Monthly Archives June 2013

The PDF Must Die & Other Tips for Success on Mobile

With ever-increasing traffic coming from mobile devices, potential clients often ask what they can do to create a more mobile-friendly website. Here at Flightpath, we create a lot of mobile content including apps, and sites with responsive design that scale to whatever device a user is viewing the content on.

At BDI’s recent Mobile Leadership Forum there were some great points made by Michael Pranikoff, the Global Director of Emerging Media at PR Newswire that we wanted to highlight.

Here are the top tips from his presentation, Mobile First. Mobile Now – A look at Mobile Media Consumption:

The PDF Has Got to Die!

As content providers, we need to make content accessible to anyone who wants to read it. Thinking about the format in which content is delivered is essential. No one wants to wait around for a PDF to download to their phone.

Pictures Stop the Swipe!

People love images, gone are the days of creating sites with dense text. In order to engage consumers and stop them from bouncing, sites need to be visually engaging and image-rich.

Make Infographics Bite Size, Not Long & Scrolly

Infographics are a great way to deliver information visually, and people like them. What people don’t like is having a carpal tunnel flare up from all the pinching and scrolling they have to do to read one a mile long. Consider what your infographic will look like on a mobile device before your create it.

Use Less Words!

Big Bird cover your ears. People just don’t like words as much as pictures. Worry less about what your site says, and more about what your site shows.

Responsive Design

Save people the hassle of having to click off into “View Full Desktop Version” land. Creating one site that scales to fit the device it is being viewed upon will make your users happy. It is also more cost effective in the long run than creating separate mobile sites and adding bandaids to an old desktop site.

Content Must Be Appealing …but Not to Everyone

Create valuable content for your target user not for the general public. People will get more value out of content that is tailored to them.

Include Calls to Action

By letting people know what you want them to do next you are making it easier and faster  for those navigating your site. No one wants to hunt around for the content they need, especially on a mobile device.

Plan for the Future

Mobile is only going to grow. Device sizes are ever-changing. The time to choose responsive design is now.

And finally, speaking of calls to action, perhaps you should check out what we’ve got to offer in terms of Mobile Web & App Development.

How to Create B2B Marketing Videos for YouTube & Beyond

how to create b2b marketing videos

Historically business video has mostly been a stepchild (or worse) of brand and consumer agency culture. That has all changed. Today, given the accessibility of amazing content creation and editing tools and even more amazing and widespread talent, business video has emerged as top tier content.

The time to know how to create compelling B2B marketing videos is now! Historically business video has mostly been a stepchild (or worse) of brand and consumer agency culture.  Low on production and portfolio value, the world of great “how to” instructional or corporate storytelling showcases were never top tier emotional or financial investment priorities.

That has all changed.  Today, given the accessibility of amazing content creation and editing tools and even more amazing and widespread talent, business video has emerged as top tier content.  In a way, just like “IT” came from the backroom to superstar status, B2B video is as likely now to have pixel rich and infographic led animation as a gorgeous 30sec. Ford truck spot featuring Denis Leary.

But as we all know and hear virtually daily, great content be it websites,  video, whatever is about story.  Because we live in a content world, people know good content from drek- both are available on YouTube, Vimeo, Netflix, everywhere.

This is what makes B2B video content incredibly compelling to create today- our ability to tell a compelling story.  It is no longer about a “modest” production budget under minding a great idea. And, while the expectation for truly engaging and immersive content is higher because of its ubiquity, great visual language and tight writing always excites. Just like a truly emotional movie never fails to get to us.

In polling our design and production team about five keys for going beyond even a B+ video, they said in no particular order:

  1. Short is better than long. People are trained to watch 30sec. bits of content. 3:00 is to long, by maybe 100%. 1:30-1:45 is a great length for framing a brand or corporate vision or overview.
  2. Beginning, Middle and End. Not needing to be equally distributed lengthwise but with undeniable cues and segues.  And, I quote “don’t screw with William.”
  3. Funny is good. Compelling is better. Find something compelling to say and show and do it early in the video.
  4. Create movement within screen moves. Back drops for b-roll or  animation work. It is eye candy and engages the audience to never let go.
  5. Given the option to have voice over or good music, music totally wins. Not in all cases, but in many. Tell the story on the screen, let people feel the story through the music. Works for me!