If you have a website, you need content. You need text to be read by users and crawled by search engines. You need graphics to grab attention and show off your products. And you need video, audio, and animation to give your site that extra bit of digital pizzaz.
Content makes up the bulk of your site, but it’s also the fulcrum of inbound marketing. This strategy turns a blog into digital engagement – and in many cases, it’s more successful than traditional outbound marketing used to be.
Inbound Marketing Basics
Inbound marketing is an advertising philosophy catered to the digital age. Inbound marketing is based on the idea that your ideal audience is already out there; as a marketer, your job is to attract them and convince them to use your product or service.
Every inbound marketing strategy starts by creating value. Most value can be classified as informational, entertaining, or economic. If you offer solutions, provide entertainment, or sell a quality product, audiences will have a good reason to visit and interact with your site.
Any type of value will attract traffic; if you offer a service, the buyers will come. However, internet marketers have found that free value is one of the easiest ways to draw consistent traffic from the broadest possible audience. An increase in traffic typically leads to an increase in conversions, which is why so many online companies have adopted a marketing model centered around free content.
Most free value takes the form of digital content. Giving away physical goods is unsustainable because they incur regular material and production costs. In comparison, digital content can be created once and referenced an infinite number of times. Blog posts, eBooks, articles, and videos are relatively inexpensive to produce and can result in a massive surge of traffic – making them the perfect choice to give away for free.
Once you have a piece of content, you need to distribute it to your audience. The internet is a big place, and people won’t know your content exists unless you tell them. Distribution is typically accomplished by posting your content on your website or another platform and then advertising that content through social media, paid campaigns, and SEO.
The last step of inbound marketing is to get your new visitors to convert. If a million people read your blog post, at least a few of them will be interested in your services. Inbound marketers use conversion optimization techniques to increase the number of users who join a mailing list, buy a product, or contact your office to schedule an appointment.
The actual methods used for inbound marketing are likely to change along with the technology that’s used. However, the idea that audiences respond to value is unlikely to change – and as long as people want value, they’re going to want interesting and relevant content.
Content Marketing and Search Engines
Digital content fits perfectly into an inbound marketing strategy. First, you create valuable content in the form of blogs or videos. Next, interested audiences find and engage with your content. And finally, some of those users like your site and turn into actual long-term customers, thus paying back your marketing investment.
But content also appeals very strongly to the way search engines function. Algorithms are amazing at interacting with text, and your rankings will often be determined by the content found on the various pages of your site.
Google takes site relevance very seriously. Their goal is to provide results that match queries, and they adjust the rankings to match. Pogoing occurs when your site hits the top of the rankings one day and drops down the next; this typically happens when your site doesn’t have content that matches the keywords you want to rank for. Content marketing prevents pogoing by providing a steady stream of relevant content that audiences and search engines love.
In general, updating and refreshing content is good for Google. The more relevant content you publish, the better you’ll rank. And that’s why nearly every business, no matter the industry, has a company blog.
Content and the Audience Relationship
There’s one more reason why content is beloved by modern marketing professionals: it’s the perfect opportunity to define and strengthen your brand. Every piece you publish reflects on your brand identity, and you can use this to sculpt the way audiences see your company and the services you provide.
Depending on your approach, content marketing can often be used to build an online community. Fans who engage with your articles and videos on social media are potential customers for your actual services. This engagement also gives you another chance to define your company’s tone of voice and general social approach.
Content creation shouldn’t be the entirety of your marketing strategy, but it serves as a strong foundation. From blogs to video tutorials, investing in online content can help your business establish a legitimate presence online.
How to Run a Successful Content Strategy
The principles of content marketing aren’t limited to any particular medium. Whether you write blogs or film videos, you’ll still use the fundamental principles of art and advertising to create something audiences will love. And regardless of the product you’re advertising, the following principles will help turn your content strategy into a success.
Conduct Audience Research
No matter where you publish your content, you’re only going to get so many views. As a marketer, your job is to ensure both that you’re getting the right views and that your content is relevant to the views that you’re getting.
The easiest way to reach both of these goals is to conduct thorough audience research before every project. You should know who your ideal audience is, which parts of the internet they frequent, and what they’re looking for out of your company. Then, you need to come up with content that appeals to members of your researched demographic.
Audience research typically involves gathering data, engaging with your audience on social media, and reviewing the tactics of successful competitors. You’ll probably conduct a hefty amount of audience research when you first implement your marketing strategy. However, you should also remember to update this research regularly; otherwise, you might miss an important change in your audience’s attitude.
The internet moves quickly, and the only way to stay relevant is to continue providing something new. Evergreen content is key, but it can’t replace the value of regular updates and topical information that your audience is actually looking for.
Updates aren’t just good for readers – they’re also important for search engines. Updating and refreshing content is good for Google rankings; the algorithm favors content that is recent, relevant, and up-to-date. This is why you’ll often see marketers reworking old yet successful pieces of content into something that can be used in the modern digital sphere.
How often you should publish content really depends on the tastes of your audience, the size of your budget, and the overall goals of your marketing strategy. Start with a weekly blog schedule and a consistent social media presence. You can always increase your content production when you see an increase in traffic and interest.
Create Evergreen Content
Evergreen content is key to a successful content marketing strategy. Unlike topical content, which covers news, trends, and people, evergreen content remains relevant with the passing of time.
Evergreen content is important because it provides lasting value to your audience. A great evergreen post will be bookmarked, shared, and referenced for years to come. This positions your company as a stable part of the internet and increases your rapport with both search engines and audiences.
Evergreen and topical aren’t necessarily contradictory terms. You can write about today’s news while still providing useful information for future audiences. As you’re writing, try these tricks to keep your content timeless and relevant to future users:
Mention versions. If you need to talk about a specific piece of tech or software, always tell users what version you’re working with. This makes it easy for future users to sort timeless advice from differences in the software.
Cite your sources. Interlinking is great for users and even better for your SEO strategy. Link to other sources to give your users more information and continue providing value even when your topical content expires.
Discuss theory. Technology changes, but successful theories tend to hold true. Tell your users why things work and what philosophy you’re using to drive your actions. Even if the world moves on from your tutorial, you’ll remain relevant for your contributions to the field as a whole.
Content marketing is not a set-it-and-forget-it strategy. Even if you conduct a vast amount of audience research and establish a tone of voice that truly resonates with your audience, there’s still a chance that your marketing team could fall behind the times.
The easiest way to prevent this is to stay in touch with your audience and your industry. Follow your competitors on social media. Engage with the content your audience likes. And above all, stay open to new developments in technology and theory. You don’t need to be at the front of the wave, but you don’t want to end up underneath it.
The Different Flavors of Marketing Content
Advertising develops alongside other forms of content creation. If you know what you’re doing, you can use nearly any type of content for inbound marketing. The question is whether you can make something that’s valuable and accurately represents your brand.
Written content is arguably the most accessible type of content there is. Anyone can find and read written content, regardless of their browser or the strength of their internet connection. The only true limits of this medium are barriers of education and language; that’s why, depending on your industry, investing in translating services can be a great idea.
Written content is also one of the easiest types of content to create and publish. As proof of this, almost every major website has a blog, even if it only includes a few thought pieces and news updates. Most marketers already have a good command of communication and language, which is why you’ll often see marketers working as their own copywriters – especially in the beginning.
Anything with words can technically be thought of as written content. However, there are a few types of content that have stood the test of time and become staples of the online marketing world.
Blog posts are short pieces of content that can be produced and published quickly. They can take a variety of forms, including opinion pieces, quick tutorials, and top ten lists. Most companies blog on their own sites, but you can also generate quite a bit of traffic by publishing guest posts on other popular sites.
Articles are longer pieces of content that explore a topic in more detail. Articles are usually structured, well-researched, and carefully edited before publication. Like blog posts, articles can be used as guest posts to draw in additional traffic.
eBooks are downloadable digital pieces that are longer than an article but shorter than an actual published book. You can write an eBook on any topic, and the tone can range from casual to highly professional. eBooks are usually formatted as PDFs and are often used as lead magnets.
White papers are heavily-researched articles that are mainly of interest to members of a specific industry. Like eBooks, white papers are usually formatted as PDFs and offered as digital downloads.
Case studies are detailed descriptions of your business’s projects and successes. The structure typically includes a project’s goals, methodology, and results. Case studies add credibility to your business, and they’re also incredibly valuable as tone and philosophy references for future members of your marketing team.
Pictures reach across language and education barriers to express thoughts and ideas, so it’s no surprise that visual content is at the heart of the modern internet. Images get more engagement than written content, especially on social media. Pictures are expressive, sharable, and easy to consume – which means you definitely need to include them in your content strategy.
Image-based content isn’t really evergreen, and it’s also difficult for search engines to index. In general, use visual content to boost engagement, but always include your actual value in a text or video-based format.
Visual content can be anything from a single photo to a full-length comic. But if you’re marketing on social media, there are a few types of visual content you’re more likely to see.
Infographics are images that explain something with light text and visual aids. Infographics have a habit of going viral, which is why many marketers create an infographic out of their most popular blog posts.
Photos are easy to produce and help audiences engage directly with your brand. Every brand should have a set of professional photo assets, but you can also take more casual photos to post on social media or enhance a post on your blog.
Quote cards are an interesting social media trend that doesn’t seem to be going anywhere. A quote card consists of text positioned on either an image or a solid-color background. The text can be a line from a blog post, a message to your audience, or something relevant to your industry. Quote cards are highly sharable and also make a great way to advertise larger pieces of content.
Animated gifs make full use of the digital medium. Gifs can be any length, but they’re best presented as a simple loop that’s a few seconds long. For an easy social media post, make a few animated gifs from your most popular piece of video content.
Audio and Video Content
If images get more engagement than articles, videos get far more engagement than images. Audiences love watching, engaging with, and sharing videos of all types – which is why more and more brands are adopting a video marketing strategy.
The flashiest advertising videos require a sizable budget and may not always be worth your investment. However, even small marketing departments can create their own digital studios with little more than a good camera and a video editing program. Depending on your brand, you can create anything from in-depth tutorials to flashy product reviews.
As media formats progress, the line between video and audio production has become slightly blurred. Many podcasts are recorded in front of a camera, and nearly all good videos feature music and a reasonable level of audio design.
Developing Your Content
Your content development process will be unique to your marketing team. Decide who your audience is and what kind of content you want to make for them. Then, use these steps to turn your ideas into something amazing.
Before you can make content, you need to have something to make that content about. Without interesting and engaging topics, your blog will read a lot more like an ad for your latest product line.
Start by making a list of the topics that you care about as a member of your industry. What do you wish your customers knew more about? How is your professional perspective unique? Your first brainstorming session will probably result in a list of a dozen topics that are worth exploring.
Unfortunately, you can only generate so many ideas without outside influence. Your next step as a content creator is to get involved with your industry’s media scene. Follow popular personalities on Twitter, read industry blogs, and join groups on Facebook, Reddit, or Quora.
Keyword research is another great way to generate content ideas. Use a service like Keyword Planner or Keyword Tool to search for keywords relevant to your industry. Your keyword tool will show you the popularity of your chosen keyword and recommend similar phrases with more traffic.
Don’t forget to take advantage of browser extensions to help manage your sources of inspiration. Feedly aggregates RSS feeds, and Diigo lets you save and annotate your resources. Finally, Followr automatically favorites tweets related to certain topics; go back through your favorites later, and you’ll see a host of new content ideas.
Create a document that contains every topic you’ve ever come up with, and highlight your favorites. Some ideas are great but come to you at the wrong time; if you keep a list, you’ll have somewhere to look the next time your well of inspiration runs dry.
Making the Magic Happen
Content is art – even when it’s made with advertising in mind. You can produce any kind of content that your audience is interested in, but you should probably make your choice based on your marketing team’s abilities. Blogging is a popular place to start because if you know how to market, there’s a good chance you also know how to write.
Regardless of what you’re making, you should follow the same three-step creation process.
Draft an outline. Always start by defining the structure of your piece. You can fill out this outline yourself, or you can give it to a member of your team as a content brief. Don’t stress about this step; loose outlines are better than no outline at all, and you can always make changes as the piece nears completion.
Write, record, and create. The content creation process turns concepts and ideas into real digital assets. The way you handle this process will define your final product; whether you write your own blogs or hire a freelancer, remember to treat your content creator with appreciation and respect.
Edit and refine. Nothing is ever truly done on the first draft. Everything you publish will impact your brand identity, so always take the time to review it. If you write your own content, ask someone else to look it over. If you outsource your content, read it through before you put it up on your own site.
When to Outsource
Content marketing is effective, but it can’t hold up an entire marketing strategy on its own. Depending on your role in your company, you may find that writing blog posts and putting together graphics simply takes up too much of your time.
Luckily, the online world is full of talented creatives who are ready to help your business look its best. Be prepared to outsource any form of content creation that you’re not ready to produce on a professional level. If your department is large enough, you may even consider adding a dedicated writer, designer, or videographer to your staff.
Distributing Your Content
Content is king, but it’s only as valuable as the audience who sees it. Don’t let your perfectly-tuned blog post go unread, and don’t let that amazing tutorial video die from a lack of views. Modern content distribution is all about getting audiences to notice and engage.
Hosting the Content
As a general rule, your marketing content should be hosted on your website. Otherwise, how will your audience trace the content back to the services you offer? This is why most online businesses have a “blog” or “news” page located somewhere on their site.
Blogs, articles, and downloads are easy to put on your site, but videos are not so easily hosted. Try publishing video content through a platform like YouTube or Vimeo. Then, embed the videos on your website or link to them on social media.
Should you decide to host your content on an external site, make sure it always links back to your company’s landing page. Engagement is valuable, but you should never forget that conversions are your ultimate goal.
Once your content is online, it’s time to get the attention and engagement you’re looking for. Traffic generation is the inbound marketer’s true talent, so you’ll definitely want to have your favorite SEO professional on hand.
Start by posting your content on social media. Many people rely on Facebook or Twitter in lieu of a traditional blog RSS feed. Remember, you can re-share old content if it’s relevant; just don’t spam your audience with the same thing multiple times in a row.
Many brands also find success with an email newsletter. Newsletters allow you to send fresh content directly to interested audiences, and they also offer a great opportunity for more advertising later down the line. Try offering a lead magnet like an eBook or a whitepaper in exchange for newsletter subscriptions.
And finally, remember that you’re allowed to advertise your content as if it were any other product. Promote your posts on social media, or run a PPC campaign for your video series. The only limits are your creativity and your understanding of the marketing field.
Content marketing attracts new audiences, establishes your brand identity, and prevents pogoing on Google and other search engines. Whether you publish a single eBook or start running a successful industry blog, a little content creation can do wonders for your company’s online presence.
Starting with a Great Foundation
Marketing videos are popular because they present content in a simple and accessible format. They incorporate images, sound, and text in a dynamic way that can’t be replicated by any other medium. They’re also extraordinarily sharable and have more potential to go “viral” than any other form of online content.
However, videos are also one of the most expensive and complicated types of marketing content to create. Well-made videos have the potential to elevate your brand, but poorly-made videos can weaken your relationship with your audience and hurt your brand identity.
The truth of video production is that even the most effortless-looking videos were actually made with a great deal of planning and foresight. Take your time with the production process; the results will always be worth it.
Before you get too involved in the creation process, think about why you’re making a marketing video. Do you want to communicate a brand message, explain a complicated topic, or simply connect with your audience? Consider whether a video is the best way to accomplish this objective. How does the visual medium help you achieve your specific goal?
Having a clear purpose in mind will help you stay on track while you film and edit. It’s easy to get caught up with story ideas, special effects, and new camera equipment. Before you add any new elements, consider how they relate to your original purpose and whether they’ll get in the way of the message you’re trying to communicate.
The best videos are created with plenty of planning and review. No matter what size your video will be, you should expect to plan out almost every element before you begin to film.
Start your production with a pitch meeting so that your team can explore ideas and come up with a great concept. Take notes and draft an outline – this will eventually become the script you use for filming day.
Other aspects you’ll need to plan for include location, set pieces, cast members, and digital assets. Keep your notes together in a single document that your team can access throughout the production process.
Even low-budget studios usually develop a standard filming and editing process. This gives all of your videos a similar look and feel, which in turn helps you maintain a consistent brand identity. A standard process allows your team to streamline the various tasks and eventually reduces the effort needed to create a new piece of video content.
Start by identifying the members of your team who will be responsible for each aspect of video production. Most video projects can be broken into four basic tasks: scriptwriting, filming, editing, and publication. Consider adding a review step between each of these phases to make sure the content fits your vision.
Each of these four basic tasks should have its own sub-process. The scriptwriter should develop a template, and the filming crew should create a standard lighting and camera setup. Document each of these processes so that you can recreate them for future videos.
What Kind of Video Do You Want to Make?
According to Moz’s ABC’s of Video Content, the three categories of marketing video are separated by production value. Your options will change based on your project budget and the amount of time you’re willing to invest in the production process.
C-level videos are cheap and easy to make. These videos can be created with nothing but a cell phone camera and a free editing program, and they can be published just as quickly as they’re made.
From a marketing standpoint, C-level videos are used to communicate information and present an authentic face to your audience. These videos can be made quickly, but you should still put care into the production process; your viewers will always appreciate the extra polish.
- Webcam vlogs and lectures
- Recorded webinars and classroom presentations
- Software tutorials with screen recordings
- Comedy sketches filmed with a cell phone
B-level videos have a moderate amount of production value. Although they don’t always require a large budget, B-level videos are usually made with time, effort, and skill.
Many marketers start by making C-level videos and eventually move up to B-level quality. What really sets a B-level video apart is the attention to detail throughout the production process. Plan out your scripts, invest in good equipment, and take extra time during the editing phase to get a quality video that will truly elevate your brand.
- Whiteboard animations with good voiceovers
- Tutorial videos with high camera quality
- Review videos with edited movie footage
- Vlog-style videos with title cards and minor effects
A-level videos have big budgets and make even bigger impressions. These videos are used to establish your brand’s identity and communicate a strong emotional message to your audience.
Unless you’re a dedicated studio, you probably won’t be able to make an A-level video on your own. If you think your brand needs a video of this quality, consider hiring a professional team to help you out.
- Polished television ads
- Animated commercials
- High-budget training videos
- Company documentaries
- Super Bowl spotlights
Scripts and Storyboards
Your video will exist on paper long before you’re looking at recorded footage. Put your script through as many drafts as possible; once you’ve pressed “record,” there’s no going back.
Writing a Script
A script is a written version of the content in your video. Some producers like to write out every line of dialogue, while others just need a bulleted list of the points they want to cover. Even wordless videos still need a script to plan out each scene and individual action.
If you intend to make multiple videos in the same format, try creating a template for your script. Most scripts follow a structure similar to a standard college essay.
- Intro: The opening of your video needs to catch the attention of your viewers and explain the content that you’re about to present. Spend plenty of time on this part of your script; for some viewers, the intro is the only part they’ll see.
- Main content: The body of your content should communicate your message in detail. If you’re covering a lot of content, think about breaking the video into multiple sections.
- Conclusion: Your video should end with a strong call to action. By the time you roll the end credits, your viewers should understand your brand message and know what to do with the information they just learned. Decide if you want your audience to contact your company, follow you on social media, or simply subscribe to your channel for similar content.
Once you’re done with your script, remember to read it out loud. This will help you avoid awkward or stilted dialogue, and it will give you an idea of how long your final video will be. If multiple people are in the video, ask them to conduct a group reading, so you see how well the dialogue flows.
Drafting a Storyboard
A storyboard is a visual timeline of your video. Although they aren’t always necessary, storyboards are an excellent tool for any video with dynamic shifts between images or scenes.
Most storyboards start as a series of sketches. You don’t have to be good at drawing to make a storyboard; use stick figures and other representative tools to help communicate your ideas.
Draw a thumbnail for each scene you want to include in the video. Add annotations to explain what’s going on in the scene. Include references to scene length, dialogue, music, and special effects. Add a new thumbnail every time there’s a transition between visuals or scenes.
Once you’ve completed a sketched version of your storyboard, create a polished version in your favorite graphics program. You can also use storyboarding software to make the process easier.
Your Equipment List
Your basic equipment list includes a camera, a microphone, and a way to edit your footage. Practice with your equipment before you make your first real video; every hour of experience will be directly visible in the quality of your product.
Even if you’re creating a C-level video, the quality of your camera matters. Pixelated and choppy videos don’t look good, and your audience won’t want to watch them.
Most phone cameras and computer webcams have better quality than you might think. Explore your camera settings to see if you can get a better image, and remember to clean your lens before filming begins.
If you choose to purchase a camera, look for something with a good resolution and an accessible feature set. Consider getting a tripod for stable footage; a shaky hand will instantly reduce your video quality.
Audio Recording Equipment
In the world of video content, audio quality is often more important than video quality. Invest in a good microphone early on, and keep using the same one so that your videos have a distinct and recognizable sound.
The type of microphone you should use depends on the kind of videos you’ll be making. Headsets are a good choice for voiceovers because they require minimal setup or expertise. Lavalier mics work well for interviews and vlog-style video formats. Studio mics come in many different forms and can add an extremely professional sound to your production.
Video Editing Software
Recorded footage isn’t ready to publish. It usually needs to be trimmed down, synced with audio, and enhanced with transitions or special effects.
There are two ways to approach editing your marketing videos. For genuinely professional videos, you’ll want to learn how to use real editing software. You can also use editing tools like iMovie or Windows Movie Maker for a budget version with many of the same effects.
If you’re short on time, consider using a software designed specifically for marketing content. Many free and paid programs will let you trim footage, add animations, and create basic special effects without needing to learn a full set of editing skills. These types of software rely on pre-made templates and stock assets, but they’re a good way to get your video marketing strategy off the ground. Examples include Biteable, Animaker, Wideo, and Animoto.
If you want your content to resonate with your audience, you’ll need to include real voices and faces. You can start by recording yourself, or you can ask a photogenic team member to help you out.
Once someone’s face appears in a marketing video, they become an important part of your company’s identity. Choose your stars carefully, and consider compensating them for their willingness to be a permanent part of the brand.
Audio, Lighting, and Filming Tips
Video production professionals spend years in school learning to capture high-quality images and turn them into something amazing. But even if you’re an amateur, you can still follow basic filming rules to get surprisingly good footage for your content.
- Pay attention to your background. Whenever possible, film in front of a clean and uncluttered background. If you’re filming in your office, take a moment to turn off your monitor, clear papers, and remove old coffee cups before you hit record.
- Don’t film in a crowded place. Crowded areas are noisy and full of visual distractions, but the real reason they’re bad for filming shows up in the editing room. If people are walking through the background, you won’t be able to clip together scenes without viewers noticing.
- Place lighting behind the camera. Lights should point at the subject’s face. If you place lights behind the subject, all you’ll see is a shadowy silhouette.
- Check your audio. Never start recording until you’ve listened to an audio sample through a pair of headphones. Background noise can’t be edited out – wait until it’s gone, or switch locations.
- Adjust your camera settings. Play around with the white balance and exposure times to drastically change the way your footage looks. If you use multiple cameras, make sure these settings are the same on all of them for visually seamless editing.
- Follow compositional rules. Get familiar with concepts like the rule of thirds, headroom, and negative space to create visually pleasing shots.
- Film multiple takes. If you have time, record various versions of the same scene. This will let you choose the best parts and edit them together into a polished product.
Creating in Different Styles
The only limit to video content is your own creativity and digital production skills. If you’re just starting, try these simple C- and B-level formats. All of these styles can be created by one or two people with standard software and equipment.
Typography videos are the easiest and cheapest videos to make. A typography video consists of nothing more than text on a simple background with accompanying music. You can make the video interesting by including transitions, sound effects, and the occasional image.
In marketing, this style is often used for explainer videos and other short-form content. Although typography videos are simple, they don’t need to be boring. Play around with the placement of words on the screen and the rate at which they transition to get a more dynamic visual effect.
The modern whiteboard video isn’t actually made with a whiteboard, but the visual style remains just as compelling. These videos show a digitally animated hand “drawing” doodles and words on a virtual whiteboard.
Creating your whiteboard video from scratch requires a varied set of drawing and animation skills. You can also look for a whiteboard animation software, but keep in mind that these programs usually only work with premade stock images. If you want to use custom images, you’ll need to create your own or work with a professional whiteboard animation company.
Another popular and easy video style involves semi-animated images accompanied by a high-quality voiceover. Your video might show changing backgrounds, items bouncing across the screen, or characters fading in and out.
There are many kinds of animation software designed for marketers, and most of them are quite functional and easy to use. Look for an option that lets you upload your own images, and talk to your graphic designer about creating a custom set of assets.
Video blogs, or vlogs, are one of the easiest types of video content to make; all you need is a camera, a person, and a script.
Your webcam can be used to make this kind of video, but did you know that most vlogs are actually made with a B-level camera? Some of the most popular streamers and YouTube personalities have a camera set up next to their computer monitor. This allows them to mimic the comfortable feeling of a webcam stream while enjoying the benefits of a high-quality lens.
Regardless of the quality of your footage, consider dressing it up with light visual effects. Vlog-style videos can always benefit from a title card and an end screen.
Highlight reels are a great way to turn company events or open houses into marketable content. These videos can be created by having a cameraman present for the duration of the event. In the editing room, set the best footage to a great soundtrack. The result will be a compelling piece of branded content that shows your audience what you’re all about.
The highlight reel format can also be used for virtual office tours, company biographies, and similar kinds of brand-focused content. Consider splicing in interviews with department heads or staff experts to create a documentary-style piece.
Publishing Your Video
As a marketing professional, you likely already have your finger on the social media pulse. Just like blog posts, eBooks, and other types of marketing content, you’ll need to find ways to share and promote the videos that you’ve worked so hard to create.
Choose a Platform
The platform that you choose for your videos will have a significant impact on accessibility and playback quality. Although there are a few third-party options, using a mainstream platform will help you maintain quality and get your content in front of the most viewers.
- Your website is the best place to publish marketing videos. Add them to blog posts, or consider putting them on their own dedicated page. Decide whether you want to host the videos yourself or link to a different hosting site for stability and functionality.
- YouTube is where people will automatically look for your video content. Treat your company’s YouTube channel as a standard social media profile for the best results.
- Vimeo is an alternative to YouTube with its own benefits and drawbacks. Consider using both platforms to get the broadest reach.
- Social media sites like Facebook and Twitter let you upload video content as a post. This is a great option, but remember not to link to videos that have been hosted this way; the content won’t play the same for viewers who don’t have an account.
Complete Your Metadata
Search engines can’t actually “watch” your videos, so you’ll need to fill out metadata to make sure your content is found. Title your videos well, and include a detailed description for every upload. Use plenty of relevant keywords, and don’t forget to add tags when permitted by the platform.
Now that you have basic video production skills combine them with the other content creation skills that have made you such an excellent marketer. Great copy, engaging visuals, and strong calls to action will serve you well as you explore this new way to reach your target audience.