How to use video in content marketing
NEW! Listen to the article
While every business has its own unique set of marketing challenges, all of these challenges seem to stem from a single cause: changing behaviors and expectations of buyers today.
Customers want a sense of connection with brands, and most of that is now done digitally. They want to learn and engage in their spare time, and they expect frictionless experiences when researching new topics or learning from vendors. They rarely want to block out time to talk with real people, but they wait and seek a sense of personal connection with what your business does and how.
In response to these changing trends, video has become a powerful content format for marketers. It offers new ways to show, rather than say, how your product or service can help you, and it can build more meaningful connections and earn buyers’ trust before they hire your sales team.
And, it can do all of this in an on-demand format that respects the time and preferences of today’s online audiences.
Effective video content marketing focuses on the unique attributes of video that can make it more useful than traditional static content, which I call the 4Es of video.
The 4Es of the video
Video is the best way to educate audiences looking for answers throughout their buying journey.
Video can explain complex topics, and is more consumable and memorable than static content. In fact, the human brain processes visual information much faster than text.
You can use video content to clearly answer your audience’s questions, visually show how to solve a problem, or explain your product or service to people in a clear, concise, and memorable way.
Test your own preference: If you wanted to learn more about how a product works, would you rather read a guide, talk to a salesperson, or watch a demo online?
Video is a great way to to hire audiences, attract them to your story and maximize their content consumption time.
Video uses creative visual, audio, musical and narrative elements to deliver something relevant to the audience that catches their interest. By using video, you can create suspense, stimulate curiosity, and deliver tremendous value in a short period of time.
And that doesn’t just apply to video ads and promotions; you can do all more engaging subject with a thoughtful approach to visual storytelling.
Video content can stimulate a emotional response from someone new to your brand or coming back to learn more.
Whether it’s a fun and creative social video, an inspirational interview, or a highly relevant customer story, invoking an emotional response will increase the chances that online audiences and consumers will come back for more content. .
Video can present empathy and create a human connection that goes beyond simple messaging.
Empathy is important every step of the way in the buying journey, as well as when potential buyers are looking for reliable answers to their questions. A short video featuring one of your employees or clients, clearly explaining a complex topic, beats any textual article to show you that you really understand your market and can relate to your customers. buyers.
Use video content to align your strategy with buyer expectations
Inbound marketing and content marketing have become a staple of modern marketing programs.
The premise of inbound marketing is to publish useful online content as a means of attracting new visitors to your website, as opposed to using paid advertisements and other forms of “outbound” media to compete for their attractiveness. Warning. The content you post is typically the most common questions your prospects may be looking for or topics they need to educate themselves about when researching possible solutions.
But the role of content has now extended far beyond inbound marketing. To meet the new expectations of the “on-demand” buyer, marketing teams are taking on an increasingly important part of the customer’s life cycle.
These trends have led to another important change: the diversification of content mediums used to reach audiences and the growing role of content throughout the customer lifecycle.
When learning new topics, especially in the B2B world, most people will choose to interact with a variety of content formats for both passive and active learning. Blog posts, guides, social media content, videos, how-to, podcasts, and even Clubhouse chat rooms can all play a part in how today’s shopper is self-sufficient. educates and is exposed to ideas and potential suppliers.
As they deepen their research on potential solution providers, buyers increasingly prefer to use on-demand self-service content to better understand what providers are offering. While this call with the sales rep may still be necessary at some point, most people prefer to learn on their own for the majority of the thinking and decision phases of a buying journey.
That’s exactly why savvy tech brand Marketo has replaced its “Talk to Sales” calls to action on its website with those that say “See a product tour”. After that, the conversion rate on his website increased by over 1000%. Website engagement time has skyrocketed and the time to qualify for a new lead has been cut by six.
Of course, once prospects become customers, their preferences don’t suddenly change; and the way you treat them shouldn’t either. Well-planned onboarding videos and FAQ content can play an important role in helping your customers realize value quickly and get started quickly.
Equally important, video content marketing demonstrates that you are willing to devote the time and resources to providing the best possible experience for your customers.
* * *
It’s a world on demand, and business is becoming more and more virtual. The role of content is more important than ever: it is used to market, sell and support your customers, and to do everything at scale.
And if your content strategy encompasses rich media formats such as video, you will discover new opportunities for educate your prospects faster than ever, to hire with on-demand content that connects to a emotional level, present your empathy, and turn happy customers into raving fans.
More resources on video content marketing
How to use video to provide a better customer experience
Benchmarking corporate videos: content, engagement and distribution trends
How to use video at every stage of the sales funnel