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SEO & Digital Marketing

How To Use Video as a Valuable Content Marketing Strategy

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An increasing number of people are choosing video content as their preferred source of information. How can your company take advantage of video marketing?

ContentBacon recently hosted a webinar where we reviewed the importance of utilizing video to market your company, brand, product, or service. You can devour the video on our YouTube channel or keep scrolling to check out some of the highlights.

Did you know…?

One minute of video equals the value of 1.8 MILLION written words? The stats don’t lie! Adding video content to your website is a compelling ways to share information and expand your audience. There are TONS of statistics that point to video being more persuasive than written text alone. Some of the facts that made even our jaws drop include:

  • During internet searches, video content is 50 times more likely to get original page clicks as compared to plain text results
  • Social video generates 1200 percent more likes and shares than text and images COMBINED! That’s right—1200 PERCENT MORE! It doesn’t even sound real, does it?
  • 74 percent of millennials agree video is helpful when comparison shopping. And as our founders mention in the webinar, 64 percent of internet shoppers are more likely to buy a product after watching a video about it
  • Businesses that utilize video in their marketing strategies increase annual revenue 49 percent faster than companies that choose to skip the clips

Video is a round-the-clock salesperson

The beauty of video is that it’s always working for you. Whether your office closes at 5 p.m., you have limited resources, or are preoccupied with other business growth activities, video provides access to the information your customers need at any time—day or night. And because video is easy to consume, a new sale is only a click of the “play” button away!

Video can smile back, words can’t

Video adds a human component to your messaging whether it’s through voice overs or on-screen talent. While written content gives you a chance to educate customers and showcase your style, video offers a more intimate connection.

It’s easy to feel connected to a brand or company after hearing their story

Video is the next best thing to being in person. It aids your customer or prospect in understanding you and your business. Watching video allows viewers to get a feel for exactly who they are (or will be) working with. Bottom line: video lets you inject personality on a level that text often can’t convey.

Video content offers endless possibilities

Authentic video content presents boundless opportunities for creativity, clarification, and branding. There are no restrictions on the purpose a video serves. Some of the most popular types of video content include:

  • How-to: Offers a step-by-step guide on how to complete a task, use a product, and more. How-to videos can be used both internally with your team to expedite training or can target customers.
  • Company culture: Share a bit about who you are and what you do. Not only will this give potential customers an inside view into who they’re working with, it’s also a great way to appeal to new talent.
  • Customer testimonials: We’ve all seen written testimonials from customers, but how do we know they’re real? Video testimonials build trust and establish credibility by showing that there are real people using your product or service.
  • Documentary style case study: Present a problem your target audience struggles with and show them how you solve it. These videos get into the nitty gritty of the benefits you provide to customers

Looking to incorporate video?

Oftentimes, business owners are under the false assumption that video content must be a costly, Hollywood-style, full length feature presentation. This usually isn’t the case. Any company has the opportunity to incorporate video as part of their content marketing strategy.

Having some type of video content published is monumentally better than having none at all. And while you can aspire to create the highest quality video possible, starting simple is a great way to test the waters.

Follow these steps to create the foundation for your video production:

1. Identify your audience and the goal of the video

2. Decide where you will use the video (e.g., website, social media, email blasts)

3. Determine who/how it will be produced and assemble the team

4. Create a production schedule

5. Develop an outline/storyboard and script

6. Hand over to animator or schedule filming

7. Review initial draft

8. Take notes and go through editing process

9. Get final video and start marketing

Review the entire process: what worked, what didn’t, how can we improve?

Quality content is the key to video success

High quality video starts with high quality content. Once you have a piece of content that you would like to turn into a video, the rest of the process is relatively easy!

If you’re struggling to formalize a video content strategy and feel strongly that you could benefit from showcasing your company’s strengths through video, get in touch with us today.

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