What is video content marketing?
Why is it so effective?
What do you need to succeed?
By the end of this article, you'll be fully equipped to leverage video content marketing to its fullest potential.
What is video content marketing?
Have you ever heard of content marketing? Video content marketing is a strategic approach within content marketing that uses videos to deliver valuable information to your audience. The goal is to generate interest in your products or services and eventually turn viewers into customers.
This method focuses on educating and providing valuable content, rather than pushing immediate sales, to build trust. Once your audience finds value in your videos and trusts your brand, converting them into customers becomes easier.
Why is video content marketing so important in 2024?
Why choose video content marketing over other formats? Simply put, consumers prefer video. In fact, 89% of consumers say they want to see more videos from brands.
But if that's not enough to convince you, here are a few more reasons to incorporate video into your content marketing strategy:
Grabs attention
Video content is inherently engaging. It combines visuals, sound, and storytelling to create a multi-sensory experience that grabs attention more effectively than static images or text. In a digital landscape cluttered with content, videos stand out by offering an immersive experience that conveys complex messages in an easily digestible format.
Higher retention rates
Studies have shown that viewers retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. This remarkable retention rate underscores the power of video content in making lasting impressions on the audience, making it an invaluable tool in any marketing strategy.
Unmatched engagement on social platforms
Video content performs exceptionally well on social media platforms where dynamic visuals and storytelling resonate strongly with users. For example, video achieves 5x better engagement on LinkedIn and 10x better cost-per-engagement on Twitter compared to other content types. This increased performance translates to broader reach and more interaction with your brand.
SEO benefits
Video content not only captivates the audience but also significantly boosts a website's SEO. Search engines like Google prioritize websites with video content, as it's considered high-quality content that enhances user experience. Embedding videos in your website can lead to higher search rankings, increased traffic, and ultimately, greater visibility for your brand.
How to craft a results-driven video content strategy
Just because you're ready to embark on your video content strategy doesn't mean your existing content is obsolete. In fact, if you've previously engaged in content marketing through ebooks, blogs, and other written formats, transitioning to video content marketing will be a seamless process. You'll simply be distributing the same valuable content in a different format.
Here are two simple steps to create a results-driven video content strategy by repurposing the written content you already have.
1. Choose a goal
Identify who your audience is and how can you help them.
When setting goals for video content marketing, focus on the value you want to provide to your audience. Identify who your audience is and consider the topics that can educate and benefit them. For example, as a video software company, one of our target audiences is marketers.
To help them succeed in their daily jobs without directly pitching our software, we can offer valuable content such as:
- Tips for succeeding with social media video ads
- Guidance on finding great brand stories
- Key insights into event marketing
By providing advice on these topics, we help our audience succeed in their roles while building trust and authority, without solely focusing on our solution.
2. Create your videos
Repurpose the content and key messages that you already have into video.
Creating videos that educate your audience on your goal becomes much easier when you have existing content.
For example, if you have an SEO-optimized article like Boost your LinkedIn B2B marketing: 5 proven strategies or specific articles such as How to create and manage a LinkedIn newsletter, you already have a foundation to work from. You don’t need to brainstorm new topics; simply transform your existing content into videos.
Take the text directly from your articles, put it in a text-to-video AI tool, and transform it into video format, making the process efficient and straightforward. This approach not only saves time but also ensures consistency in your messaging.
Further reading: Steal this hack to turn your articles into videos that get 5x the reach
Types of videos for content marketing
Creating compelling video content starts with understanding the different types of videos you can produce, each serving a unique purpose in your marketing strategy:
Explainer videos
Break down complex products or services into simple, engaging narratives that highlight the value proposition and how it solves a specific problem.
Brand stories
Share your brand's mission, vision, and values through storytelling, connecting emotionally with your audience and building brand loyalty.
Product demos
Showcase the features and benefits of your products, giving potential customers a clear understanding of how they work and the value they offer.
Testimonials and case studies
Feature satisfied customers or success stories to build trust and credibility with prospective clients through social proof.
Educational and how-to videos
Provide valuable information or teach new skills related to your industry, establishing your brand as a thought leader and go-to resource.
Live streams and webinars: Engage with your audience in real-time, offering a behind-the-scenes look at your business, Q&A sessions, or live product launches to foster a sense of community and immediacy.
Diversifying your video content not only keeps your audience engaged but also caters to different preferences and stages in the customer journey, enhancing the overall effectiveness of your video content marketing strategy.
3 best practices for video content marketing
Video content marketing doesn’t have to be complicated. Here are three best practices to get you set up for success:
1. Create and test a lot of video content
To make an impact, you need to post frequently. Everyone won’t see everything you post, so consistency and quantity are key. Experiment with different formats, styles, and messages to see what resonates best with your audience.
2. Stick to the one-subject, one-video golden rule
Focus on a single topic and target audience per video. This keeps your content clear, concise, and easy for viewers to digest. Attempting to cover multiple subjects in one video can dilute your message and confuse your audience. Remember, the golden rule is 1 subject + 1 target audience = 1 video. This ensures clarity and a focused message.
3. Consistency is key
You won’t capture and hold an audience with just one video. Develop a content schedule and commit to a regular posting regularly. Consistent delivery builds anticipation, loyalty, and trust among your viewers. Over time, this consistency will help you establish a stronger brand presence.
→ Ready to get started with effortless video creation. Why not try Storykit for free? With Storykit, you can transform your text into engaging videos in just a few clicks. Our easy-to-use platform ensures that every video is professional-grade and on brand, even if you have no prior editing experience. Start Storykiting your content today and watch your marketing efforts soar.
Concluding thoughts...
In conclusion, video content marketing represents a dynamic and effective strategy for businesses looking to enhance their digital presence and connect with their audience on a deeper level.
By leveraging the power of video across websites and social media platforms, businesses can create compelling content that not only captivates but also converts, cementing video's role at the heart of digital marketing strategies.
