Convert your users? Video Content Marketing does it better

Interview with Leandro Diana, Founder @ Giornalisti Digitali

Leandro Diana
Founder@ Giornalisti Digitali

It certainly isn’t a secret that the use of videos in Content Marketing is constantly increasing. According to some forecasts, video traffic will represent 82% of all consumer Internet traffic by 2021.

But how can you find the best strategy to feed the web the right video content and attract the interest of more and more people with regard to brand messages and products?

Help comes in the form of Content Intelligence, or rather, Artificial Intelligence (AI) applied to content. How does it work? AI takes care of the “dirty” work, making sure it automatically organizes and classifies each piece of content owned by the brand. It does so by applying topic identifications to it (tags), which are associated, as a result, with the users who have benefited from such digital assets. In this way, marketers can focus on the analysis of data relating to visitor interests. They can, therefore, dedicate themselves to the definition and optimization of their editorial strategies.

Content Intelligence is applied indiscriminately to any content, whether it is textual or a multimedia form. Just to provide a practical example, let’s take THRON, a DAM system that integrates CI: indeed, its AI engines are able to semantically analyze even content of a multimedia nature, such as images and videos.

At the base of THRON’s visual recognition technology lies a convolutional neural network: visual elements and patterns are extracted from images and videos, and are subsequently applied to models that identify subjects and characteristics. These are the concepts that then, when combined together, produce the tags that represent the content of the image or video. And, once they are associated with the users who have viewed the various videos produced by the brand, getting as far as knowing their interests is really useful, to the extent that the personalization of the message from a one-to-one perspective is no longer a utopia.

Here at the Content Intelligence Network, we wanted to find out more about the topic by interviewing a video content marketing expert: we are talking about Leandro Diana, journalist, TV scriptwriter, and founder of Giornalisti Digitali, the first web agency created by journalists that tells of companies and their projects through interviews and formats designed particularly in video form to capture the attention of the audience and potential customers. Now, we will hand the microphone over to Leandro, thanking him for his willingness to talk to us today!


D: Internet is the future of advertising. Are you able to explain to us what has caused companies to invest in the web?

R: The cause is fairly evident, TV in 2018 is the web: it has shifted there because people’s attention has migrated to the web. Statistics exist that speak clearly: now, social networks have gone as far as beating TV. Each day, we spend 20 minutes more of our time on the web, watching videos. Among the youngest generations, the gap is widening to an hour and a half.

Facebook fully understood this and is taking a large chunk of soccer and news from the American platform Watch, via an agreement with Fox Sport. Nowadays, becoming an advertising investor on the web is much more advantageous. The Daikin company is a good example of this, promoting its products entirely online, bypassing the small screen.

The border line between digital terrestrial and what comes from the web is continuously narrowing. Those who have a TV are well aware that switching from Apple channels to normal TV is fairly simple. As a result, in our minds, the common thought arises that channels like NBC, CBS, and those on smart TVs are seen at the same level. Platforms such as YouTube can be compared with normal television, but with an extra advantage: when we talk about online channels, we are talking about fully measurable channels.

Indeed, television in Italy is based on Auditel, a technology dating back to the 1980s, which was only updated in 1986, and works on a sample basis. Instead, when I work on the web, I know exactly what my user’s viewing journey looks like. And, when I put my products and services online, I know all the specific details of a particular case. Indeed, YouTube’s audience is completely profiled by an algorithm that is renewed each month. You can well understand that, for someone who has to invest, knowing everything about the person they are targeting exponentially increases the chances of success compared to knowledge of a generic field.


D: Why should companies nowadays be thinking about including video content in their content marketing strategies?

R: Because, obviously, if I need to capture people’s attention, I can win it over with the most direct and effective video. The point, though, is understanding that the video must not be an advert, but rather, useful content for those who are following me, something that gives added value to those who are watching it. You can find some examples on the website.  

Unfortunately, many companies are still prisoners of an antiquated concept: when they create videos, they think about them in the same way that television adverts were conceived in the 1980s. Indeed, the web advert does not work for two reasons: the first is that we are now immune to this advertising format and new ideas need to be invented; the second is that the demand for quality is increasing, as you can see, for example, in Casey Neistat’s videos, the most famous vlogger in the world.

He has appeared on Esquire, has a YouTube channel with 9,600,000 people and uses a completely different, quicker and more authentic language than the one used on TV. Neistat creates one video per day and we can define him “the new television” because, just like TV, he has a daily, systemic and orderly production.


D: Do you think that Artificial Intelligence and its ability to measure multimedia content performances could represent the quantum leap in offering a customer experience that is increasingly appropriate for audience expectations? 

R: Yes, absolutely. In fact, I’m really enthusiastic about AI solutions such as THRON’s Content Intelligence. This is because they give us the opportunity to customize the experience type in a way that is tailored to every single person. It is a win-win project, both for the user, who feels valued by the company, and for the brand, which manages to keep people on its platforms for as long as possible.

If, then, we are working from the perspective of creating quality content that is effective, we will be rewarded by Google, which privileges those who publish quality. Indeed, on the web, we are all equal. Therefore, if I start writing content that is better than that of others, even that of The New York Times, The Washington Post, etc., and that has an excellent SEO, I will be more visible to a search engine.