Content marketing retreat video budgets 5.9

Video Budgets: From Low

Jon Wuebben - CEO, ContentLaunch

Friday, May 24, 13

What is your goal?• Branding

• Search Engine Optimization

• Social Sharing

• Teaching

• All of the above

• Just to get some video up on the site

Friday, May 24, 13

Considerations• Intended use (60-second video news release or five-minute

documentary story?)

• Intended audience

• In house talent or hiring talent?

• Scripted or not?

• Quality of the final editing (is it to be edited in iMovie or Final Cut

Pro?)

• Other questions important too: “why” and “what kind” and “who

for?”

• “Low Production Value” (LPV) video vs. a “High Production

Value” (HPV) video

Friday, May 24, 13

Low Production Value VideosChoosing LPV videos makes sense when:

• There’s little to no budget to hire a videographer

• The look and feel of LPV is acceptable for the subject and audience type

LPVs have the following characteristics:

• They are captured with a “prosumer” level of camera (i.e. cameras marketed to consumers but with some features found on professional grade products), or small handhelds such as Flip cameras, the iPhone 4, etc.

• The camera is often handheld

• The audio is often captured by an in-camera microphone

• The audio is usually “voice on tape” (versus voiceover narration recorded in a studio)

• The videos have minimal editing done in amateur apps such as iMovie

• Available light is the primary light source

• Color balance, tone and saturation are often what the camera originally captured (i.e., there is little to no post-processing adjustment of the picture)

• There are little to no motion graphics (animated text, etc.)

• The video is shot at a convenient location, even if better locations exist elsewhere

Friday, May 24, 13

LPV Video Example Hubspot TV

h"p://www.hubspot.tv/marke3ngupdate/bid/141328/Remarkable-­‐Marke3ng-­‐Moments-­‐from-­‐2012-­‐Marke3ng-­‐Update-­‐1-­‐4-­‐13

Friday, May 24, 13

High Production Value VideosHPV videos are used most often when:

• There is budget for a professionally-produced product

• Meeting the objective of the video storytelling can’t be left to

chance or luck, to an intern or an inexperienced employee

• High-fidelity color is important (e.g., showing products, interviewing

the CEO, etc.)

• Messages have to be on point, either through scripted on-screen

dialog or voiceover narration

• A consistent product, on budget and on time, needs to be delivered

for a series of videos, a conference or special event, etc.

Friday, May 24, 13

High Production Value VideosCommon features of HPV video include:

• High-quality motion graphics, including animated logos, title slides, lower thirds, ending credits, animated infographics, etc.

• Video lighting set-ups ensure accurate color reproduction

• Professional-level HD video or HD video-enabled digital still cameras are used

• High-quality ambient audio is captured on location or from a set

• Wireless microphones are used on interview subjects

• A written script is often reviewed by several people

• Voiceover narration is recorded in a professional sound studio, often by a professional voiceover talent

• A paid host or talent may be a primary onscreen character or personality

• Licensed music is used

• Principal video is edited together with “B” roll video

• Editing is done by a skilled professional using Final Cut Pro

Friday, May 24, 13

HPV Video Example Dollar Shave Club

h"p://www.youtube.com/watch?v=ZUG9qYTJMsI

Friday, May 24, 13

Key Budget Considerations• Arranging the shoot

• Conducting the shoot

• Managing the content (backing up tapes or disks)

• Logging the tape

• Editing the content

• Managing the approval process with the client and/or manager

• Uploading the video

Friday, May 24, 13

Videographer Costs• Producing HDV videos, costs between $1,000 and $6,500 per finished

minute for planning purposes

• Depends on the number of variables involved

• Editing usually takes up a big portion of this budget

• A professionally-produced LPV video: lower end of the range

• Video produced with the production

values found in broadcast programming

(Discovery Channel or PBS): higher end.

Friday, May 24, 13

Videographer: Key Questions• Do you already have a concept, or are we developing one for you?

• If your concept is more expensive to produce than you thought, are you open to a different concept that achieves your goals within your budget?

• What exactly needs to be shot? (determines which equipment is needed)– How large a crew is needed– how many days of shooting will be required

• Where are we shooting the video? Are there location expenses?

• Do we need to hire actors or models or voice-over talent? Or are we using your own people? (There are pros and cons to each.)

• How complex is the editing?

• Will there be sophisticated graphics or special effects?• Will we need an original music score, or stock music, or no music at all?

• How long will the finished video be? (Helpful hint: Shorter is better)

• Do we need to shoot in HD or standard definition? (HD looks great, but is more expensive. Standard-def is often more practical, especially for web commercials)

Friday, May 24, 13

Types of Videos & My Budget Recommendation

• A company overview video: On your website, social media, in an

email marketing campaign or for sales staff

• Product announcement / launch video: Expand your reach and help

your customers, partners understand the big picture

• Educational content: After face-to-face meetings, video is the 2nd

best way to ‘Show and Tell’, teaching without selling is HUGE.

$3-5K/Video (MAX)

Friday, May 24, 13

Great Resource• “What  does  a  corporate  web  

video  cost?  25  Factors”• One  Market  Media  blog• h"p://onemarketmedia.com/

blog/2010/03/what-­‐does-­‐a-­‐web-­‐video-­‐cost-­‐25-­‐factors-­‐with-­‐prices-­‐that-­‐affect-­‐video-­‐produc3on-­‐costs/

Friday, May 24, 13

Video Content Best PracticesØ Nothing coverts better than

video, it can tell your the story with higher impact, engagement and ROI.

Ø Its about telling a story! Find the angle, develop the story and get your viewers truly engaged.

Ø Expensive editing and production is not needed or expected, think instead, how can I authentically connect?

Ø Like any other type of content, don’t sell your products and services, inspire connection.

Friday, May 24, 13

Video Content – Key TipsSEO• Create a relevant, keyword-rich title and description • Include your URL in your video • Provide a transcript of the video • Brand your video • Always provide an HTML link for your videos • Place video on all of your content channels

Distribution• Create a YouTube channel • Add your video to your blog or website • Use mass syndication service TubeMogul • Add videos to industry publication websites

Friday, May 24, 13

Content Launch

• Work with 500 companies, in 7 countries, in over 50

different industries

• Subsidiary of Telegent Media, LLC

Friday, May 24, 13

Buy the Book!

Available on Amazon in all formats

Friday, May 24, 13

Contact InformationJon Wuebben:

• (909) 437-7015 mobile

• [email protected]

• Twitter: @jonwuebben

Friday, May 24, 13