Case studies are one of the best ways to learn best practices, so this month I thought I’d share some real-life results data for a video white paper we produced for an information technology company called Biomni. (Note: see how they integrated the video white paper program on their home page.) It’s natural to think of ways to convert print content for online use and this is a good example of a traditional communications vehicle brought to life through video.

Like many tech companies with complex products and services, white papers are a critical part of Biomni’s marketing program, but they can also be somewhat dry, technical pieces that require more of a commitment to read in its entirety. Knowing that a recent AOL/Google study found 75% of respondents reported watching more video online than they did a year ago, and half (52%) expected to watch more online video over the next year, it was logical for Biomni to convert their print content to a form that users want.

Tell me a story

For online users, being told a story is easier, more appealing and entertaining, which also means there is a lower barrier to get started. By converting a textual white paper to video, Biomni essentially widened the funnel of prospects that would be introduced to their solution, and they gave prospects more than one option for how they could consume their content. Viewers of their video white paper program could still download the text white paper, through interactive features built into the AccelaCast rich media platform. The step of downloading the white paper acts as a second level of filtering to identify those prospects that truly have a higher level of interest. So as a marketing tactic, they effectively widened the funnel, without actually generating more “junk” leads.

Case study results

With the white paper content in hand, the video white paper was relatively easy to produce and the results were certainly noteworthy. Within 4 weeks, nearly 70% of all viewers had watched 80% of the program, resulting in 49 hours of engagement time.  Of the 546 viewers, 76% of them downloaded the text white paper for more in-depth examination. By combining video with interactivity, Biomni enticed more people to learn about their solution, and they were engaged for longer periods of time.

To learn more about the Biomni video white paper program and read what they had to say about it, download the case study. Or watch the Biomni video white paper on our web site. Take your pick!

Feedback? Questions? Contact us if you'd like to learn more about video white papers.

* The AOL/Google Online Video Survey was conducted from July 9 to July 15, 2007 by independent research company TNS.