Ann Handley: The State of Video

I noticed a couple of friends in the audience. So, hi. Thank you so much for being here today. Yeah. Man, there is a lot going on. Isn't there? There is just, you know, one of the things I love about marketing is that it is constantly changing. But one of the things that's challenging. about marketing is that it is constantly changing. But, you know, another thing that I remember constantly about marketing is that, you know, people don't change all that much. And so, you know, we still have the things that excite us, the things that trigger us remain constant, even as tools and technologies evolve, even as the world evolves. So what I thought I would do, Amelia, is just to share a couple of stats from our latest content marketing research to kind of ground our conversation today. And then I wanted to apply those particular, a few stats that I called out as being newly relevant, I guess, here in 2023, here in June of 2023. I wanted to call out those stats and kind of, you know, weave them into what does this matter to video? How does this apply to all of us here today? And, you know, I think that's a really important thing to do. As you mentioned at the very top of our conversation today, per tradition, another thing that is very traditional for any conversation between 23 and me is the famous analog slides. So, yay! So, all right. So here we go. Let's talk about some of the trends that I think have been apparent for a while in content marketing, especially in video marketing as well. But a couple of trends that I've seen that I think are newly relevant in an age where AI is so much in our, is so much top of mind these days. And I don't know, for folks in the audience, have any of you heard about artificial intelligence at all? Have you heard any chatter about it? Chat GPT or anything related to that? I mean, I'm totally kidding because, of course, like that's all we hear about. You can't watch. I mean, I can't even wonder through LinkedIn without tripping over post after post about artificial intelligence. Yeah, Stephanie, not at all. Yeah. What? What is AI? I don't even know what you're talking about, Anne. I'm like, what? That's like, what? What? So when I thought about our conversation today, given that, you know, the, the, that AI is so very much on our minds and so much in the, I guess, in the ethos of the business world today, especially in, especially by leaders, right? I hear a lot of leaders trying to figure out what, what does AI mean for our content marketing efforts? And so the stats that I want to share now are, are kind of related to that, right? So the first one I want to share with you in that analog slide is when we, here we go. Look at that. When we asked, I drew this, by the way, I don't know if you can tell, but I drew this myself with Sharpies in a hotel room. So there you go. There's the background. So when we asked content, marketers, you know, what are your goals with content marketing and what has been, what has been most successful for you? Like what, what do you actually use your content marketing efforts for and what actually has it accomplished for you? And look at these stats right here. Brand, brand awareness at 83%, top of the list. Secondly, though, building, there we go here, building a credibility and trust, right, right here, 77%. This is actually from the previous year. These are stats that I'm sharing from late fall of last year, 2022. So this is actually increased from 2021 when build credibility and trust was only 71%. But yet we're using content to build that kind of connection, credibility and, and trust with our audiences. And then finally, 72%. These were the top three answers. 72% of marketers are using their content to educate. So just keep that in your brain. For a second, the top three goals that we're using content for number one, brand awareness, number two, building credibility and trust and number three, to educate our audiences. The second thing that I wanted to, or the second bit of, of information that I wanted to call out. And again, we're going to put all this in context in the second is this year, how do the top marketers, these are the most successful marketers who are using content. How do they actually differentiate their content? So, how are they using it to drive awareness and to drive sales and to build trust? And here we go. Look at this, this number one, 83% produce better quality content. Who knew, who knew that better quality content would actually help you meet your objectives? Or number two here, cover topics that competitors do not. Just cover topics that competitors do not, right? So we're gonna talk about what that means for in a second. And then number three, actively promote in more than one way. So, number three, actively promote in more than one place, 50%. So these are the top three ways that the most successful marketers differentiate their content. I keep, I'm having trouble. I need like a, I need a level, a level tool to keep this straight for you so you can see it. All right, so those are the top three ways. And then finally, the last step that I wanted to share the last bit of research that I wanted to, or the last, the last bit of content that I wanted to share is this. When we asked marketers, what are you looking to spend more money on in 2023? Top one there is— Video. I shared this before with this audience, but it still blows me away. Video. Number one. fame and And then social slash community. So, number three, you're going to put more money towards assets also paid media. Well, so number one, I think the last couple points that I wanted to say are big. I think this list is a little rescue because this all connects an. With the last notes. Video. Now there are still options. credibility and trust and how do you educate? I would argue that in an age of AI, when you're looking to differentiate your content, when you are looking to produce better quality content, when you're looking to cover topics that your competitors do not, and that might be getting your own people on camera. Your competitors can't do that, can they? Or actively promoting in more than one place, using video not as a standalone, but weaving it throughout your content marketing programs. So yeah, Amelia, just to ground this conversation today, I just kind of wanted to share a little bit about this, the state of content marketing and pull out some relevant research and some relevant stats that I think matter more now, even when, even more than last year. I would not feel comfortable. Definitely. I appreciate that so much. I think it is so educational to our audience to get a little bit of insight from exactly just some stats and numbers. I actually had a conversation earlier today where we went into the realm of, you know, how much should you look at what your competitors are doing when it comes to content marketing? And, you know, some opinions were a little bit of a wrap first, but we all reflected around, well, you don't necessarily look at your competitors to copy paste them, right? Like, why would you do that? They've already done it and there's only so much you can improve, but maybe exactly getting the inspiration to like, look at, okay, what topic? Are they not covering? How can we come at this at a different angle? How can we, you know, get inspired? And that's a lot of where we're coming from today is that we're, there's so much content out there, right? So I think all marketers are in a position where they're struggling to make their content, their videos, their webinars, interesting and like stand out in a saturated market. And I think with the slide that you showed, showing that videos are one of the high areas of the market, it goes to show that it's, you know, it's a powerful tool, right? Where you can do that because creating text-based or visual communications, it's a little bit more 2D, if you will, and video is a very 3D format. So you have this opportunity to put so much content in there and so many messages and convey so much complexity in a, you know, simple tool. And I think that's a really good example of it. I would love to ask you. No, go on, please. I want to hear it. No, I was just thinking about what you said about, about, you know, so many of us are looking to differentiate our content, you know, and some of that yeah, is looking at what your competitors are doing and doing some, some research and figuring out, you know, from a strategic standpoint, But I think the other piece of that is, you know, it's not just about what you say, but it's about who says it. So in that way, you know, turning the camera around and getting your executives, getting your subject matter experts on the camera, using, you know, thinking about what voice are you using, not just in your video, but across everything that you do. And then making sure that the video content is aligned with your, say, website content or your social content. So I think focusing on, you know, who is speaking and not just what you're saying, I think is incredibly important, especially in the age of AI. You know, who is sharing your messages out in the world and how are you using your brand voice to differentiate? You know, in a world where AI content is probably going to rise, it's going to flood the conversation. And I think that's going to be a big part of the AI content marketing universe probably more than ever because it's so easy now to create blog posts and social posts and all of that stuff. I think, you know, really, really thinking about our tone of voice, our brand voice, and then also, you know, getting our executives and our subject matter experts on camera because, you know, AI will never replace the people within your organization. I think you bring up so many interesting points and I wish that we had, you know, several hours to discuss this. Because, yes, I think we cannot talk about content marketing trends or talk about the future without mentioning AI. It is something that is surrounding us, whether we like it or not. I would love to get your opinions on, do you think AI is, you know, anything to be, you know, intimidated by, afraid of? Do you think it's going to take over our jobs as content marketers? Like, where do you stand? And seeing, looking into the future and the perspectives of marketing and then putting AI in there? Yeah, I mean, here's the thing, you know, we don't really know. I mean, that's the bottom line. And I feel like any expert who is telling you that they know how AI is ultimately going to be implemented within organizations and what it means for the world is just, they don't really know. None of us really know. We are living in this evolution in real time. I think, or I have to think, that ultimately AI is going to be a tool that will help us in our organizations. I think of AI writing tools or generative AI, say, as less of a writing tool than I do as an efficiency tool. I think the smartest organizations are taking a more considered approach to how do we think? How do we think about incorporating them into our content strategy? Not to, you know, just kind of slash and burn the content team and say, oh, we've got chat GPT now writing all of our blog posts. So, like, bye-bye, content team. Like, that's the wrong way to approach it, of course. But yet, I have heard stories of companies who are doing that, organizations who are doing that. I think that's a massive mistake, first of all. And I think ultimately they will probably end up regretting those decisions. Yeah. And I think that's a huge mistake for all the reasons that I say. Because, you know, I think of it as a way for us to brainstorm our content, for example, to use it as a way to say, to reimagine a webinar as a blog post, for example. To use it as a way to create social content out of any bigger asset, you know, even something like this. And so I think of it, again, as an efficiency tool, not as a writing tool. And I think the organizations that are over indexing on the idea that it is a writing tool that will just create content magically for you, that you can pop a bunch of words into a microwave and just, like, put it on for a minute and we're good, you know, it's just it's irresponsible, honestly, from an organizational standpoint. And I say that not as somebody who respects writing and respects content. Like, yes, I absolutely do. I think everybody here knows my point of view around that. But at the same time, when I step back from that, thinking about it from a strategic standpoint, like, that doesn't make a whole lot of sense. And so where do I come down? Again, I think it's a great efficiency tool. And I hope that organizations will use it as a way to level up their content. Like, I think of it as, like, let AI do all the boring stuff. Like, let it do. Like, let it write the meta descriptions. You know? Let it do the stuff that we don't necessarily enjoy doing. Let it help us iterate on headlines. Give me seven headlines, chat GPT. And, you know, You can make it more interesting. I think there's a lot of ways that we can use it as a research tool. But when we start thinking that it's a writing tool that will replace our content marketers, I think that's when we're going to get into trouble. So, yeah. So that's kind of how I think about it. Is it me? That's got the background noise, Amelia? I'm worried about that. I see in the chat that some people are talking about the background noise. It might be me. Because I am located in an office with 600 guests. So I'm afraid it might be me. I'm in a hotel room by myself. So I don't know. There's not a party going on in here. No, that doesn't speak in my behalf. I'm afraid it's probably some of the background noise. But I'll try to speak clearer. And I hope it's not too disturbing for you guys. I love your perspectives. I think, first of all, not to be too biased, but I think I agree with a lot of them. You know? It's this concept of work smarter, not harder. And when we are focusing on creating content that stands out in such a saturated market, it is so important to remain authentic. It's so important to create that connection. And be able to relate. And I think that, yes, you can use AI to do some of the heavy lifting like you mentioned and work smarter. But you can never really replace that relationship building with AI. Because there's so much content out there. And how are you going to make these relationships to your customers and to your consumers and to your audience if it's not genuine? Yeah. Yeah, exactly. In this world. You know, becoming more digital. That is where video really has a great power. Because, I mean, I can see you're all the way on the other side of the world. And we're sitting here real time and having an amazing conversation. And I think that is just so powerful. Yeah. And that's exactly why. This is why I pulled this chart in particular. Because, look, if these are our goals in content. If these are the way that we're using content. To create that kind of relationship with our audience. Yes. Building brand awareness, number one. That's why I focus on brand voice. Right? Because if you want to create some awareness from your brand, you've got to do the work. Right? Yes. That means paying attention to the visual components and the graphics and all that stuff. But it also means differentiating, you know, your voice and how you communicate. That's all part of the brand experience. But that second one there. And I think this relates directly to what you were just saying, Amelia. Is that building credibility and trust. You know what builds credibility and trust is content that actually could only come from you. So use AI as a way to help you do that. But not as a way to, you know, to replace the content altogether. I'm looking at a question that's coming up in the chat here. We're saying. We had a session on video and the customer journey. Could you share some thoughts on this? And then I want to bring it into, again, content marketing and, you know, the video aspect. Like, where in the customer journey do you think it's, like, very important to build these relationships and, you know, utilize video as a communication tool? Do you have any insights for us? Oh, my goodness. I mean, I would say, like, throughout. Right? Because I think that's one of the reasons why. I'm so glad I have my charts here, by the way. They're just, like, all scattered all over my. All over the room. I love it. That's why I think. That's why we're seeing such investment in video for 2023 when we asked marketers, you know, where are you looking to put your dollars next year? Video, number one. And I think a key reason for that is because it's video has been a part of marketing for, you know, for years. Like, you know this better than I do, Amelia, almost. Just, you know, it's been part of what we use, what kind of assets we use or what we produce or publish. But I think what I'm seeing now is using video throughout the customer journey. So, you know, you can use it at the brand awareness stage just to, you know, create that kind of early connection with an audience. But, you know, your sales team can use it. Your executive team can use it. Get your subject matter experts on camera to deepen that connection to, you know, to add a bit of content that could only come from you. And, again, I think video is unique in that. Yes, audio to some degree as well. But, yeah, I don't. So I don't see it as an either or. I think video used to be in a little silo over here. And very often we would put lots of money and production into it. And we would just, like, drop this video once or twice a year. Like, this is our video play. Right. But now what I'm seeing is it integrated much more throughout the customer journey and much more throughout marketing more generally. I actually have a couple of examples that I wanted to show you. And I don't know. I'll leave that to you, Amelia, when you think that's a great time to bring those in. But maybe that's a good way to kind of contextualize Hester's question. That's great. I think what we're going to do is I'm going to ask you another final question because I'm getting a lot of signage from you. I'm getting a lot of signage from my side here. And then I think we'll see later. Cut her off. Get her off the stage. For some reason it's my curse. I talk too much and then people come after me with, like, stopwatches. And I'm like, I'm sorry, I don't own a watch, you know. I have my iPhone. But, you know, back to we're talking about trends, right? We're talking about how video has been this, like, new medium that has entered content marketing. I think you're so on point with that. I think you're so on point with the analysis you made of, like, prior it was maybe a little bit centralized in certain parts of the customer journey because there were certain teams that were unable to make video and produce video and share it. But with everyone walking around with these iPhones and tiny cameras in their back and front pocket, it makes it so that more teams are able to do it at a lower cost and simpler scale, which means that you see it more, you know, throughout the customer journey. Exactly. Right. So I want to ask you one final question. And then I think what I'll do is I'll show your video clips as an outro. So, like, after we sign off, then the audience can have a look at some of the big lessons from video and they can enjoy that. So, yeah. Can I actually just interject with one quick thing? Of course. I think I'll just start with video three, I guess, just as an outro. Because I think the others will they sort of lack context a little bit. Actually, one and three. Let's do one and three. Let's skip two. Just a note for the production team. Perfect. Great. So we've been talking about trends and content marketing. And you are, Anne, the content marketing legend. We appreciate you so much coming on every year to share your great insights. And I'm a little bit curious to get your perspective of, like, how fast these trends are going. How fast these trends are actually evolving. Because you came out with, you know, your newest book in October of 2022 that was the second edition of Everybody Writes that you published in 2014. And, you know, in your second edition, all of a sudden video played a massive role. And I guess now we're talking about AI. And I think what I'm actually trying to ask you is, you know, how fast paced are we talking here? Like, how fast are these trends moving? And when are you going to be publishing your next book? That's a lot of pressure. I'm currently developing my next book. Not really ready to talk about it yet because it's just still kind of a mewling baby of a book in my brain. So not quite ready to share that with the world. Not quite ready to, I was going to say give birth to it, but that sounds terrible. So anyway, I'm going to leave that metaphor. Where I started it, which was unfortunate. But, yeah, I mean, you know, like as we said at the top of our conversation today, Amelia, it's like, yes, you know, the world is moving very fast. New tools, new technology, new ways to connect with, to reach customers. The world is only noisier now than it has. It's more noisy now than it ever has been. Right? We all experience this every day. We're sort of in this state of perpetual distraction. But, yeah, to your point, like, yes, there is new ways and new opportunities. That's why in the second edition of the book I talk about things that I didn't talk about in the first edition. Video, the video section was like I just blew it up in the second edition. I talk a lot about brand voice in the second edition because it is newly relevant in a world where there's just lots of noise. And how do you actually touch the hearts and minds of your prospects, of your customers? It's very often through not just what you say but how you say it. So all that being said, you know, there's not lots of new tactics, new techniques, new things that I think we need to pay attention to if we seek to further our brands with our audiences, with the people that we care about. But that said, you know, and as we said at the top of our conversation today, you know, we haven't changed. Like, people haven't changed. And I think just to tee up the final two things. I think we're going to play the final two videos that I think we're going to play as an outro. And, you know, Rebecca says, like, you know, please play them to sort of give additional, you know, content and I would say context of this conversation. So just to tee it up, like the two videos that we'll play now are videos that I love, number one, because it demonstrates what Amelia was talking about, just about how, you know, now that we all have a full production studio in our phone, you know, we can, it's so much easier to create content. Right. And I think we have a, I don't know, like an opportunity just to differentiate our brand by shaking up our categories a little bit. So the first one that you're going to see is from a library. All right. So keep that in your head. It's a library. It's not the kind of organization that you typically would see doing this sort of edgy content. But the content that they're producing, I just love. And they get tons of social play for it. That's the first one. And then the second video, and this relates to your question, Amelia, about how people haven't changed. Is it the power of a incredible audience? I think always indoors. And we know this as people, but I think we need to constantly remind ourselves of that as marketers as well. The fastest way to get into the hearts of the people that you care most about reaching, your audience, your prospects, is through a great story. And the second video that we're going to share in a second does that so beautifully and just so soulfully. So, yeah. That's amazing. And I think it's so beautifully put. I'm going to, you know, try to construct this session into some of my thoughts here because I feel like what has been the common denominators for me is this concept of marketing, content, technologies, tools. They will always change. They will always evolve. But the constant will remain the human aspect and, you know, the human and center of everything. And I think that we can, you know, seize the opportunities that are, you know, transpiring around us. And then humans will always remain, you know, at the center. I think I have to start with wrapping up this session. And, again, Anne, I just have to thank you so much for your time. You are always such a pleasure to have on with us for Video Days 2023. I think this is the fifth time that you are joining us. And you're a pleasure. I mean, thank you so, so much for spending your time with us. Thank you. Thank you so much. And thanks, everyone, for being in the audience today and hanging in there. That's great. For everyone who's going to be joining us for our next session as well, we are going to get started with a keynote launch. So the next time you see me, I'm actually going to be over at a secret location. Welcoming our guests on stage and getting ready for our founders to come on stage. We are so excited. We've been working so hard on this. And I hope you guys really, really enjoy it. If there's any sessions that you guys found extra inspiring or you're curious about or you want to share with a colleague, please remember that you can access all the sessions on demand at your own convenience. And please feel free to share it with your network and your communities. So that we can continue together to push and drive the field of video forward. I'm so happy that I've been able to be your host this year as well. And I'm looking forward to seeing all of you hopefully for Video Days 2024. And if you guys are curious about the 23 Summit that I've been referencing to behind me and that is also being streamed from the keynote launch, then please join me. Send an email to team at 23 if you're interested in joining us for next year. Fly into Copenhagen. Experience Copenhagen as a city. Stop by the 23 office. And really, really educate yourself on the future of video. Again, my name is Amelia Holmsen. Coming to you from 23. Thank you so much. And I will see you guys for the keynote launch in a little while. Bye-bye.