How great storytelling finds your audience, grows your business and blasts through the clutter of the video marketplace
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Video producer Drew Keller once served as a consultant for some attorneys who wanted YouTube fame the easy way.
“We just want to game the system,” they cheerfully told him. Paid views, bots—whatever it took to run up the click count, they were on board.
Won’t work, Keller said. Sure, you can be sneaky, but YouTube will eventually catch you and punish you by taking away features such as analytics tools and the ability to post long videos.
“There’s really only one way to participate in this ecosystem ... You need to create really good content,” he says.
How to do that? Listen up. This session covers:
- How to seize the attention of your audience
- How you can create stories that entice and engage
- Find the balance between market analytics and stories
- How to choose what facts to include in your video
- Why your video should always have a "hero" or "heroine"
- How to differentiate between a product's feature list and storytelling
Internet video traffic will grow more than fivefold from 2013 to 2017, Keller says. Video will account for 58 percent of all business Internet traffic in 2017, up from 31 percent in 2012. Yet your organization's message is battling for attention against a landslide of videos of bar mitzvahs, skateboard wipeouts, and adorable tots feeding ice cream cones to pugs.
Learn how to create quality content. It’s counterproductive to flood YouTube with videos of droning execs or screens full of statistics just to get your boss off your back. Find out what works.
Learn why you must place a character at the center of your video, not a product. “A hero doesn’t have to wear tights,” Keller says. “A hero is someone you can identify with.”
Remember the narrative curve. We all heard those lectures in middle school English about the beginning, middle, and end of a story. But are you putting old Mrs. De Groot’s ideas into practice?
From defining your focus (the story idea, not the camera lens) to writing for the ear, learn how to prepare a great script and fight off interference from bigwigs that ruin your idea.
Hear how to hone your craft with Google Analytics and what that teaches you about your video. Discover ways to use Quora when coming up with video ideas. And find out what three questions you must ask before making a video.
Start with Drew Keller and Ragan Training.
Drew Keller is an award-winning television producer, editor, Web developer and educator. His production experience ranges from international documentaries to prime-time specials; community events to national advertising; multimedia and children's programming to home movies of his kids. Drew recently developed an internal media portal for Microsoft, and is the developer and host of StoryGuide.