In the competitive world of marketing there is no resting on your laurels. New trends impact how customers relate to new brands in the social sphere, which means that a marketer must be aware of how a message can be perceived within a certain medium and what campaign is best for what tool. The content marketing world is booming with change as one of the fastest growing segments of the advertising industry, and it doesn’t just cover the written word.
Video content marketing is the latest trend in the sector, as more brands look to incorporate this tool into their strategy. According to a new eMarkteter report titled, “Video Advertising Benchmarks: Key Data, Trends and Metrics,” more than 70 percent of internet users watched online video content in 2012.
By 2014, more than three-quarters of all U.S. internet users are expected to watch video online at least once a month. As a result, spending for video advertising – both desktop and mobiel – is also predicted to rise from $2.93 billion in 2012 to $8.04 billion by 2016. That significant jump in budget spending on just one part of the marketing pie indicates that professionals believe video will become the next great frontier in the content world.
But just how are marketing directors with modern resumes taking to this new frontier? Many marketing professionals specialize in graphic design or editorial, some work in certain media and others are catch-all trade professionals and know which medium is best for a particular aspect of an organization’s overall message.
Here are a few things to consider when entering the realm of video content marketing:
1) Where is the video going to be hosted? YouTube is the obvious answer to this question for most people because the video-sharing site has over 800 million monthly active users. However, what’s the return on investment if a marketing campaign is only allowing the video to be posted to one site? Post your videos on multiple sites to expand your opportunities for engagement. If the video is branded, make sure it is also on your site and posted on social networks to get the most possible shares out of it.
2) Are you including keywords? Just because a marketer has chosen to create a video does not mean he or she should forget to apply a keyword strategy to the piece. Content marketing best practices do not get thrown out of the window just because of the transition from text to video. Use a keyword strategy wisely by creating a rich text that is appropriate for the medium and message. Remember, video is a quality tool because it is easily and very often shared on social media spaces, which means an SEO strategy for boosting visibility is crucial.
3) Are you creating an approved message? What do corporate stakeholders want the result of the video to be? A wide range of conclusions can come from any marketing campaign, including informing the public about services or products, creating a discussion, selling a system, entertaining or furthering brand objectives. Decide what the call to action will be for the video before writing a script to ensure that stakeholders have approved the message and enough research has been done to demonstrate necessary return on investment.
4) Are you making the video easy to share? As a digital marketer, you understand the primary objective, beyond increasing profits for a company, is to engage as large an audience as possible, especially in key brand demographics. As a result, it is important to make sharing the video along various social media networks easy. Plugin buttons on websites and auto-generated share links are an ideal solution to this common marketing problem. These tools help even the least tech-savvy users share and pass on video content to friends, family and the rest of their network.
5) Are you sharing the script alongside the video? To make a video more search-engine friendly, post the script alongside the player. This posting method or downloadable file makes it easier for users to get a better understanding of what the content is trying to convey, and allows potential customers to refer back to a point made. In terms of search engine optimization, posting the script to a video alongside the player boosts algorithm success and promotes greater recognition of keywords and phrases.
Consider these five things the next time a client wants to use video in his or her content strategy. The demonstration of appropriate video content usage could provide a marketing professional extra credits in the industry and a footnote in a modern resume.
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