How do you fill the new, growing content economy?
In today’s content-consuming world, you can’t deny that people want video content. Take it from the all-knowing Google – 50% of internet users look for videos related to a product or service before visiting a brick-and-mortar store. And we would argue that most prefer checking out a video on their own time versus the traditional in-store experience. So, as a marketer, how can you take advantage of the growing video content demand and harness the power of video for your brand? Here are some ways to get started:
1. DEFINE YOUR GOAL
Producing a video to stay on trend and just to have a video is most likely a waste of time and resources. Knowing your target audience, what type of video and visual content will convert, then creating a content strategy, determining benchmarks and goals for your content are all essential steps to take BEFORE creating your content. The more you know before creating your content, the better prepared you’ll be when responding to challenges that pop up along the way.
2. CONSIDER YOUR BUYER’S JOURNEY
Where are your potential customers going to encounter your brand online? What are they researching, what is their mindset while looking, and what channels are they consuming? This is an integral step – the buyer’s journey for your product or service is specific only for your business and possibly your direct competitors. Here is an insights entry about different video strategies for each stage of the buyer’s journey; check it out.
Once you understand this, you can consider the content, and when it’s eventually complete, it should be shared to maximize engagement. When you’re creating content, remember that you’re ultimately creating it for a consumer, not the format. Video content luckily transcends the limitations of a traditional MP4 file format – whether that’s reiterated visual content, GIFs, display ads, and more.
3. INFORM YOUR CONTENT STRATEGY THROUGH ACTIONABLE INSIGHTS
Data, data, everywhere! We live in a world where everything is measured and data surrounds us, but how do you put it to the best use? The first step to successfully answering that question is to qualify the parameters of successful content for your company. A few things to consider, check out some Google Trends on supplementary topics for your product or service. Like who should be delivering your message, what other topics are they searching to find out more as related to your product/service, or what type of headlines make your target click?
For example, we work with many marketing departments in our video content partnerships – most of which are run by females; therefore, for our client testimonial videos, we should have females talk about how much they love working with Tattoo Content Studio since we’re aiming to speak directly to our potential customers with testimonials.
4. PARTNER WITH A VIDEO CONTENT AGENCY
Smart companies understand that partnering with a content agency is a great way to keep your budget in check while maximizing your deliverables, and ultimately, your ROI. An important factor to consider when selecting your content partner is choosing someone who understands how to properly communicate your product/service to your target audience and someone who understands content iteration and repurposing.
Our approach to video and visual content creation through our creative workflow enables businesses to harness the output of an in-house video production team while leveraging video content to create additional creative assets to fuel more effective marketing campaigns – both for internal and external communications. If you want to learn more about us, please visit the work section of our homepage.
5. CREATE A CTA
Calls to action (CTA) are imperative to include in video content. After viewing your content, what action would you like for your audience to complete? Consider that before creating your CTA. Do you want them to watch more content? Sign up for an email list? Make a purchase? Read a blog post? The language is just as important as the design.
6. TRACK YOUR ROI
What’s the best way to share your video, on what platform, how do you repurpose the content to create additional assets, and how often will your target audience see it? If you only distribute your video once on YouTube, you clearly haven’t maximized your reach. However, if you distribute your video content widely across multiple platforms, on your website, if you remarket to lookalike audiences, and create additional visual assets from your video content to share on even more platforms, you know it’s likely that your target will view your content multiple times, and your reach has exponentially increased.
The ultimate goal with producing any sort of content is to remain top-of-mind. With this digital landscape that has emerged, companies of all types, sizes, and industries need to understand the superior importance of video content in your marketing strategies. Video allows you to capitalize on multiple sensors – you can listen, watch, even interact with this type of content, which is perfect for today’s audiences, who consume content on-the-go. So, if you’re ready to get started creating video, and lots of it, contact us today!
Tattoo Content Studio | 704 Morris Street, Charlotte, NC 28208 | 704.900.7150
Email contentstudio@tattooprojects.com or click here to schedule a call.
