We might have briefly discussed the importance of switching up your content before, but video content marketing deserves its own article.
Video content seems to be the new cool kid on the block. Nowadays, businesses that integrate video content into their strategy thrive. In fact, according to studies, users spend 88% more time browsing on websites that contain video.
So, video should no longer be treated as just an alternative to written content, and rather as a necessary part of a content marketing strategy.
Although producing this type of content means going that extra mile, it is crucial for boosting engagement and increasing customer satisfaction.
After all, viewers retain 95% of messages when watching a video and only 10% when reading the same information.
So, in today’s competitive market, having a content strategy is no longer enough. You need to switch it up, tweak it according to the trends, and always strive to be ahead of the competition.
Although going out of your creative comfort zone and starting up with video content may seem overwhelming, it is necessary.
Keep reading if you want to optimize your content strategy and take it to the next level!
Why Videos?
1. Attracts a Wider Audience
By incorporating video in your content strategy, you can reach users who are put off by written content. In fact, 87% of marketers say video has increased traffic to their websites.
Consumers are probably coming to your website to obtain answers, and, in today’s busy world, they are looking for easily digestible content that answers their questions quickly and effectively.
And what better way to do that than through video content?
Additionally, while there are rumors that Google prioritizes video content, this is yet to be confirmed.
However, if you optimize your content for search engines by writing compelling titles and descriptions, the chances for your content ranking higher in SERP (search engine results page) increase.
Similarly, users spend more time on sites with video content, and high-quality content usually gains more backlinks. Both of these metrics will help with your Google rankings, and, consequently, with your visibility.
2. Increases Sales and Conversions
Marketing is similar to storytelling, and a quality video can help you better tell your brand’s story. It also makes it easier to highlight your USP (unique selling point) as you can get more creative with video content.
As a matter of fact, 84% of people admit that they were convinced to purchase a service or a product by watching the brand’s video.
Therefore, by shooting video content, you are not only promoting your product or service, but you are also highlighting your brand’s values and educating your audience.
3. Provide Customer Support
Reduce repetitive calls by introducing simple “how to” videos that will save time not only for your customers but also for your customer support team.
Besides, what better way to explain something than through video? Access to visual instructions is what customers are looking for after all.
By producing educational or “how to” videos, you are also gaining credibility as your visitors start perceiving you as a helpful and legitimate source.
In fact, according to 94% of marketers, videos have made users understand products or services better.
4. Improve Email Marketing Strategy
According to the Washington Post’s “depressing calculator,” around 47,150 hours of your life are spent writing or reading work emails.
So, save your subscribers some time and incorporate video into your email campaigns.
Besides, a video will also humanize your brand as it adds emotion to communication, hence improving the quality of your campaign.
On the other hand, video email campaigns are beneficial for both parties as they also improve email marketing ROI. For example, including video in your email campaign has been proven to result in a 200-300% increase in click-through rates.
Both your business and your subscribers will benefit from adding video content in email, so, what are you waiting for?
What Is The Video Creation Process?
1. Establishing a Strategy
Before you start writing the script, you should determine your brand’s value and what message you want your videos to send.
However, knowing your brand is not enough. You should research your audience too. By creating buyer personas, you understand your consumers’ behavior as well as their pain points and desires.
You should also not neglect your competitors. By analyzing their content as well as their social media strategy, you will be able to pinpoint their competitive advantages as well as their weak points.
Having a strategy meeting can be a useful way to brainstorm ideas with the whole marketing team and come up with quality content ideas.
2. Producing content
If your strategy is set and your vision is clear, production will be easy.
Additionally, if you plan on making video a consistent part of your content strategy, video templates will be your savior. Not only are they time-efficient, but they will also facilitate a consistent look.
Still, no matter how airtight your strategy is, you should also leave space for new ideas or minor mishaps that can appear during the shooting process.
3. Editing The Video
Post-production usually involves audio and video editing, as well as adding the visual effects and the music that will make the video be in line with your brand.
During the editing stage, the story that you want to tell through your video comes to life.
4. Marketing The Video
Marketing video content through the right channels is equally important as producing quality content.
After all, no matter how good your content is, it won’t matter if it doesn’t reach the target audience.
You should also optimize your video for search engines by:
- Adding short and contextual descriptions (add keywords but don’t overdo it)
- Using a relevant and remarkable thumbnail
- Writing a relevant title
- Uploading a transcript for your video
What Are The Different Types of Videos?
Video content is extremely versatile, so it can be tailored to fit in at any point of the buyer’s journey.
For example, branded videos or 360° ones fit better at the beginning of the buyer’s journey as they showcase your brand while also sharing your values and your mission.
Meanwhile, personalized videos might be better suited for the decision stage, as they facilitate tailored communication and can generate the final push towards the purchase.
| Stage | Awareness | Consideration | Decision |
| Type of videos | Branded videos | Video emails | FAQ videos |
| 360° video experience | Live stream Q & A | Personalized videos | |
| Animated videos | Product videos | Customer appreciation videos | |
| Educational videos | Customer testimonials | Demonstration videos | |
| Tutorial videos | Company culture videos | ||
| DIY videos | PSAs (Public Service Announcements) | ||
| 101 videos |
If you want to gain more insight into how multifaceted video content can be, read our article on different types of videos you can integrate into your content marketing strategy.
Revitalize Your Content By Adding Video To Your Strategy!
Video content is revolutionizing content marketing as we know it.
Not only does video content marketing make it easier to reach a wider audience, but it also facilitates targeted messages during each stage of the buyer’s journey.
So, although producing this type of content may seem daunting, it will also be worth it.
After all, marketers who integrate video in their strategy grow revenue 49% faster than non-video users.
Still unsure about how to incorporate video in your content marketing strategy? CadenceSEO may just be the answer you have been searching for. We are here to build your brand and strengthen your online presence. Ready to upgrade your content marketing strategy? Then take advantage of your free consultation today!
