The Three Strongest Uses of Video Content Marketing
Welcome to the new roaring 20s: our attention spans are shorter, we consume information faster, and we frequent YouTube far more than we do speakeasies. In this golden age of video, the stats are looking up to a fast-paced future full of video content, so to help your videos cut through the pandemonium and save on brass, we’ve broken down the three strongest uses of video content to keep you ahead of your competitors.
1. Thought Leadership.
Essentially, thought leadership is strategy 101. It is about understanding your brand inside and out and the different niches in which you operate, identifying what your potential customers look like and addressing the ‘marketing, branding’? issues they are experiencing.
The best way to tackle them? Through your video content.
Let’s say your company, Hypothetical Engineering Company (HEC), wants to perform work in three areas – air conditioner ducting for defence, council engineering for elevated structures, and commercial construction framing.
Each of HEC’s customer niches have very different pain points:
- Defence may be focused on quality processes, high-tolerance and precision, and safety and security procedures.
- Council may be a bit more focused on pricing than defence, but mostly concerned with time efficiency to reduce traffic disruption.
- Commercial construction may expect tolerances and timing to be given, and may be more price-sensitive, looking for lower costs and adding value.
Now that you’ve identified your customer niches and their pain points, it’s time to produce video content that directly addresses those concerns.
So how do you achieve this? By creating a brand campaign video that promotes HEC’s ability to carry out safe high-accuracy practices, with efficient systems in place to ensure on-time production, and its advanced technology to reduce construction costs.
This video utilises ‘Thought Leadership’ to best align your company’s digital marketing strategy with your audience and your vision. Designed to be widely distributed and direct to your target audience, this video is a sure way to drive traffic to your website.
- Who is your target audience?
- Who do you want to speak to?
- What does a new customer look like for you?
- What niches do you operate in?
- What are the pain points of the people currently working in these niches?
We explore this deeper our blog post: Video Production in 7 Parts – Chapter 1: Strategy
2. Explainer Videos
Explainer videos are easily digestible content which, as the name suggests, explain the value you, as a brand, bring to your customers or niche market. Be it focused on your people, your systems and procedures, or your company ethos, this content is designed to engage and call your target audience to action – that is, encourage them to make a phone call and ask for a quote or subscribe to a mailing list. This is not content for everyone; it’s a targeted, strategic part of the sales process. Where the previous, wide-spread Thought Leadership-driven video is about Hypothetical Engineering Company’s customers and their pain points, these ritzy, targeted videos are about HEC as a brand and what HEC can do for its clientele. In other words, it’s your time to shine, so make it count!
3. Talent Acquisition & Internal Videos
Internal videos serve the purpose of promoting a company’s internal culture. In a nutshell, these are videos designed to go out into the community to drive traffic to your website and attract new talent as well as retaining existing staff. They can focus on boosting the morale of an organisation by highlighting the benefits of working there, celebrating its employees – including any awards and achievements – showcasing staff-generated content, and posting positive profile videos about the company.
Basically, what it boils down to is businesses that successfully engage and communicate with their employees and demonstrate that they are concerned about more than just the bottom line tend to outperform those that don’t. It is becoming increasingly important for employers to be seen as a good place to work and therefore the company and its values need to be communicated both internally and externally so that existing and potential/future employees feel like it is the kind of place they want to work at. That is the power of internal videos.
How? By effectively communicating with existing employees to make them feel appreciated and positive about their workplace so that they’ll talk positively in other circles. These videos can also be an effective tool in acquiring the talent your business needs in order to gain the edge over your competitors by highlighting what makes yours an attractive company to work for. These are not marketing videos in the usual sense of the word, they have a much narrower focus and sometimes when an organisation may only be looking for one or two people, if it gets the right person working there, that’s worth its weight in gold.
In industries such as technology, defence, space related or any other professional occupation, attracting the best talent is a key benchmark to how your business will perform as a whole. Using video is the most effective way of communicating your belief system, your culture and the benefits of working at your company. Even simple internal videos can empower employees, make them feel loved and therefore increase word of mouth in their peer groups, which can be instrumental in attracting the right talent to your firm. An internal video can communicate a lot about your company’s culture in a small-time frame, and it might be all that’s needed to turn a prospective employee into an applicant.
Check out these internal video communications by redbikini as prime examples of ways to market your company at its heart.
So, there you have it. Now that you’re armed our three strongest uses of video content, you are on your way to creating powerful video content that counts. You understand your goal and your target audience with Thought Leadership to create a traffic-driving campaign video, you have your engaging call to action for said audience with your Explainer Videos, and an empowered internal culture thanks to your Internal Videos.
Call Adelaide-based video production company redbikini to discuss and strategise your ideas today.
