How to use video content marketing properly

20 May 2022

Content marketing

Megan Boyle

Megan Boyle

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What is video content marketing?


Video content marketing does what it says on the tin; it’s the creation of video content for marketing purposes. Audiences are now consuming an average of 19 hours of videos every week, making video content marketing more popular than ever. Over the last few years, we’ve seen the rise of video content’s inclusion in marketing strategies, with 92% of marketers valuing video as an integral part of their marketing campaigns. 


What are the benefits of video content marketing? 


So, why use video content marketing for your business? What does it have to offer? Luckily for you, we know exactly how your business can benefit from video content:


1. Brand awareness


If we had to choose one thing content marketing was amazing at, it would have to be brand awareness. Getting your brand, or business, out there into the big wide world can be tricky, and raising the right sort of awareness can be even trickier. Video content is perfect at showing the personality and relatability behind your company. Providing informative, yet entertaining content in video format is great for customers. Not only does this allow them to visualise how they could benefit from a purchase, it makes them more likely to actually buy.


2. Increased traffic


Video content makes up for 82% of internet traffic, which is 15x higher than 2017. Pretty impressive. Marketers who use video content drive 41% more traffic to their sites than those not utilising content marketing. So, video content is super important if you want to boost traffic.


3. Higher CTR and conversion rates


Looking to increase CTR and conversions? Start using video content marketing and increase CTR by 27% and conversion rates by 34%


4. SEO benefits


Google loves video content, so optimising your video marketing is a great way to improve SEO and rank higher in search results. 


5. Increased shares


Everyone loves a good video, and as there is more room for comedic or emotional sentiments, a video is more likely to be shared. There is also the possibility of going viral, which is every businesses dream. Why not increase your chances of being visible to the masses by effectively utilising video content?


What are the types of content marketing videos?


There are loads of types of videos you could go for, but you need to choose one that fits your spec. The most common types are explainer, social media and presentation videos, but if these aren’t right for you,  there are tons of others to choose from


How to use video content marketing

video content marketing camera

Every good marketing campaign starts with a really great strategy. It will also prevent any mishaps, like going over budget or wasting time on projects that haven’t been properly researched.  


1. Decide a budget


How much can you realistically spend on your videos? Included in your budget should be things like video equipment, sets, actors, and anything extra you need. Remember, you don’t have to have a huge budget to make amazing video content. 


2. Setting up a timeline


A concrete timeline will help to keep track of how much you’ve spent and how much you have left to spend. Parts of a timeline that should be put in place include: writing a script, getting used to your equipment, shooting and editing the video, deciding on music or a voice over, and finally, the chosen upload date.


3. Timings


Short and sweet is the way to go, we say. No one is going to sit through a long video – it needs to be snappy, yet informative.


4. Pick a platform


Picking a channel to upload your content to is vital. With 88% of marketers using YouTube in their video marketing strategies, this is a popular platform to go with. Instagram has also gained popularity, with  68% saying they will utilise Instagram’s video capabilities. The same goes for TikTok, which has gone up to 33% for 2022.


5. Optimise videos


If you’re using multiple platforms, you will need to optimise your videos. Each channel is going to run slightly differently to one another, so optimisation is key. 


Analyse your video content marketing

analyse content marketing data


Tracking the performance of any content you post is the key to improving your posts and your business. Take note of your CTR and conversions, and if they’re low, how can you improve them? If your video content is underperforming, take a look at your competitors. You could even do a competitor analysis, and see what you can learn from them. 

If you’re looking to up your content game and throw in some video marketing, why not get in touch and see how we can help?

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