Adam Dunn on Creating Blockbuster Video Content in B2B

Break Free B2B Interview with Adam Dunn

Content has many goals. It ought to inform. It ought to help. It ought to entertain.

But as B2B entrepreneurs, doesn’t it seem to be if we don’t ship on the latter – instantly, and convincingly – we don’t actually get an opportunity to ship on the remainder? 

Given that our job depends on incomes and conserving an viewers’s consideration, entrepreneurs are sensible to take cues from entertainment-focused content material codecs like movies and music movies. Even extra so, we’re sensible to take cues from the creators behind them. In a nutshell, that’s why Adam Dunn provides a very precious perspective for individuals in our line of labor.

As a movie and video director who has labored on quite a few outstanding music movies and Hollywood films — together with “Spider-Man: Into the Spider-Verse”, for which he and his crew received an Academy Award — Adam is fervently centered on creating content material that’s compelling and charming for audiences. At TopRank Marketing, we’ve additionally had the chance to work with him on a number of video advertising and marketing initiatives, seeing first-hand how his experience can take such efforts to the subsequent stage.

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It’s typically the factor that’s imperfect that finally turns into the factor individuals like essentially the most, which is why Spiderverse grew to become the factor that everybody cherished. — @adamjdunn #VideoMarketing #BreakFreeB2B Click To Tweet

In this version of Break Free B2B, TopRank President Susan Misukanis and I had been thrilled to take a seat and chat with Adam about a wide range of subjects pertinent to entrepreneurs immediately. We requested which components of his work are likely to resonate most with audiences, what his suggestions can be for budget-friendly video content material, how new applied sciences like live-streaming and VR are coming into play, and extra.

This was truly the primary episode of the present that was recorded, however we determined to heat you up with some rising stars and acquainted faces in the B2B area first. Today we’re excited to share this dialog and department out to extra of an outsider’s perspective. 

(Note: There had been some technical difficulties with the microphone on our finish. But we didn’t need to let that forestall you from listening to Adam’s superior insights; please bear with us!)

Break Free B2B Marketing Interview with Adam Dunn

If you’re in testing a specific portion of the dialogue, you will discover a fast common define under, in addition to a number of excerpts that stood out to us.

  • zero:30 — Adam’s background
  • 2:30 — Learning from failure and setbacks
  • four:00 — Movies and music movies Adam has labored on
  • 6:45 Does “Into the Spider-Verse” signify a brand new visible frontier?
  • 9:45 — Learning to talk your viewers’s language
  • 11:00 — The widespread traits of his most well-received work
  • 13:00 — The enchantment of video advertising and marketing
  • 15:45 — Tips for creating video content material with a finite funds
  • 18:00 — How will Twitch and live-streaming affect the way forward for advertising and marketing?
  • 21:30 — What is the position of VR and the place is it heading?

Nick: As you look again at a number of the stuff you’ve labored on — I’m particularly in the music movies the place there may be plenty of content material, plenty of competitors, laborious to face out … When you have a look at those which are essentially the most nicely acquired, and gained essentially the most traction, do you see any widespread components which are making these resonate?

Adam: I don’t know if there’s one widespread by level. But I feel the largest factor from all those that I’ve had which are profitable is cohesiveness of imaginative and prescient. 

So whereas all of the movies are completely totally different, ensuring your crew is 100% on the identical web page when making the content material is what makes essentially the most profitable stuff on my finish, simply because you recognize, there have been movies the place issues have been a bit bit loopy and we haven’t had we’d have a ton of time to shoot or something like that, and we needed to simply sort of Helter Skelter, throw all of it collectively to make one thing. And it doesn’t come out practically as cohesive as one thing the place the entire crew is aware of precisely the place all the things goes, all of the items match, and then you definately make this lovely piece of artwork and everybody loves it … 

How that would translate into one thing like B2B can be like, if you do an explainer, ensuring you might have that precise A to B to C lined up, able to go. And that approach if you make the explainer, everybody is aware of precisely the place all of the items match, all the things appears to be like lovely, and also you make this superb piece of content material.

I feel the largest issue in profitable video content material is cohesiveness of imaginative and prescient. @adamjdunn #VideoMarketing #BreakFreeB2B Click To Tweet

Nick: We’ve had the chance to work with you on some B2B advertising and marketing tasks. What pursuits you about video advertising and marketing and the place do you see it going? 

Adam: I feel video advertising and marketing is intriguing, as a result of it brings in real-life storytelling. You convey in these specialists and influencers who know precisely the subjects are speaking about — you get to satisfy them and watch how passionate they’re about what they’re concerned in. So you get to study this actually cool stuff. 

Like, after I first began working with you guys, I didn’t know a ton about B2B advertising and marketing, however I really feel like I no less than have a floor framework now from attending to be round a bunch of specialists and speaking to influencers and stuff. So that’s what intrigues me about it from my very own on my very own private stage, is attending to see these people who find themselves tremendous passionate and know all the things.

Nick: So for somebody who’s in B2B advertising and marketing and in doing video however doesn’t have an Academy Award successful impact specialist on hand, and perhaps doesn’t know the place to start out … 

What can be some suggestions for these with a finite funds and restricted sources to create one thing that’s high-quality and appears skilled?

Adam: I might say most likely the very first place to start out in the event you’re trying to get began on doing video and you’ve got a restricted funds can be to speculate as a lot cash as you may into your package, before everything, as a result of that’s the factor you’re gonna have on a regular basis. So your digicam, the lighting gear, your microphones, these sorts of issues. 

With cameras you may make plenty of actually skilled, good superb issues even on an iPhone now, so for digicam, you might have the instruments at your disposal. One of the issues that journey individuals up in knowledgeable setting is audio-related. It’s like when you’ve got one thing like tons of hum and pops and issues like that, that’s one thing that may journey up professionals. So getting a pleasant microphone is often a great place. 

But a extremely good factor only for beginning, and what I say after I find yourself lecturing again at my old-fashioned, is at all times simply begin. Just begin making issues and simply dip your toes in the water since you’re by no means going to get nice with out simply doing. So you want to do it in the early days and you recognize what if perhaps the early ones aren’t as nice as those that occurred later, and that’s precisely what you need.

Just begin making issues and simply dip your toes in the water since you’re by no means going to get nice with out simply doing. @adamjdunn #VideoMarketing #BreakFreeB2B Click To Tweet

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for extra Break Free B2B interviews. Here are a number of interviews to whet your urge for food:

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