Content marketing has exploded in recent years. Business are discovering that, not only are their audiences craving valuable content as opposed to a more classic sales pitch, but they are also learning that their target audience is more within reach than ever before. The rise of the digital world bridges the gap between businesses and their customers. That said, content marketing isn’t a one and done strategy. To hold your audience’s attention, the most effective content marketing plans are ongoing, widespread, rich with value, and engaging!
Online Video Content Marketing
Content marketing can be tackled through many mediums, however the popularity of one particular medium has increased over 800% in the last six years: video. (Comscore) We all have someone in our social circles sending links to cute and cuddly animal videos; however when you consider that according to the Content Marketing Institute, roughly 70% of B2B marketers also use some form of video in their marketing plan, you’ll realize that video is a means to many different ends.
According to Bobbie DiPorter’s Quantum Learning, we remember:
- 10% of what we read
- 20% of what we hear
- 30% of what we see
- 50% of what we see and hear
- 70% of what we say
- 90% of what we say and do
Thinking in terms of marketing tactics, this means that in using video, viewers are likely going to remember 40% more than if they were to have read the exact same material. Why do you think those sing-along videos are so addicting? By getting us to sing along with them, apparently we’re to remember 90% of that dang song! While an interesting concept, I don’t suggest you go there just yet with your video. A quality video production service will gladly suggest other ways to capture your audience’s attention.
Given that the quality of video has skyrocketed in recent years and the headaches associated with creating a video (cost, access to video production companies, etc.) have been greatly reduced, there is really no reason that professional videos shouldn’t be a big part of your content marketing plan.
The use of video will not pigeon hole you into one form of content. Video can contribute to your content marketing strategy in multiple way, including:
- Case studies: Wouldn’t you like your audience to remember roughly 40% more of your content? Record your case study instead of having it written out.
- Testimonials: Humans are hard wired to recognize faces and to use facial features and expressions and a measure of believability (Susan Weinschenk, Ph.D)
- Corporate overview: Don’t use this video as a sales pitch, but more as a vehicle to demonstrate your knowledge and how you help solve the viewers’ problem. You might be innovative and a leader in the industry, but what does that mean for your customers; what’s in it for them?
- Product demonstration: The reality is that not every interested party is going to be able to come to your office/showroom to see your product/service in action; however you can bring the demonstration to them with video. I don’t think I need to explain why a video version of a product/service demonstration is far more valuable than a written description… A good video production company will help you convey the demonstration in an interesting way without creating a dry, step-by-step instructional video.
One of the important aspects of a quality content marketing plan is the distribution of that content. If you really want to get the most out of each piece, you cannot simply throw it up and hope it sticks. Give your content some legs and distribute widely via your website, social media, YouTube, blogs, etc. According to the Content Marketing Institute, B2B marketers use various social media mediums to distribute content. The most popular are LinkedIn, Twitter, Facebook, and YouTube. One of the best things about using video from a marketing standpoint is how sharable it is. Encourage your audience to share your video by including the social media shortcuts. Regardless of where someone is when they see it, in their office, in the car (not driving of course), waiting in line, etc., they can easily pull up a video on their Smartphone, tablet, or laptop. Imagine: You have five minutes downtime while you’re waiting for a colleague to arrive. Are you more likely to watch a 2-3 minute video someone sent you or read a 3-5 page case study?
Content marketing is quickly becoming king in the marketing world and is recognized by both salesmen and marketers to hold value when it comes to communicating to the target audience. Video is a versatile medium that can quickly put your message in the hands (quite literally with mobile technology) of your audience across the globe.
Are you looking for a video production company to help you with your content marketing strategies? To learn more about our video production services click here. To speak with someone about your project, or to request pricing, please click here.