According to a study by HubSpot , more than 80% of companies use video content marketing.
Would you also like to learn more about how you can integrate video formats into your marketing?
Great! To make getting started a little easier, we've put together 7 tips you can use to get started today.
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What exactly is video content marketing?
Content marketing describes the production and distribution of content. In contrast to traditional advertising, the goal is to create content that adds value for potential customers.
Content marketing allows you to reach users on various channels (website, social media, etc.) in a non-promotional way in order to build trust and a long-term relationship with your prospects.
At the same time, you can also reach existing customers to turn them into repeat buyers by informing them about new products with exciting videos.
Since content marketing is used on completely different channels, different types of content can also be used, such as texts, podcasts, images, and even videos.
Videos are an effective way to reach a larger audience with your product and your narrative. Compared to traditional content, videos have the advantage of making information much easier to absorb.
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Video Content Marketing Tips
Below, we present a series of practical video content marketing tips.
#1 Tailor your video to your target audience
When creating content, it is always crucial to plan the content in detail before you start producing it. You should be clear about who you want to reach with your video.
If your goal is to reach men over 50 who are interested in hiking tours, the content and design of the videos should naturally be different than if you want to reach young women who are interested in fashion.
So tailor the design and message of your videos to your target audience to ultimately get more clicks to your products or landing pages.
Tip: Set up short online surveys to learn more about your target audience and their preferences. You can use tools such as Typeform or SurveyMonkey and post the surveys in Facebook or LinkedIn groups, for example. This allows you to conduct market research at low cost.
#2 Define your video goals
Creating content that appeals to the right target audience is the first important step. Next, you should clarify what you want to achieve with your videos.
When engaging in content marketing, you should always pursue (at least) one goal. Perhaps you want to reach more users to draw their attention to your brand. Maybe you want to promote a new product or have a special offer that you want to bring to people's attention. Or perhaps you simply want to expand your email contact list so you can reach more people with your newsletters.
The goal should be kept in mind at every stage of the production process. Many companies make the mistake of creating great videos, but getting so lost in the process that the video no longer fits the actual goal. That's why it's important to prioritize tasks and steps that bring you closer to your video goal.
Tip: When setting goals, you should be as specific as possible and define your goal quantitatively. So don't just define that you want to gain new newsletter subscribers, but also how many and in what time frame.
Quelle: Filestage
SMART goals can help you define your goals in sufficient detail and clarity. In addition, use suitable project management software to help you keep track of tasks and goals.
#3: Tell a story with your videos
You want your videos to grab people's attention and inspire them. So much so that they become customers (or whatever your goal is).
The best way to do this is by telling a story. A video that simply advertises a product is less likely to be clicked on and viewed.
But don't worry. Your stories don't have to be Hollywood blockbusters. The point is to present your target audience with a story they can identify with and that appeals to them.
Tip: A classic form of videos that tell a story are explanatory videos. These are used to describe a problem and then show how it can be solved. This provides users with informative and helpful video content that offers added value. Buffer provides a great example of a successful explainer video:
#4: Get to the point quickly
The first few seconds of a video are crucial.
You can probably relate to that. For example, when you scroll through your Facebook feed and a video doesn't seem interesting after a few seconds, you close it and watch another one.
This is how it is for most people. That's why it's important to make the first few seconds of a video as interesting and captivating as possible. It's important to convince users in the first few seconds so that they stick around. You can then provide them with more informative content.
Tip: Check out YouTube to see how other successful videos are structured and what methods companies use to win you over from the very first second.
#5: The thumbnail can be crucial
A captivating thumbnail is crucial for motivating users to watch a video.
Would you like to watch this video, for example?
Or this one?
Probably! Admittedly, both videos have simple but captivating thumbnails.
Before you actually click on a video and take a closer look at it, all you see is the title and thumbnail of the video.
Therefore, you should put as much effort as possible into your thumbnails and make sure that they stand out and attract attention.
Tip: Look at examples from successful YouTubers again and find out which thumbnails appeal to you. They don't always have to be super stylish and professional thumbnails. Sometimes simple but effectively designed preview images are much better.
Source: Canva
With tools such as Canva or Visme , you can easily recreate them and adapt them for your video without any major graphic design skills.
#6: Don't forget optimization
Depending on where you want to upload your video, it may be useful to optimize it for search engines. If you upload the video to your website or to a provider such as YouTube, you can optimize the video title and description.
This ensures that your video can also be found organically without you having to place advertisements, for example. If your video appears at the top of frequently searched queries on YouTube, for example, you can get a lot of views over the long term without having to actively do anything.
Tip: If you want to optimize your YouTube video, keep the following points in mind:
- Find suitable keywords with a tool such as TubeBuddy.
- Use your target keywords in the title, description, and as tags.
- Create a sufficiently long video description (at least 250 words).
- Ensure that your video gets commented on quickly. For example, have all team members leave a comment.
- Ensure that your target keywords are spoken in the videoso that they appear in YouTube's transcript.
#7: Assessments are good, tests are better
If you want to launch multiple video campaigns, you should definitely not neglect this point. Many companies, for example, place Facebook ads to promote their videos and test their titles and thumbnails. However, they do not test the videos themselves.
In addition to titles and thumbnails, you can test different conversion goals and even different videos against each other. The possibilities are endless.
So if you have different videos, feel free to test their designs and content against each other to find out what resonates best with users.
Tip: Creating variations of a video can be quite time-consuming, especially if you are not yet very familiar with video editing and cutting , tools such as Rocketium or Lumen5 can help.
Source: Lumen5
They allow you to quickly and easily produce different versions of the same video, as they provide a range of useful templates that you can use.
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Video Content Marketing – My Conclusion
Producing good videos is no longer as difficult as it used to be. So don't be afraid of making mistakes and just start producing. Simply follow our tips and learn more with each video. You'll see, it's easier than you think.
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Want to learn more?
Then we recommend our Content Marketing Academy, where you can train to become a certified content marketing manager in just six weeks. Click here and apply!
