If you are training to enter the digital marketing industry, chances are you already know that video content is one of the most engaging types of content at the moment. Videos capture our attention and deliver messages in a more digestible format than text. If done well, video content can bring your marketing strategy to the next level. It can help you promote and grow your business, as well as build trust and a more honest relationship with your audience.
However, it is important to keep in mind that although anyone can record and post videos, not all video content has the potential to be effective and engaging. Authenticity, proper planning, and knowledge of social media platforms and your audience are essential to creating successful video marketing content. Continue reading to learn more about the basics of creating engaging video content.
Why is Video Marketing so Important?
Before diving into the key elements of a successful video strategy, let’s start by understanding the reasons behind the current video marketing boom. With the rising popularity of video-sharing platforms such as YouTube and Vimeo, and with many social media platforms favouring video content, videos have become the number one tool for companies to capture their audience’s attention and affection. In fact, a recent survey suggests that 91% of businesses use video as a marketing tool. Although this number will likely continue to rise, those wanting to launch a digital marketing career should keep an eye on changing trends and best practices.
In addition to being a great format for storytelling, video allows companies to establish a clear identity, share knowledge with their followers, and connect with what their target audience values the most. Videos not only help foster that important human connection that brands seek to have with their customers but also contribute to their general SEO efforts, as search engines can favour websites featuring videos.
Start With a Video Content Marketing Strategy
Anyone with a digital marketing diploma knows that behind any successful company, there is a solid marketing strategy. This is also the case for successful video marketing. If you don’t know where to begin, you can follow these simple steps:
- Define your target market and get to know their habits. Learn more about the things they like, the reasons behind their purchasing decisions, and the way in which they like to spend their time. Make sure you know what social media platforms they favour and what type of content they like.
- List your goals. Ask yourself what you want to achieve with your video marketing and write the answers down. Your video marketing goals should align with your overall marketing goals.
- Set a budget and decide which platforms you will be prioritizing.
- Before you start creating content, define which metrics you will use to measure success.
- Choose the topics you want to cover and start creating!
The Dos and Don’ts of Video Content
A good marketing video tells a story that resonates with your audience, so do cover themes and topics that your audience is interested in. Make sure to research some trends and think about ways to enter into the conversation. However, ensure your content is relevant, and don’t just jump into any trending topics for virality’s sake.
If you want your videos to perform well, make sure they are not just selling products and services. Instead, try to offer solutions and add value to your videos by sharing your expertise. Don’t forget to add captions and subtitles for accessibility, and remember that videos also need some SEO attention. Think about keywords your audience would use and include them in your copy. Remember also to add a CTA, as you want to convert those views into leads. And finally, let your company’s personality shine through, and remember that audiences prefer shorter and more engaging videos over long and boring content.
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