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How Demand Spring Uses Long-Form Video to Qualify and Convert Leads

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Anna Hrach

Convince & Convert
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Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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The Marketing Book Podcast

Delaney Turner, Director of Content Strategy for Demand Spring, joins the Content Pros Podcast to discuss why long-form documentary videos are the type of content that keeps on giving when it comes to qualified leads and long-range content planning.

How Demand Spring Uses Long-Form Video to Qualify and Convert LeadsPlaying the Long (Content) Game

Facebook Live, Instagram Stories, Snapchat, and Vine have led us all down the road to short-form videos. Anything longer than 2 minutes is thought to be too long and (relatively) useless content.
Delaney has found that in many cases the opposite is true. Long-form video content can not only perform as the ultimate lead qualifier, it can also provide you with enough content to fill six months or more of your marketing calendar.
It’s true that many viewers will drop out after a minute or two of the video. But those that stick around to the end show themselves to be true prospects. They are doing more than kicking the tires of your company. They are taking it for a test drive and that video can be the difference between a bust or a sale.
In addition to weeding out the best possible leads, long-form videos give you an opportunity to humanize your brand for those qualified watchers. All in all, it’s the perfect vehicle for content development, lead qualification, and brand profiling.

In This Episode

  • How short-form documentary-style video content leads to new revelations about your customers
  • Why top-of-funnel content doesn’t mean sticking to only short clips or still images
  • How humanizing your brand through long-form videos leads to highly qualified leads and a positive reframing of your brand in the eyes of potential customers
  • Why planning a year’s worth of content means shooting one documentary

Quotes From This Episode

“How do you take that passion, that idea that you have, that you’re really excited about and then share it with the world?” —@DTurnerBlogs
We would not have received or been able to share these insights had we not taken this approach. Click To Tweet
“If you think about the members of the buying team as characters in a story, you need to help them feel like they are part of this story and what you are offering as a provider helps them be successful.” —@DTurnerBlogs
“It’s much easier if you are a marketer to consider how do I engage all of these people at various points in a typical buying process within the scope of a single content experience?” —@DTurnerBlogs
“We see more people using video content right on the top level of their solution and product pages as a way to humanize themselves and humanize their brand.” —TylerLessard
“When you use long-form content like that, it can be a better qualifier of those who are really interested in the story and the market.” —@TylerLessard
“What an asset like this helps you do is plan. Not just a week, two weeks, or three weeks in advance — it helps you plan your entire content for the year.” —@DTurnerBlogs
It's never too early to start working on a story. Click To Tweet

Resources

Content Pros Lightning Round

If you were to build a documentary about your life over the last year in Columbia, what would its title be? The title would be Transformation. It’s a fascinating time to be in Columbia. The big, big story about Columbia is that it is opening itself to the world. The country has a phenomenal amount of natural resources, natural beauty, and just awesome stuff to share with the world that has been closed off or just not well known for a long time. There’s a real positivity, a real enthusiasm, for the direction of the country now.

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