The bad news: Nearly half of companies surveyed say the lack of an effective strategy remains their most challenging video marketing obstacle.
Companies struggling with video marketing will need to act fast to take advantage of the digital video content boom. By 2017, video will account for 69 percent of all Internet traffic. And 100 million Internet users already watch an online video each day, comScore reported.
But without a good plan, marketers’ efforts won’t amount to much.
“It’s pretty easy to get carried away with the notion of adding video to your marketing activities because everyone else is doing it,” said Kimbe MacMaster, Content Marketing Manager at Vidyard, a video marketing platform. “But without a documented plan, it’s also pretty easy to spend hours and hours preparing videos without having a significant impact.”
One problem brands are facing is simply creating the right type of video content. Companies say the type of video that is most effective—customer testimonials—is among the most difficult to create, as Ascend2 reported. On the other hand, explainer/tutorial videos and demonstration videos are nearly twice as effective as they are difficult to execute.
A documented video marketing strategy can help companies wade through the muddy waters of video content mix.
To start, companies should consider why they are using video content and what they want that content to accomplish, such as generating leads or driving brand awareness, MacMaster said.
Companies should think about what type of video content they aim to produce—educational, entertaining, practical or another type—who it’s for (with as much demographic detail as possible), and what the content should help the audience do. From there, companies also need to determine who will create the content and where it will live (whether on a website, YouTube, social media, or elsewhere).
Finally, companies need a measurement plan that looks beyond mere view counts and instead uses metrics like how long viewers are watching content, MacMaster said.
Content mapping and creating buyer profiles can aid companies seeking to build a stronger mix of video content. By recognizing that different types of users will want different content in different buyer stages, brands can start delivering the exact type of content that will move a user to action.
Knowing the audience thoroughly can help brands as they target and personalize video content to specific users. Atlanta’s Hartsfield-Jackson Airport, for example, used buyer profiles and personalization to create a new series of videos that will be pushed to airport travelers via Facebook Places, Skift reports. When a healthy-minded traveler scrolls through Facebook while waiting for her flight, she might encounter a video for a salad at an airport restaurant, for example.
Knowing the audience and delivering perfectly personalized content will help brands deliver the type of information users are already interested in. With video content, brands can take the personalization concept to the next level by giving users more of the type of content they like to consume.
For more expertise on video marketing, check out Skyword’s resources on video content creation.