With 79% of consumers preferring video to pieces of content to get information before making a purchase, it’s only natural that video has become the format and channel of choice for digital marketing. Businesses have understood this, and many are now putting video at the heart of their content marketing strategy and integrating it into their customer journey.
So what is content marketing, in concrete terms?
Content marketing aims to attract and convince new customers with relevant pieces of content. This method, as old as marketing itself, has its origins in the recipe books offered by the first food brands at the beginning of the 20th century. This strategy, which has been applied to digital marketing for the past twenty years, is often associated with inbound marketing, the aim of which is to attract visitors to the website through the creation of interesting pieces of content.
Targeted prospects can learn about the subject they are interested in and discover the business through this strategy, which is less intrusive than advertising, for example. With the advent of video as the king of formats in recent years, it’s natural to ask how you can adapt to incorporate it into your content marketing now. Here are 7 tips to remember!
Integrate video to diversify your content marketing
Video is not only an engaging format, it also lets you vary the type of content that is shared with your audience. Diversifying your communication has become essential to build brand credibility, show expertise, and attract prospects. And video is the ideal medium for social networks and online platforms, because it is easy to share. Besides it’s the preferred format for social network algorithms which favor it in user feeds. Bang on to engage your audience.
As consumer expectations have evolved enormously, a video made entirely on a smartphone is now often sufficient to communicate, and even preferable to convey an authentic image. This is the trademark of influencers on TikTok and Instagram.
To boost your SEO and inbound marketing
Video is relevant and versatile and is a powerful strategy for developing inbound marketing. In particular, video improves the organic indexing of websites on search engines such as Google. It makes visitors stay longer on a page: a visitor spends 2.6 times less time on a website that does not include a video! Good SEO means a website that is easier to find. That’s ideal for attracting prospects and selling.
Recycle successful editorial content into video
Your blog posts, white papers and guides can easily be converted into video format. Perfect for recycling your already successful topics, isn’t it?
Recycling existing content saves a lot of time for your content managers, editors and content producers. No need to start from scratch: select written content that has worked well and adapt it into video!
For example, here is an article by the Kannelle Marketing team on the subject of Microlearning video: what is it and why is it so powerful and the video we made out of it summarises the main points of the article!
Video to be visible on social networks
There is no better format than video for social networks. So in external communications, it is very interesting to gain visibility with customers, prospects and partners. Depending on the objective, it is interesting to choose the right combination of social networks:
- YouTube videos to enhance your expertise, build audience loyalty and capitalise on your content production
- LinkedIn posts to promote the company, employer brand and B2B oriented services
- IGTV, reels and stories on Instagram to promote your products or services in B2C
- Video tweets on Twitter to share the latest news
- Facebook posts for visibility to a wide audience
- Tiktok videos or Snapchat stories to reach a younger audience…
Video is ideal for precise and technical topics
Creating a video is usually a little more resource-intensive than an article – although with a tool like Kannelle, it goes just as fast. Some marketers therefore prefer to reserve the use of video for topics where it has a clear advantage.
This is the case for specialised subjects. Being visual by essence, video is ideal for answering precise and often technical questions quickly: the vast majority of us prefer to watch a short tutorial video which illustrates the solution to our problem rather than reading a manual on the subject. Moreover, the Google search engine very often answers questions that begin with the words “how” or “what” by proposing videos at the top of the page!
Expert video to enrich your content marketing strategy
With video, putting company employees in the spotlight makes sense. In addition, it is easier to give the floor to experts by asking them to make themselves available for 15 minutes rather than having them write an article.
To be clear, by expert we mean any employee who knows his or her job, not just those who wear a white coat. The service specialist with 10 years of experience is often the best expert for your customer.
Creating employee video interview is a trend that has grown with the rise of social networks. Employee interviews bring in a human touch and enriches content marketing by providing a qualified and authentic point of view. As an extra, interviews help employees feel valued and motivated because this type of video recognizes their experience and contributions.
Increase the impact of your marketing with employee advocacy in video
To promote their brand, many companies rely on employee advocacy in video. In a nutshell, this practice consists of making employees true brand ambassadors: 59% of consumers consider employees to be the most credible source of information about a company! (Edelman’s 2021 Trust Barometer)
Employee generated content, the practice whereby employees create video content themselves, is gaining in popularity. This approach helps meet the demand for new content stemming from social media. New videos must indeed be constantly produced and shared to refresh communications.
Moreover, content created with visuals produced by employees has the merit of being original and of not using image banks. This gives your comms a more authentic facet that is a far cry from traditional advertising! This is a good way to stand out from your competitors.
In short, video marketing has become an integral part of content marketing strategy. Indeed, video is an indispensable and formidable tool to improve the visibility of the company, create a bond with consumers and better convert in the sales phase.