In short it can put a brand on a completely new trajectory. Without that you will become lost in a giant sea of mundane, middle of the road video content. “You need to make content with ‘cut through’”. How to you achieve this beyond an interesting creative idea. Marketeers that consistently achieve cut through (for brands big and small) all know the following: Anyone can create a good video but the promised land is about creating the right videos for your brand, meeting your specific customer needs that drive ROI. However the promised land is about knowing which channels are most relevant to your audience, for example is Instagram really the channel where your B2B customers are searching for answers? The promised land is about knowing how to launch your video content extending it’s campaign lifecycle whilst maximising your owned, bought and earned audiences. View attribution allows for the tracking of people who viewed the video, but may not have immediately taken action and clicked through onto the website. We’ve never met a marketing department with a blank check so all of this needs to be achieved within an affordable budget, prioritising the needs based on greatest return on investment and understanding the value you’re driving from it.
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Video marketing can change the game. We’ve all been told this. We all know it. Film can change people’s minds, it can get them to act when they were previously idle, it can make you the topic of conversation among people who had previously never heard of you. In short it can put a brand on a completely new trajectory.
But the inconvenient truth of video marketing is far less talked about:
- Marketeers struggle to measure return on investment, often relying on dubious metrics like ‘impressions’ and ‘views’
- Less than half of all video campaign messages fail to reach the target audience
- 65% of people are developing ‘skip’ as an automatic behaviour
- Despite this video marketing budgets are increasing at record speeds
With that in mind cutting through the noise and making a real impact with the content you produce is absolutely critical. Without that you will become lost in a giant sea of mundane, middle of the road video content.
“You need to make content with ‘cut through’”. I’m sure you heard that many time before. But what does it actually mean to be creating content that’s cuts through? What does that process look like? How do you do it consistently? How to you achieve this beyond an interesting creative idea. Marketeers that consistently achieve cut through (for brands big and small) all know the following:
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WHAT TO CREATE
Anyone can create a good video but the promised land is about creating the right videos for your brand, meeting your specific customer needs that drive ROI. This is so much more than variants on a…
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