Content Marketing Not Working Wonders for You? Combine it with Video Campaigns

Have you considered an alternative to written content for your business?  You would be right to do so, if you want to spice up your content marketing campaigns and bring in more leads, generate a lot more interest in your business and services.

Effective video content marketing requires a certain amount of know-how to determine the right vision, information, and placement. However, the results can be spectacular and the amount of people who would have a renewed interest in your business would dramatically increase.

 

Collage via Canva.com

The biggest problem with video marketing campaigns: huge online competition

If you are considering video marketing, you have to face the irresistible competition of hundreds and hundreds of hours of YouTube footage that gets uploaded online every hour. So, yes, this is huge. You may expect many video users to switch off the moment your business video appears on their screen. But there is no need to despair about this. All you have to do is be smart about it.

Here are four tips for creating your next video campaign.

  1. Determine where your audience is and start your video campaign there

All videos should be created with the target audience in mind, and the same is especially true for any type of content marketing. If your primary clientele do not use social media, for example, stick to internet infomercials or clips shared in email newsletters. On the other hand, if your primary audience uses various social media platforms, then figure out the best way to reach them. Will they respond to video content posted on Facebook, or a link sent via Twitter? Could you make a series of short Snapchat or Vine clips instead? Knowing where you will place the clip will help determine its content.

A good example is Buzzfeed. They are a company that truly understands who their audience is. They market to younger people and as a result, their video campaigns are fun and upbeat.

  1. Don’t try to sell your services. Act like a problem solver 

Video content marketing is much different from commercials, where the goal is to sell a product or service. Although you can include a call to action, you should avoid being overtly sales-oriented. Instead, produce highly relevant content and act as a problem-solver to answer questions for consumers. Producing customer-centric information means telling them the things they would want to know. Ideas include:

  • Client stories and experiences
  • Educational information
  • How-to’s and tutorials
  • Product demonstrations
  • Commentary on industry news

Whatever you post, make sure it is high-quality and extremely relevant. This will help build consumer trust in addition to name recognition.

A good example: HubSpot. They post videos about anything including office culture, platform tutorials, success stories, and product launches. They know a thing or two about good marketing, which is why they regularly create educational videos like this one below.

3. Create interactive videos that engage

How many websites have long-winded, boring FAQs or about us pages? Consider spicing things up by making your pages more interactive and light-hearted with a video production. You could cover a few frequently asked questions in a humorous video clip or show off your staff in person rather than in print. Alternatively, respond to additional FAQs in future blog posts, how-to videos, and product tutorials to make the most of your content.

4. Find ways to connect viewers to your site

Many platforms give you the option to directly upload content, bypassing the option to embed. While this can help increase viewership and reduce the risk of broken links, it may be more difficult to get viewers to your website after the fact. If your goal is merely to increase brand recognition, then that may be enough. If you hope to convert leads by increase email newsletter signups or app downloads, then consider hosting videos on the site instead. Keep in mind, however, that users who do not regularly visit your website will not see new content there. Make sure that your digital ads, emails, or posts send viewers to your landing page.

These are just a few tips that will keep you on top of your competition, only by using video marketing campaigns. Good luck and if you need help with a script, send your project our way.

 

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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