Video marketing is incredibly powerful. Don’t believe me? I promise you, by the end of this post you will be converted. Not only that, you’ll be inspired to start creating your own branded video, regardless of budget. In this article, we’re going to look at different types of video that can be used for marketing purposes, as well as what techniques you can use to optimize them and improve engagement with your audience.
If you’re in ecommerce and are investing in content, or have a brand website, you should also have a video content strategy. There are lots of considerations to take into account when creating your brand’s video content. In this post we’ll discuss format, purpose, creation, representation, distribution – and importantly, how to optimize for the best ROI.
Tried and tested video styles that convert
Video should be entertaining, emotional and memorable, and when it’s all three, it can turn your marketing strategy into something remarkable.
Take a look at some examples of video marketing that have worked wonders for brands and converted customers:
Facebook – Explains and tells a story
Content Marketing tips: I built this list for my students a month ago and I’m sharing it now as I think it could be useful to many. It’s one of these subjects which seem to be very easy but it’s not. You could learn it, or at least its principles, in a matter of minutes. Teaching it is extra hard unless you are not afraid of teaching things that aren’t really – or at least not always – true and are ready to stand up for it and pretend you know the truth and all the content marketing tips and they are all fault-proof.
Of course they aren’t. Ditto for Word of Mouth marketing and so it is for most subjects linked to digital marketing. One thinks one knows it but when you’re asked to do it then you realise you know nothing. Even I who have been practicing this for 22 years and more. I’m still learning everyday and it’s a good thing because it means I’m never resting on my laurels. Content marketing is all a matter of practice and field experience, trial and error and no truth holds for very long before it is questioned and all you know must be reinvented. So here’s the sequel to our latest post on Content Marketing based on the questions asked by mrs MSC students in Grenoble last month. Our last point was about time and money. I repeat the last question below and we will take it from there. This is part 2 of this blog post, which will be published in 3 instalments.
Content marketing tips
(here I will deliver my content marketing tips through the answer to a few questions I had from my students)
As for SEO vs SEA, engagement could either mean that you pay or you invest time. It’s your choice
(as seen in part one of this blog post)
But that doesn’t mean that the value of social media is in engagement dashboards. In fact, it’s not. It’s in the power to interact and to gain insights from people: clients/partners/influencers/or even the average punter (who cares as long as you have an insight?). One insight only is sufficient for you to change positively and durably a product or service and make a strong impact in your market. Yet, most marketers are lazy and prefer to pay Facebook so that they can show “big” engagement numbers even though you and I know that they are not really “big”.
To sum it up in a few words, I think there is no other technique or strategy to increase engagement, whatever it means. In my eyes, content marketing tip number one is that what is most valuable is the quality of your content (in the broad sense of the term: content could be anything from entertainment to something which is particularly mesmerising or inspirational, something extraordinary which people want to share). I know that the term quality is very subjective and that it’s difficult to define and that it could mean different things to different audiences. That’s exactly the point. Define what that “quality” means for your audience: B2B audiences will most probably favour in-depth content and B2C entertaining content. That’s a starting point, there is no matrix for defining what “good quality content” is. Yet, all we know is that…
Once your content is superior (re the above-mentioned caveat) , all the rest will follow. This is the power of Word of Mouth Marketing. Read more
Content Marketing is new. It’s brand new. So declared a few pundits a couple of years ago and to an extent they are right. I can testify for this, I was already practicing it (aka inbound marketing as it is known today) 22 years ago. But as Lyman Bryson once said: “The error of youth is to believe that intelligence is a substitute for experience, while the error of age is to believe experience is a substitute for intelligence.” So let’s not fall into that trap and let’s realise that content marketing, like any other discipline, has evolved over time. I was lucky enough to experiment with it at Unisys in the very early days of Internet Banking and Web content. Here is a screenshot of the old Internet-banking.com Website on the right hand side.
From the easy days of content marketing to today’s field of innovation
Of course it looks a bit weird now but at the time its little animated barometer looked pretty cool. We’d had some record sleeve designers design this for us, they were a lot cheaper than anyone else because they weren’t working for any business (apart from the major companies of the Music industry) and they wanted to have a go at the Corporate world. They came all the way from Crystal Palace to my house in Pembroke Mews W8 and we had tea and they showed me that barometer and there it staid for at least 5 or 6 years. I moved on to other ventures and somebody else looked after the Website. But this experiment of ours had proven so successful that I never quite looked for a job anymore, people started calling in. That was great. 4 years ago my personal coach made me update my CV and I realised I hadn’t touched it for so long it nearly made me weep. So I founded my own company in order that I wouldn’t have to update it anymore. And guess what I’m doing? Content marketing of course. And Word of mouth marketing too, goes without saying. Writing content for a living is pretty cool. It’s also what I’ll be teaching at Grenoble EM business school tomorrow onwards.
And so I asked my MSC students what their main questions about content marketing were and I devised this little booklet which I will publish in three instalments. This is no.1 of these 3 instalments on their content marketing questions and how I propose to address them. At the same time it serves my purpose: I lecture on content marketing, hence answering questions on content marketing, therefore producing content for the blog, hence raising more questions. And so on, and so forth. Many of the students’ questions which aren’t addressed in this document are part of the main syllabus for the March 29-31 lecture. As a matter of fact, some of the questions below were asked in earnest by our students. I made a selection of the most intriguing ones and those that I thought deserved answers and weren’t already covered in my course.
Forewarning: no one hold the truth, least of all me. I tried my best to answer these questions to the best of my knowledge but it must be understood that my angle is very personal.
A few questions about content marketing and my HTG answers (part one)
Do you need to possess creative writing skills to produce good content marketing?
On one hand, I would like to answer yes to that question. Of course, you need to be creative to capture the imagination of your readers. It goes without saying. When I refer to content marketing however, I do not refer to Facebook or Twitter posts which are seen more as a mere relay of proper content. Social media is like a sounding board. Your content is like the strings on your guitar (or viola as on the picture). No sounding board, no music. No strings, no sound at all. As simple as that. I know most brands are keen on posting stuff on Facebook for God knows what reason and sometimes, as engagement plummets, they bring Lol cats to the rescue (don’t laugh, I did it one day for Orange, on purpose and it worked). To me, real content comes mostly in the form of long form blogging when talking about B2B. a little less so for B2C. But often you have to write stories on your Website too. Websites and blogs are two different things. Most brands overlook this. They have weak product-centred websites with poor content and they think all content must go somewhere else. This is very weird. So yes! Creativity is a must-have. Not just in writing though, but also with multimedia and God knows most brands are poor with their use of multimedia too.
At the same time, I feel like answering ‘no’ to that question. As far as I’m concerned, I never honed my creative writing skills, I picked it up as I went along, but I have always enjoyed writing stories. I tried and tested things and sometimes succeeded and often failed, and this is how you learn. Would you ask successful writer if she/he took creative writing courses? At the end of the day, I do not know whether you need creative writing skills or not, but I certainly value creativity over anything else. We even use this as a cornerstone of our engagements at Visionary Marketing. Each and every of our employees is capable of not only writing but drawing as well, which enhances the quality of our content and makes it stand out from the crowd.
Infobesity is all around us and it’s killing creativity. So is, in a nutshell, what one coud say of Too fast to think, the latest book written by Chris Lewis. Chris is an ex-journalist, and the founder and CEO of one of the largest independent communications companies in the World (Lewis employs 700 people in 27 countries). I met Chris virtually over Skype a few weeks ago and I had a chat with him about his book, infobesity, our quest for information and our ability – or inability – to process it and foster innovation. In this insightful video interview, and in his book, I found many lessons which could be useful to you, with regard to your own usage of digital and possibly the way one could try and manage multitasking employees. Above all, you will learn that thinking too fast, may be a really bad idea.
Too fast to think, too slow to edit
I can’t be blamed for thinking too fast, Chris will have to give me credit for that . I interviewed him on January 19, 2017 and it took me nearly 3 weeks to edit this video and a few more hours to compose this blog post. This is without taking into account the fact that 2 months were necessary for us to synchronise our diaries. That being said, I really enjoyed Chris’s point about what he called the “conceit of speed”. One is thrown into a world where communications has never been so easy and plentiful but this only gives us the illusion of communications. And speed. That takes us back to the organisation of our interview I should say.
So we take refuge in our phones and our screens but what is left of our ability to converse and truly socialise? (To that effect I also point you to a video interview of Simon Sinek which is dedicated to millennials but applies to all of us).
Tools should be our servants and infobesity is making it hard for us to think
“Tools should be our servants, we should not serve [them]” (this quote of Chris’s should be passed on to my students and without doubt it will).
My video interview with Chris Lewis, CEO (Oops! Sorry, “Grand Enchilada”) of Lewis
At the heart of Chris Lewis’s thinking there is the fact that infobesity is all around us. An endless flow of RSS feeds, headlines and breaking news to which he himself confesses being a slave. Looking for examples of bad habits in information consumption he admits that he embodies it (“you are looking at it” he said facetiously). He’s a “news junkie and a workaholic” and therefore, he can easily describe what affects our inability to analyse and, as he rightfully puts it, “connect the dots”.
Information overload, he went on, means we are trying to keep up, and as a consequence, his conclusion is that today’s “level of ideas and conceptualisation is diminishing” and that “information overload and infobesity are beginning to erode our fundamental inate ability to solve problems”.
That doesn’t bode too well. So what should we do about it? Read more