Strategic Video Marketing: How to Match Your Videos to Your Content Goals

Strategic Video Marketing: How to Match Your Videos to Your Content Goals

That being said, harnessing videos’ amazing potential to engage your audience and deliver your message effectively isn’t something that “just happens”. Viewed from the lens of three of the most common goals you want to accomplish with your marketing strategy: Effective communication of features, showcasing brand values and building consumer confidence, as well as addressing consumer concerns and insecurities. Videos That Effectively Communicate Products and Services’ Features: Let’s start by talking about videos you can use for effective communication, which is one of the most common reasons marketers and companies turn to video. When done right, marketing videos have a unique ability to take thoroughly complex subjects and make them approachable. In this regard, two types of videos outclass all others: explainer videos, and product videos. Videos That Showcase Your Company’s Values and Nurture Consumer Confidence Another big deal in marketing today, even more so after the advent of social media, is making sure that your brand comes across as relatable. Not just because people online prefer video to other types of content, but also because in an environment where you can communicate with viewers using sounds as well as text and images, you have many avenues to get your message across and approach your audience effectively. As their name implies, FAQs videos are an ideal way to anticipate your potential customers’ concerns and address them in the best possible light. Educational videos, on the other hand, are probably one of the most underused and useful types of marketing video content out there. A well-executed educational video can be an amazing piece of inbound marketing content.

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Video marketing is insanely effective.

That’s something I can say with confidence since I have the numbers to back it up.

That being said, harnessing videos’ amazing potential to engage your audience and deliver your message effectively isn’t something that “just happens”. It isn’t a happy accident.

Instead, it is the result of a careful study of a company’s specific goals for a piece of content, and a deep understanding of the audience it is intended for. Tailoring the qualities of one to meet the demands of the other, improving the chances it will perform appropriately.

The thing is that this is easier said than done. Especially if you are new to video marketing and lack the experience about which formats work best to which ends.

Today, I want to take a look at a handful of the most popular types of videos being used right now for marketing to great success. Viewed from the lens of three of the most common goals you want to accomplish with your marketing strategy: Effective communication of features, showcasing brand values and building consumer confidence, as well as addressing consumer concerns and insecurities.

Videos That Effectively Communicate Products and Services’ Features:

Let’s start by talking about videos you can use for effective communication, which is one of the most common reasons marketers and companies turn to video.

When done right, marketing videos have a unique ability to take thoroughly complex subjects and make them approachable. And to do so in the span of a minute or two, which is often all the time you have to hold a viewer’s attention online. In this regard, two types of videos outclass all others: explainer videos, and product videos.

Explainer videos are short, simple, and highly targeted pieces of content that aim to describe a business’ product or services in a clear and entertaining way. They take many forms, such as educational videos, animated explainers, or whiteboard animation. And they work wonderfully in marketing because they immediately provide value to viewers while enabling you to engage in effective marketing and branding strategies.

Product videos work similarly, but while explainer videos’ topics can vary wildly, these types of videos focus exclusively on a single product or service features that your company wants to relate to their audience. These are ideal for complex products, and very common in the tech sector where there’s usually a need to convey very complex technical processes in an accessible way for a regular joe to get it and…

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