Keeping Up in the Age of Video
Video marketing is a distinct niche in the content marketing world, one that seemingly requires a bunch of work and expertise to effectively pull off. The good news is that this isn’t necessarily true! No matter what your company is doing the video realm or how you feel about video in general, there’s no denying the power and impact that video marketing can have for your business. Video marketing is a powerful tool that can educate and entertain your audience at one time, allowing you to drive engagement in new, creative ways.
The power of video
The potential power of video marketing is its greatest pull for marketing teams. Think about your own internet habits: if you have the choice between watching a video or reading an article or blog, which one are you choosing? The reality is that while video is ultimately more engaging than written copy, it can also be a passive activity. If you’re reading a blog, your focused on the words that you’re reading because your brain is hardwired to read like that. But if a video is playing in the background while you are focused on something else, you can still gain some value from the content.
Building a budget
Establishing a budget is a great place to start with your marketing videos. Each company is going to have a different budgetary approach, but there’s no reason to expect that you need to pour an excessive amount of money into the production of your video content. If you have the money to put into a specialized video team, that’s great! But it’s not necessary to produce good content. Most smartphones can take high-quality video without the need to buy a brand-new camera for your office. Take the time to map out what you want to spend and where you want to spend it.
Target your content
Video marketing is just like any other piece of content marketing: once you begin to create and produce these pieces, you need to target it towards your audience. Your videos need to be optimized towards your audience, but also for the specific channels they are going to. For example, your Facebook videos should be uploaded directly to the channel, kept short, and captioned with a targeted message. These videos would operate differently than videos on Twitter and YouTube.