By Joe Pulizzi published August 13, 2007

Video Shorts – Case Study 2.0

Had the opportunity to read David Meerman Scott’s blog post on the 8 tips to make your YouTube video go viral.  Worth the read. It’s easier said than done, but David outlines some easy-to-follow tips on how to take 30 to 90 second spots and getting viral exposure.

The company David highlights is Blendtec, who created the site Will It Blend? to house their much-followed video series. Just one of their video’s, on blending the iPhone, has been viewed more than 1.7 million times. How about that for viral?

Back in the late 90′s and into the first part of the century, I used to produce these all the time. The only difference is that they were mostly in print format (generally 2 to 4 pages). They were called case studies. Now, depending on what industry you are in, your perspective on what Blendtec is doing may be dramatically different across the board.

Thinking back now, if the YouTube’s of the world existed and digital technology and distribution was as cheap and easy as it is today, I think we would have opted for the video route. We did case studies on hydraulic fork lifts and the interior design of 747′s (to name a few). How cool would that four page case study on fork lifts be if we could visually tell an engaging visual presentation such as Blendtec’s with a video short?

Many of you sell products that are visually challenging to say the least (let’s take marketing consulting for example). But think about it…can you make it visual?  In most cases, the answer is yes.

The point is that we are in a new era of consumer behavior and technology. Why settle for the same old print case study with a pdf download? Most buyers today won’t take the time to read anything longer than a page. Could you squeeze 30 seconds of video out of that same buyer?  Chances are much better with the video. The old marketing just doesn’t exist, especially when it comes to case studies. Can’t wait to see case study 3.0!

Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute, Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. Joe's latest book is Epic Content Marketing (McGraw-Hill). If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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