• Animated Videos – Why Are They White Hot?

    Wednesday, February 3, 2016

    You’ve seen them, those scribbler videos that somehow always seem to grab your attention. They feature a real hand holding a marker or pen which is drawing something…

    Read More

  • The Skinny On Search Engine Optimized Content

    Tuesday, January 26, 2016

    Information. The internet is where people go to get information.  They go on the hunt for all kinds of information, and if it has been search engine optimized…

    Read More

  • content writing

    Content Writing That Gets Read

    Monday, November 23, 2015

    What Is Readable Content Writing? Q: How is the content writing on your website read? A: In order to answer this question we first need to discover the…

    Read More

  • Cooking Up A Video

    Monday, November 2, 2015

    Knowing something about cooking is very informative when it comes to understanding the use of video as a form of blogging, once called, vlogging.   Here’s a few…

    Read More

  • broken backlinks

    Broken Backlinks Are Toxic

    Friday, October 2, 2015

    Cleaning Up Broken Backlinks One of the most important tasks in maintaining a healthy website and online presence is to clear out broken backlinks.  That will not be…

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  • Marketing Strategies Using Content Writing

    Tuesday, September 15, 2015

    Unless instructed to do so, search engines do not read images, see pretty pictures, watch videos or vote on our fancy logos and website designs!  They read words…

    Read More




Animated Videos – Why Are They White Hot?

You’ve seen them, those scribbler videos that somehow always seem to grab your attention. They feature a real hand holding a marker or pen which is drawing something on a whiteboard (hence the name whiteboard videos), and you’re inexplicably captured by whatever message is being conveyed.  The ratio of viewers clicking out of these types of videos is very, very, low.  You can determine that from various types of software that monitors and scores user engagement.  Here’s a definition of this type of video that may prove useful:  https://en.wikipedia.org/wiki/Whiteboard_animation

whiteboard animated video

It’s almost a surreal experience, the captivation, intrigue and suspense that is the nature of these whiteboard videos. And, no surprise, these explainer videos (as they are also called) are now such a hot trend on the internet you’re likely to see them cropping up in more places for a variety of uses.  I’ve even seen them on the big screen featured in commercials before the movie I went to see begins to play.  The production costs for those are very expensive because all the art work is original and custom designed.  This, however, does not mean that you cannot use this production style and still hold the costs down by employing images already drawn.

Those neuroscientists sure know what they’re doing…

Ever since the dawn of man, humans have been drawn to motion. Like cats watching mice or birds, the human eye is programmed by the brain to follow movement. It’s a matter of survival, and it’s something that is programmed so deeply within our brain, the instinct will never dissipate. Animation videos take advantage of this instinct by literally almost grabbing hold of the viewer’s attention when the hand with the marker appears on screen. That element goes double for the animated person that begins to speak or the drawing comes alive like a cartoon character and begins a conversation with you by asking you questions that you find yourself mentally responding too!  Getting that mix, just right is what filmmakers know as ‘screen time’.

whiteboard animated explainer video

Dropping one of the balls should not happen…

Good screen-time means that while you are watching the hand either draw, write text and or move images on and off screen, you must have a good mix of these actions so that the viewer can listen to what the voice over is saying, it must be paced so that they are able to take it in, then be able to enjoy the sound effects and or music which must be an element that must not interfere with the over all message of the whiteboard or explainer video.

The viewer must be given time and space to think and engage, respond or interact to what’s on the screen.  If they don’t have this, they’ll either exit by clicking out of the video or continue watching having dropped a ball or two which will mean that the sales tools failed to yield a ‘buy’.  In other words, the rhythm and space you’ve allocated in the video does not easily engage and sustain that to the satisfying end.  The juggling required to comprehend and act on the video sales tool will be almost exclusively set on that simple rule – ‘screen time’. The basic features of these types of quick draw or explainer videos, are an entertaining message that engages the intellect and emotions into a marriage of convenience so that the final delivery is satisfying.  That’s what makes a sale.

whiteboard explainer video production

SEO savvy videos that have evolved from cartoon technology…

Cartoons date back to a century ago. They were a form of entertainment that is still used today, and are acknowledged, accepted and recognized by every segment of the population. SEO savvy videos take cartoon technology to a new level by utilizing them for various purposes such as explaining a product or service, marketing it,  or certain company or product training and development.

And even better, research shows that this new whiteboard technology grabs the viewer’s attention quickly, maintains it, prompts the viewer to take action, and perhaps best of all, keeps the video’s message implanted in their mind. These explainer videos or whiteboard video production works because, in general, people are tired of static images and boring old ad copy. They want to be entertained, they want to be wowed, they want to feel like a kid again by watching the hand create charming bubble letters and people out of what seems like thin air. Plus, these videos uniquely and ingenuously use the two earliest forms of communication: hand drawn imagery and the human voice.  It’s the oldest and the simplest way to narrate a story.  Everyone loves to hear a story.  That alone is worth thinking about; tell your story.  Consumers have confessed many times to doing business with the person who’s story they know even if their competitor offered the same product or service for less money.  This is something to really pay attention to.

whiteboard videos conversion rate high

They don’t cost an arm and a leg…

Although, you might see an arm and a leg compellingly drawn, the cost to produce a whiteboard animation is remarkably much lower than virtually any other type of video. Whether you’re interested in marketing videos, training videos, videos used as vlogs (video used as blogging), webinars, sales video, and others, whiteboard animation videos cost very little, especially when compared to the enormous impact they have on the audience.

Production costs are minimal if you use existing archive content of both still images and traditional video footage as well as line drawings that can be traced into the video production by the quick draw or video scribing software.  Having to hire an artist, someone with the artistic skills to draw original artwork is, for the most part, cost prohibitive.  Unless the video scribe is a production that can effectively be used over and over to market and advertise the company, I usually discourage this type of video production.  When you consider that these days, a video once viewed is usually ‘dumped’.  Once viewed, there’s usually no reason to view it again.  Now if the company can take that same video scribe or explainer video and send it out to fetch in new prospects then spending a lot to create is possibly a good call.

whiteboard animated video quick draw video

Stand out from the crowd and leverage yourself against competitors…

With the highest conversion ration of any other type of video, these animations are a big bang for their buck! Think about it, no camera is needed ( if you want traditional video footage as part of the narrative, there are stock houses you can buy from) no real actors, just a script (message) but not to minimize this at all, it has to be a well thought out script if it’s to be successfully communicated. And who better to sell your brand than you and the people who best know your business! You can positively, productively and imaginatively create a video that tells your company’s story, conveying it to the viewer in a compelling way while also driving your message, by drawing it into their brain where it will be retained.  This, by the way, is why animated neon signs are so easily recalled.  They ‘write’ and because we also write, our eyes follow the lines the drawing makes and thus recall easily the form it draws.

Teaching and learning just got a little more fun…

There are so many learning styles. Invariably, in classrooms throughout the world, children fall behind in their education because they’re not being taught to in the style that relates best to them. Learning styles include visual, interpersonal, logical, physical, auditory, verbal, and interpersonal. Most people fall into these three categories: Visual, Auditory, and Physical. The beauty of the whiteboard animation video is that it incorporates these three learning styles flawlessly; ensuring that the message will reach a wider audience and the retention of the message will be high.  Think of the lyrics you cannot forget because you memorized it with music, then add to it a visual image and viola, you have a type of explainer or whiteboard video.  Powerful sales tool and it’s not to be ignored if you want to be competitive.

whiteboard explainer animated video

Whiteboard videos and SEO…

Okay, even though these animation videos have oodles of uses, many companies are using them to not only engage their audience (with hopeful conversion), but to also pump up their SEO marketing. There are still some basics to remember when it comes to your SEO strategies and explainer videos:

1. Know your keywords. This is the basis for any SEO advertising & marketing campaign.

2. Add the keywords to your video via the file name, video title, video description and tags. Remember, (this is crucial) the search engines don’t know what to do with video. They can’t “see” it and it really does nothing for search engines or the arsenal of bots ( electronic reading devices) that are sent out to fetch whatever was typed into the search bar.

3. Upload videos to YouTube and have the keywords in the content. For accessibility services, YouTube always creates a text based version of videos that are uploaded. This way, your keywords will be “seen” by Google, Yahoo, Bing, etc.  You can also ‘beef’ up these scripts by adding additional keyword rich text but stay well within what is actually spoken within the video.  Then publish the video with these scripts.  Tons of SEO value can be gained just by doing that.

Whiteboard animation videos are white hot because people can’t seem to get enough of them. They’re captivating, charming and appeal to everyone’s child-like sense of wonder. Don’t be left behind, they’re also inexpensive and are well worth while for use in any marketing and advertising campaign.  It is now well known that to have one on the home page of your website or available within your social media will do much to convert the viewer to the customer.

explainer animated whiteboard video





The Skinny On Search Engine Optimized Content

Information. The internet is where people go to get information.  They go on the hunt for all kinds of information, and if it has been search engine optimized they will find it whether it’s about:

  • a rash they have,
  • why the bread is not rising,
  • how to repair the toilet, and
  • why the puppy doesn’t get: ‘pee on the paper – not the carpet’

Anything and everything they want to locate or learn about, they type it into the search field of their preferred search engine.  Now here’s the point of this whole article:

For information of any kind to be located on the world wide web, it has to be groomed, optimized or it will not be discovered.  The content needs to be optimized.  Search Engine Optimization (SEO) is for website content what a peacock’s fan is to the peacock, or what the right color accents do for the decor in your living room: it attracts and focuses interest.   When a website is properly optimized for the search engines it attracts, pulls interest from the search engines.  It’s especially intelligent to ensure your website’s home page is primed to pull traffic from the searches.   Your persistent efforts will be rewarded and you will eventually rank somewhere on Google’s first page This is not easily achieved.  It’s good to remember that you’re one among thousands, sometimes millions of business owners who are competing for a position on page one of google.

Keywords Are The Currency Of The Internet

Some keywords are worth pennies while others are so valuable you’d think Ben Franklin’s face was embedded within them . The trick is to find the best keywords for your business and get them onto your website.  You’ll need to define your niche or category through extensive research and learn what specific keywords are in current use.  Run searches on the content your competitor is using and survey those in your industry that are outperforming you.  Those are your mentors.  Study how they are higher on the google pages than you are.  It’s not as difficult as it seems but it is time consuming and it is in constant change.  Think about it, if everyone who searches for a specific item, varies the words they use then by implication, that search is in dynamic flux.  Keywords change because the internet is a burgeoning environment.

When you do your research, utilize a few of the many free tools available for this purpose.  You can begin by using Google’s Webmaster Tools.  Once you lock down the keywords that you’ve settled on, harvest these like you would a crop.  If your crop was grain, you’d use it to create your own bakery filled with ‘hot off the press’ blogs, articles, reviews, white papers, web page content, and so on.  All of your content must be based on those keywords and kept focused on them.

queen of blog writes a meaningful say something blog

There are, of course, rules and regulations everywhere and search engines such as Google have set these out in the form called algorithms.  Very few people will know all of them but most seo savvy content writers will know enough of them to assist you in getting your content to be read by the search engines.

There are hundreds of these algorithms and with some research you can locate about 250 or 300 of them.  Utilize and obey them as you create your online presence.  Many of them are just common sense.

You may think, ‘why can’t I just repeat my best keywords over and over in the content on my webpage?  Won’t that attract Google’s attention?’  It certainly will pull attention, but not the kind that will help you!  There are google algorithms that monitor everything from how many keywords you use, where they are placed on the page, your grammar and spelling, length and quality of the content, and many more other factors.  There is a proper and acceptable density of keywords and to have more than that garners a bad score, a down grade or penalty from google.   Using keywords, however spot on they are, will be considered over-stuffing.  It’s a practice novices use.

Just remember to select keywords that are not so competitive that you need an endless bankroll to buy SEO services as well as create an ocean of written content.  No one running a business has the time to do that!  Later on we’ll be discussing what is meant by ‘off site’ and ‘on site’ optimization.

Like good recipes, there need to be the right ingredients, added in the correct order and in the proper amounts.  A loaf of bread, after all, needs more than just flour to rise!  And rising up through the ranks and securing a position on Google’s page one is not a battle you’ll win overnight.

queen of blog and the content writing process

The Beauty of Long-Tail Keywords

There’s a good chance that the “head term,” or what people consider ‘very broad keywords’ like furniture, travel, entertainment, alternative health care, etc. won’t ever be used to actually find your site whatever you’re selling. That’s because the competition is so great for these broad terms that your site will likely be lost in the sea of other websites that are loosely associated with it.  We all know how annoying it is to be searching for something and ending up on web pages that have nothing whatsoever to do with what we wanted!  All of these reasons are what instigates the development and enforcement of the algorithms.

The long-tail keyword, on the other hand, is a longer phrase that more accurately defines what your website offers. Take for example the head term “furniture” as opposed to the long-tail keyword, “La Cena Square Counter Table.” People who are specifically searching for that counter table are more likely to find it at your store if you optimize for that long-tail keyword mainly because the competition for it is very low. The long-tail keyword is a happy joining of what the customer is looking for and what the business is offering.  It’s far more likely to result in conversion, meaning that prospects move towards you and becomes your customer.

the blog is to website content what the pawn is to chess

Content is King!

Using the correct keywords and keyword phrases in useful and entertaining blog posts, articles, white papers, etc., will pull in your exact demographic.  Those are the readers of your content that are actually wanting to buy your products and services.  Intelligent, useful content writing will keep you in front of them.

Even after all of this explanation you might still be asking, ‘what is content!?’  Think of it this way, you wouldn’t invite your friends over to a dinner party if your house is empty.  Having no tables or chairs, or anything to cook on or eat from does not a dinner party make!

Your website is like a newly-purchased house. It’s empty.  You need to dress the house for dinner!  Now, compare this to a website with no content.  You’ll need the furniture like blogs, articles, product descriptions, videos, etc.

Quality content is exactly what Google and all the other search engines use to create their archive library.  This is one of the main methods used to help them decide on what pages the websites should rank on. The purpose of these search directories is so the people who are using them can find exactly what they are looking for, and if you’re offering quality content with the proper keyword density, the search directories will take notice and offer your site up to searchers more readily.

Search Engine Savvy Content Writing

Keep the Content Long and Strong

Not so very long ago web page content could be as brief as 250 words, about a half page, and it would grab the search engines attention which would:

  • locate and read;
  • organize and archive;
  • refer and respond – the next time those terms were typed in a search engine anywhere in the world.

However, since the Internet, the world wide web, is little more than a colossal shopping mall, the means and methods of it’s operation have drastically altered.  Now those seekers who type into a search field are looking for intelligent content that informs them, in other words, teaches them a little more about what they already know something about.

Entry level for successful content, such as a blog for example, is now twice as long. To pull a bot to read your blog it needs to be at least 550 words long.  In other words, more or less a page long. This could have something to do with the fact that older sites tend to have longer, more detailed pieces of content and the older sites are more attractive to the search engines. Whatever the case may be, keep your pieces:

  • long enough,
  • strong enough and
  • interesting enough to please both your visitors and the search engines.

Much of the content on the Internet has clearly morphed into a rush hour of verbiage with at least 6 lanes going in both directions.  Google’s algorithms are constantly refining the way content is read and measured.  A lot of people feel very frustrated by this constant updating of algorithms.  They even talk about dark and hidden agendas within Google’s basement.  Well, what if they do have an agenda to refining the process of shopping.  They are just making it easier for the shopper to connect with exactly what they are looking for, and let’s face it, they did not purchase YouTube on November 13, 2006 for 1.65 billion to just watch our flicks during their coffee breaks.  There’s a plan and they are working the plan.  Video is set to be thee King of Content and if you believe the stats that are currently in circulation, then video is not only king it is set to rule the entire empire through the mobile devices. We’ll talk about ‘mobile compliant content’ later on in Part III


A few guidelines have recently appeared along with information regarding Google’s algorithms and it is now common knowledge that if you want your website to even stand a chance of attracting a bot to crawl or spider your content ( those are the electronic reading devices that go ‘fetch’ when you type into a search field) you need to have your blog at least the length of a page; approx. 550 words.  And you can only pull more attention to your article or product description, etc. if your piece is about 1,600 words long.  This length, if it is well written and truly informs the reader, is the type of writing that attracts ‘back links’  and back links are pure gold (more on that later) suffice to say, that if someone likes it well enough to link to it so they can put it onto their own website or online publication you have some precious content.

And finally, when your very informative article reaches the length of about 2,500 words  you have the best attention ever from the bots and the world of potential customers that your article, blog, web page content or whatever is addressing will come and dine with you.  All you have to do now, is learn to cook with content and how to set an irresistible table.


Next Part II  We will be discussing ‘research’

  • why you need to do it
  • where you need to look for it and
  • what to do with the research and
  • how to put it to work for you once you locate it.



Content Writing That Gets Read

What Is Readable Content Writing?

Q: How is the content writing on your website read? A: In order to answer this question we first need to discover the process of how the content was located, where it was found and why it appeared in the search results. Content writing such as blogs are located and read by two separate means:

• Internet surfers like ourselves who type keywords into search fields such as Google sends a signal that goes out and fetches the information we’ve requested which we then read;

• Digital devices known as Robots (bots) that read the keywords typed into search engines such as Google and then go fetch what they find because they read it;

At first glance you could say that these methods are identical, but they’re not. The main difference is that we read very little of what a keyword search harvests while the search engine bots read everything that’s available and return very key word specific data. This is something to seriously consider because as internet users we stumble upon all sorts of data that we may enjoy reading. Bots are far more selective and learning to direct them to our blogs or other content writing is essential for our success. 

The secret to successful blogging is to write fresh, relevant, frequent, and original content that humans want to read and bots cannot avoid reading.

In other words,

• The blogs have to be keyword rich but if its deemed to be keyword stuffed, the content and the website its posted to, will be downgraded;

• The content of the blogs need to be original because duplicate content will also cause your site to suffer downgrades;

• Your blog needs to be relevant to your industry and not stray across borders or this will confuse the bots and signal the Google algorithms to downgrade your website by issuing negative scores;

• And these blogs need to be published frequently so that the search engine bots are signaled to visit the website, crawl it and archive the writing content.

The internet grows organically and content writing plays a huge role in that growth:

There are hundreds of rules and regulations governing the internet. These serve to evaluate your business website and the score its given can signal your success or failure. All this process comes under the term knows as SEO (search engine optimized).

Websites that are properly search engine optimized, will always sit as ‘top shelf’ in search results. This means that they appear in one of the ten slots available on page one in the google search results. The chief problem and challenge to be met in obtaining a high page rank, is the fact that the internet is in constant change. This change is not, as some think, to do with Google’s hidden agenda to make money off of our demise or our ignorance by selling us ad-words. It’s to do with the simple fact that the internet is not only burgeoning, its dynamic. It grows organically by collecting and organizing all that we type into those search bars as well as all the content we publish.

What’s your position on the cutting edge? Are you the knife or the meat?

The whole business of digital marketing is utterly new. We are witnessing the birth of an industry and the fact that we all contribute to the content makes this digital age as well as perhaps the most democratic organization that the world has ever known. It is a revolution much like the industrial revolution we only just passed through and there will be no turning back. When it comes to being a business owner, this digital age has produced a ‘cutting edge’ like no other we’ve ever seen. And whether we like it or not, there’s only one cutting edge, and one of two positions to have on that edge – you can be the knife or the meat.

There’s an ocean more to write about this prolific subject; suffice to say that all of us, all over the world, are generating a marketplace and then participating in it. We are collectively building the archive that is called the internet. It’s not a google conspiracy to chain us to our check books and there be left to suffer writers cramp because we are forever scratching checks to Google to buy ‘pay per clicks’ or ‘ad-words’!

Its simple to prove my findings by pointing out that one of the highest marks awarded by google is when a website organically or naturally climbs the pages and maintains its position by keeping the content trimmed and tuned to current keywords, not by buying our position and then implementing the ‘pay per click’ or ‘hold it here and ‘tread water’!

The business owner’s SEO:

If you are doing all of the SEO yourself there are many ways to learn about what google algorithms are and these can be accessed by simply typing those terms into a google search field. Also access the free web developer tools and there you’ll locate Google Analytics.

The Google algorithms are frequently added to and these changes are, for the most part, and I say this because no one that I know of, knows them all but many of them are opening published and free to access. Learning them can save you thousands of dollars that you would have to spend in hiring SEO experts. Knowing how to apply google algorithms can help you make thousands of dollars!

These algorithms are constantly updated because the way we use the internet is constantly changing. Google’s job is to constantly determine what the ‘level playing field’ is and then do its best to maintain it so that its fair to all of us. They have to do this because there are thousands of ways that internet users try to cheat the system and leap frog over their more earnest competitors. Google’s job is to keep the game honest and reward those that play fair.

How bots read website content, remember it, and return to read more:

Keywords direct traffic. If your content contains keywords that are typed onto search bars then you’ve just hired an army of what I term ‘cyber employees’ that work tirelessly for you, day and night, 24/7. They crawl our content, register and archive it, then refer to it the next time those keywords are typed in. The greater the frequency of these keywords the bigger and wider the highway becomes that leads to your website door!

Learning how to attract and maintain the attention of these bots is crucial to your success. If your purpose for being online is to sell products and services then the more you know about how the internet actually works, the better. The more in tune your content is with the current keywords used within your industry and by those who shop for your products, the greater the visibility your website and or blogs will have.

How can blogging, as content writing, help a small to medium sized business?

Blogging about your business is one of the surest and most cost effective ways to grow your small to medium sized business. There are, however, rules that govern the way the internet works – follow them and your success is absolutely ensured, break them and you’ll be tagged by the Google algorithms that punish you with a variety of website downgrades.

What’s SEO got to do with small business blogging?

The term SEO is almost passé by now; search engine optimized content is where the action is and that, at least in part, is what we’re discussing when we speak about how our websites and other online content is read.

I’ve endeavored to keep this discussion about content writing tethered close to the subject of blogs so that you actually have something you can now do to tame this voluminous subject of onsite SEO.

There’s no one that I know of that would disagree with me when I assert that the business blog is one of the surest and most cost effective ways to grow your online presence. If you were to sit down and calculate the costs for traditional hard-copy advertising you’d celebrate as I do, the many ways you can sell your products online. With little or no investment, other than the time you spend, you can monetize your advertising costs by blogging.

The simple blog is to the game of doing business online what the pawn is to the game of chess; powerful and often underestimated.

If more business owners knew what a simple, but savvy, 500 word blog could do for their bottom line they would sit down and write one at least once a week. A blog is fairly simple to write, but the function of it is profound.

In Conclusion:

We humans don’t read everything or register and archive writing content. We humans have preferences so we pick and choose what we read, in fact, its now a given statistic that most of us ‘read’ by ‘viewing’. Apparently our preferred way to learn is by viewing pictures and watching videos. Its worthwhile here to mention that a blog becomes a vlog when the words are replaced with video. It’s also worth noting that the stats regarding those that read vs those that prefer to view are quite extraordinary. B U T, there are justifiable reasons for employing the benefits of both blogs and vlogs.

Bots do not and cannot see images – BUT if you appropriately tag the photos and graphics the bots will see and archive them. Bots do not watch videos – BUT you can publish them with their scripts and the bots will read those. Our pretty pictures, artistic graphics, fancy fonts and elegant color choices are not seen by the bots. Codes can be used to indicate the colors we prefer and these will be read by the internet bots but if those colors are used as graphics the search engines are blind to them. The more the pure binary language of the internet is used when constructing your website, the more visibility your website and your content writing will garner.

Stick with simple blogging & let the experts accomplish the more complicated aspects of SEO.

• Write blogs about what you do, about what your selling and how it differs from your competitors. If you’re selling something that is duplicated by your competitors, find ways to tell stories that make entertainment our of your sales pitch;

• Use Google Analytics to help you determine what keywords and keyword phrases you need to use in order to be more successful; 


• Surf the net and read the blogs your competitors publish in their content writing and seek out directories that chart whose reading them, note the readers feedback then model your writing content so that you fill in the blanks that your competitors have left;

• Look through the content writing of your competitors and focus especially on the negative reviews that they may have then explain how you’ll improve on those points.  Don’t, however, name those competitors and never assume that the negative reviews found in their content writing is necessarily honest. there are always more than two sides to any given story;

• Blog with content writing that keeps your clients and prospects informed about your industry as well as arm them with helpful hints so that they can help themselves;

• Write content writing such as blogs that are memorable by making the content interesting; its possible to get out of the box and still stay within the respectable and identifiable range with your examples, metaphors and similes;

• Stay as close to a single subject as you can;

• Content writing that someone will want to share with their families, friends, or business colleagues, will solve at least one of their problems;

• Be transparent and honest while pitching to your prospects and remember this, you never know when you speaking to your future relative – think of it, they may marry into your family! LOL







Cooking Up A Video

Knowing something about cooking is very informative when it comes to understanding the use of video as a form of blogging, once called, vlogging.   Here’s a few questions that cooks typically ask themselves before they begin to prepare the menu, and they’re very similar to questions the video producer asks before they begin video production.

Who’s coming to dinner OR Who’s the video for? 

There’s no point cooking a meal that no one wants to eat or producing a video that no one wants to watch.  The greatest compliment paid to the cook is that the diners arrive hungry and leave satisfied.  That same axiom applies to the market place when you produce a video.  The video will be satisfying if it… solves a problem.  Having said that, here’s what many years of video production has taught me:  most business owners do not know what type of video they need, however,they sometimes know what they want.  There’s a very simple reason for this:  they know all about their business and it’s very difficult for them to imagine what it’s like to know nothing about it.  It’s the same place as most of us fall when we speak in ‘shop talk’ or shorthand.

The menu & the order up:

When you type in a google search a menu of options is presented.  The more SEO savvy your writing content is, the more likely you’ll see your key words in these drop down menus.  Since the content that creates the internet is dynamic, that’s to say, the internet changes each time we add to it and the key words that are called up when we type in a search field, will modify according to the content searched. Ensuring a ROI (return on your investment) is more closely tied to this small fact than most small business owners know.

It’s all about a menu;  we usually only shop for what we need or want and we use text to conduct that search.  Unless you publish your video with a script, the bots, (those digital readers that your google searches send), who cannot see your videos will not appear in the search results.  Bots read words and these words are very specific to the products and services they go looking for.

What time of day will you be serving the meal?

Most diners don’t want breakfast foods served for dinner.  Same principle applies within the rules of google algorithms.  There are very effective times for ‘serving’ or publishing content, whether it be blogs, videos, or special offers.

The internet has rush hours too;  it also has certain days when content will pull more traffic to our sites than other days.  Many of these time slots are governed by shoppers preferences;  for example its only logical that there are more online shoppers looking for wine, theater tickets, and weekend getaways on Thursday than there will be on Monday.   Learning something about the time slots within a given day is to make use of basic savvy SEO.

What kind of ingredients am I using in this dish?

There’s a line in the script of this accompanying video that you will probably find amusing; it states this:  ‘You Can’t Make Chicken Valentino With A Pork Chop.’  This is true!  You just can’t and yet time and time again, I’m asked, as a video producer, to do just that, or as a more familiar saying goes: ‘make a silk purse out of a sow’s ear’.  One of the most important features to understand about video production is that there are so many types of them.  If you’re a small business owner and are looking for a video to support, or even spearhead your sales efforts, you’ll want to know what type of video will best explain your business to someone who does not know you.

What specific blend of ‘ingredients’ will bring you the type of client you can satisfy.

The public, or shopper of your goods or products will have unconscious expectations and its good to know as many of these as you can.  Knowing them assists you in creating the type of video that converts them from a shopper to a buyer.

Shopping for dinner or deciding what goes in the video:

Volumes goes on before the prospect becomes the the client.  They are about to spend their hard earned money and they want to know if this is the place to do this or should they look for another.  Are you the best company for them to purchase, ‘whatever it is’.  Who wants to buy a product and then feel foolish that they’ve bought the wrong one.  It’s like shopping for the ingredients for your cuisine and then mid way thru the cooking process you discover that you forgot to pick up one.

What kind of video is this?

As with cooking, you don’t start cooking Chinese and then right in the middle of it ,change your mind to a menu of meat and two veg.  You need to know what you’re cooking up before you begin and you’ll need to stick to script.  For example is the type of video a:

How to Product Demo Video;

Virtual Tour:

Talking Head, Interview, or Testimonial;

Sales Video;

Launch Series;

Webcast or Webinar;

Animated Video;

Photo Montage Video,

Video Journal or Company Diary,

Video Tips n’ Tricks, etc.

And, that’s a shortlist!   We’re here to help; if you need someone to walk you through the types of videos that will help you sell your products and services, give me a call – it won’t cost a penny and I’ll be happy to speak with you.

Now here, in my opinion, is the most important ingredient of all;

‘Entertain while you inform’.  Make sure your video is somewhat like that favorite teacher you can’t forget.  They made learning fun.  Maybe it was the stories they told, maybe it was the way they got you involved in the narrative of the lesson they were teaching you – whatever it was, you learned something that you can never forget and you’re still grateful for that teacher and all that you learned from them.

Make videos like that and even if someone is not shopping for what you’re selling, they usually will refer your video on to someone else who may be in the market for your products or services.


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