience targeting is more fluid, it pays to punctuate the demonstration content with an explanation of the wider business impact and even how it can support a bolder vision.

Establish your demo video audience

Establishing your audience is key to integrating messages within sequences which explain features, functions or options but also translate them into recognisable benefits or advantages to say marketing, operations, finance or C level. Also, bear in mind that video is a medium that’s more likely to be shared if the original audience believes it has value to other people within their organisation – allow for ‘audience stretch’ when you’re considering draft content.

The potential for information overload is stronger in a demo video format. This can make the video difficult to follow and quickly turn off an audience. It’s a pitfall that’s best avoided by employing a writer who can combine technology insight with an ability to digest all that could be said – before reducing it down to only what should be said.

Explaining any technology is always easier when you can place it in the context of a use case or a sector application. You may even want to consider creating core video content around the explanation of features and functions but combine it with cutaway sequences that contain content and messaging that’s relevant to specific sectors. That way, you have the flexibility to develop more than one version of the video so it can be tailored to various sectors.

Finally, consider the next step for the audience and include a call to action that can take them to a consultative workshop, a white paper, a market briefing or possibly a customised app that can assist decision making.

The Rubicon Agency is an experienced advocate of video for technology marketing. We’ve categorised examples of our work into the seven most common formats, covering a range of subjects. What they share in common is the advantage of our tech sector expertise and market insight combined with our creative but pragmatic approach to production. Each of these videos has created measurable impact and return on marketing investment for our clients.

Watch a demo video from The Rubicon Agency Video Gallery now

The Rubicon Agency
In Digital lead generation, Our industry, Product marketing, Video content

Video focus #4: Why make a trailer video?

54321 - why make a trailer video

When your marketing strategy includes the production of a short video why would you create a trailer that goes out prior to the release of an explainer, documentary or demo?

In the world of technology marketing, you may need to stimulate early interest ahead of a product, solution or service rollout. Alternatively, you may want to focus your marketing effort on ‘early adopters’ or even show preference to a key decision maker with an ‘exclusive’ sneak preview as part of an account – based marketing campaign.

A trailer can help to gain an early advantage for marketers especially with the tracking techniques offered by digital marketing. If it’s well-crafted and intriguing (without being too obtuse) it can also be shared and gain a wider distribution within a target customer organisation.

What makes a good trailer video for technology marketing?

An effective trailer video relies on a level of intrigue – just enough to spark curiosity but not so much that it simply leaves the audience baffled or simply irritated. Content needs ruthless distillation, with just enough detail to resonate with the audience and leave them wanting more.

If the main video has already been created, it can be tempting to overload the trailer but it’s essential to hone content down to the bare minimum that needs to be shown or said – in the least amount of time. The audience have to think ‘this is relevant to me, it will deserve my attention and I will want to know more’. And if they think others may also be interested then it’s easy for them to share a short video that won’t overburden bandwidth.

Finally, the call to action is critical for a trailer video. Give your audience a timeline or a launch date; get them to register interest or encourage them to share the video with others.

The Rubicon Agency is an experienced advocate of video for technology marketing. We’ve categorised examples of our work into the seven most common formats, covering a range of subjects. What they share in common is the advantage of our tech sector expertise and market insight combined with our creative but pragmatic approach to production. Each of these videos has created measurable impact and return on marketing investment for our clients.

Watch a trailer video from The Rubicon Agency Video Gallery now

The Rubicon Agency
In Brand strategy, Our industry, Video content

Video focus #3: What makes a good vision video?

What makes a good vision video blog

How do you sell the advantages of a significant technology evolution or the disruption that can precede business transformation? When an internal audience is key to driving change, how do you create buy-in or behaviour change?

For tech marketers facing these challenges it’s unlikely that a PowerPoint presentation will be as effective, or create the same impact, as a vision video.

The production of a good vision video begins with audience establishment. Regardless of the subject, the common purpose has to be winning hearts and minds. That means being clear about who the audience is and why they should care about the vision you are about to present.

While the vision can unfold to be something that’s compelling and even exciting, you need a starting point that resonates on a personal level. Once you’ve created early interest, make it clear to the audience how the vision can translate into short, medium or long-term benefits and what it may mean to their customer journey. For an internal audience, tell them the steps they can take in order to become part of the team that makes it happen. Vision videos may be inspirational, motivational or aspirational but they should use a call to action to lead the audience to the next step.

Making a technology vision credible

The vision also needs to be credible and, in the audience’s mind, achievable. If possible, content could include achievements to date, validation from industry commentators and evidence of ‘ability to execute’. For an internal audience, the same can apply, and if there’s already buy-in and momentum from leaders or managers in the business then you may want to get them on camera too (although, exercise caution when choosing your evangelists or advocates- see Video focus #2: Why careful casting is critical).

With what seems like a much bigger canvas for the imagination, a vision video can seem more daunting than other formats. The key is to approach it like any other format and not let the reach of the production values exceed the grasp of the budget. With the right script, energy and brevity, it’s possible to make an impactful vision video without relying on original footage or Pixar quality animations.

On another production note, the soundtrack and voice-over deserve particular consideration. The vision video presents an opportunity to be less conventional. A bold vision, a unique differentiator or an aspirational proposition calls for a voice over with character, gravitas, or simply infectious exuberance. And if it’s energy or edginess you need, you don’t have to confine the soundtrack to an anodyne piece of library music.

Finally, vision videos tend to have a more extended internal approval process with executive level and brand management oversight. So, it makes sense to share and edit a detailed storyboard with screen direction notes, a full draft script and even voice-over and soundtrack samples in order to manage expectations and avoid potentially costly revisions or additions further down the production line.

The Rubicon Agency is an experienced advocate of video for technology marketing. We’ve categorised examples of our work into the seven most common formats, covering a range of subjects. What they share in common is the advantage of our tech sector expertise and market insight combined with our creative but pragmatic approach to production. Each of these videos has created measurable impact and return on marketing investment for our clients.

Watch a vision video from The Rubicon Agency Video Gallery now.

The Rubicon Agency
In Our industry, Video content

Video focus #2: Why careful casting is critical for your video

Why careful casting is critical for your video blog

Imagine the scene: your technology marketing video requires the appearance of an articulate product expert, a credible senior level spokesperson or possibly an evangelical customer.

You know who you can or should call upon to do the job and, before you know it, they are in front of a camera staring down the barrel of a lens. The combination of their availability and a tight production schedule means you have only a short time to capture a convincing performance.

Very quickly, it becomes obvious that the performance is destined for the digital equivalent of the cutting room floor. Your ‘star talent’ is either struggling with the autocue or deviating wildly from the script; their discomfort causes them to pause or hesitate constantly; they alternate between a trance-like state to simply looking downright shifty; they ham it up or simply throw in the towel that’s removing the sweat from their brow. Finally, you, the crew, the writer and your ‘talent’ admit defeat.

So, what went wrong? How could that person, that Powerpoint presentation legend, be so unconvincing; how could that suave spokesperson suddenly seem so out of their comfort zone?

Video contributors need preparation and collaboration

The preparation should ideally include a meeting (even if it’s virtual) with the person who’s appearing on camera (let’s call them the ‘contributor’). This will allow the writer for the video to establish the comfort zone for that person and whether for example it would be best to ask questions off-camera to allow them to give answers as if they were in a one-to-one conversation. By combining this Q&A method with side-view, close-up and medium shot filming, the contributor doesn’t have to stare down the lens or look distracted if they prefer to use an autocue.

It’s unrealistic to expect a contributor to put on a performance by using scripted lines – unless they are simply short key statements. By using the Q&A method, the writer can collaborate with the performer (and client) to agree the general content and key points that need to be part of an answer. The delivery of the answer is entirely down to the style, character and personality of the contributor.

It’s also unrealistic of the contributor to believe they don’t need to collaborate in the preparation – unless they have a role which has already afforded them training in media presentation. So, when production schedules are being drafted, be sure to check diaries and build in enough time to accommodate at least one meeting with the contributor that’s followed up with guidance notes from the writer (and video director if relevant).

Of course, there are occasions when you may only have one choice for your contributor. If you’re uncertain about their on-camera ability there are other safety measures which can be employed to achieve an acceptable result. These can include combining minimal on-screen presence with the rest of the contributor’s audio recording being used as a voice-over supported by relevant imagery, footage or even infographics.

To paraphrase a quote by the legendary film director Sidney Lumet: ‘All great work is preparing yourself for the accident waiting to happen…and using the power of editing to control it’.

The Rubicon Agency is an experienced advocate of video for technology marketing. We’ve categorised examples of our work into the seven most common formats, covering a range of subjects. What they share in common is the advantage of our tech sector expertise and market insight combined with our creative but pragmatic approach to production. Each of these videos has created measurable impact and return on marketing investment for our clients.

Watch a video (featuring on-screen contributors) from The Rubicon Agency Video Gallery now.

The Rubicon Agency
In Our industry, Video content

New YouTube channel for The Rubicon Agency

The Rubicon Agency YouTube Channel

With video content now playing an important part in the majority of technology marketing programmes, we thought it was about time that we assembled all the greatest hits of our agency in one place - and where better than YouTube.

With videos across a number of genres including explainer, teaser and vision – and with topics covered as broad as IoT, diversity, selling skills, SDN/network-on-demand and DDoS – there’s sure to be a reference project in there for most occasions.

Take a look at the channel to discover how using a specialist technology marketing agency can be a more integrated and efficient route to rich content production. While you’re there, why not subscribe to keep up to date with the latest uploads and instalments from The Rubicon Agency.

Visit our channel
The Rubicon Agency
In Our industry, Video content

Video focus #1: Insights and ideas for impactful tech marketing videos

insights and ideas for impactful tech marketing videos

Establishing the format for a video is the first step that makes the rest of the process easier to manage by setting expectations about purpose, content and budget.

Broadly speaking there are seven formats which can accommodate most tech marketing objectives. Here’s how they compare:

The teaser video

As the name suggests, its purpose is to draw early attention and interest to a product, service, solution, proposition, event. The teaser is usually followed by a more detailed communication with a specific call-to-action. Teaser videos have the shortest possible running time. Typical running time: 5 to 15 seconds.

The trailer video

The trailer goes one step further than the teaser with more detail and a clear call-to-action. Trailers are usually constructed from a highly edited version of content from assets (including explainer/promo/vision/documentary videos) that are part of a marketing campaign or programme. Typical running time: 15 seconds to 45 seconds.

The explainer video

One of the more commonly used formats for tech marketing. The explainer is usually aimed at an audience that has influence or a decision-making role in a business or technical capacity. While not as detailed as a demo video, it can alternate between ‘lite’ explanation of a technology solution (for example) and the translation of features into business benefits/advantages. Typical running time: 1.5 to 3.5 minutes.

The demo video

This format will guide the audience through a user experience or journey for a product, solution or service. With careful content editing, the demo video should ideally balance the explanation of features, functions and options with examples of use cases that create context and demonstrate value. Above all, the demo video should not attempt to replace a weighty user manual. Typical running time: 3.5 to 5 minutes.

The showcase video

Not all tech marketing is about the ‘tech’. The showcase video enables tech companies to promote all aspects of the business- from talent diversity to sector expertise. Video is a particularly powerful medium for this purpose but care must be taken to balance achievements with facts and success with evidence. Typical running time: 1.5 to 3.5 minutes.

The documentary video

This video format is more about content than concept. Like all other formats it has to have a clear purpose or message but will ultimately be driven by the ability to obtain insights, observations, commentary, testimonials, access to record products, services or solutions in action or document the progress and success of other aspects of a technology business. Typical running time: 2.5 to 5 minutes.

The vision video

Video is the perfect medium for a tech business to present a vision for a future state, a thought leadership concept or an innovative direction. A successful vision video strikes the right balance between articulating that vision and showing evidence of the ability to achieve it. And if that vision requires commitment from an audience, the video will also set out a clear path for involvement. Typical running time: 1.5 to 5 mins.

Mixing formats

The majority of what needs to be conveyed in a video project will determine which of these formats will best serve your purpose. However, don’t be afraid to mix formats when it suits. For example, a demo video may benefit from the inclusion of documentary testimonials about the ease of using a particular product, service or solution. The key to avoiding complication or dilution is to establish the main purpose and format first.

Go to The Rubicon Video Gallery to see examples of these formats.

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