Content marketing has evolved in recent years. It’s gone from strictly being based on blogs and written work also to include multimedia strategies. One of the most popular areas of content marketing involves the use of videos.
Audiences are often inherently visual, and videos are a great marketing tool because they’re easily digestible, they can put a face to your brand, make your company feel more personal to the audience, and they’re relatively easy and inexpensive to create.
Online videos have gone from a rarity in marketing to a must-have. With the prolific growth of videos in content marketing, the question becomes how to create videos that are going to be compelling enough for your audience to watch them, particularly in the face of growing video-based competition.
- Know Your Audience
When thinking about content marketing, knowing your audience is probably one of the most important things to remember, regardless of your message or your medium. If you’re creating a marketing video aimed at Baby Boomers, you’re going to have different references, a different tone and a unique overall approach as compared to something designed for Millennials.
- Capitalize On Something Timely and Relevant
Hootsuite created one of the most popular content marketing campaigns of 2015. The popular social media scheduling tool banked on the tremendous success of Game of Thrones with their viral “A Game of Social Thrones.” It was simple but clever, and it conveyed a message while also referencing something in pop culture that most of the targeted audience already knew about.
- People Profiles
Microsoft took the human element into consideration with their recent campaign, simply called “Stories.” Stories was designed to promote the many products available from Microsoft by creating feature stories and profile pieces of actual customers. The profiles are in-depth, and they go beyond simply showing how these people rely on Microsoft, but they really show unique elements of their lives. While it is content marketing, it’s also like human-interest journalism. The profiles aren’t in video format, but they could easily be translated into videos.
- Provide Value
Don’t just strive to entertain your audience (although this is helpful too). Great content marketing videos are extremely valuable to the audience. Timothy Sykes is a good example of someone who’s used content marketing to drive incredible success. This penny stock guru not only writes regular blog posts and highly
Timothy Sykes is a good example of someone who’s used content marketing to drive incredible success. This penny stock guru not only writes regular blog posts and highly detailed guides for current and future investors, but he also offers video lessons with real tips, tricks, and strategies. His video series bring his experience and expertise directly to the audience, and they’ve proven to be an important part of his general marketing strategy.
His video series bring his experience and expertise directly to the audience, and they’ve proven to be an important part of his general marketing strategy.
As a final tip to make your videos more compelling, think about teaming up with someone else or another brand. Your videos don’t have to focus exclusively on your brand. You can find other authority members of your industry or community, or maybe even someone outside to box to bring a whole new perspective to your content marketing. The more closely that collaborator can appeal to your targeted audience, the better.