How to Leverage Highly Shareable Videos for Content Marketing

By: Sofie De Beule

April 30, 2014

Content marketing is maturing, and marketers are looking for new ways to tell their stories. Therefore, online video is a powerful vehicle to satisfy the information and entertainment needs of your customers and leads. Video content marketing offers anyone engaging content that is easy to grasp in a world of information overload and social media noise. Creating compelling videos can introduce your content to a new audience, present them to new viewers, and establish true brand advocates.

But why exactly is it so important, and why is video the future of content marketing?

According to Smart Insights, one statistic about video content marketing blows them all away.

Video will be 55% of all internet traffic by 2016.

Moreover, according to marketing expert Brian Solis, marketing nowadays “isn’t about getting eyeballs on your brand, it’s about getting people to engage meaningfully with your brand and build stronger customer relationships”. Therefore, if you’re able to engage your viewers with videos, your leads and customers will spend more time interacting with your website, and therefore, with your brand. This all comes together to make videos great conversation starters.

In order for your videos to reach their full potential, harness the power of social media for users to find and share it. Vine is just one of the many examples that technology has made it possible for businesses to produce quality videos on a limited budget. It’s just a matter of getting your creativity flowing!

In order to get the most out of your videos, keep this in mind:

 1. Set Your Goals Straight

One video can’t rule them all. In order for your video to truly succeed, target it to a specific audience and cater to a specific need. Videos are no longer simply a means to build brand awareness and show off your creative guts, they’re part of your inbound marketing strategy to help guide your leads through the sales funnel.

What story do I want to convey? Does your video include an action? To what audience does your video appeal? Which emotions does it bring up? Complete your lead to a journey of true storytelling that matches the essence of your brand and addresses the struggles of your audience. Entice your audience and provide them with the right solution to match their needs. Don’t forget to include a clear call-to-action that will mobilize your viewers (e.g. sign up for our webinar, get in contact with us, and so on).

2. Let Your Customers “Do the Work for You”

Why not let your customers do your marketing for you? Don’t just ask your customers in which ways they benefit from your product or service, let them demonstrate it too. Let your brand advocates know their voice is being heard, and use this valuable piece of user-generated content to boost the credibility and relevance of your video content. Without a doubt, it will speak volumes for itself.

Talk about your successes and how your product or service fits right into your customers’ professional or personal life. But more importantly, videos are a great opportunity to talk about the people behind the brand and the ones who are actually using your product. Not only is this a great way to strengthen and cultivate the relationship with your existing customers, it also allows you to connect with your prospects at the same level. Stay true to who you are as a business and stay consistent in every element of your video content marketing strategy.

A brilliant and creative example of user generated content, completely made by consumers, is this example from Coca-Cola called “Happiness in the Air”. It clearly shows engaging content isn’t about the best quality visual content, but really about finding the perfect story to tell and to have it told by the right people.

3. Get Your Video Content Out Into the World

Don’t presume people will watch your video wherever you want them to. Videos need to be strategically promoted across a larger network. To allow a whole new audience to discover your work, you will need to distribute them on your social channels and make sure they rank high in search results. The more engaging content you distribute, the higher you will rank. You could, for example, promote your branded YouTube channel through business cards, social profiles, or your website.

Here are some other valuable, interesting tips:

  • Ask your internal team to help promote and share your videos.
  • Make your titles, meta description, and so forth SEO-friendly.
  • Integrate your video channels on all of your social channels consistently.
  • Design entire campaigns around your videos with dedicated hashtags, visuals, and spoofs.
  • Include videos in your email marketing strategy, so that they will leverage the message you want to communicate.

Don’t forget to think about the overall branding of your video too. It doesn’t have to look or be expensive, it just needs to fit well into your brand message.

Do you still need some more guidance on how to strategically plan your video content? Check out this straightforward YouTube Programming Checklist that will help you to better create and distribute every single video.