When people see video content they like, they are 41% more likely to seek future content from that brand and 37% are likely to purchase your product or service! Video is a hugely powerful marketing tool. But its not simply about being entertained, audiences want brands to provide them with regular help and guidance through clear and engaging content.
All of this points to brands having a dedicated video content strategy. But this is a challenge that can feel quite daunting, so we’ve broken it down to 5 key things you need to consider.
Brands need to produce regular video content to stay in the front of their audiences mind. But this can be enormously challenging. The key here is to develop a central campaign idea that will give rise to plenty of potential content development, whilst also providing a framework for other creators to come in and create further.
Getting that frequency and quality of content within the annual budget is another huge challenge for brands. The key here is to carve the overall budget to align with major marketing objectives. It sounds obvious but understanding objectives will help you prioritise and spend well. By thinking about your content calendar holistically you can also maximise filming opportunities, making your budget go that much further.
You need to produce video content (and lots of it) that is of a quality that befits the brand you spent a lot of time establishing. If you don’t, you’ll actually end up negatively affecting your brand with the video you produce.
The following tips can really help:
Producing engaging and relevant content is a challenge for 61% of content marketers (Content Marketing Institute, 2016). Brands need to know to what their audiences are hungry for and serve up content that satisfies those needs.
Ironically last, and frequently last thought about – how are people going to find and engage with this content. With 68% of brands seeing their content as ineffective in terms of engagement and correlated impact there is clearly a disconnect between content and marketing.
Essentially it’s about distributing the content to make sure it is discoverable for consumers, and seeding it in the right places to maximise it’s exposure with the right customers. Its vital that this thinking is done up front, not after your video content is created.