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Mastering Video in Content Marketing


December 26, 2016

Most companies today are flirting with content marketing, whether it’s in the form of a blog or informative social media posts. These media are relatively easy to get one’s “feet wet” with, and mistakes or failed efforts are unlikely to have big repercussions. Trial and error is often the order of the day.

Video is one of those content marketing vehicles, however, that defines “go big or go home.” Video costs money and time to produce, and an ineffective video spot can lead to bruised egos, bruised careers and bruised budgets.

If YouTube stats are examined, however, it seems that many organizations are finding the gambit worth it. The site has over a billion users, and is regularly viewed by about one-third of all Internet users. Each day, people view hundreds of millions of videos, and a significant portion of them are related to content marketing. What’s cute and funny, however, isn’t necessarily what’s effective when it comes to marketing. For starters, you want to stand out from your competition. You also want to find the right target audience and reach them effectively, according to a recent article by Robert Wynne writing for Forbes. Wynne spoke with a panel of publicists and marketers to collect a series of tips for companies that wish to venture into video.

David Spark, of media consulting firm Spark Media Solutions, told Wynne that marketers should look to drive emotion with their videos rather than repeat marketing messages.

“One of the big values of video is you can see emotion,” said Spark. “So often corporate videos are devoid of emotion because they're so heavily scripted, prepared, or they're just spouting out marketing jargon. My favorite part of video, and what can make a great video, is when you watch people react. Take a look at the reality shows and look at how many times they cut away to reaction shots, and how the reaction alone can tell far more about what the person said than the actual words that came out of their mouth.”

Of course, in order to know where to begin creating emotion, you first need to know what it is customers really want to see. This is where companies need to get analytical, according to Kevin Akeroyd, CEO of Cision.

“Advancements in technology allow marketers to truly listen to their audience to uncover insights about what types of content will appeal to them, ranging from subject matter to the channels that they are most engaged with,” Akeroyd told Wynne. “People think of content marketing as a creative discipline, and it is, but it is also very much a data-driven discipline.”

This means you need good marketing and analytics platforms in place to determine what customers want from you. Trial and error may work reasonably well with blogs and social media, but it’s too costly to do with video.

Finally, one of the best ways to use video effectively in content marketing is to have your customers do it for you. Many marketers have found success by inviting loyal customers to share their experiences. Customers tend to trust the opinion of other customers over marketing departments. It also costs you very little, making it a win all the way around.Most companies today are flirting with content marketing, whether it’s in the form of a blog or informative social media posts. These media are relatively easy to get one’s “feet wet” with, and mistakes or failed efforts are unlikely to have big repercussions. Trial and error is often the order of the day.

Video is one of those content marketing vehicles, however, that defines “go big or go home.” Video costs money and time to produce, and an ineffective video spot can lead to bruised egos, bruised careers and bruised budgets.

If YouTube stats are examined, however, it seems that many organizations are finding the gambit worth it. The site has over a billion users, and is regularly viewed by about one-third of all Internet users. Each day, people view hundreds of millions of videos, and a significant portion of them are related to content marketing. What’s cute and funny, however, isn’t necessarily what’s effective when it comes to marketing. For starters, you want to stand out from your competition. You also want to find the right target audience and reach them effectively, according to a recent article by Robert Wynne writing for Forbes. Wynne spoke with a panel of publicists and marketers to collect a series of tips for companies that wish to venture into video.

David Spark, of media consulting firm Spark Media Solutions, told Wynne that marketers should look to drive emotion with their videos rather than repeat marketing messages.

“One of the big values of video is you can see emotion,” said Spark. “So often corporate videos are devoid of emotion because they're so heavily scripted, prepared, or they're just spouting out marketing jargon. My favorite part of video, and what can make a great video, is when you watch people react. Take a look at the reality shows and look at how many times they cut away to reaction shots, and how the reaction alone can tell far more about what the person said than the actual words that came out of their mouth.”

Of course, in order to know where to begin creating emotion, you first need to know what it is customers really want to see. This is where companies need to get analytical, according to Kevin Akeroyd, CEO of Cision.

“Advancements in technology allow marketers to truly listen to their audience to uncover insights about what types of content will appeal to them, ranging from subject matter to the channels that they are most engaged with,” Akeroyd told Wynne. “People think of content marketing as a creative discipline, and it is, but it is also very much a data-driven discipline.”

This means you need good marketing and analytics platforms in place to determine what customers want from you. Trial and error may work reasonably well with blogs and social media, but it’s too costly to do with video.

Finally, one of the best ways to use video effectively in content marketing is to have your customers do it for you. Many marketers have found success by inviting loyal customers to share their experiences. Customers tend to trust the opinion of other customers over marketing departments. It also costs you very little, making it a win all the way around. 



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