May 23, 2018 by Kirsten Nelson

Center StageDoes this sound familiar?

“You know that online video content is valuable for building your business and brand, but you don't know where to start.”

If you’re begrudgingly nodding “yes,” you’re not alone. On every level in the AV and integrated experience design industry, companies are taking a hard look in the video mirror. No, it’s not just what the kids are doing today. And no, attracting a bit more attention to your business won’t require a multi-million dollar shoot.

So what does it take? Well, open up your InfoComm 2018 schedule and make one major business decision right now. Plan to head to Center Stage (Booth N1646) on Friday, June 8, at 2:30 p.m. Yes, that’s almost the end of the show, so you’ll be looking for one more major discovery before you head home.

Alesia Hendley
Alesia Hendley

That discovery will be delivered by none other than Alesia Hendley, aka The Smooth Factor, multimedia journalist and AV life-changer, and Will Curran, Chief Event Einstein of Endless Events, live events genius and #EventIcons podcasting hero.

Their session is called “Innovators in Online Video Content Creation Reveal the Secrets to Compulsively Watchable Content”.

As a preview for their action-packed session (trust me, it’s the Center Stage show finale, so they are going to bring fun content and energy — just talking to Alesia and Will about their plans was one of the most energetic and inspiring conversations I’ve had), here’s a little lightning round we’d like to call:

Will Curran
Will Curran

Three Content Creation Conundrums That We Can’t Seem to Solve

1) You Don’t Have Time

Will: Delegate it. Find someone passionate about video and about your brand’s story, and give them full autonomy. If they know the brand well, they’ll make great content. Everyone thinks it has to be a 30-minute-long video, but a phone with an Instagram clip where a team member answers a question your customers have is a great start.

Alesia: Use a platform that you’re already using. If you’re using Facebook, start there. Or if you don’t have anything, don’t worry about building a platform, just use YouTube.

2) You Don’t Know Where to Start

Will: Start by coming to our presentation on Friday, June 8, and we will tell you a thousand ideas of where to start. We’re going to be showing tactical examples of how to do video content. We’ll show you solid examples of who’s done it well in our industry and outside of it, how they’ve done it right, and why.

Alesia: Video content doesn’t have to be perfect. Just go out there and do it. If you don’t like being in front of the camera, it’s awkward at first, but it won’t be long before it’s easier.

Will: Spend a day looking at cool content. Google “best video content of 2018” or “best examples of video marketing 2018,” figure out what’s amazing and how it might work for your company, and then act on it.

3) But What’s the ROI on Content?

Will: We’ll be talking about several tools that can measure the ROI on content and provide examples of how you can track everything from video views all the way to a sale.

Alesia: One thing to know is that it doesn’t happen overnight, but don’t go into it without a measurement system in place. Don’t let someone tell you what to do or try to measure up to brands that have been doing it consistently over the years. Set your own goals.

And that is just the start of what Alesia and Will are going to cram into this Center Stage session. Their goal is deliver a maximum amount of actionable ideas connected with definitive content examples from inside and outside our industry. And I am confident they will achieve that goal in a very fun, fine farewell to your InfoComm 2018 experience. So, come party with us until the end.

Trust me, this will be as fun as when you figured out how to use boomerang videos on your phone, and more valuable than when you put up that overpriced website back in the early days of the internet.

“Innovators in Online Video Content Creation Reveal the Secrets to Compulsively Watchable Content” takes place at InfoComm Center Stage on Friday, June 8 at 2:30 p.m. at Booth N1646.

About Kirsten Nelson

Kirsten Nelson has written about audio, video and experience design in all its permutations for more than 20 years. As a writer and content developer for AVIXA, Kirsten connects stories, people and technology through a variety of media. She also directs program content for the TIDE Conference and Technology Innovation Stage at InfoComm. For three years, she also created conversations around emerging media and experiential design at InfoComm's Center Stage. Prior to that, Kirsten was the editor of SCN magazine for 17 years.