s content marketers, our main job is to do research, analyze the industry and provide value. But what do we do when the landscape seems to be shifting so rapidly? We simply adapt quicker and evolve. Video is one of those aspects of marketing that have forced marketers to quickly adapt to changing times.
In the past, video marketing was a luxury which required extensive resources that only established companies could afford. Not any more. According to a report compiled by WyzOwl, 85% of businesses use video content for marketing and 88% of marketers reported to have experienced a 5% ROI from this type of marketing1.
From the report, a whopping 99% of video marketers would continue to use this marketing tactic, with 95% of them planning to increase their spending.
The use of video content for marketing is bound to increase as videos strongly influence audiences’ emotions through the use of storytelling. The resonant combination of audio, visuals, and motion, make videos an integral part of the consumer journey and more brands are embracing video marketing. The return on investment (ROI) is also higher, with sales increasing and more leads being generated.
Does video content marketing have to be hard and expensive? Not at all.
Making use of a variety of visual tools for content marketing is overall a great idea at the moment. Video marketing tools like Youtube are now readily available and are affordable.
YouTube has grown to be one of the best video marketing sites with over 23 million channels. Every minute, over 300 hours of videos are uploaded, and billions of views are generated every day.
Video is technically a goldmine for brands and marketers.
10 Video Content Marketing Tips to Use in 2020
Are you having difficulty implementing your video marketing strategy? Here are ten tips for incredible video marketing success!
- Research Your Audience
The foundation of every marketing strategy, digital or otherwise, is extensive audience research. You need to find out who your audience is so that you can create content that speaks out to them. With video content marketing, however, you will need more than that; you have to understand them.
What are their wants, needs, and aspirations?
What are their interests?
What problems can your brand solve for them?
What kind of content are they most likely to resonate with?
All these are questions that should guide you when creating video content.
For instance, video marketing content for a tech company will be very different from video content for a consumer goods brand, even when the target audience has the same demographics. Why? Because both companies are solving different problems for the users and the wants for each product and service are different.
For the tech company, users are likely to be impressed if the video is a demo or shows industry expertise while for consumer brands, engaging and entertaining videos will work.
One effective way of conducting audience research is by creating buyer personas.2
- Find Out What Your Competitors Are Doing
Video marketing is part of content marketing and according to research from the Content Marketing Institute in 2015, 77% of B2C companies use content marketing, with B2B companies ranging at 48%.3
What does this tell you? There are other companies in your industry that are trying to drive their business goals using content marketing. While you could look at this as an increase in competition, you would have more to gain if you used your competitors as a benchmark. Remember that your target audience is the same, and if their content is yielding results for them, then similar content might do the same.
Who are your top competitors? What kind of video content are they producing? How much engagement are they getting? Answering these questions will give you a starting point.
There is, however, a catch to conducting competitor research; you have to come up with a unique angle. Your competitors will only act as idea sources, but you have to create video content that is unique and portrays the nature of your brand. Do not replicate content as you will end up seeming unoriginal.
- Create Compelling Content
The best part about creating compelling video content is that you have high chances of generating organic traffic. This means creating content that your niche audience finds informative, engaging and interesting, by allowing them to direct the whole creative process by virtue of their personas. You simply have to come up with content ideas that they will love.4
The most challenging part of writing scripts is breaking down complex ideas into an easy format that is understandable. Here are some useful scripting guidelines for you:
Reduce the jargon
Resist all temptations to use complex words that make you look smart but instead use synonyms that are simpler; e.g., instead of using the word “accomplish” use the word “do”.
Use a natural conversational tone that makes the reader feel as though they are part of the video.
Use short and precise sentences that emphasize the key points of your video.
Go through the script one last time and read it out loud in front of the marketing team to get a feeling of what it will sound like to an audience.
Finally, try and put yourself in the shoes of the audience. What would they want to hear? What value will the video add to them?
- Optimize Your Content For Search Engines
There are various reasons why companies would use video content marketing: to increase brand awareness, generate leads, increase sales or even introduce a new product in the market. The only way to achieve these objectives is if your video gets lots of views, either through paid or organic traffic.
Since organic traffic is free, it is your best shot. To get lots of organic traffic, you need to optimize the content for search engines by first identifying the keywords you’d want your video to rank for. You then have to include this keyword in the title, descriptions and the tags of your video.
Avoid stuffing the keywords in the content as you risk being penalized by Google, but instead, let it occur naturally. The best part about video optimization is that due to the limited number of videos on the web, your video will get ranked faster.
Once the video has been optimized, it becomes easy for your target audience to find you using the keywords you’ll have optimized for.
- Have A consistent Video Marketing Strategy
Consistency has a key role in the success of your video marketing efforts. Here’s why; videos are mainly about tapping into the audience’s emotions using visual and sometimes audio. This means that there are endless ways as to how you can portray your message.
While this is a great opportunity, it also poses the risk of confusing the audience with too many variations. Here’s where consistency comes into play. There are some aspects of your video that should never change; your brand’s voice and look.
This means that if your videos always include human characters, then that should never change. If you use animations to put across your message, then it should remain consistent. This helps the audience to resonate with your brand’s image.
Videos always leave a lasting impression, and your audience must attach some aspect of your video with your brand. This way, you will position your brand in the minds of your audience, and every time they encounter that aspect, be it your brand colors, they will always think of you.
- Include a Transcript with Your Videos
Transcripts are especially crucial if you are using video content marketing as part of an SEO strategy. Google’s algorithm uses a couple of ranking factors to determine your content is ranked on search engines.
Unfortunately, Google’s AI cannot crawl images and videos, which is why, for a picture to be indexed, it has to have alt tags. The same applies to videos; transcripts make it much easier for Google crawlers to index videos. They provide extra information that helps Google to determine the intent of your video.
While videos broadcast information in a highly interactive way, they take time before the main point is highlighted. People tend to consume content quickly and can hardly wait to get to the main point. With transcripts, they can go through the main points and get the information that they need.
Video transcripts provide you with an opportunity to create backlinks by linking content from your site. Moz conducted a study some years back and found that links that lead to images or videos got 70% more clicks.5
Most importantly, transcripts make your video to be all-inclusive. Think of the deaf people who would love to read your message but can’t hear the audio. Think of the people accessing your video in a noisy area. With a transcript, they can easily follow your video content.
- Always Include a Call To Action
The only way to yield results from your video content marketing strategy is if the audience takes the expected course of action. This is why all your videos need to have a clear call to action.
There are two ways that you can include a call to action; verbally or in writing. Verbal CTAs are pretty easy as they are technically part of the video. They are also engaging as your talent looks into the camera and requests the viewers to take a specific action.
Written CTAs, on the other hand, aren’t as engaging but have been known to yield better results. This is because they present the viewer with a clear and concise step to take. They are usually the last screens of the video.
- Share Your Videos Across All Platforms
Did you know that videos generate more engagement on social media than any other kind of content? Every content marketer should aim for engaging content since it results in vital user-generated content. Posting a video on youtube is no longer enough, and you need to share it on other social profiles to get more comments, likes, and shares!
Before creating video content, have a strategy for each platform. Where are you most likely to spark a conversation? Which platform is your target audience most active on? If you intend to create viral content, which social media platform is the best to launch the video.
Don’t underestimate the effect of social media on your digital marketing campaign. It has the ability to drive immediate traffic to our site and provide real-time feedback on your video. The best place to start is on the platforms that you have already built a following, as they will be more responsive to your content.
Ensure you use the right methods of sharing youtube videos to other socials.6
- Use Captivating Headlines
Video headlines are like gift packages.
Say you have received two gifts and only have to choose one. Both of them are the same size, but one is poorly packaged and doesn’t even have wrapping paper. The other gift has been neatly wrapped and even has a bow on the top, complete with a customized card. You will go to the second one, won’t you? It won’t matter that the first gift might have a more expensive gift.
The same concept applies to video headlines. The headline that you choose will either make your audience want to watch the rest of the video or move on to the next one. It should strike the perfect balance between informative and intriguing. Don’t give everything away in the headline but don’t be too vague such that the viewers don’t know what your video is about.
Remember that the headline is the very first interaction that your audience has with the video and as such, should be perfect.
- Monitor And Analyze Past Videos
Here’s the thing, if you don’t monitor the performance of your videos using analytic tools, you’ll never be able to measure its success.
Connect your videos to analytics tools such as Google Analytics so that you can get valuable insights.
With these tools, you can look at the performance of past videos, information that can help you create better content.
If your previous videos had a high engagement, but the current ones aren’t working, you should find out which aspect has changed and implement the necessary changes.
Reap the Full Benefits of Video Content Marketing
The content marketing world is highly dynamic, and trends are always changing. However, video marketing has proven to be a valuable marketing tool for brands that want to leave a lasting impression on their clients.
Use the following tips to improve your video marketing strategy and experience an increase in conversions and more engagement with your content.
Links to resources used
- WyzOwl marketing statistics: https://www.wyzowl.com/video-marketing-statistics-2020/
- Creating user personas: https://www.webfx.com/blog/general/how-to-create-and-use-marketing-personas/
- B2C Content marketing report: http://contentmarketinginstitute.com/wp-content/uploads/2014/10/2015_B2C_Research.pdf
- How to find content ideas: https://www.youtube.com/watch?v=Cz1PIlVRaVY
- What makes a link-worthy post: https://moz.com/blog/what-makes-a-link-worthy-post-part-1
- Sharing youtube videos to social media: http://www.wecre8.ca/blog/ultimate-video-seo-playbook-part-12/