If you think of video as a sort of “content” — cease. A advertising and marketing technique primarily based on video content makes about as a lot sense as a technique primarily based on phrases or photos.
You usually see references to “video content” in articles evaluating various kinds of content for gross sales enablement and content advertising and marketing, on this weblog put up and elsewhere. But, in the event you think about it, we don’t make video content. Nobody does, as a result of video isn’t a “content type” like white papers, case research, and different established genres. With a white paper, you understand what to anticipate simply by studying the title. Not so with video, the place you hardly know fairly what to anticipate.
It’s not simply that evaluating the effectiveness of established kinds of textual content publications with the effectiveness of an all-purpose communication medium results in fuzzy considering. It additionally narrows the way you think about content and results in siloed video budgets, slightly than an agile strategy that makes the very best use of video to enhance the client’s expertise.
Rethinking video content technique
Take one other have a look at these classes designated in a typical comparability of content sorts
- Case research
- Third-party analyst studies
- User evaluations
- Video content
- Blog posts
- Infographics https://elements.envato.com/corporate-infographic-slides-V6F4K5Z
Any and the entire textual content/graphic genres listed right here is usually a video, could be transformed to video, or could be enhanced, summarized or promoted with video. This is a extra productive option to think about video than considering of video as a sort of content. It’s extra productive than planning for numerous sorts of video content (explainers, tutorials, webinars, and so on.) For one factor, you’ll find yourself with much more movies in the event you routinely add video elements to different media. For one other, you’ll make participating movies for the complete buyer journey. Most B2B entrepreneurs focus on making sales-y movies for top-of-the-funnel consciousness — as if consumers stopped appreciating video’s communication energy after they leap into the funnel.
If you’re creating a written case research, it needs to be straightforward so as to add video components (taken with a salesman’s good telephone, say). It’s not far more tough to have a salesman or subject material professional inform some or the entire the story on digital camera. Stories of dramatic turnarounds are pure for video, although such quasi-documentary productions often require skilled videography and modifying.
Most webinars are individuals speaking over (or in entrance of) PowerPoint displays. There’s often a demo portion that may be excerpted and re-used in movies. With webinars recorded for later viewing, the consumer expertise could be considerably improved with freely accessible interactive video instruments that put the consumer in management.
Third-party analyst studies
It’s widespread to say favorable analyst evaluations in all kinds of content, together with video. If your organization makes favorable analyst studies accessible for obtain, it is sensible to create a video “trailer” to advertise the downloads in social media.
Video “testimonials” are invaluable. I don’t know of any enterprise applied sciences that get the form of shopper expertise product evaluations which can be hottest on YouTube. But this strategy clearly works.
White Papers/Blog posts
Just a few corporations have turned weblog posts and analysis studies into movies. Samples of some we’ve finished could be discovered right here.
OK. I’m not an enormous fan of infographics on the whole. But in the event you’re questioning how robust it’s to show them into movies, you don’t have to look past cheap templates for doing simply that, like this video infographic template.