Video Content Not Working? Here’s Why
Film and video can play a powerful role across businesses and communications. But all too often the opportunity is wasted. Content is often produced without a coherent distribution strategy or measurement framework – leading to a culture of ‘post & hope’
Sound familiar? Here’s a look at the most common issues:
Is Your Strategy a Strategy?
With a world of ever-growing and expanding content out there on the internet, it’s not enough to have a beautiful video, it must be launched and activated in the right way.
The reason why Content marketing is so important is it allows you to develop a lasting relationship with your target audience, and to build long-term trust that enhances your brand image. Posting a video on social media from time to time, especially if it’s just to sell a product, isn’t a strategy. A content marketing strategy must be properly planned and executed, it emphasises consistency, so the frequency of content should be specified.
Are You Providing Value?
Customers don’t like hearing from you only when you’re trying to sell them something. The point of Content marketing is to provide value to your audience, rather than just pushing your own agenda. Your films and videos should provide value, have a “reason for being” which benefits the people who see it.
Videos should be engaging and either useful, fun or inspirational. What you can give your audience is unique, interesting, usable content, ideally something which will solve a problem or answer a question for them. The best way to do this is to make sure your videos are compelling and don’t simply repeat the same stuff people have seen many times before.
Are You Marketing to the Right People?
To create film and video which will appeal to your target audience, distributing it on the platforms they’re likely to use, and widely promoting it for maximum visibility and effectiveness is the aim.
The first step is to understand the target market, either through existing research or by looking at analytics tools for your major platforms. The second is to match your content and distribution platforms to that audience. For example, gen-X and millennials consumers vastly prefer video and audio books, while many baby boomers still prefer longer written content. Social media use in general transcends demographics, but people over 50 gravitate to Facebook, LinkedIn is more popular with those aged 25-49, Snapchat and Instagram’s primary users are under 30, and Pinterest’s user base is primarily female.
In today’s digital era, businesses are recognising the capabilities and benefits of using film and video, with many now including film and video in their content marketing strategy as a standard tactic to appeal to and engage prospects. A well planned, multi-channel Content marketing strategy is the place to start.
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