Blending Visuals with Copy For Brand Impact

B2B Marketing & Copywriting

In this episode, I speak with Kevin Rapp, founder and Chief Creative Officer, Kevin Rapp Consulting. He tells how he went from motion designer to leading a video team at a hot startup. We chat about everything from why shorter YouTube videos are winning to the real deal about using video in B2B. We’ll also get into how the journey with a brand isn't a straight line anymore—it's more like a treasure map with multiple touchpoints. Listen in...

Connect with Kevin:

Company URL: https://kevin-rapp.com

LinkedIn: https://www.linkedin.com/in/kevin-rapp-consulting/

Misconceptions about the creative profession [00:01:16] Discussion on the biggest misconceptions people have about the creative profession.

Defining creative and its role [00:03:03] Exploration of how creative is defined and its role in conveying intangible concepts through various mediums.

Kevin's journey in the creative field [00:05:13] Kevin's background in video production and his transition to working with tech companies and startups in branding and strategy.

The limitations and constraints that inspire creativity [00:10:07] The speakers discuss how limitations and constraints in a marketing objective inspire creativity and push the brand forward.

The changing landscape of video marketing [00:11:54] Kevin talks about how video marketing has drastically changed over the years, from laying off broadcast commercials to beta tape to the fragmented user journey of today.

Creating a modular and holistic content experience [00:13:38] We discuss the shift from focusing on one hero piece of content to conveying the brand story in smaller, bite-sized chunks across various platforms and formats.

The distinction between theory and practice [00:18:15] Discussion on the difference between blanket advice and practical steps in implementing advice.

The importance of video in shaping a brand [00:21:14] Exploration of how video is becoming a dominant form of communication and its role in defining a brand's identity.

The effectiveness and purpose of videos on websites [00:25:54] Debate on whether videos on websites should be integral to the user experience or used as a mere tactic.

The importance of concise and focused video content [00:28:15] We chat about the common problem of trying to include too much messaging in one video. Kevin recommends being tight and concise with video content.

Creating a systemized and modular set of video content [00:29:45] Kevin suggests investing in a systemized and modular set of content, breaking down longer videos into smaller components to create different videos for different stages of the sales and marketing funnel.

Avoiding decision fatigue with video calls to action [00:30:41] We discuss the negative impact of including too many calls to action in a video, leading to decision fatigue and inaction from viewers.

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