How to Use Inbound Marketing Strategies for Video Content

February 2, 2017 - By 
inbound marketing

Any marketer worth their weight in salt knows that consumers love video content, which is why businesses nowadays regard video as a powerful inbound marketing tool.

Knowledge alone, however, does not guarantee that such video content will be used effectively; some psychologists are of the mind that there are “conditions” that “drive visitors to prefer text” rather than video.

In other words, there is a science to marketing via video content that shouldn’t be ignored. Marketers must, then, take care to develop content marketing strategies that will optimize the success of their video content.

That said, here are 3 tips to keep in mind when creating video content:

Make Your Video Content Short & Concise

While there is certainly a time and place for long-form video content, you need to understand when exactly producing it is appropriate.

You also need to understand that people won’t necessarily view your content as efficient just because it comes in the form of a video.

As you no doubt know, video content is supposed to supply potential customers with information quickly and concisely. Imagine, then, what would happen if your video content was neither short nor concise.

Few would probably watch it.

As a matter of fact, there are actually people who prefer to read video transcripts of long-form video content for the sake of saving time, so if you must create long-form video content, you should consider providing a transcript.

Make Your Video Content Appeal to the Target Demographic

Perhaps this piece of advice seems needless; we tend to think that people generally understand how to accomplish this task.

Unfortunately, however, our assumptions can sometimes be way off-base.

As it turns out, some people are clueless about how to make their content appeal to their target audiences. Luckily for them, this issue can be rectified by conducting market research and revamping marketing campaigns in response to the findings.

Take, for example, a high school’s campaign to discourage the use of recreational drugs. Let’s assume that this school produces video content in the form of cheesy cartoon sketches.

Needless to say, these campaigns fall flat because teenagers (the target audience) have other interests.

So how might the school have gotten a better response from the students?

Well, for one, they could have instantly found out more about their students’ interests by polling them. They might have even done a little research online by visiting social media pages geared towards teens.

Surely they would have found that popular music and reality television appeal more to teenagers, which would have prompted them to organize a campaign that capitalized off of those interests.

Choose Your Video Hosting Platform(s) Wisely

Not all video hosting platforms were created equal. Even so, that doesn’t mean that you should choose one over all of the others.

Instead, you should think about what you’re looking to get out creating your video content before you choose your hosting platform(s).

If, for example, you want people to discover your videos organically via search engines, you’ll definitely want to post them on YouTube. Simply put, platforms such as Facebook will not offer this type of organic search traffic.

Still, Facebook and the other video hosting platforms have their advantages if you know how to exploit them.

Consider, for instance, the fact that Facebook allows people to “curate” their news feeds. If you create shareable content, it’s quite possible that it will travel around the right circles, thereby getting you desirable results.

We’ll acknowledge it: Regardless of how many tips and tricks you keep in mind, video content marketing is still a challenge.

Having said that, we’d never recommend that you bypass businesses that specialize in inbound marketing strategies if you’re really having a tough time of things.

There is no shame in needing a little help. That’s one of the only guarantees when it comes to marketing.

Posted In:  Marketing