Storytelling: Applying Art To Video Marketing

Storytelling: Applying Art To Video Marketing | KnowledgeVisionDo you study the craft? No, I don’t mean witchcraft. Though sometimes creating an idea can seem just as mysterious as conjuring a spell.

I mean the craft of storytelling.

When we sell an idea, like a product, or show others how to apply a principle through a training course, we resort to telling a story. Some stories are whiz-bang, like a movie with poor dialogue but brilliant special effects.

Other stories are more focused on character development, witty patter and cleverly-devised situations, but not so much on the explosions.

What they all have in common is a craft.

Continue reading

Online Video Is Trending: Drive Holiday Sales In-Store And Online

Online Video Is Trending: Drive Holiday Sales

Image Courtesy ABC News

As we enter Cyber Week 2012, we know that record numbers of shoppers hit the stores over Thanksgiving weekend. Among the online shopping trends we’ve seen include multi-channel shopping, mobile advertising, and opening times that are earlier than ever.

Social platforms will be a bigger factor than before. 2012 will also be the year that Pinterest really starts to show its worth for driving online purchases, especially with apparel.

Another trend is that stores are pushing for in-store sales, using sales that aren’t available online and by guaranteed price-matching.

But the biggest trend appeared earlier in the year, when 2012 officially became the first year that online clothing purchases, or purchases influenced by the web, surpassed those made in a store. The driving factors in online retail are increased use of mobile devices and tablets, and an increasing emphasis on video. It turns out that 40% of video viewers wind up in the store or on the store’s website.

That’s huge. Do 4 out of ten viewers of television ads drop everything and head for the store? Nope. No way.

Continue reading

Online Training Content: Right In Front Of Your Nose

E-Learning Content is Everywhere! | KnowledgeVision Online Presentation“To see what is in front of one’s nose needs a constant struggle.” – George Orwell

George Orwell wrote that in 1946. And it’s true today. It’s one of those timeless sentiments that can be applied to almost any situation.

Here, it’s used for an innocent purpose; to point out that putting together corporate training courses can seem difficult, but if you simply look around, you’ll find the content you need is, well, in front of your nose.

The Current Thought On Training

Elliott Masie’s Learning 2012 Conference was held this October in Orlando, Florida. This is the foremost conference for current thought on learning and corporate training. The event typically keynoted by people of note like Colin Powell, Bill Clinton, Malcolm Gladwell, and Susan Cain.

The topics range from using mobile technology for online learning courses to using video for training in the workplace. The people leading sessions include thought leaders from learning institutions, global companies, software and service providers, and others who specialize in training and leadership.

KnowledgeVision’s Michael Kolowich led an inspiring session on how to create training courses using materials most companies already have. The dilemma that trainers face is that building a course seems to require new content, new video, and a new script. But it’s not true.

Continue reading

Presentation: “We’re Talking About Content. Interactive Content”

Today we’re talking about content. Specifically, interactive content. The kind you can view online, anytime, any day, and interact with. Here’s an overview of the new white paper from KnowledgeVision called “Interactive 24/7 Content: Why Online Presentations Belong In Every Digital Content Strategy”.

Interactive 24/7 Content: Why Online Presentations Belong In Every Digital Content Strategy | KnowledgeVision Presentation

Presentation Transcript

There are a lot of content types. White papers? Videos? Blog posts? Infographics? What’s that? We’ve got an infographic for that. Download our infographic: “The Pros And Cons Of Online Content Types” below.

Have you ever heard of online presentations? These show you video and slides together, as well as web pages, images, forms, navigation, transcripts, notes, links, and downloads. They’re in the cloud, so they’re available anytime as long as you are too. They’re multisensory, engaging, searchable, and trackable. They can be shared or embedded, and they encourage interaction.

So we’re talking not just about content, but… content.

Continue reading

Expanding The Marketing and Sales Funnel: Why More Is Merrier

Expanding The Marketing and Sales Funnel: Why More Is Merrier | KnowledgeVisionIt’s the age-old question: Do you want Quality or Quantity?

When marketing delivers a dozen leads from a highly engaging event, it’s usually expected that these people will buy, or at least get into a proposal discussion.

But when marketing hauls in hundreds of leads in a day, we all know what the sales conversion rates will be: Low and lower.

But with content marketing, the funnel is getting a lot wider than it used to be, as more people find your articles and videos and respond to your calls to action. Here’s how to raise the quality of lead even as you raise the number.

Continue reading

Being The Lightning Rod: When A Social Media Disaster Strikes Unfairly

Have you seen a more egregious example of unfairness than this?

Facebook | The ING New York City Marathon

During Hurricane Sandy, aka #frankenstorm, some Good, Bad, and Ugly things happened on social networks. There were fake tweets about flooding at the NYSE, and of course the American Apparel #SandySale fiasco (WTF were they thinking?).

But the New York Road Runners, the running community and ING bank can hardly be blamed for the devastation wrought by the superstorm, yet the social backlash against the New York marathon dwarfs all the venom ever spent against McDonalds for #McDStories, Kenneth Cole for using the Cairo uprising to sell clothes or KFC Thailand for suggesting that a deadly earthquake was caused by people buying chicken.

Continue reading