Despite these differences, all marketing serves the same purpose: for customers to discover your products, feel captivated by your brand and ultimately make a purchase. Marketing is used to educate, entertain or inspire your viewers about your brand. Video marketing provides ample opportunity to achieve all three.
Below are three video approaches to integrate into your content strategy, and how often you should utilize each approach.
Videos that solve a problem
How-to videos, tutorials and demonstrations are videos educating your viewers and illustrating how your business solves problems. They will also comprise the bulk of your video content strategy, and are almost evergreen they can be used so frequently.
When making problem-solving videos, consider the questions your customer asks. When your customer researches businesses in your industry, what information are they seeking? What problem are you helping to solve? What questions do your support team most frequently answer? Use these questions as the basis for your help videos.
Video series your audience expects
Creating a regular publishing schedule demonstrates consistency and builds expectations with your audience. A video series – published weekly, monthly or whatever frequency works best for you – is a great way to regularly reinforce your brand and provide viewers with informational content.
There are many approaches you can take to creating a video series that lasts a few months or a few years. Videos can feature a staffer interviewing a different industry leader each month, or function as a vlog with a weekly discussion on a related topic. Video series can also be built around a particular product line, walking the viewer through each component.
Videos that forge a powerful emotional connection
Not all videos should be how-tos or speaker series. You also need well-produced videos that capture the essence of your brand and forge an emotional connection with viewers. These are the most difficult videos to make, and you may only create one or two each year (if that many). These are your Super Bowl videos.
When planning for these kinds of videos, spend time getting to know your customers. What inspires them? What motivates them? Your goal is to make the viewer feel
something about your video, and thus feel more connected to your brand.
When building your content strategy, consider how video can help you achieve your brand goals. Each of these three approaches can be used separately or together to build an effective content strategy that’s right for your brand.
Are you ready to add video to your brand’s content strategy? Say hello
and let us help you get started today.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
