You’ve got a content marketing strategy. But what about a video content marketing strategy?

Videos are marketing gold– this almost goes without saying. They stand out on social media and allow customers to have a quick overview of products without boring them to tears. Often, the production of the video becomes the main event– and the only event. There is no accompanying video content marketing strategy. And digital marketing 101 goes out the door… Here’s how to welcome it back in.
 

Build your video content marketing strategy

While the term “quality over quantity” is a truism to subscribe to, video demands balance between these factors. See, the best video marketers produce prolifically. But how do they avoid compromising on quality?

Instead of posting one massive video, consider splitting it into parts and posting them over the course of several weeks. This will hold your customers’ attention for longer and allow you to create a constant stream of content.

Short videos are ideal for social, too. Attention spans are always an issue when using these platforms, so don’t be scared of the 20-second-long video. On Facebook and Instagram, the video will play automatically. This heightens the chance of someone watching and sharing your videos.

Posting videos on sites like YouTube, Facebook, and Instagram invites engagement. There is a two-fold benefit here. Firstly, you can interact with feedback, and increase your brand’s ‘human’ appeal. Respond to comments– let your audience know you’re listening to them! It’s an exercise in loyalty building. Secondly, interactivity is a form of research. The viewer comments can inform your next campaign, and their social “shares” and likes can, too. See what’s popular and go from there.
 

But what kind of content should you create?

What about a video tutorial?. It allows you to establish yourself as an expert in your field and gives new customers an insight into your business. It might even be a good way to demonstrate viewers wanting to learn more about your business. This also allows you to create a series of videos that has viewers coming back for more.

Another strategy is putting your customers behind the camera. Content that comes from your audience could provoke a bigger response than content that comes from your company. Offering a prize for the best video submission is a great way to provoke deep engagement. User-generated content is also great because it shows potential customers how much existing customers like your business. But make sure you focus on low-barrier-to-entry content: don’t weight camera quality– focus on content quality when assessing entries.

There are so many aspects to video marketing that it can often be overwhelming. But that’s no reason to ignore your strategy. If you’re unsure of how to move forward, be sure to drop us a line! Fill in the contact form below and we can talk content.

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