Online Video: A Critical Tool for Content Marketing

Online Video: A Critical Tool for Content Marketing

mobile video

It’s no secret that content marketing became the breakout inbound marketing strategy. In fact, 93% of B2Bs currently use content marketing, while 58% plan to increase their spend in 2014, according to the B2B Content Marketing 2014 Benchmarks, Budgets & Trends report. Content marketing uses an array of platforms to disseminate custom copy, from blogging to social media to infographics. One platform, however, that has become critical to businesses’ marketing strategies is online video.

Today’s consumer prefers watching content via online video. In fact, there will be as many as 1.5 billion daily online video viewers in 2016 – 15 times as many as the current number in 2013 – according to Cisco’s Visual Networking Index, an ongoing initiative to track and forecast the impact of visual networking applications. Moreover, according to data from a Software Advice report, B2B Demand Generation Benchmark Survey 2012, the majority of respondents prefer video over whitepapers, case studies, and even live demos.

Online video is a powerful tool to help drive conversion and organic traffic. However, there’s more to implementing video into your content strategy than producing a short two-minute video. Companies need a comprehensive strategy in place in order to get responses from viewers.

Below are five steps to crafting an online video strategy.

1. Establish a Well-defined Goal: Ask yourself, what do you want to gain from online video? Whether it’s generating leads or boosting traffic, having a well-defined goal will help you craft more targeted messages that you’re more likely to see a return on investment from.

2. Determine What Type of Video You Want: There are several types of video to choose from, such as animated/cartoon, interviews, presentations, and whiteboard. It’s important, however, to choose the type that resonates most with your target audience. For example, a stiff presentation might not bode well for young professionals. Next, think about tone. Do you want a corporate tone or a more humorous one? Again, the tone should align with your specified audience.

3. Decide What Kind of Content You Will Display: Now that you’ve determined what type and tone of video you want, it’s time to start thinking about the actual content. Your content should accurately portray your brand, as having any incongruity between your brand and the content will only turn consumers away.

4. Verify Which Platform Works Best: The final step is verifying which video platform works best. For example, setting up a YouTube channel is a free and easy way to disseminate content to users. All you have to do is navigate YouTube’s “Get Started” page, choose a username, customize your channel, and add videos.

5. Promote Your Online Videos: Just as you would promote your new whitepaper or infographic, you must also support your online video efforts. A simple and easy way to do this is by supplementing existing marketing tactics. For example, embed your new video into your weekly e-newsletter or feature it as a new blog post.

mobile video

It’s no secret that content marketing became the breakout inbound marketing strategy. In fact, 93% of B2Bs currently use content marketing, while 58% plan to increase their spend in 2014, according to the B2B Content Marketing 2014 Benchmarks, Budgets & Trends report. Content marketing uses an array of platforms to disseminate custom copy, from blogging to social media to infographics. One platform, however, that has become critical to businesses’ marketing strategies is online video.

Today’s consumer prefers watching content via online video. In fact, there will be as many as 1.5 billion daily online video viewers in 2016 – 15 times as many as the current number in 2013 – according to Cisco’s Visual Networking Index, an ongoing initiative to track and forecast the impact of visual networking applications. Moreover, according to data from a Software Advice report, B2B Demand Generation Benchmark Survey 2012, the majority of respondents prefer video over whitepapers, case studies, and even live demos.

Online video is a powerful tool to help drive conversion and organic traffic. However, there’s more to implementing video into your content strategy than producing a short two-minute video. Companies need a comprehensive strategy in place in order to get responses from viewers.

Below are five steps to crafting an online video strategy.

1. Establish a Well-defined Goal: Ask yourself, what do you want to gain from online video? Whether it’s generating leads or boosting traffic, having a well-defined goal will help you craft more targeted messages that you’re more likely to see a return on investment from.

2. Determine What Type of Video You Want: There are several types of video to choose from, such as animated/cartoon, interviews, presentations, and whiteboard. It’s important, however, to choose the type that resonates most with your target audience. For example, a stiff presentation might not bode well for young professionals. Next, think about tone. Do you want a corporate tone or a more humorous one? Again, the tone should align with your specified audience.

3. Decide What Kind of Content You Will Display: Now that you’ve determined what type and tone of video you want, it’s time to start thinking about the actual content. Your content should accurately portray your brand, as having any incongruity between your brand and the content will only turn consumers away.

4. Verify Which Platform Works Best: The final step is verifying which video platform works best. For example, setting up a YouTube channel is a free and easy way to disseminate content to users. All you have to do is navigate YouTube’s “Get Started” page, choose a username, customize your channel, and add videos.

5. Promote Your Online Videos: Just as you would promote your new whitepaper or infographic, you must also support your online video efforts. A simple and easy way to do this is by supplementing existing marketing tactics. For example, embed your new video into your weekly e-newsletter or feature it as a new blog post.

Home > Learning Center > Online Video: A Critical Tool for Content Marketing
Live Chat