Category: Tips and strategy

Why B-roll Video Is So Valuable To A Brand

With TV news stations often stretched thin and unable to send a camera crew to cover a story or event, it’s a good idea to have your own footage for each of your clients available to provide to them.

Providing professionally produced B-roll to a news organization is invaluable when pitching a story to the assignment desk. It is priceless to have footage to show what your client does in case a story opportunity is presented to you. With footage of the manufacturing process, employees providing a service or exterior building shots with company signage on hand, you are immediately able to provide the file to a news station.

B-roll isn’t just for timeless footage. For companies with events that are time sensitive, footage often needs to be shot and delivered to the stations on the same day.

Many businesses make the mistake of providing amateur footage that never gets on air. When you hire a professional video production company to gather B-roll they have the equipment and the knowledge of what the station needs to increase the odds of it airing.

Footage needs to be shot in HD and the shots must be fluid and steady. Shaky camera work is unacceptable. When shooting using pans or tilts, the camera operator should let the motion end before cutting to another shot. If you’re including soundbites, a good camera operator will know how much pre-roll to include and will make sure the audio is crisp. If your client is with a national company, try to localize the story to make it more relevant. And remember exterior shots matter. When pitching a local story, don’t send video of the client’s New York office with Times Square in the background.

The footage not only needs to be photographed professionally, but it must also be edited to provide the best shots in a concise package. A professional editor will know to include the ambient sound and know the safe area for graphics on the screen. The editor will create the dubs or digitally send the footage to the station.

For your corporate clients, it’s important to have professional video to best highlight the organization. Whether for airing on TV or other corporate use, brand is the most important asset a company has and by shooting profession B-roll and having it ready, you control how that brand is presented.

This link offers an example of how B-roll we provided was used during an in-studio interview as cover shots during the segment.

For assistance on producing B-roll footage or soundbite clips for your clients, or your own company, visit us at Spectrum Video & Film or call 602-889-0990. We are experts in video production and have been in the Valley for more than 30 years. We offer full-service video production from script to screen; lighting, projection and sound for events and meetings; and webcasting. Your facility is equipped with a studio, three edit bays and a sound booth.

Never Underestimate Hidden Competitors

When you enter a new niche — especially in search marketing via SEO and PPC campaigns — it’s important to identify strong players as well as smaller competitors that aren’t immediately on your radar. They might not rank for the most keywords, but they often rank for the most valuable keywords.

Be sure to include these two goals in your research:

1. Understand who really dominates the niche is a giant in the job listing field. They’ve been advertising during the Super Bowl for at least 15 years, so they have been the big name to chase. However, when you look for the site that ranks for top keywords in the job hunt niche, it is actually that dominates.

All it takes to gut-check old assumptions is to search one industry-related domain on (I started with SpyFu finds your direct competitors and shows how they ranked over time for relevant keywords. If one powerhouse site appears in topical search results more often than others, you can spot that at a glance.

Spyfu screenshot

Before seeing that chart (and expanding the time window to look back 5 years) I would have guessed that had dominated the niche, and that had just started emerging over the past year. I would have been completely wrong.

2. Give credit to websites with focused and valuable SEO.

Now that you can pinpoint the giants, remember that size doesn’t always rule. The previous example helps you battle wrong assumptions. However, ranking for the most searches doesn’t necessarily make them your biggest threat (or best example to emulate).

Many keywords a giant ranks for could easily be irrelevant, throw-away keywords. ( ranks for “ako” and “capital of Spain” to name a few.) Don’t be distracted by high keyword counts alone. Instead, pay attention to competitors whose SEO delivers meaningful traffic from valuable keywords. Here’s how to spot them.

Domains that create more value

When you switch to a “Monthly Value” metric on the chart, you can gauge the value that each domain gains from its organic traffic. Just like with PPC ads, more competitive keywords tend to be more valuable to the domain, so ranking for a few strong keywords can deliver big value.

Spyfu screenshot 2

Again, rises above the others. However, there’s more to uncover. We started this hunt to find domains with focused and valuable SEO — but not so large that they already jump to the front of our minds. A domain with tight focus (read: ranks for fewer keywords) could be hidden from immediate view.

With a monthly SEO value hovering over $9 million each month, creates plenty of value ahead of its competition where others are closer to $1M to $2 million a month. I kept the $9 million target in mind and scrolled down to the full list of Top Organic Competitors to see if I could find any others reaching’s levels.


BOOM! With nearly the same number of keywords as, captures $10.6M in value each month from its rankings.

Now I can see and as two strong domains that create more value overall from their organic content. wasn’t top of mind before, and it would have slipped past our sights. The goal is to find competitors that capture relevant and valuable traffic, and these sites get more qualified traffic with every click. If you’re up against them, that’s a key point to remember.

Keep Your Eyes Open

Deeper research into this pool of competitors tells you an interesting story about clicks translating into value. It’s a case of a competitor looming so large that it’s tough to see what is really happening in the niche. There’s help on how to stay alert for market shifts and emerging competitors that you might have missed. Read an in-depth example here.

Now you’re armed with a better eye for potential threats and even possible partners. Anyone can find a competitor. You’re going to find the big answers that happen between the lines.


January AZIMA Member Spotlight – Michael Arce

Breaking the Mold: How One Man Carved His Digital Career

“What do you do?” and “What did you go to school for?” are two overarching conversation starters at nearly every networking event and cocktail party. The real question is, do those two things have to be the same? According to Mike Arce, founder and CEO of Loud Rumor, if you love to learn and embrace constant change anything is possible.

For more and more professionals, finding the right career fit for their talents is more important than ever. Here is the story of an AZIMA member who decided to stop looking for a job to fill, and instead created a career that he finds fulfilling.

Being the founder of a swiftly growing internet marketing agency wasn’t always in Arce’s career plan. In fact, after leaving Arizona State University and owning his own personal training company, delving into the digital realm was arguably one of the farthest things from his mind.

It wasn’t until Arce’s cousin approached him to lend a hand in some business development efforts for her startup agency Crespo Designs, that the seed was planted.

(Enter Loud Rumor.) After falling in love with the industry, Arce and his wife, Marjon, started an internet marketing agency focused on helping small businesses gain new customers and grow their business. Loud Rumor originally found success as a web design company, they then developed a deeper passion for marketing websites, rather than creating them. With the addition of services like SEO,PPC, Facebook Ads, and YouTube Ads, Loud Rumor helps clients utilize their online presence to see real results.

While finding your niche is the first step, it’s certainly not the last on any professional journey. It’s also essential to stay on top of every trend in your industry. According to Arce, modern SEO has changed quite a bit and continues to adjust constantly. In fact, it used to be the main component of marketing plans for Loud Rumor clients.  While it’s still a component, more attention has to be put toward other adapting avenues.

Bringing on the right people is another thing that has kept Arce and Loud Rumor on track for success.

“The wrong people will demotivate you, and make you feel like nothing is going right.  I’ve been there. The right people keep you charged, hungry, and positive,” Said Arce “This includes the people you associate with outside of work. Make sure your circle is a positive one that loves to talk about ideas and creativity.”

Arce also recommends getting mentors, working on people skills as much as marketing skills, and overall taking care of your physical well being.

“If you don’t understand people, it’ll be very hard to find ways to attract them,” said Arce “Whether it’s clients, team members, vendors, or partners.”

Looking for a great place to network and meet like minded professionals in the digital marketing industry? Click HERE to join AZIMA today.

Mike Arce

Mike Arce
Title: Founder and CEO of Loud Rumor

January Board Member Spotlight – Ginelle Howard

A Look Inside:

Q&A (unedited) with AZIMA Director of Member Benefits Ginelle Howard

Ginelle Howard, Independent marketing consultant and Arizona Interactive Marketing Association’s Director of Member Benefits, has worked both the agency and corporate side of marketing and has befriended Fortune 500 brands ranging from make-up to pet products over the past 10 years. Currently, her expertise in brand planning, marketing strategy and business development has led her to independent consulting.

Why do you think the world needs more women in leadership roles within the industry and in entrepreneurship?

Mainly, because I believe that women make fantastic leaders and are incredibly creative, intelligent, resourceful, intuitive and beyond capable. I’ve also never met a woman that wasn’t brave and I think that great leadership demands that of any individual.

Beyond that belief, I think it is important for women to continue to strive for gender equality in the workplace and one of the most significant ways that women can work together to achieve this equality is to take a seat at the leadership table. Of course those seats can be hard to come by and that’s why entrepreneurship provides such an enriching and empowering option for women in business to carve out their own leadership and creative path.

How would you describe what the industry is like for those considering a marketing career?

In marketing there is never a dull moment. It’s not a routine field. It can be like riding a rollercoaster without always or (maybe more like never) having a seatbelt. The industry constantly changes and requires you to be a relentless and avid learner, which I love. What I enjoy most about the industry is that it involves an incredible convergence of worlds that in other fields you wouldn’t get to always experience so heavily. Art, science, psychology, sociology, technology and pop culture are all such major influences in a way that is very unique to the industry.

How is adapting technology changing the frontier of your industry?

In some ways it has changed everything and in other ways nothing has changed. There are more niche areas and the overall marketing umbrella is becoming much more expansive then it was in years past. Our ability to reach consumers is certainly much faster and we are able to connect with people on a significantly larger scale. And sure, the mediums and platforms we use to communicate are more varied with the advanced development of mobile technology, app culture, the continued boom of social media, and the vastness of opportunities the web presents, but these technologies do not create great marketing. Good copy is good copy in and of itself, not because it was shared on social media. Brilliant brand strategy isn’t brilliant, because it was put on a landing page using key SEO search terms and followed by a hash tag. Creative ideation and strategic insights will always be the pillars of the industry’s frontier and I don’t think any adapting technology will ever change that.

What is a tip that has helped you stay on top of your game?

I learned a lot from my first job. I used to observe everything I could from the CEO of the company. I learned that you have to be able to talk and understand all aspects of the business and stay very knowledgeable on a wide variety of industries. He taught me that it’s not enough to know marketing and to be able to talk marketing. You really have to be able to understand the nuances of many other businesses. No one can be the expert in everything, but always increasing your knowledge outside of your world as much as possible will help keep you in the game.

Any advice for someone looking into a career in this field?

Find a mentor. Heck, find five. There is nothing else I would recommend more highly. Also, I’d say to become clear and poignant about your own brand. I think developing and portraying a strong sense of who you are and what you stand for as a creative talent and overall human being is so important. It allows your distinct point of view to flow out naturally and authentically. I think when those things are very clear within you and you can articulate them well, that other people take notice and want to be a part of it. The most successful brands in the world do that and when someone starting out in the field can do that too it’s very powerful and will take you places.


Ginelle Howard
Title: Director of Brand Marketing for Yandy

Email Is the New Direct Mail

Direct mail can target people by region and can count conversions with a specific phone number, coupon code or URL. Sounds like the perfect marketing tactic, right? Maybe not.

While some marketers swear by it, direct mail is no longer the end-all, be-all of direct marketing. Nowadays, anything important (paying bills, shopping, etc.), can be done online. “Junk mail” is often synonymous with direct marketing, and may create more annoyance than positive brand awareness.

Email marketing is the new direct mail. In a world where digital devices are an integral part of our lifestyle, it makes sense to try to reach people through those devices.

But that’s not email’s only appeal. Below are three reasons why email is the direct marketing tactic of today.

1. More Specific Targeting

Email marketing allows users to opt in or out. With direct mail, you can’t do either. If someone goes to your website and signs up for your newsletter, you already know they are interested. If they opt out after receiving your email, they may not be your target market.

Email marketing software can also help you tailor your campaigns based on other factors. Not only can you target by location, but if you have been in contact with them before, you can target by where they are in the buying cycle. Email lists can also be segmented based on purchase behavior.

2. Lower Costs

If you are a small business owner, the cost of running direct mail campaigns can be quite high. You may have to hire a designer, pay for postage and purchase high print volumes. Then, when it’s time for a second round, you send just as many because you don’t know who actually saw the first one. Even if you receive more responses from a piece of direct mail, some testing has shown the ROI is often higher on email marketing.

3. More Intelligence

You can gain so much more intelligence with email. You can tell how many people have opened the email, clicked on links and unsubscribed. If you sent them to a page on your website, you can find out what they did there as well. This way you know if the email actually led to a sale, in addition to creating more brand awareness.

When you can track online user behavior, you can optimize your next campaign for better results. If you are aware of the recipient’s response, you can make adjustments to elements like subject lines, CTAs, overall messaging and email layout. You also have the ability to test these variables by sending out two versions and seeing which one performs better.

In Summary

While email campaigns are an improved way to reach your prospects and customers directly, they should only be part of your marketing efforts. In some cases, it might be beneficial to use both direct mail and email as part of your integrated marketing plan. Either way, every situation is unique and if you aren’t sure what the best strategy is for your business, seek out the help of a professional.

Recap of August Program: Second Screen Experience

AZIMA Second Screen Panel Event

It’s probably quick to recall countless moments of friends, family and colleagues swiping away on their phones as a meeting drags on or a TV show plays. Our adoption of smartphones and tablets continues to surge and as we integrate their use deeper into everyday activities such as watching TV, we inadvertently created a phenomena and marketing opportunity referred to as the second screen.

Future of retail is not in reward programs

We Love Our Customers
In marketing we are consistently in pursuit of the one-to-one relationship we can have with a customer.

However operationally, every company’s customers are treated nearly the same way – even with the tiers of loyalty programs. Sure there are some extra perks here and there when you go from Silver to Gold status but they are the same for anyone at that level.

Looking toward the future there are many opportunities to recognize you as an individual both from the marketing side as wells an operational one. That’s when true personalization will be realized.

Read the full post on my Medium blog:  “There is something very big on the horizon and it will change the future of what it means to be brand loyal…. ”  Retail’s Future: iBeacon _ Rewards Programs + Klout technology = Individual Brand Pricing. 

Content Marketing: Predictions and popularity in 2014

"Content marketing" searches per month on Google climbed steeply in 2012 and just keep going.

“Content marketing” searches per month on Google climbed steeply in 2012 and just keep going.

Many predictions were made at the end of the year about content marketing in 2014.

Mashable predicts that this is the year when content marketing finally matures and brands, agencies and startups help it achieve real scale. 2014contentmarketing

According to the Content Marketing Institute, 93 percent of B2B brands and 90 percent of B2C brands are using content marketing to educate consumers about their brands.

Yet, despite the overwhelming interest in content marketing, 55 percent of B2B content marketers think their campaigns are ineffective.

Whether marketing folks have figure it out or not, a quick search of the blogs show that everyone’s talking about Content Marketing.  Here are a few blog posts that caught my eye recently:




Brand You starts with your day-to-day interactions

StickynoteIPromiseLooking at the landscape of Personal Branding Experts, I realized how most of them talk about the tactics of personal branding and not on the behaviors of it.

Building the Brand of You which I speak on often is about demonstrating the value of interactions with others and the decisions we make throughout the day.

On a larger scale that kind of personal brand building requires planning. And when they present themselves, analyzing those key opportunities so you can make the best choice possible.

Read my latest blog post –

Choose Wisely: Building the Brand of You has many options.   The many directions of the personal branding and how to choose the right one.

Let me know what you think and how you would have handled it differently if you have been given the assignment and a couple of hundred million dollars.