Video Content Marketing Guide: How to Implement Your Strategy

by: Dustin Hawley | Monday July 29, 2019

Companies need many things to thrive - everything from visionary leadership, a compelling brand offering, exceptional customer service, and much, much more. Yet in today’s highly-congested marketing landscape, the one thing your brand needs more than anything is a story.

Stories are all the rage in marketing these days, and for good reason. They make for better marketing because they elicit emotion. They can deeply influence who we trust, evoke feelings of nostalgia, and assist us in making sense of complex information. A genuinely great story can help to communicate the character of a brand in its entirety.

This is where video content marketing comes into play. Video is a critical element to your content strategy because it’s bite-sized, memorable, and (most importantly) measurable. These components make it ideal for your audience members who crave short, engaging pieces of content. But they’re not the only components either. Many other factors make video content marketing an exceptionally effective method for brand growth. Being that it’s especially visual, you can utilize video to teach complex concepts, share stories about your brand and customers, and inspire marketing-specific actions (like demos, trials, subscriptions, etc).

two people watching and pointing to a video playing on a laptop

But what are the best practices for considering and implementing a successful video content marketing strategy? Well, look no further! We present our very own Video Content Marketing Guide. Here is how to implement your strategy and achieve the best results from your efforts. So let's get started!

But first, let's discuss exactly what video content marketing is specifically...

What is video content marketing?

For those who may be new to online video marketing or simply need an updated video marketing definition, here you go. Content marketing is the process of creating relevant and unique content that is designed and intended to change the behavior of your target audience over time. Content marketing, of course, spans numerous channels, including web, email, social networking, and video. Video is one of the most powerful means of distributing your message.

Our creative team here at Viral Nation stays up to date on the latest video marketing trends and examples to provide our clients with high-quality, effective videos for their websites, social media content creation, and digital platforms.

Video marketing may seem obscure, niche, complicated, or simply too expensive for your brand marketing efforts. Guess what? It’s not! It can be as easy as shooting videos on your smartphone and editing them into a single video with a musical backdrop and your company's logo. Simply put, video content marketing is essentially the act of incorporating video into your overall marketing strategy, typically intending to help increase brand recognition and awareness.

Those sponsored videos that pop up in nearly all of your social media feeds? That’s video marketing. Ever gotten an email newsletter with a video? That’s video marketing as well. Videos embedded on home pages or blog posts? You guessed it; that’s also video marketing.

How to Implement Your Video Content Marketing Strategy

To properly implement an effective video content marketing strategy, you must know the ideal steps to take in both creating your marketing plan and establishing the goals of that plan. Here are some best practices when implementing your strategy. 

lights, camera, action!

Determine The Purpose Of Your Efforts

Before you even begin to hash out the details of your video content strategy, you must determine what the primary goal is and how it ties into your overall marketing goals. Here's a simple example: If you are looking to grow dinner business at your restaurant, the core purpose of your video content could be to showcase your amazing daily dinner specials or your vast wine selection. Having a purpose behind your efforts will allow you to effectively tailor your video content to it's intended goal, and produce far better results than simply shooting in the dark.

CTAs: Formulate a Plan for the Next Step

Ok, so now lets' say you have planned and determined the objective of your video content, and you are ready to begin shooting. Not so fast. Now is the time to determine what action you want your audience to take after watching your video. Do you want them to visit your website for more information? Do you want them to sign up for your weekly email newsletter?  The CTA (call to action) to use greatly depends on your type of business, the purpose of your video, and where this content fits into the process of the buyer’s journey.

Select A Format

Frankly, it’s not very strategic to just decide you’re going to make a video for your business marketing. You must have the intent of your efforts nailed down, in addition to the primary method of delivery. This means choosing the most applicable format for the video. There are three main formats that each brings about different restrictions and advantages: live, short-form and long-form. Since they each serve a different purpose, consider using a mix of all three in your overall marketing strategy. Perhaps, even within a single campaign.

Let's break down the details of both short-form and long-form video.

1. Short-Form Video

Short-form video typically gets great engagement with an increased chance of consumers watching past the first 10 seconds of the video, a huge challenge for video marketers today. If you can’t say everything you need in a short period of time while providing value, insight or help your consumers solve a problem, it's going to be hard to garner their attention.

Here are a couple of pros and cons of short-form video:

Pros Cons

Quick and easy - Short videos require less time, resources, planning and frills. So you can produce more, faster.

Limited time - That means limited information too. So you won’t be able to use a short format for everything.

Higher engagement - More people are likely to watch short videos and for longer.

Value takes creativity - You need some serious strategy to make a > 60-second video a powerful experience or valuable piece of content.

 

2. Long-Form Video

Video can be utilized like any other original long-form content you create. Building a campaign and landing page around long-form content can increase your conversions and help meet and exceed your marketing goals. 

Here are a couple of pros and cons of long-form video:

Pros Cons

No limits - Since there’s no time limit, the only restrictions on this content is your creativity and budget. Want to teach your audience how to do their own oil change, as a musical? You can do that.

More planning - Longer videos require a lot of planning and production effort to be engaging and well-structured the whole way through. That also means more editing and bigger budgets.

More value. If your long-form video provides a lot of valuable information, it has the potential to make a larger impact on your marketing goals, for years to come.

Go niche or go home - Only people who really want your information are going to watch a long-form video. So plan to target specific buyer personas at specific stages of the buyer’s journey.

Here's why online video is the future of content marketing

So what is digital content creation? And why is video content marketing important? Aside from being a highly visual medium - a medium that dominates modern-day marketing - there are several benefits to making online video marketing part of your digital strategy.

There are many benefits to well-executed content marketing.

picture of a high-end camera

Grow revenue

Research from Aberdeen Group shows that marketers who use video are growing their company's revenue 49% faster year-over-year than those who don’t. 

Influence buying decisions

An eye-popping 90% of customers say that product videos help them make buying decisions and 64% say that watching a video makes them more likely to buy. Additionally, 97% of marketers said that video has helped increase understanding of how users engage with their product or service, according to data from HubSpot.

Rank higher in search

Websites that make effective use of video increase their likelihood of being ranked on the first page of Google results by as much as 53 times, as stated in research from Forrester. Also, 55% of search results for keyword searches in the United States contain at least one video, according to Search Metrics. So aside from the increase in time spent on your site, simply having a single video increases your chances of appearing in SERPs.

Bump up conversions

Video users have 27% higher click-through rates and 34% higher web conversion rates. Also, using video on a landing page can increase conversion by 80%, according to data from Unbounce.

IN CLOSING

Beyond video’s unique ability to convert at high rates, the medium has also become especially valuable to data-driven marketers around the globe. The ability to track and measure audience engagement for video in a meaningful way makes marketers hold a special place in their heart for video content. If your organization begins to effectively incorporate thoughtful video content marketing into its overall marketing efforts, you are sure to be on the path to further success. Consider the insights and best practices mentioned above, and watch how your brand engagement grows. So get out there and get to shooting some video content!

READY TO GET STARTED WITH VIDEO CONTENT MARKETING?

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