Tag: Content Marketing Strategy

7 Reasons To Invest In Video Content In 2020

Video content can combine information and entertainment more easily than ever before. The challenges in creating video content that seemed insurmountable less than a dozen years ago have been overcome with developments in technology. The following are seven reasons to invest in video content in 2020.

Make percentages work for you

As of this writing fully two-thirds of employees are working remotely for a portion of the week. 44% are working from home five days a week. The jump in percentages is approximately 17% greater than the numbers pre-pandemic. 

The pandemic has shifted the way people think about work. A majority appreciate gaining the time and money normally spent on travel to and from a shared office work site. The leap in the numbers of remote workers has led to changes in the way a company develops a marketing strategy. Online commerce is secured by content and the content that gains customers quickest is in video form. 

For example, if you’re producing content for a property management company, you might consider shooting videos about your new virtual tour tools to attract customers in a visual manner. 

Optimize Employee Training

Video content saves money. Comprehensive training programs for new hires or re-training are costly. Space, snacks, meals, beverages, and speakers or trainers for even a moderately sized group can cost thousands of dollars and take days to accomplish. 

The return on investment (ROI) for training videos is significant and in many cases, the videos can be used, with slight modifications, many times over. As a training tool, you can incorporate visual, aural, verbal, and logical learning styles. You can build in capabilities to monitor the individual achievements of trainees.

To increase the absorption of information, video training can be interactive with the addition of quizzes, multiple-choice questions, and review options. The incorporation of various activities throughout a training video will help employees retain more information.

Enhance Short-form Content

Marketing technologies have come a long way from Burma Shave signs, but the premise remains the same — capture someone’s attention. The growth of media technologies has proven that the world is a small place. Our connectivity has increased but our attention spans have decreased from an average 12 seconds to a mere eight. 

This is a small amount of time to work in. Video content is perhaps the most engaging method to convey a product or idea to another person. Over 500 million hours of video are watched daily on YouTube alone. Before you choose the type of video content you will produce, decide what your goal is. 

Short-form video content is a way to capture the viewer’s attention quickly. In the space of 15-60 seconds, you can engage the viewer and provide information about where more material, in longer form, can be attained. Think of it like snapping your fingers to get a kid’s attention.

Improve Long-form Content

The speed at which short-form video works to engage a viewer, raise brand awareness, and encourage further exploration is well documented by the marketing industry. Long-form content allows you to become more fully engaged with your target market. 

A four-to-ten-minute video gives you time to explain your brand, history, company intentions and generally allows the viewer a more intimate narrative. Long-form video content can be interviews, how-to videos, educational videos, demonstrations, and documentaries. 

The platform on which you choose to share long-form video content should be considered with your target audience in mind. You do not have to choose between short or long-form video content; for a comprehensive marketing strategy, consider using both.

Repurpose Written Content

Turn your written content into video content and the percentage of what the viewer remembers increases to 80% as opposed to the 20% remembered after reading. The staggering difference in these numbers is clearly a good reason to commit to video content as a marketing strategy. Do not burn all of your pencils yet. 

Quality video content begins with a well-written script. Research competitors and decide what you will be adding to the conversation in your industry. Write an outline of the key items or ideas you want to convey. Keep them in a chronological order and then flesh out the points with a combination of information and anecdotes or reflections.

The goal is to connect the viewer to you or your company on a more personal level — to engage on a human scale. If you are doing a live broadcast or interview, make an outline to allow the conversation to flow naturally and to keep it on point. 

Reach the right person

Just like Microsoft’s mail merge program allows you to create a document and personalize it for each recipient, there are platforms like Data Creative that allow you to create personalized videos. The ability to target specific individuals, companies, or groups helps assure that you reach those you intended to share information with. By sending video content through an email system you can track your marketing campaign and utilize the data to further refine your video content.

Find Your Brand Purpose

The purpose of a successful marketing campaign using video content is the same as any other strategy, to become the market leader in your industry. Well over two million searches a day can make content difficult to optimize, let alone stand out as unique. Investing time and money in video content will bring your customers to you, help them feel you value them, and increase awareness of your brand. 

A marketing campaign crafted with well-planned video content will help your search engine optimization (SEO) move to the top of the list in organic searches. As Neil Patel says, “If you ever need to hide a dead body, you should place it on the second page of Google search results.”

Optimize, experiment, use collected data, and adapt, and you will have a marketing program that can set you above others in your industry.

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The post 7 Reasons To Invest In Video Content In 2020 appeared first on Social Media Week.


How to Boost Your LinkedIn B2B Content Marketing Strategy

While more than 90 percent of marketers report LinkedIn as a leading source of quality content, only 1 million users claim they’ve published an article and just 3 million actively share content on the channel each week.

For B2B companies, there is a substantial opportunity to leverage the platform to connect with influencers, potential clients and employees, and boost their lead gen efforts and drive traffic to their site.

Here are a few simple ways to do so effectively:

Establish your strategy with an emphasis on the “why”

A solid objective is the cornerstone of successful businesses and is the single most influential element when adapting strategies over time. The more you know about the ultimate goal of your brand publishing content on LinkedIn, the better you’ll be able to inform your approach and overall content strategy.

One example may include tapping into mid-level staff to demonstrate capabilities to potential clients or partners, highlighting expertise and certain products or services through promoting landing pages to your website. Alternatively, you may consider tapping into senior-level executives for a thought-leadership approach that points to more high-level objectives of your business and drives more engagement from their network via their personal profiles.

Find a balance between company pages and personal profiles

Compared to Twitter or Facebook, defining a singular “voice” on LinkedIn is significantly more complex as it can come from one or more combinations of personal profiles, company pages, and groups.

Content strategies that strive for an interplay between all three typically result in enhanced conversation and engagement by blending personal and profile networks meaningfully. As a recap, personal pages focus on an individual’s experience, certifications, and skills and are the only type of pages that are able to publish articles. Going back to the thought-leadership point, this would be the ideal way to share the voice of your CEO or CMO.

Company pages on the other hand, are an optimal way to share important updates, announcements and display basic information for those looking to hear more about who you are and what you stand for. Lastly, groups are a conversational way to continue the conversations around your business including key topics and areas of interest, serving as a shared forum where they can collaborate, provide feedback and ask questions.

Again, leading B2B companies will find ways to tap at least two if not all three of the above for a mix of tone and depth that results in more authentic interaction and traffic.

Prioritize your audience and don’t forget the posting basics

In the same vein of interplaying various profiles, don’t overlook how you can bring your other channels into the equation. Demonstrate the value of your LinkedIn presence by dropping copy and a link to your page, utilize tags to bring others into the dialogue and mix it up with photos and videos when you can. These visual stories often result in more engagement and people personally relating to the content you share. Avoiding link previews can also have the same effect and allow readers the chance to stop and read versus opt-out after glancing at the preview.

Indeed LinkedIn requires strategy and careful consideration in terms of how you approach it, but when you find your sweet spot it can prove extremely lucrative and instrumental marketing tool. By the numbers, the channel boasts 630 million users in total, 87 million of which are millennials, and 303 million active monthly users. A whopping 153 million are either senior-level influencers or in decision-making positions.

Consistency is and will remain key both across cadence and engagement. In addition, keeping a finger on the pulse of industry trends and how these impact your audience will remain imperative in adapting your approach and style. Finally — you’re not alone. Use your social connections to help amplify your narrative.


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