Make Video Work for You: 6 Ways to Up Your Content Marketing Game

Apr 02, 2018


BEST PRACTICES SERIES

Article ImageI don't have to tell you how popular online video has become. Hopefully, you've already added it to your digital marketing strategy, because video can be the star of your content marketing plan, but only if you do it right. Here are six ways to make your videos work for you and take your marketing game to the next level!

Be Strategic with Online Video 

When it comes to video content, the playing field is already too crowded. Considering the tight competition and the high costs associated with producing quality videos, it’s essential to foray into this landscape with a solid strategy in place if you want to see any returns on investment.

Start with determining what you want your video content to do. Do you want it to educate your audience, inspire them, or entertain them? Video that hits these sweet spots is the content that is etched onto the minds of your audience and shared the most like this Volvo ad!

That being said, the brand also had a series of informational videos ready to nurture potential buyers through their marketing funnel.

Always remember that your video content is going to remain a part of your overall content marketing strategy. As such, keep end goals in mind so you can measure successes easily.

Focus on the Story

Center videos around your brand’s story, not on selling your products or services. Of course, a video must have a goal--primarily, driving viewers to the next step--but this doesn’t mean assaulting them with a sales pitch!

By refraining from pitching your products or services to viewers, you elevate your video above hordes of others that are only focused on increasing sales. With a good story, you can not only appeal to your audience’s needs, but also provide value to your customers.

Seattle Coffee Gear creates no-fuss videos teaching viewers how to make mocha or any delicious drink. These viewers might turn into customers down the line, but for now, they are getting exactly what they want--an easy recipe! This way, no one has to worry about losing leads. If needed and relevant, a strong call to action with a tracked URL featured at the end of the video can work like a charm.

Create an Experience through Video 

If you’ve seen the BlueStone “Choose Your Twinkle” ads, you already know what we are talking about! An increasing number of women are purchasing jewelry on impulse, beyond traditionally defined occasions, and these ads have been created to showcase how women connect emotionally with jewelry.

And if you’re a fan of Red Bull, you know its videos aren’t about energy drinks! Instead, the brand places its core values at the forefront, making videos about energy, allowing their audience to connect with those values. 

Be Brave, Live Stream Your Video 

The world of marketing is ever evolving, and with live streaming really taking off, you could be putting your brand at a disadvantage by opting out of this method! With live streaming, you get to connect with thousands of individuals and drive up revenue for your brand, all at the click of a button.

Most importantly, real-time video streaming is a cost-effective way to push visual content out to your audience, and as such, an option that’s easily available to big and small businesses alike! Brands also get the chance to show their audience exclusive and extraordinary events with live streaming.

Among other benefits, real-time streaming creates a sense of exclusivity and intimacy with viewers that can further boost brand engagement. Since live videos aren’t visible to all users of a given platform, and are sometimes available for viewing only for a short period of time, they encourage users to join in out of the fear of missing out. Case in point: Though ridiculous, Buzzfeed’s 45-minute long live video on bursting a watermelon using rubber bands attracted over 807,000 viewers at peak popularity! 

Go Above and Beyond with 360° Video

This engaging and immersive type of video content is quickly gaining popularity with the masses. And why not? With unlimited possibilities for marketers and viewers, 360° videos have a proven track record of greater engagement, conversion rates, and repeated view rates!

While 360° videos can be viewed with or without headgear on computers, they are optimized for viewing on mobile devices. This is particularly advantageous when it comes to gaining higher search engine rankings and for increased user accessibility. This technology also allows viewers complete control of what they see and experience!

All the same, with 360° video technology, creators can exercise greater control over narratives, and have the freedom to highlight or emphasize parts they want audiences to remember. Another reason you can’t go wrong with this technology is that it doesn’t involve in-your-face-marketing; 360° videos are more about evoking emotions and capturing feelings. (For a great example, check out Oreo’s fun, whimsical video that garnered over 3 million views!) 

Optimize Videos for Search Engines

Creating a quality video and posting it on your favored social media platform isn’t all you need to do to meet your marketing goals. By not optimizing your video for search engines, you miss out on the huge opportunity to rake in views through search traffic! Implementing video SEO best practices will not only get you visible video search results but is guaranteed to bring in higher organic traffic and qualified leads too.

Transcribing video content word-by-word or providing text highlights, integrating relevant keywords, optimizing metadata, choosing the right thumbnails, and submitting video sitemaps are some ways to get your video content to perform better.

It goes without saying that the content of your videos should cater to user intent. That’s because if viewers leave after watching only a few seconds of your video, your engagement scores will fall!

As a versatile and profitable digital marketing tool, there’s no ignoring the importance of video in today’s content marketing strategies. Despite this, a lot of businesses turn to video content marketing as an afterthought. So get started on your video content right away, using the tips given here and let your content marketing game go places!


Related Articles

EContent got the chance to talk with some of the digital content industry's best and brightest at the Gilbane Digital Content Conference. We asked them a series of questions in the hopes that their answers will help you be better prepared for 2018's challenges. In this installment of Voices of EContent, we asked these leaders in their fields to tell us what advice they would give content creators in 2018.
EContent got the chance to talk with some of the digital content industry's best and brightest at the Gilbane Digital Content Conference. In this installment of Voices of EContent, we asked these leaders in their fields to tell us what the best use they've seen of AI in the content industry? We heard about the healthcare field, the importance of metadata, neural networking, movie trailers, and more.
Consider, for a moment, the latest staggering stats. Worldwide, people watch an average of 5 hours and 45 minutes of online video weekly—a 34% increase from 2016, based on the results of Limelight Network's "The State of Online Video 2017" consumer survey. By 2021, a million minutes of video content will cross global IP networks every second, according to Cisco; at that rate, it would take you more than 5 million years to watch all the video crossing the network each month. And within 3 years, IP video traffic will account for 82% of all consumer internet traffic, per Cisco.
With YouTubers uploading videos at the rate of 60 hrs of video content per minute, being noticed on YouTube is easy task. Social media managers who work hard to get views for brand videos, sometimes fall short because of the sheer competition on the platform. This post describes five marketing tools and how you can use them to get your brand to shine on YouTube.
How can you improve the effectiveness of your email program without a huge outlay of resources? One simple way is to include triggered messages in your repertoire of email campaigns. In this article, we'll explore one specific kind of triggered message that can have a direct impact on your bottom line: abandoned cart messages.
Technology has evolved to use a different power of suggestion: intelligently analyzing our behavior, and suggesting next-best actions we might like to take. Just about all of us have found ourselves drawn into the vortex of Netflix recommendations, for instance. But what if these tools not only recommended movies and songs and books, but actively helped us become more effective at our jobs?
By 2020, e-commerce will represent close to 15% of all retail sales. While this growth is significant for players in the e-commerce sphere, it can also pose some challenges. As the market gets bigger, more competitors will want a slice of the profits. That is why it's essential for serious e-commerce store owners to differentiate themselves from the rest of the pack. Personalization is an excellent way for luxury e-commerce merchants to boost their business.
As the General Data Protection Regulation (GDPR) closes in, publishers are still unsure about where the line is being drawn. If you're confused about the status of your data collection strategy under the GDPR, read on.