As a video production company, we know that our clients need to get full value from their digital investment, which is why we’re producing practical guides to success with digital content as part of our commitment to helping every client maximise return on video marketing.
Video is the heart of digital content
This is true for three reasons:
- Immediate impact – everybody knows how to watch a video, whilst they don’t always immediately ‘get’ a presentation, diagram or report.
- Video sharing – the easiest way to get marketing out there is to make it easy to share, just as everybody knows how to watch a video, they also know how to ‘like’ and ‘share’
- Brand integrity – video is the hardest thing to pirate, adulterate or otherwise rip off. This means that your digital content remains yours, unlike articles, blog posts and images which are much easier to steal and copy.
Missing out on these opportunities means missing out on connections with potential customers, partners and suppliers all of whom could aid your business.
Video is also centre to digital marketing strategies because well produced video productions have a strong call to action at their core. Good content alone is not enough – a digital content strategy ensures you are reaching the right people, at the right level, in the right way.
Digital content strategy – the 4 key rules as questions
- What use is your content? We love marketing departments, obviously, as we work with them a lot. But they can become a little too high concept. The great thing about video is it’s usually operating at the human scale so we have a chance to encourage our clients to consider what use their content is. Is it informative? If so, who is it informing? Is it problem solving? If so, whose problems does it solve? If it’s neither of these, what is its purpose? Establishing answer to these questions is central to a great strategy because they help us create superb video content and help our clients market it to exactly the right audience.
- What is your message? All content should underpin the position of the brand – so there’s no point launching a new product with video unless it shows where that product sits in the hierarchy of your brand. For example, when a client launched a range of low solvent wood-care, we created a short video segment showing the history of the company in solving problems for customers, culminating in the problem of needing great wood-care products that didn’t damage the environment. Located through that historical context, their new product clearly demonstrated their brand commitment to producing excellent products for the woodwork trade. Big message, beautifully carried – job done.
- How are you different? What differentiates your organisation from all the others is what ensures your digital content works for you. In our client example it was how they helped people who work professionally with wood deliver for their own customers. A different company might have chosen to focus on how they are always at the cutting edge of technology, or on how they specialise in business to business support. Whatever your distinct value, we want to get it into our video so you can focus your strategy on getting that message across.
- How will you ensure consistent support for your content? Whether you’re aiming for a range of videos to be shared on YouTube or crafting digital content for display on trade stands at events, being sure how you will support the content you’ve created will allow us to help maximise the return on your digital content investment.