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How to Use Video in Content Marketing

Video marketing is hugely in demand and enormously popular. In 2023, an estimated 91% of businesses incorporate video marketing as a part of their broader marketing strategy.

With so many companies using video marketing, it’s essential that your content looks professional and stands out from the crowd.

Whether you’re designing a YouTube video to advertise your product or an education video to embed in a blog post, your primary focus should be on creating quality content.

Professional videos are the new norm, and it’s vital that you set yourself apart from your competitors.

In this guide, we’ll look at key things to consider when creating quality videos for your content marketing strategy.

Why video marketing is important

In a world dominated by social media platforms like Instagram, TikTok, YouTube, Facebook and Snapchat, having a successful video marketing strategy is essential to a business’s success.

78% of marketing professionals claim that videos helped them increase sales.

Incorporating high-quality video content into your brand strategy helps you build customer trust.

High-calibre videos also improve your SEO ranking, helping your company appear higher up in search engines.

Designing your marketing strategy

Before you start creating video content, it’s important to develop a clear, thorough strategy that outlines your objectives.

This will immediately set you apart from the crowd. Many marketers post videos, but few have a detailed content strategy to back them up.

Start with these steps to ensure you set your video marketing strategy up for success.

1. Know your target audience

All successful video marketing campaigns should start with determining your target audience.

Ask yourself these key questions to determine who you should aim your video content at.

  • Who do I want to buy my products?
  • What purpose do I want my video content to serve?
  • Which social media channels do my target audience frequent?

2. Identify your goals

Ask yourself what you want to achieve with your video content marketing strategy. You may want to:

  • Raise awareness for your product
  • Convert customers to your business
  • Educate current customers
  • Build customer trust and loyalty

Each of these goals requires a unique video content strategy. 

Remember to base your decision on your target audience, as certain demographics react more positively to specific video styles.

3. Know your limitations (and stick to them)

The video creation process can be time-consuming and expensive. There are no two ways around this.

Despite these high costs, 92% say that video content has given them a good ROI.

Set a budget and a time limit, and stick to them diligently.

Choosing your video style

Deciding on the style of your content is a crucial part of your video marketing strategy. 

It indicates the marketing direction you will take, where you will pool your resources, and to whom your content will appeal.

When making your decision, consider your goals and the audience you are trying to reach.

Here are a few of the most popular options and how they may relate to your business goals.

1. Explainer videos

An explainer video tells your customers about your product or service in a concise, engaging way.

Your goal is to explain what your business is doing, why that makes you different, and why a customer should care.

The explainer video typically introduces a common problem a customer may be having. It then offers a solution to that problem. The explainer video is an excellent way to convert customers.

2. Customer testimonial videos

A customer testimonial is a review in the form of video content. 

Videos in this style often feature a customer showcasing how a product has helped them.

The customer will usually express their problem and then showcase how your product or service solved it.

Hearing reviews from other customers instils trust in your business, converts new customers and encourages existing customer loyalty.

3. How-To Videos

How-to videos are all about helping your audience achieve an objective. They typically expand on your customer’s existing knowledge about your product or service.

A how-to video might explain how to complete an order, set up a device, or use an item effectively.

You might choose to split the video into steps to make it more accessible.

How-tos are an ideal way to educate current customers.

4. Social media videos

Marketers usually create these short-form videos with social media platforms in mind. They need to be short, snappy and humorous to attract attention.

Creating content for social media platforms is essential to any video marketing strategy, especially for businesses with a young target audience.

You may choose to create explainer videos, customer testimonials or educational videos for social media. What’s important is that the video content is concise, engaging and easily shareable.

Social media posts are the perfect way to attract new customers to your business.

5. Live video

Live streaming is the act of broadcasting a live video to your customers.

It’s estimated that 91 million will use streaming services to watch live videos by 2024.

Your live video content could reveal a new product, answer customer questions or educate a customer more on the services you offer.

Live video display is challenging but rewarding. There are no second takes.

broadcasting live shows authenticity and vulnerability, making it ideal for building customer confidence.

Creating your video content

Now that you’ve planned your video marketing strategy, it’s time to think logistically.

Let’s break down the entire video-making process into three stages: before, during, and after.

Before making your video content

Even after you’ve identified your audience and content style, there are vital factors to consider before you start filming actual video footage.

Follow these video planning steps to make sure your marketing strategy goes smoothly.

  • Create a well-designed script. Remember to describe visuals, music and sound cues. Dialogue isn’t the only way to convey a message.
  • Book necessary actors, staff, videographers and assistants. To create professional videos, you need to hire professionals.
  • Hire all your equipment in advance.
  • Consider any licences you may need if you plan to film in public.

Remember, the more people you have working on the project. The more organised you need to be.

Use calendars, set up timetables, and keep everyone informed about significant changes.

While making your video content

Congratulations! You made it. It’s time to start filming video footage.

All of your preparation has led to this moment. It’s important not to ruin your video content with a mistake now. For best results, make sure these elements of your video are perfect:

  • Set design
  • Lighting
  • Use of props
  • Video quality
  • Audio quality

After making your video content

Post-production is likely the easiest part of your video strategy. If you aren’t an experienced content editor, you’ll want to leave it to the professionals.

The post-production process can help you add:

  • Special effects
  • Subtitles
  • Graphic design
  • Music
  • Commentary

Liaising with your post-production team helps you stay informed about the video editing process. This makes it more likely you’ll be satisfied with the end result.

Distributing your video content

Now that you have your video, it’s time to distribute your content.

There are various distribution channels to consider. You could:

  • Put your content on your website
  • Include video content in a blog post
  • Place content on landing pages
  • Send out your video by email
  • Create YouTube videos showcasing your content
  • Distribute your short-form video on social media channels like TikTok, Snapchat or Instagram.

The distribution options available to you are endless. What matters is that you opt for a varied strategy and choose the channels that match up with your target audience.

This is a crucial step. Video content posted on TikTok is unlikely to resonate with a boardroom of business executives. Similarly, video content distributed via email is unlikely to click with a young audience.

Choose the channels that suit your aims, and be consistent in your strategy.

Analysing the results of your video strategy

Remember: your video marketing strategy is only as successful as the results it achieves. Just because a video has a lot of views doesn’t mean it has a high engagement rate.

Self assessment is a key part of any content strategy. Google Analytics and YouTube Analytics are excellent ways to keep tabs on a video’s performance.

Analysing watch time, video views, traffic origins, and the number of shares gives you a complete picture of a video’s successes and failures.

Knowing your most successful videos shows you what works and what doesn’t, giving you a more precise direction for future video marketing strategies.

Looking for further help?

Searching for new ways to market your content? Bough Digital can create and implement a tailored SEO campaign designed to meet your business’s needs.

We take a comprehensive approach to digital marketing, creating strategies that drive sustainable organic traffic, generate valuable conversions, and support the long-term ambitions of your company.

To find out more about the services we offer, contact us today and learn about our bespoke SEO campaigns.


Why is video marketing so powerful?

Video marketing helps a business get its message in a short space of time. Videos catch and keep the attention. They also instantly make a company look more credible and trustworthy.

All of this contributes towards a higher conversion rate, making video marketing a powerful tool for a business looking to promote itself.

How do I make my video content stand out?

Here are a few simple tips to make your video content stand out:

  • Be original
  • Add value
  • Be quick and to the point.
  • Make your call to action clear.
  • Add colour to make your video pop.

What content gets the most views?

In general, the most successful style of video is the explainer video, with 96% of people claiming to use this style of video to learn more about a product.

That said, the success of your content should be based on engagement, not views. Choose the video style that suits your audience and the aims of your business.

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