But video is expensive and hard to do isn't it?

Today I am going to smash two misconceptions for you. Video is expensive to create. Video is hard to do. Just a few short years ago maybe the thinking that making video was hard was true. But not anymore, so let’s get into. Let’s tackle the price thing first. If you have never heard of Video Scribe before, then you are going to love this. Video Scribe is an incredible easy platform to use. So easy even a boilermaker (yep that’s me) can use it. If you have enough talent to turn your computer on in the morning and send an email, then you are overqualified to use Video Scribe. Video Scribe lets you create what is know as a whiteboard animation, or in non tech terms it makes it look as though a real persons hand is actually drawing the message for your video as you speak. This is super cool for a number of reasons the most important being that is draws people into your video as they watch, and literally makes it impossible (if you share great content) for them to turn your video off. Let me show you what I mean right now. Video Scribe also has step by step video tutorials that will walk you right through the video creating process. But we were meant to be talking about price right? Well you can get a seven day trial for Free, no credit card required! You don’t get much cheaper than that. However I would highly recommend that you at least get 1 months membership so that you can create your video in High Definition (tech talk for sensational quality that looks really good) for about $40. Boom the expensive part is smashed to smithereens. Let’s slay sacred cow number two, video is hard to do. My first video was absolutely dreadful but if I had never bitten the bullet and just made it, I would never be where I am today. I know you are keen to see just how bad it was, so let’s get it over and done with. Now as bad as that video is, I will never ever take it down. Why? Because people just like you can look at it and go… Man that video was dreadful. If Beanie can start out like that and get to where he is today, so can I. Fast forward to now and watch the difference below. For me to go from that first video to the second one required thousands of hours of learning, swearing and gnashing of teeth! Hours spent perfecting video editing skills as well as learning how to become a natural in front of the camera. Now remember that site I told you about above? When you use Video Scribe you don’t have to get in front of the camera, the automated hand does all of that for you. There are no video editing skills required, Video Scribe does all of that for you. You literally now have no excuse not to make a video. All you need to do is write a script and read it out, and let Video Scribe do for you what it took me thousands of hour to figure out. When you are done, post a link to your video in the comments below so that I can check it out.  

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Wake Up News Corp: Digital Packaging Lessons to Learn

What's the latest in digital packaging? How are companies monetising digital content via traditional media and apps?  The increasingly crowded consumer app marketplace is growing at an exponentially rapid pace. Hundreds of thousands of entrepreneurs across the globe are busy creating the next big cut through app. This publishing trend is driven by low barrier to entry, open global distribution, low development costs, and free content consumption. Cut through demands, compelling content -- yet ultimately, its success will be decided by social networks and its consumer voice. We are only in business if we can create revenue with the key design goal is to create enough value to drive purchase. Depending on the size of your organization, your take-out may simply be to build traffic and monetize through advertising. That is a worthwhile strategy but one that should not stand alone. The future trending of digital publishing almost suggests that designing content for traffic alone is almost lazy or at least short cutting your content value. I am not meaning to insult any high traffic content but only to point out so much more can be done. Facebook and LinkedIn Facebook and LinkedIn were able to scale traffic first, and then fine-tune monetisation models later. Unfortunately for the majority of SME’s, that type of scaling requires capital that is not always available. Most companies are creating digital content with a view to monetize that content. They want to build on-going customer awareness and repeat purchase. The challenge is to build enough value for your consumer in that they will part with cash. Freemium or Free to Play Model The Freemium or the Free to Play model monetization can be compared to the same mentality as owning a real or virtual pet. The pet is something you have come to own through being given a gift or purchase. No one is telling you to spend money on it, yet you will feed and nurture it. You may get such a wonderful return from your pet that you buy pet clothes. You pay for grooming, and you show it off to your friends and your social networks. The more you spend on it, the less inclined you become to walk away from it. You have built an investment in it. The validation of the Freemium or Free to Play model could be seen being tested across Asia in the early 2000’s. In every country, consumers would spend up to 4xs more whilst using Free to Play content vs the subscription model. The North Asian markets provide a valuable view of possible publishing and monetisation trends. The spread of content piracy through rapid internet networks and now mobile channels sharpen any publishers skill set when looking to package content and so monetise it. Publishing in markets like China or South Korea bring many localisation challenges/requirements, but the key to success is being able to get cut-through with monetisation. Proven content, delivered in the way consumers demand (mobile first) and at a price that conveys value. The future brings some challenging trends and thankfully far more opportunity. The greatest issue faced is understanding that digital content reflects real-world traditional consumption. Lessons to Learn We do not need to re-invent the world. We only have to clearly understand our audience and its sub-sets. I believe content sectors like the media sector TV, Newspapers (traditional content) that are currently being disrupted have a wonderful opportunity to change their models and move to a more customer-focused and dynamic consumption model. We know this type of traditional media content is compelling. The question becomes how it is packaged, delivered and monetised. Time for majors like News Corp to stop being so one dimensional in their content engagement. Netflix, Hulu and the thousands of other OTT publishers have presented a solution of fairly priced and compelling content. It is delivered to consumers across all traditional and digital devices -- it is monetised through subscription. In order to compete, they are creating and owning high quality content like The House of Cards or as HBO goes digital, they will use Game of Thrones as their ace. Challenges Today I will suggest that with so many digital media publishing options, the consumers will not be loyal nor will their life cycles be maintained long-term. Piracy will continue to provide consumers alternative single show options for consumption. The large amount of free content has allowed consumers to be highly critical of content and its true value. There is little loyalty and franchise hit shows at some point will lose their appeal. The issue and opportunity for content is to expand the content digitally, know your customer and fans in absolute detail. Package it in a variety of ways including different monetisation models. Don’t be lazy in bringing alternative consumption options to your consumers. Kingsoft with Candy Crush and Zynga with Farmville have had massive global new age success. Yet all games majors or media publishers know that the franchises need to keep coming, innovation needs to keep flowing. I would like to highlight Glu Mobile and their recent success with their Kim Kardashian game. This is a great example of trending real world consumption and delivering a variety of content for that specific fan base. I would also like to point out that Glu has also had years of experience trying to publish and compete in Asia, no doubt many lessons have been learnt. Mobile 4GLTE, rapid free Wi-Fi hotspots and cloud mobile publishing are still somewhat in their infancy but can clearly show how individualised and easy consumption will continue to become. We add on The Internet of Things, Big Data and suddenly our ability to target and know our customer will require rapid changes to traditional business models across all industries. Conclusion What can we learn from this? Anyone in business must welcome the big and wonderful opportunities for us to really target compelling content to those who will truly desire it and those are also willing to pay for it. Our ability to content package in new and compelling ways are just beginning.

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