How to Implement a Video First Content Marketing Strategy That Drives Action
If you’re looking to create more quality content and be more efficient in your content marketing strategy, then you should look at a “Video First” content marketing approach.
As a society, Americans have become viewers not readers. Since 2005, we have begun to watch video at an ever increasing rate and according to Brightcove, video content is now over 51% of all web traffic. Online video content has changed the way we use the internet, including mobile internet, so much that Cisco reports that 79% of all internet traffic will be video content by 2019.
When it comes to the process of making business decisions, most people would first invest a couple of minutes watching an online business video before they invest more time reading. As such, online videos for business are becoming necessary to achieve core business objectives.
A sound business video content strategy fits into each and every part of the marketing and sales funnel– from top of the funnel brand awareness and social engagement videos, to animated explainer videos that drive lead conversion, to sales videos like product videos, FAQs and testimonials, and finally training videos for post sale support.
So, how do you execute this strategy?
First, take an inventory of all the questions your customers have, all the knowledge and stories that are in your company as well as listing out all the human skill sets at your company. Think of all the use cases: the story that you have in your organization that gives buyers information that they need to understand before they buy. Think of all the answers that your sales team needs to answer, and then those that your technical and/or operational teams need to answer deeper into the funnel. Then, organize your information so it aligns with your goals and other marketing investments you are making.
Then hire a professional digital video production company such as Station Break Productions (more info here) to create the business video content that you have identified. Your team of people should be well equipped to tell their stories, as they are the ones who know it best. Then, you can begin executing your content marketing strategy by transcribing your video into text. This text can now be used for webpage content, blog content, email content, and social media content.
Videos are great because it is much quicker to “say” information than to write it. Saying it on camera gives you a head start in creating the contextual messaging that is still needed.
Another key benefit of video first for your content marketing strategy is that all the keywords you use are connected and coordinated with one another. This way you have a cohesive approach to go after the target audience that you need to drive your marketing objectives.
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