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 look like 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 holding an viewers’s consideration, entrepreneurs are clever to take cues from entertainment-focused content material codecs like movies and music movies. Even extra so, we’re clever to take cues from the creators behind them. In a nutshell, that’s why Adam Dunn affords a very useful perspective for folks in our line of labor.

As a movie and video director who has labored on quite a few distinguished music movies and Hollywood motion pictures — together with “Spider-Man: Into the Spider-Verse”, for which he and his workforce gained an Academy Award — Adam is fervently targeted on creating content material that’s compelling and fascinating 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 following degree.

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It’s usually the factor that’s imperfect that ultimately turns into the factor folks like probably the most, which is why Spiderverse turned the factor that everybody beloved. — @adamjdunn #VideoMarketing #BreakFreeB2B Click To Tweet

In this version of Break Free B2B, TopRank President Susan Misukanis and I have been thrilled to sit down and chat with Adam about a wide range of subjects pertinent to entrepreneurs right this moment. We requested which components of his work are inclined 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 really 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 house first. Today we’re excited to share this dialog and department out to extra of an outsider’s perspective. 

(Note: There have been some technical difficulties with the microphone on our finish. But we didn’t wish to let that stop 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 selected portion of the dialogue, you will discover a fast normal define beneath, in addition to just a few 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” symbolize 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 quite a lot of content material, quite a lot of competitors, arduous to face out … When you take a look at those which might be probably the most effectively obtained, and gained probably the most traction, do you see any widespread components which might be making these resonate?

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

So whereas all of the movies are completely completely different, ensuring your workforce is 100% on the identical web page when making the content material is what makes probably the most profitable stuff on my finish, simply because you already know, 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 form 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 workforce is aware of precisely the place every part goes, all of the items match, and then you definitely make this lovely piece of artwork and everybody loves it … 

How that would translate into one thing like B2B can be like, while you do an explainer, ensuring you will have that precise A to B to C lined up, able to go. And that method while you make the explainer, everybody is aware of precisely the place all of the items match, every part seems lovely, and also you make this wonderful 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 initiatives. 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 carry in these consultants 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 at the least have a floor framework now from attending to be round a bunch of consultants and speaking to influencers and stuff. So that’s what intrigues me about it from my very own on my very own private degree, is attending to see these people who find themselves tremendous passionate and know every part.

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

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

Adam: I’d say most likely the very first place to begin should you’re seeking to get began on doing video and you’ve got a restricted funds can be to take a position as a lot cash as you may into your equipment, firstly, as a result of that’s the factor you’re gonna have on a regular basis. So your digital camera, the lighting gear, your microphones, these sorts of issues. 

With cameras you can also make quite a lot of actually skilled, good wonderful issues even on an iPhone now, so for digital camera, you will have the instruments at your disposal. One of the issues that journey folks up in an expert surroundings is audio-related. It’s like you probably have 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 skool, is all the time 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 that you must do it in the early days and you already know what if possibly 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 just a few interviews to whet your urge for food:

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