Video content

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.

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.

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.

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.