How To Use Video Content Marketing To Build Your Brand

If you are looking to expand your content marketing strategy to include video, but not sure where to start, here's a look at tips to get started.

According to MarketingProfs, 70% of marketing professionals report that video converts better than any other medium. Video is an incredibly effective tool for engaging with your target audience.

If you are looking to expand your content marketing strategy to include video, but not sure where to start here’s a look at video content marketing advice from UK-based startups that successfully promote their business and connect with customers using online video.

 

A Balanced Approach

John Peebles, the CEO of Administrate, a developer of software that assists training companies and training departments to manage and deliver e-learning courses.

 

Photo: Administrate Limited; Source: Courtesy Photo
Photo: Administrate Limited; Source: Courtesy Photo

 

How important is video to your content marketing strategy?

Video is really important to us – we have a platform that’s a bit non-traditional for our industry, and for us video is a great way to quickly communicate what we’re about. We use video in several different ways – marketing videos, customer case studies, customer on boarding, and we’re starting to do smaller feature tours as well. A balanced approach with video is just as important as having a balanced approach with other types of content.

 

How has the use of video helped your business?

We’ve increased conversion rates on pages that have online video. Video marketing has also helped us present very clear, very compelling case studies that resonate more with our clients than traditional written case studies might.

 

Do you have any advice for other businesses looking to use video content?

Make sure you hire a professional to help you with your videos! It can be very tempting to try to grab some gear and do things yourself, but online video is one of the most unforgiving mediums and it will really distract viewers if the quality isn’t there.

 

Video Boosts Sales

Ry Morgan, the co-founder and CEO of Yomp, a health and well-being platform for companies to increase productivity, reduce absenteeism and boost employee engagement.

 

Photo: Yomp; Source: Courtesy Photo
Photo: Yomp; Source: Courtesy Photo

 

How important is video to your content marketing strategy?

The main use of video content for Yomp is on our core website. We use an animated explainer video to depict what our product does in a short, engaging fashion. As a software company it can be tough to convey all the facets of your platform in text or image format, so video gives us a chance to create a compelling story and use-case around it.

 

How has the use of video helped your business?

I’d say the video has been extremely helpful in reducing the time it takes for clients to “get” our software. Instead of sending them an overview deck or walking them through a demo, we can just point them to the 2-minute animated video. This reduces the initial “introductory” sales process substantially.

 

Do you have any advice for other businesses looking to use video content?

Video content can be extremely helpful in creating a compelling, succinct snapshot of your business or product. That said, it shouldn’t be used to replace all sales collateral and good ol’ fashioned face-time with a prospective client or customer—so be careful not to overuse it.

 

This article has been edited and condensed.

Garth Haley is a corporate Videographer, Editor and Animator, and the founder of Hyperfine Media, a video production company offering video, motion graphics, event videos and video journalism to a wide range of corporate and charity clients. Connect with @hyperfinemedia on Twitter.

 

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