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Content Marketing | 6 min read

4 Key Video Content Strategy Tips to Improve Your Marketing

Alexander Costello
11 May 2018 Written by Alexander Costello

They say a picture is worth a thousand words.

And since a 2-minute video is made up of around 3,600 still images (or frames), some basic maths will tell you that a video is worth 3,600,000 words. That’s more than three times all the Harry Potter books put together.

Wow. Videos sure do pack a punch.

Okay, obviously we’re being a little silly, but the point we’re trying to get at is that videos are able to convey a lot of information in a very short time. That is why they are so valuable to content marketers and why the average internet user spends 88% more time on a website with video.

It is easy to see why you should be using this visual content as part of your marketing strategy, but deciding on the type of video is a bit more nuanced.

Therefore, we’ve put together four video content strategy tips you can use to improve your marketing.

1. Showcasing Your Culture

Customers are caring more and more about not just what they are buying, but who they are buying from. Given the choice between a business that reflects their values and one that exists only for profit, the former will always be chosen, and businesses know this, with 72% saying video has improved their conversion rate.

The challenge for businesses is showcasing their culture without it appearing as nothing more than blatant self-promotion. Writing a blog about how happy your employees are or the uniqueness of your office can appear insincere and unengaging.

After all, seeing is believing.

Video is a great way to introduce new people to your company and showcase your business’s culture, highlighting not just your products and services but also the personalities behind them.

People like to buy from people, so by giving viewers a behind-the-scenes peek into the everyday going-ons of your business, you can show potential customers that there’s more to your business than just profit.

Videos that demonstrate your culture can come in many forms, but perhaps the most common is an About Us video. These are effective because they tell the story of how and why you’re in business, and give insight into what drives your company.

This type of video is not just suited to the about us page on your website, though. Such a video is versatile and can be used on your homepage, shared on social media channels, and even factored into your email marketing (on a side note: video content has been seen to increase click-through rates on emails by 200 to 300%).

2. Educating Your Audiences

Providing value to your customer base before they buy is the best way of showing how they will benefit after they purchase your products or services. By providing video content that educates your audience, you not only highlight this value, but also position yourself as a leader in your industry.

The first step to creating video content that educates and delights leads is to identify the questions your audience is asking. Monitoring social media to learn these talking points can help you get ahead and answer these queries.

By providing helpful and useful information, all wrapped up in a video format, people are more likely to build trust in your business and come back in the future. If your video is really valuable, your audience will spread the word about it for you, as shown by the 92% of mobile users who share videos with others.

Even better, a great educational video not only answers your audience’s question, but inspires them to ask more. Since you’ve already taught them something, they’ll naturally begin to wonder what else you know and be encouraged to learn more about your business and the services you provide.

Once you’ve identified your customer’s question, consider what type of video is best suited to answer it. Tutorial videos can help your leads learn a new skill, while video presentations allow you to dive into the details of your chosen topic, just as Moz do with their Whiteboard Fridays.

As well as engaging new people, educational videos also play a role in supporting those who are already considering whether to purchase from you. Product demonstrations help potential buyers see what they’re purchasing, in action, enabling them to imagine themselves using the product or service. In fact, four times as many consumers would prefer to watch a video about a product than read about it.

3. Sharing Customer Experiences

We know that customer opinions play an important part in a person’s purchasing process, with 90% of customers saying they’re influenced by online reviews. Hearing someone from outside of your organisation applaud your product or service can give people the confidence they need to make their purchase. And the more genuine the review, the better.

Here video once again shows its value. While hesitant purchasers may question the authenticity of written testimonials, videos are practically impossible to fake. If you have lots of customers who are happy with your service, then these videos are a doddle.

In order to share a genuine testimonial video, you just need to give the subject the space they require to share their opinions. Unlike other forms of videos, you’ll want to steer clear of scripting the content your customer is going to say, even if it accurately reflects their thoughts.

Unless the person providing your testimony happens to be a fantastic actor, using a script will likely make your video seem staged, and thus not genuine. Use the time you would have spent writing a script to prepare your customer and make them feel relaxed.

While you obviously want a cogent, concise statement from them, remember that you are looking for human content that your audience can engage with and relate to – so don’t worry if there’s the occasional giggle; this will show that your subject is sincere, passionate, and believable.

By creating a great testimonial video and using it on social media, you can dramatically increase the reach of your business, since social videos generate 1200% more shares than text and images combined.

4. Making an Emotional Impact

Video content is not just about informing, educating, and promoting. It can also be used to provide an emotional impact.

This is most commonly seen in short videos that only aim to entertain by making their audience laugh. While humour can be a tricky thing to master (you don’t want to be targeting a young audience with dad-jokes) it is a proven social bonding mechanism that brings people closer.

Furthermore, audiences are more likely to share content that they find funny on social media, which will improve the reach of your content and grow your word of mouth marketing network.

When customers engage with your emotional or entertaining video content on social media, they are more likely to follow your business. This has a clear impact on your sales, as shown by the fact that 72% of people who follow a brand on Twitter are more likely to go on to make a purchase.

The best bit is that this type of video does not have to be long or even have high production values. Short clips for Instagram, Snapchat or Twitter filmed on a phone can be all you need to start attracting new customers.

Of course, humour is not the only way to make an emotional impact, and it may not be appropriate for your brand. Ultimately, the purpose of videos comes down to providing content that will resonate with your customers, so consider heartwarming, inspiring or even emotionally challenging topics to engage your audience.

Whatever your business or customers’ profiles, video content should always play a role in your content marketing strategy.

Let’s close with one final stat: 70% of marketers say video is responsible for more conversations than any other type of content, so if you’re keen to create a buzz around your brand, videos are a must.

To learn more about how video can transform your marketing, book a free Marketing Assessment with one of our experts.

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