Content marketing isn’t a new thing, and neither is video content marketing for that matter. New businesses tend to push the latter aside when first developing their content strategy. Once they realize that video content marketing is something that demands their attention, they act like it’s newly discovered. Don't make this mistake.
Video content is an extremely effective way to get customers into your sales funnel, but you have to do it the right way. Here you’ll find a collection of tips that will help you develop your own video content marketing strategy.
What is video content marketing?
Video content marketing is the use of video to attract, engage, and inform a targeted audience in order to turn them into leads that convert. Video content marketing should be a part of any comprehensive content strategy. Why? Because video is a highly engaging type of content and makes up a large portion of internet traffic. There is no shortage of people looking for good online video content.
How can video content marketing help your knowledge business?
Video content marketing can help you grow your online business in many ways. It’s great for:
- Building an audience on channels like YouTube, Twitch, Instagram or TikTok.
- Building authority around topics and niches.
- Once you have an audience and authority, you can drive viewers to your website.
- When they’re on your website, you can try to get them to buy things or to give you their email.
- When you have their email, you can use email marketing campaigns to get them to eventually buy.
- If you sell online courses, there’s a large overlap with video content marketing. You can give away parts of your courses for free on YouTube and then whet your audience’s appetite to pay for the whole thing.
Whether it’s pre-built sales funnels, a leading website builder, robust email marketing capabilities and the ability to build nearly any digital product you want, Kajabi makes it simple to maximize your video content marketing.
How to create a successful video content marketing strategy
Creating good video content for marketing your business can come with a big investment of time, and sometimes money. It’s important to be sure you have a solid strategy behind your efforts. That way, you’ll be sure to get out of it what you put into it.
There are a lot of options when you decide to develop a video content marketing strategy and making video content might seem intimidating at first, but don’t worry. These 10 tips will help get you started in the right direction. Now, let’s jump right into our video content marketing tips.
1. Set your goals
As with any good strategy, your video marketing strategy should start with clear goals. Video content marketing typically works in a funnel that is a bit more nuanced than just trying to make a sale. Each of your videos should support that funnel. They should attract viewers and create awareness.
With video you can engage and inform your audience as they consider your products and services. Your videos can guide customers to the decision to buy.
Lastly, you can use video to delight and retain your customers so that they buy more. Different types of video content can fit right into that funnel and support your strategic goals.
2. Create your YouTube channel
A video content marketing strategy is not really complete without YouTube. You’re probably already well aware of the dominance YouTube has over other streaming video services. Chances are, you’re just like everybody else who has somehow found themselves in an infamous YouTube rabbit hole, spending an unreasonable amount of time watching clips.
Get your YouTube channel up and running. You’re going to need it. You’re likely going to be hosting most, if not all, of your videos on YouTube. You might as well start getting used to it.
If you’re new to using YouTube as a video platform, don’t worry. There are plenty of solid YouTube tips for beginners you can follow to help make sure you have everything in order.
3. Know your audience
If you want to make video content that is going to attract an audience, you have to know who that audience is. The good news is you’ve probably been thinking about these people for a long time. They should be the same people you had in mind whenever you were developing your company’s products or services.
They were who you were thinking about when creating your value proposition. You should already have a strong idea of who your target audience is. Now, you just have to get into their heads a little more.
- What type of video content do they like?
- Are these people who have the time to sit through long instructional videos?
- Are they a busy bunch with little more than three minutes to spare at a time?
- Think about what it is that your audience and potential customers/clients want to know about what you have to offer.
- Share all of that with them.
There might be a good chance you are a lot like your audience, so don’t forget yourself. Think about the type of content you like to watch. Consider the types of videos you like. Think back on all the times a company has successfully attracted you with its video content marketing.
Use all this information for your video production. By understanding your audience, you take a giant step towards creating an effective video content strategy.
4. Understand the different types of video
There are several different types of digital video in the content marketing world. While the actual content is what is most important, the content type is a key frame that will help you target your audience. Different types of videos play different roles in your strategy and marketing funnel.
Some types of content marketing videos are better at attracting and building a new audience. Other types might be tailored better to an audience you already have. In other words, different types of video content are good fits in different stages of the video marketing funnel we discussed earlier.
Some examples of types of video and the stages of the video marketing funnel they support include:
- Educational videos for Awareness
- Case studies and testimonials for Consideration
- FAQs and Instructional videos to help lead in Decision
We go into much more detail about this in our article on the different types of video content.
5. Diversify your videos but stay on brand
By now you should have gained a little knowledge of the different types of video content and how they can help you achieve your video marketing goals. Getting to know your audience, you’ve probably concluded that it can be segmented into various groups.
With all of this information, you should have noticed that you have the opportunity to create a variety of different kinds of videos. Each type can cater to your various goals and audience groups.
You have the freedom to be creative here and make a very diverse collection of videos. However, with all this content, you should remember to stay on brand. Make sure that the work you are putting out there is supporting your mission and goals.
Don’t create content that could negatively misrepresent your brand. Perhaps that video of your puppy’s first howl is better suited for your personal YouTube channel.
6. Invest and budget realistically
Video content marketing can have an excellent return on investment. That doesn’t mean you should automatically throw a bunch of money at it. On the flip side, you shouldn’t expect to get away with not investing in your video marketing.
There is a Goldilocks happy medium that you have to find. You certainly don’t need to go out and purchase blockbuster movie-grade film equipment. In fact, a good camera phone could be enough to get you started. Though, eventually, you will want to invest in better equipment.
Don’t forget that you’re not just investing your money. You’re also investing your time. Video content marketing can very literally be a full-time job. If you are a one-person operation, there’s no realistic way you can spend all of your time committed to deploying your video content marketing strategy. Make sure to set your goals knowing there’s only so much of you to go around.
7. Post consistently and often
If you look at any list of video content marketing tips, you’re bound to find advice about posting habits. Putting up videos often and consistently is one of the most important steps you can take to gain a following. You might not be an aspiring influencer trying to gain infinite subscribers. Still, one of your main goals is to build awareness. Posting regularly will help you achieve this goal.
Just remember this is going to take a serious investment of time. You should be wary of overextending yourself. One way to help ease this burden is to bank some videos before you even start going live with your video strategy. This way you have a jump start. You’ll have no need to rush just to get out the next video.
8. Know your SEO and optimize
SEO is a gigantic part of general content marketing strategy. The same naturally applies to video content marketing strategy. You should absolutely include SEO in your video marketing.
You’ll need to take some time to familiarize yourself with video SEO, focusing largely on both YouTube and Google algorithms.
Some video SEO tips include:
- Conduct keyword research
- Include target keywords in video title
- Optimize video description
- Tag video with relevant keywords
- Organize related content into playlists
Remember, you’re not just creating this for SEO, but for an actual human audience. Fortunately, putting your keyword in the title should play double duty, helping viewers understand what the video is about. This will increase the chance viewers click on your video and watch.
9. There’s a world outside of YouTube
When drumming up your video content marketing strategy, it’s easy to concentrate too much on YouTube, because, well, YouTube is YouTube. However, as big and prominent as it is, there is a whole entire world outside of YouTube for your videos. Besides other video hosting sites, there are many other places your videos can live.
A big part of this is integrating your video content marketing with other marketing strategies. Social media and video go especially well together. You may even want to tailor videos to specific social media platforms. Segments of your audience may be more likely to find you on Facebook. You can create videos that would perform better for that specific platform and group.
There’s also paid distribution — paying to get eyes on your videos. This does require monetary investment but if done right, you can get excellent returns. Paid social media will ensure a certain amount of people will see your video in their feeds. You can even partner with an influencer to promote your product/services/video content.
Don’t forget your company’s website. This is a natural home for your videos which can supplement other content like blog articles and “About” sections.
10. Interact with your audience
This is another common tip that would-be YouTubers get when trying to learn how to build their audience. The internet is filled with communities. Interacting with viewers can potentially fast-track the formation of a community around your videos. While this might not be one of your goals (though it very well could be), you should remember that an engaged audience is one that is likely to convert to leads. Answer questions and reply to comments on your videos. Your audience will appreciate it, and will feel more incentivized to work with you.
Lights, camera, action!
Now that you have all the tools you need to create a successful video content marketing strategy, it’s time to roll film. Take everything you learned from these helpful tips and start engaging with your customers by video.
Remember to be patient with yourself. Not everyone was born a Hollywood director, but with a little practice and a good strategy, your video content will become a driving force in your marketing strategy.
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