Content marketing dominates the marketing landscape these days. This should come as no surprise – research has shown that consumers spend around 7.5 hours per day (or approximately 463 minutes per day) consuming media in some way. That’s a lot of time consuming content! Because of such drastic increases in content consumption, marketers have looked to expand the vehicles by which they deliver content. One of the most popular ways to do so is through video content marketing. Continue reading for our insights on why video content is one of the best ways to market your business in today’s marketplace.
Show, Don’t Tell
When it comes to presenting how your product or service works, video can be a much more efficient and streamlined presentation method. Consumers are more likely to watch a video explaining your product – watching a video typically takes less time than reading a block of text or scrolling an infographic. You’re also more likely to sell a consumer on your product if they can physically see it in action. Hence the ages-old adage, show – don’t tell!
Videos are very versatile. You can really get a lot of mileage out of your video content by redistributing your video content across a variety of marketing channels. This in turn also maximizes your investment. Here are a few examples of the different ways your video content can be shared with your target audience:
- Social Media – There are endless opportunities to share video content across social media platforms. You can share the video as a post on YouTube, Instagram, Facebook, and Twitter. Or you can share a preview of the video via your company’s Instagram or Facebook Story feature.
- Website – You can embed the video onto your website and use it as a way to introduce your company and your products.
- Within an Article or Blog Post – You can include the video in an article or blog post to supplement the text. This is a great way to mix it up a bit and add different media forms within the same content piece.
- Newsletters – If you’ve got a flashy new video to promote a new product or service, consider including in your monthly newsletters.
Google has stated that the key to page ranking and quality SEO is not exclusively keyword-related. They take a quality user experience into account as well. Google defines a quality user experience with a series of KPI’s and indicators, one of which is varied usage of different media types. If you utilize video and someone searches for one of your products or service types, your company has the potential to rank higher because of the existence of video associated with your business. You should prioritize producing videos that will target common search terms so that Google will rank the video should that search term be executed.
More Videos = More Conversions
Video is easy to consume – all the potential consumer has to do is sit back and watch. This makes building brand awareness and communicating basic product information much easier than traditional advertising methods such as photography or text. Research has shown that companies were able to increase their product conversions by 80% when a video was included with the product presentation. This makes sense – the faster you build trust and the better your consumers understand your products, the easier it is to convert these consumers into buyers.
Tips to Remember
Now that you have an understanding of why video content is so crucial to your content marketing strategy, we’d like to establish some best practices to abide by when you’re producing video content.
- We recommend videos like testimonials or product-focused videos maintain a short length, approximately 30 to 60 seconds max. The goal is maximum flexibility for use on multiple social media channels.
- We recommend that videos created for larger brand story purposes be a bit longer, approximately 2 to 3 minutes max.
- The benefit of shorter videos is they are more easily consumable by your customers.
- Just like editorial content planning for traditional media, a plan for video content should be established. Consider asking yourself the following questions:
- How often do we want to provide video content?
- What should the topics of our video content be?
- What is the format or style we want to use for delivery?
- Remember to maintain consistent themes in video production.
- Use a professional video team for production – it’s worth it.
Video content is a worthy pursuit, and you should consider making it part of your content repertoire. There are benefits to be gained from having a diverse media library when establishing your content marketing strategy.
Did we miss anything about video content? Need more information on incorporating video content pieces into your marketing strategy? Let’s talk. Feel free to contact our team at MA1440.
MA1440 is a marketing consulting and digital agency located in Glenview, IL – serving small and mid-sized businesses locally and nationally.