Sign In | Create an Account | Welcome, . My Account | Logout | Subscribe | Submit News | Trail Report | Today in Print | Frontpage | Services | Home RSS

Your message delivered loud and clear

April 25, 2012
The Daily Mining Gazette

HANCOCK - If a picture is worth a thousand words, imagine the value of a video.

Defined Visuals owner Mark Riutta specializes in creating messaging solutions in the form of short, to-the-point web videos to improve business communication. Considering how the Internet has revolutionized the way businesses relay information, web videos are on the informational fast track when it comes to reaching consumers.

"While most businesses today have a website, and pictures are a big part of that, web video is fast becoming the new medium on the Internet," he said. "In fact, it's been predicted that video will be 90 percent of all Internet traffic by 2013."

Article Photos

Photo courtesy of Mark Riutta
Defined Visuals owner Mark Riutta specializes in video production, commercial photography and social media content creation. He operates his business out of his Hancock home.

Riutta, who operates Defined Visuals out of his Hancock home, said his visual production solution incorporates all components needed to create professional, high-quality, high-definition video. The process begins with finding out what communication challenges a business is facing. Having a clear understanding of the overall atmosphere and business philosophy is crucial in developing a video that's both informative and creates a personal connection. Also key is straightforward delivery.

"You don't want to overload viewers and try to say everything," Riutta said. "You have to be very specific and stick to one key topic."

The goal is to create video content that is interesting and moves along at a nice pace so the viewer will watch it to the end. Research has proven that web videos ranging from 30 seconds to two minutes give the best results. Anything longer and you risk the possibility of the viewer not watching the entire video and not getting the complete message.

Equally important is how web video is submitted to sharing sites such as YouTube and Vimeo, Riutta said.

Google indexes video content so it's important to use keywords and tags correctly to improve search engine results. The benefit of a properly indexed video is that it will usually rank higher in search engines like Google than non-video links.

Local retail businesses can benefit greatly from web video, Riutta said.

"Today, everyone heads to the Internet to see what's available and do some price shopping," he said. "Say, for example, I Google 'antique jewelry in Hancock MI' and get a page full of links to webpages. It takes time to click on each link and review their website or Facebook business page."

Now what if one of those links was instead to a video? Video links are great because they display an image in the search results so they stand out.

"The video thumbnail shows the owner standing behind a counter they look helpful and approachable it's only one minute long so what have I got to lose by clicking on it?" Riutta reasoned. "A minute later I feel like I have already visited this store and met this person. I now know more about who they are and what they offer and feel very comfortable about going there. With web video a business has the opportunity to make a personal connection with a potential customer before they ever set foot inside their store."

To illustrate how powerful video content can be for social media, Riutta said he shot a time lapse of the aurora borealis near McLain State Park in mid-April. Two days after posting it to his Facebook page ( it racked up 9,000 views.

As it turned out, a science blogger for MSNBC found the video and embedded it on his blog and the views started climbing. A week later and the count was still rising at 15,500 views.

"It's a good example of how video content can attract viewers and drive social media," he said.

While video production is a big part of what Riutta offers, he also specializes in commercial photography and social media content creation. Commercial photography services include event coverage, architectural photography, product photography, corporate portraits and web photography.

As for social media, Riutta said it's important for businesses to have a continuous stream of fresh content.

"Your website plus social media sites and the interaction between them is how you get visitors to find you," he said. "Our social media services will make sure you have the right kind of content that people will want to share."

A graduate of Michigan Technological University, Riutta worked as an engineer for Iron Mountain-based CCI Systems for 25 years. Riutta was instrumental in applying the company's corporate rebranding to websites and marketing materials. He was then asked to join the marketing team where he was responsible for maintaining corporate websites, obtaining corporate photography/videography and producing high quality corporate video content.

Moving to Hancock four years ago, Riutta continued working for CCI Systems until December 2011 when he established Defined Visuals.

"I've always had the desire to utilize my skills and experience to creatively solve the challenges faced by local businesses," he said.

Currently, Riutta said he's working on a handful of projects including television ads for Sandstone Digital and Wolf Radio as well as promotional content for a side venture, Copper Harbor Cabins (

He has also been working with the Upper Peninsula Marketing Department, Brassard Media, Brockit, World of Wood and was an official videographer for the CopperDog 150 sled dog race where he produced a behind-the-scenes feature that will be available on an upcoming CopperDog 150 DVD. He will also be providing video production services for PJ Olsson's Rock Camp this coming August.

To view Riutta's video and photography portfolios or learn more about the benefits of web video, visit Defined Visuals online at

Call Mark Riutta at 281-4857 or email him at

Editor's note: This feature is part of a paid advertising package purchased by Defined Visuals of Hancock. Businesses interested in being featured on the Business page may call Yvonne Robillard at 483-2220.



I am looking for:
News, Blogs & Events Web