Just as businesses are catching on to trends in content marketing, with-it content publishers are upping the ante. If you're still going about content marketing the same ol' way–posting blogs, retweeting those blogs and participating in the occasional guest post–it's time to redefine your strategy. Video content is the freshest way to gain the best kind of exposure for your business, and engaging in video content marketing is not quite as scary as it seems. There are just a few steps you need to take and a few tips to keep in mind to get the most out of video content marketing for your business.
Before you review the steps to follow in creating a worthwhile video, it's important to understand why you should be video marketing in the first place, and what exactly the public is looking for.
The whole point of creating a video to market your business is to get that video shared across social media platforms. That's just about all you're after. For this reason, your main objective should be to create a highly compelling video that holds viewers' attention and makes them think they're viewing something more meaningful, entertaining or interesting than an advertisement. That being said, let's make this clear now: DO NOT, by any means, make your video content resemble an ad. Doing so will crush its potential to be shared socially. Unless, of course, you can top the genius of Kmart's "ship my pants" commercial (unlikely).
There are a few simple qualities the public looks for in a video in order to compel them to engage in social sharing, keeping one or more of these qualities in mind will increase your video's chances of being shared at a higher rate:
- Funny (much like "ship my pants")
- Adorable (think kittens, bunnies, puppies, babies)
- Sexy (sex sells: resorting to half-naked men or women might be cheap–but it works)
- Emotional (a heartfelt story or tear-jerking moment)
- Narrative (people love a good story. Telling one in a short video can be really effective)
- Random (randomness is endearing, and these days people can't get enough of it)
- Inciting (shocking viewers will get you the attention you're after. Think controversial)
- Uplifting (people are always looking for inspiration, and once they get it they're likely to pass it along)
Alright, so now that you know the elements the public wants to see in an online video, you've got to figure out how to produce a video of your own. If you're just starting out, aim to produce a short video that strongly makes use of one or more of the social sharing characteristics mentioned above.
Have a Plan
First, you need a plan: develop your story, and have a beginning, middle and end to your video. Take a professional approach–or your video will not get very far–create a story board, engage in preproduction, and HIRE PROFESSIONALS!
For a quality video, you need a quality team of professionals. Do your research and hire a great film crew or animation team. If your video is going to have a spokesperson or voiceover, get a professional with an engaging demeanor or a voice that demands attention. Also, make sure the final product has been edited by a team of experts for a clean, professional approach.
Don't forget about music! Don't use cheap sample audio clips, they won't get you much respect and they'll make your video seem low-grade. Get some original music created by an expert so your video really stands out in its own right.
Once you've produced a high-quality video, you need to pick the right outlets for distribution. Of course you must make use of all the social media outlets possible, especially Facebook, Twitter, and at least one or two blogs. Also, make sure to put your own video on your business website, that's a given!
Next, you need to look into YouTube (and you'll probably need to do that before you can post a link to Twitter). YouTube is great because it's free, and it gives your video the most chance of going viral because everyone uses it.
The only bad thing about YouTube is it's sometimes looked down on because it's not professional or business related. So now you've got to find a well-respected business or industry-centered site that will showcase your video to executives and people in your field. There are many options out there and you've got to pick what's best for your specific content (but you can start with something like Xavy, for example).
Just like your business website, you need to put a little SEO work into your video to encourage viewing. This means you should:
- Tag the video with keywords
- Incorporate metadata with a good description
- Pick appropriate thumbnails
- Build links across the Internet that direct back to your video
- Use a video sitemap
You've got to maximize your video hits and SEO is really the best way to do this. Just make sure not to overdo it or try to be sneaky in any way. Don't overuse keywords, and stay true to your content.
Fortify Your Hard Work
Finally, keep in mind a purpose and a timely occasion for your video to really underpin its importance. Your video content can be quirky and random, but the video's release should have a point to make: Plan to launch your video leading up to the unveiling of a new product or service to create industry buzz. Perhaps include a press release with your video's launch or a transcript of the video to send to executives in your industry.
Also, don't take the one-and-done approach. Aim to produce a video every month or every couple of months depending on your business and budget. The more videos you have, the more you can improve on your strategy and the more attention you'll gain for your company.