Content Marketing Should Include Video

By Rich Lewis at Burlington Press
www.burlingtonpress.com | www.burlingtonpresswebservices.com

Content marketing involves the creation and sharing of material that’s engages and informs your target audience. The more captivating the content, the more likely it is to be circulated. Videos present your message in a way that text and plain images can’t. It gives you a unique opportunity to show some personality, and it can even be done on a reasonable budget.

We’ve got a few simple tips for creating top-notch movies to enhance your marketing efforts.

Keep them Short and Sharable
If this is your first video endeavor, don’t bite off more than you can chew. It’ll lead to chewing with your mouth full—unattractive on multiple levels. Pick a simple topic with a clear message you feel you can share some unique insight on for your audience.

Next, make sure your video is in a readily sharable format. So make a Facebook post, tweet it, pin it and any other means you have to circulate it. Consider attaching this video in your next email newsletter—including videos in emails is said to boost conversion rates by as much as 50 percent. The more you can share the video and get it shared, the more brand awareness it brings.

Make it Useful
This may seem like an obvious suggestion, but you’d be surprised. Avoid giving into the temptation of making your first video post something cutesy or comical. While these can be elements within your video, there needs to be a benefit or call to action for the viewer.

What do they get out watching? A helpful tip or easy solution? A product demonstration? An answer to a question? Additionally, ensure that your video integrates your company’s culture and personality, as videos are an awesome opportunity to do so.

Need Ideas? 
Got you on board for this video thing, but fresh out of ideas? We’ve assembled a short list to get you going. Take one of these ideas and roll with it. Put your own spin on it. Your company is as unique as a fingerprint, use this opportunity to show that.

  • Show a product or service
  • Use a customer testimonial
  • Introduce staff members
  • Give users a tour of your office space
  • Show off your company culture (holiday parties, company outings, etc.)

No matter the topic you select, ensure your video is high quality. A low quality video reflects poorly on your professionalism and authority of the subject matter. That doesn’t mean you need fancy equipment. Many low cost cameras—including your iPhone—can do the trick, depending on the subject matter. You just want to be sure your video is a caliber of video you yourself would watch. If you need help with your video we offer complete video services including consulting and actual production.

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About marketingfocus

I've been in the print marketing and direct mail business for over 30 years. I guess that means I'm old, but it also means that I bring a certain level of experience and expertise into a business relationship. My company, Burlington Press, specializes in printing and direct mail along a wide range of marketing services including web site design and development, email marketing and video production. For marketing to be effective it needs to be well rounded and use all channels available that make sense.
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