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
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.