What type of video production content would your customers find useful?
We all know the facts; marketeers who use video grow revenue 50% faster than those that don’t. But that doesn’t really tell the whole story does it? Just producing video content will not grow revenue on it’s own. If you have a network of 20 people then who’s going to see it? If the content is wooden, unhelpful and not customer centric, then why would anyone want to watch it?
Your customer is also a fickle audience member. They want to see the right sort of content at the right time in their decision-making cycle.
Here are a couple of basic content rules.
Your video production content needs to be useful.
Ask yourself this. Will anyone want to share the content I’m producing? If not, think about why not.
Gone are the days when marketing content was all about self-promotion. You need to be a little bit more subtle. So try being useful.
Produce content that will help your customers to grow their own revenue not yours. Help them turn their own businesses around, become more profitable, provide better customer service or a nicer place to work in.
No-one will change their attitudes or perception of a situation if it doesn’t benefit themselves in some way.
Self-promotion is hated on a global scale. So be useful. Show how you can be of benefit to some-one.
If you sell lawnmowers, how about some top tips on keeping the perfect lawn. If you make heart monitors, practical advice on healthy living.
Understand how video content fits in with the buying cycle
And when I say “buying” cycle this could easily be a corporate communications campaign.
Top of the Funnel–top line messaging
The first time people come into contact with your marketing campaign they just want to hear the top-line benefits and messaging.
You need to grab them with the overview of your vision. It’s high-level content and you just want to get these people interested.
We are at the top of the funnel. It’s as much about the brand and the vision as anything else.
You could be promoting flexible working hours for staff or a new product. People want to hear the top -line messages.
Middle of the Funnel–showing interest
If they’ve shown interest at this stage then they move through to the middle of the funnel.
We now show them a bit more detail. How does this product work, or the practicalities of how flexible hours will work.
Bottom of the funnel–sign-up
By the third stage – signup – our audience has been primed. Remember, it’s at least a 3-stage process. No-one just signs on the dotted line in one fell swoop.
Think as much about delivery as the video content itself.
You’ve created a video campaign. You’ve thought through the sales funnel approach. But no-one will see this content unless you promote it through your own network or put in place a paid content strategy.
People don’t miraculously find great content hidden on your own website/Facebook page or LinkedIn just because it’s got a couple of well placed hashtags.
You have two options.
Option 1–Organic Growth
Grow your audience organically; relying on word-of-mouth sharing and you regularly post useful content to grow your audience.
This is a great way to achieve growth in your content marketing strategy. But it takes time and you have to be committed.
We recommend this approach but you have to be patient.
Option 2–a paid strategy
The second way is a paid marketing approach which performance marketeers love. There’s a lot of data out there in terms of where to place your content online and what messages your audience wants to hear.
It’s expensive though and conversion rates are genuinely around the 1% mark.
Go into a performance marketing strategy with your eyes wide open.
Either way no-one will engage with your messaging or brand if the content isn’t useful to them.
So which ever route you take. Show some value.
If you want to know more about how Vebu can help you create a proven content marketing strategy around brand journalism please get in touch at email@example.com
We create bespoke campaigns around written content, video production and social media, whether live event reporting or online campaigns.
Matt Gardner is a former television news journalist, video director and founding partner of Vebu having created campaigns for the likes of Microsoft, Dell, Santander and American Express.