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Video: The Ultimate Content Marketing Tool

One of the most important things any brand can do to ensure their legitimacy is to create a video. Videos increase: Engagement. Perceived value. Conversions. Brand clarity. Opportunities for content marketing. Videos are a perfect tool for marketers and one that is severely under-utilized. As a serial viral video producer, I’ve watched the effect that…

One of the most important things any brand can do to ensure their legitimacy is to create a video. Videos increase:

  • Engagement.
  • Perceived value.
  • Conversions.
  • Brand clarity.
  • Opportunities for content marketing.

Videos are a perfect tool for marketers and one that is severely under-utilized. As a serial viral video producer, I’ve watched the effect that videos have on a brand. Even a boring video, if produced to look nice, will increase a brand’s perceived value.

“Wow this looks really good, this brand must be doing well,” the potential customer will say; and your balance sheets will begin to say the same.

A man shooting video.Let’s look at some statistics from this Hubspot study:

  • Video in an e-mail leads to a 200-300% increase in CTR (click-through rate).
  • Combining video with full page ads boosts engagement by 22%.
  • 50% of executives look for more information after seeing a product/service in a video.
  • 90% of users say that product videos are helpful in the decision process.

If you weren’t already aware of the great effects that video can have, those four statistics alone should be pretty startling.

Hubspot Video Marketing Statistics.So we’ve established that videos are a great tool for marketers, salespeople, and business owners. We know that a video needs to be made… but how exactly should we be using videos?

Use a Video to Show off Something Specific

Very simple. Your business most likely has a website. If you’re a brick and mortar SMB, put a video on the front page, showing off the space.

If you own a brick and mortar franchise, have several videos showing off categories in your locations. If you’re a restaurant franchise, have a video that shows off your selection of seafood. If you’re a computer retailer, have a video that shows off your selection of desktop computers.

If you make a product, create a video on the product. If it’s a service, show some examples of what you do.

The effect of this will be that viewers perceive an increase in value. Being able to afford a video that looks good speaks volumes about the health and success of a business.

A video made for a restaurant, on the restaurant’s website, giving legitimacy.Use a Video to Replace an Article

Perhaps your company is engaged in a deep content marketing campaign. You’re turning out articles left and right, targeting specific keywords, and have a very active blog. Create a video as a replacement for an article and promote it to the moon.

This will be a nice change of pace and will help to further engage returning readers. Moz.com, the leader in teaching Search Engine Optimization, does this with their weekly series, Whiteboard Friday, in which every Friday they have a video expounding upon some practice in SEO.

A still image from a Moz Whiteboard Friday episode.

A still from a Whiteboard Friday video.

How expensive was the above video to shoot? I can say from my experience as a video producer, not very.

How much does that video increase Moz’s value to potential customers? A lot.

Video content marketing is a category in its own right and if done correctly, the setup costs will quickly be recouped.

Make a Video Then Create an Auxiliary Article About It

Like we’ve discussed, video is a hyper-effective content marketing tool. Create a video and then create an article about that video. Do this for SEO purposes or just to have more to say. If you’re engaged in content marketing, and have been for a while, you know the importance of never running out of content.

Creating content about content can be super effective in its own right and a boon to your blog. Discuss the making of, the point of the video, and your favourite parts. Break it down and discuss how it’s directly relevant to your brand and why you felt like it was an important video to make.

Use User Generate Video in Blog Posts

This Buzzsumo article says that images should occur every 75-100 or 125-150 words. We all know that images make an article more engaging. Why not, however, take a user generated video from YouTube and embed that?

It’ll be a great supplement to images, a nice change of pace, and will heighten engagement. Make it directly related to the article or just a fun joke on something you wrote.

Conclusion

Video can be used in a huge variety of ways, and one article can barely begin to touch upon everything that can be done.

If you have a business, or are a marketer, video is a must. If an image says a thousand words, a video says at least a million, and with a lot of things online, the more, the better- especially if said well.

If you’re not using it, think about how video can make a difference in your campaigns and begin using it immediately!

 

See more: UGC Videos on Lobster, Vimeo Footage to license, Holiday pet videos on YouTube to licenseUGC Licensing, About Lobster Marketplace, UGC Subscriptions.

Edward Sturm teaching SEO to a crowd.

 

 About the Author:

Edward Sturm is a digital video and image producer, content marketer, and SEO. His creations have earned him tens of millions of views and have gotten him on television shows such as 20/20, Good Morning America, and The Today Show as well as in publications such as The Huffington Post, The Daily Mail, and The Verge. Twitter: @Edward_Sturm

 

 

 


Also published on Medium.

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