We often discuss with our clients the importance of incorporating video into their marketing strategies, but often that conversation is perceived as motivation for advertisements, promotional content, and explanations of services. While those types of content are great in their own way, they should not be the bulk of your marketing through video.
So how should you use your video marketing to capture your audience and keep them coming back for more? Simply put – by using content marketing.
What is Content Marketing?
Content marketing is a marketing approach that focuses around providing valuable content to the viewer, rather than selling to them directly. This can look like providing industry insights, behind the scenes information, tips and tricks, etc. Essentially, you’re acting as a thought leader in your industry, and gaining a following based on the value that you provide. And when you’re able to establish yourself as a thought leader, customers are more likely to want to purchase your product or service because they see you as the best in the business.
Video is one of the best ways to get started in content marketing because it’s the most viewed and fastest growing form of digital content out there. Video is engaging, simple to understand, and proven to reach more people than text or still images. Even better, 88% of businesses that use video report a positive return on investment. So, when your business combines video production and content marketing, the potential is unlimited!
Sell without Selling
No one likes to be constantly bombarded with sales pitches and all of the reasons your business is the greatest one out there. That’s what makes content marketing such a unique tactic to take advantage of when trying to reach potential customers.
Creating helpful and interesting content allows your brand to feel more approachable, while still creating brand awareness and providing insight into the industry that you’re a part of. The idea of selling without actively pushing your product or service on the consumer might seem backward, but it actually amplifies the impact you’re able to have on the customer.
Let’s say that you are a real estate company looking to increase the awareness of your company. Sure, you could blast your phone number and photo out to thousands of people via a paid ad. You may even see some results from that campaign.
But what if you were to take time to create a video series about the neighborhoods in your area and the pros versus cons of each one. Or maybe create a detailed video covering the top mistakes that homebuyers tend to make and how to avoid them. When your video content is meaningful and insightful, you immediately position your company as an expert and a leader in the industry. That same person who may have scrolled past a digital ad might be the one to connect with your video content so strongly that they decide you’re the best real estate company for them based on what you share.
Getting Started with Content Marketing
Establishing your brand as a thought leader and industry expert doesn’t happen overnight. So how can you get started? It all starts with a plan.
Take a look at your industry. Where might there be a gap in the general knowledge that people have? Or where might your brand have specific advice or tips that could benefit your audience? These questions are a great place to start with the content you decide to share.
Another way to find out what your audience wants or needs is to go where your audience already is. A great example of this is to monitor the comments section of your social media and video content. What comments are they leaving? What questions do they have? What are they talking about amongst themselves? This is a great way to directly answer your audience and provide insight into the topics they’re already interested in.
Whatever you choose to start with, video is an excellent way to get the most out of your content marketing strategy. Make the most out of your marketing budget by incorporating content marketing into your plans for 2023!