When it comes to successful content marketing, video should definitely be on your radar. Online video has helped many traditional media brands such as General Electric and Adidas innovate and push their content marketing strategies onto a whole new level.
Online video is increasingly becoming the medium for sharing brand stories, but it’s also the perfect medium for a whole exciting range of video content. Here’s how to get started with integrating online video to your content marketing plan.
What is good content marketing?
Good content marketing puts the user first. That doesn’t mean it can’t be also focused on purchase-intent, but the content should stand on its own two feet. Gone are the days when all you needed was a bland sales spot re-branded as ‘innovative content’, content these days has to work hard for its keep.
Content marketing is all about striking a balance between user quality & usability; high-brow and low-brow content are both needed. You’ll have to keep an eye on the ball and make sure you are getting a good mix between the two.
You need many people to implement a successful content marketing strategy, from designers and writers to directors and editors. Any integrated content campaign could touch on all the following:
- White papers & downloadable content/blog posts
- Infographic design
- Online video
- TV ads
- Email marketing
- Print marketing
Creating content is just the beginning- next is the process of outreach and content placement. This will involve analytics, metrics and programmatic solutions, as well traditional PR and industry relationships. Social media networks are like huge content silos so pushing out into those is a great place to start. After all, everyone is waiting for the next good bit of content to link to (which could be yours!).
Why is online video so important?
There are a few key reasons why online video should rule you content marketing plan. In case you needed some convincing.
Video is more (socially) engaging
Online video content is direct and punchy. It doesn’t politely invite you in and ask you to take a look around like a website or a blog post: a video immediately grabs your attention. It can get your brand message across in a short space of time. Funny and original online videos are also supremely shareable and can be broken down into smaller soundbites, stills and GIFs- making some online video content go viral and become evergreen.
Reach people where they are
People (and not just millennials) are going to online video platforms to not only engage with branded content and online videos, but to tell their own stories. An online video can spark a conversation in an astonishingly short time because video reaches out to people directly. Always optimise your video content for a mobile audience: that’s where real growth is happening.
Help/Hub/Hero content to help you strategise
Google’s YouTube Creator Playbook has some great tips on how to get you started with your very own online video content plan. To help you better strategise and plan, it takes you through three online video content types:
- Help: tutorials, how to videos (especially useful for beauty and lifestyle brands)
- Hub: showcasing a product or a service in a new way, more traditional online video ads
- Hero: tent-pole content you want lots of people to see (often integrated with TV ads and large events)
In a robust online video content marketing plan, these three content strands should come together.
How can online video success be measured?
For accurate content marketing outcomes, you’ll need to measure engagement and brand metrics. Online video success is measured by quantitative and qualitative data analysis, and should always also include social buzz tracking. YouTube’s Brand Lift (launched in 2015) is a great place to start measuring your online videos’ brand metrics.
Remember: Though it’s easier to track what’s working (and what’s not), and tweak accordingly, the challenge is still to create compelling online video content in the first place.
Why use online video?
If you still need some convincing about online video, here are four good reasons to integrate it into your content marketing plan today:
- Video is supremely emotive– tap into people’s emotions, fears, wants, needs and desires and you’ve got them interested.
- Video is powerful– integrated and immersive experiences can leave people with lasting brand impressions.
- Video connects– online video content is all about keeping people connected & informed which leads to…
- Shares on social media– video content is very shareable and can go viral with the right seeding.
What does your content marketing strategy look like right now? Can you afford to not consider online video?
Joseph O’Brien is a curious freelance writer who has a strong interest in business and branding. Find out more about me and my writing on my blog.