The Future of Content

Hello everyone! And welcome back to the latest look at the future of content.

Sleigh bells are well and truly ringing, and we're winding down our filming commitments, ready for the holiday season.?

But I couldn't let you all break for Christmas without filling you in on what to expect from video marketing in 2024, including:

• 2 creative video campaigns that you definitely need to see
• A new Google-backed 3-part video series on The Future of Marketing
• 5 video marketing articles to close out your year
• Our latest webinar on boosting productivity through videos

2 Creative Examples of Successful Video Marketing

These two adverts take a creative approach format to deliver incredibly memorable marketing videos.

CrowdStrike Takes Cybersecurity Back in Time?

To promote its B2B cybersecurity services, CrowdStrike has riffed on the classic Trojan horse/Trojan malware comparison with amusing results.

Why it works:

• Clever product and concept tie-in. This video is excellent because it clearly connects what we know about cybersecurity solutions – that they protect us from malware – and transforms that into a witty parallel with the infamous Trojan horse that, like malware, was incredibly deceptive.
• Focused narration. This could’ve just been an amusing short advert, but the script and narrator keep the focus on what CrowdStrike’s products can offer.

Mastercard Spotlights Inclusivity

I’ve been thinking a lot about how to make videos more accessible for everyone. And the “Mastercard Spotlight” TouchCard campaign from last year is a genius way of being equally memorable, effective, and, of course, accessible.

Why it works:

• Accessibility focus. The TouchCard is a product meant for visually impaired people. Mastercard promotes the product by following the routine of a blind main character, highlighting the brand’s commitment to accessibility in banking.
• Dramatic lighting and staging. The use of a spotlight is where this campaign takes its name, and it does a great job of drawing focus to the actor and highlighting (pun intended) the main message of the video, which is accessibility in banking.
• Raises awareness. The ad is accessible in and of itself, with audio descriptions for those who are blind or partially sighted, which not only provides a tailored ad for people who need it but also raises awareness of the need for accessibility both in products and advertising.?

Google and The Drum Release a New 3-Part Video Series on The Future of Marketing

Someone at Google has clearly been reading this newsletter, as they’ve just launched a brilliant new 3-part Future of Marketing video series in collaboration with The Drum.

The 3 videos focus on Creativity, Diversity, and Data individually and are an absolute must-watch if you’re interested in where content is headed in the near future.

You can read more about the initiative on Think with Google here.

5 Video Marketing Articles You Need to Bookmark

1. How video consumption is changing in 2023
2. Lessons from LinkedIn and the London Stock Exchange on creativity in B2B marketing
3. 3 trends in video culture that signal bigger shifts?
4. How video can transform small businesses
5. How to create a stunningly successful B2B content strategy in 2023

What We’ve Been Filming

In our latest webinar, I called in the brilliant Nick Smallman, Founder of Working Voice and communications expert, to talk about the world of modern work’s productivity problem. We went through Nick’s new Sustainable Human methodology, as well as 3 different ways videos can boost employee productivity and well-being in your workforce.

The whole 30-minute webinar is available for free on our Vimeo above, so why not have a watch through it when you have the time?

And that’s all for 2023. I hope you all have a fantastic holiday season, and I’ll see you in the new year.