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Promo Video Within A Content Strategy

By Phil Donaldson

PropelGrowth Blog
Get me into a conversation about content strategy and you’ll no doubt hear the term “use every part of the buffalo.” Apart from the Native American reference, it refers to leveraging multiple forms of content on a particular topic. For example, a white paper on big data and personalization is generated. That long form content can spawn shorter content assets — blog posts, an article and a video. These pieces can point to one another, as well as to other related content. This helps to cast a wider net for your target audience by increasing the access points to your thought leadership content and therefore your company. It also increases the ROI of your marketing budget spend.

The C-suite Wants a Variety of Content

Promo video works best when part of a well-defined marketing strategy.Many companies expect one piece of content to do all their lead generation work. But the Forbes/Google study of senior executives found that most executives like a mix of text and video. They might watch a video at the beginning, but then they want to obtain additional information through infographics, articles and other text-based content. According to the Forbes study, 65% of executive level decision makers visit company websites after viewing a video.  So every video MUST include a clear call to action, leading the prospect to the next piece of content in your program.

Video can also make an overall campaign more effective. For example, 76% of senior marketing executives say that integrating video links into email campaigns increases click through rates.

Video Content Should Be Strategic

Your promo videos should be part of a continuum of related content that helps to complete the picture. We recommend creating a content program around a theme, and using the video to drive an audience into that program. The promotional video includes a call to action guiding the viewer to the next piece of content – or to multiple content alternatives. For example, you might have an infographic aimed at someone in the awareness stage of the buying cycle, and a white paper or buyer guide for someone who might be at a later stage. As you guide your customers through a continuum of connected marketing content, you help them step through each phase in their buying process.  You also nurture a relationship of trust that helps your company achieve the coveted status of a Trusted Advisor.

When producing video content, go beyond a merely tactical approach that will surely have a limited influence. Consider your target audience and form a strategy that will help your company get the most bang for its marketing buck.

For More On The Subject…

If you’d like more information about video content production, click the link appropriate to where you are in your buying process:

  • Click here to download the article, “Promotional Video for Customer-centric Marketing” (early stage of your buying process)
  • Click here to read our video price list (later stage of your buying process)

How can Marvel Studios inform content strategy? Click here to find out.

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Phil Donaldson
VP, Marketing & Creative at PropelGrowth
Phil Donaldson is VP, Marketing & Creative at PropelGrowth, a financial services marketing and content strategy company. He is responsible for marketing strategy and creative direction. In addition to helping clients achieve marketing success, Phil also enjoys music (listening, playing and composing) as well as a good cup of coffee.
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Filed Under: Content Marketing, PropelGrowth Blog Tagged With: content marketing strategy, promo video, video content

About Phil Donaldson

Phil Donaldson is VP, Marketing & Creative at PropelGrowth, a financial services marketing and content strategy company. He is responsible for marketing strategy and creative direction. In addition to helping clients achieve marketing success, Phil also enjoys music (listening, playing and composing) as well as a good cup of coffee.

Company Profile

PropelGrowth helps companies improve their marketing and sales. We start with in-depth buyer research. Then we develop a marketing and sales strategy and customer-centric messaging. Then we coach your team and help you execute on the strategy by developing thought leadership programs, content for every stage in the buying process, sales collateral, and tools to help buyers buy.

Figure out why and how your buyers buy

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Recent Posts

  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting
  • Tips from 8 ERP Resellers on How to Leapfrog Your Competition​
  • How to Win 74% of Your ERP Deals
  • Buyer Persona Research, the Key to Niche Marketing
  • 8 Ways a Niche Strategy Improves the Value of Your Practice

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3209 Glacier Creek Drive
Ft. Collins, CO 80524
+1 970.300.2280

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  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Back
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
      • Back
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
      • Back
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
      • Back
    • LinkedIn LeadGen Master Class
    • Back
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Back
    • Back
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Back
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Back
    • The TrendSpotters Podcast Series
    • Back
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  • Contact
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