Fresh Ways to Use Video in Your Content Marketing
As more marketers rely on content marketing to educate prospects and move them through the funnel, it’s becoming increasingly difficult to break through the noise and identify effective methods to connect with your best buyers.
However, there is one method that is particularly effective
The number of B2B content marketers using video has grown steadily each year, rising to 79% in 2016. This growth can largely be attributed to the fact that video is a powerful tool — in fact, 87% of companies say video marketing effectiveness is increasing.
But with so many marketers using video, how do you separate your brand and your content from the pack?
In this blog post, we’re sharing two underused ways you can leverage video to earn your prospects’ attention and broaden your content exposure.
Many marketers might hesitate at the thought of producing videos, assuming the perceived price tag will be a roadblock. However, 73% of marketers say that video has positively influenced marketing ROI.
With a professional production company, you can easily create short teaser videos to drive traffic to your longer pieces of content.
Here are the top three types of video teasers you should be using:
1. White paper overview
The disappointing fact about white papers is that most of them are not read. They’re often perceived as cumbersome, fact-heavy documents, most useful for scanning through and perhaps picking out 1-2 takeaway statistics.
Combat this by creating a short video that covers the key details from your white paper to pique your audience’s interest and encourage them to download it. These videos are easily digestible for viewers and simple to create with the right team in place.
2. Webinar spotlights
These teasers turn your webinar into a mini-visual podcast. They take a 1-3 minute segment from your webinar audio and combine it with text for a powerful impact of your key message(s).
This teaser is a great asset to promote your on-demand webinar, or as a short piece on social media to capture interest. It also engages people who are interested in your topic but can’t watch the entire webinar.
3. Event teasers
Drum up excitement for an upcoming physical event by creating a bold video teaser. It’s a great way to capture attention across the web – your website, social, emails, and more. Get creative and go big.
If you want to leverage teasers in your promotions, ask yourself these questions:
- What is the purpose of the teaser?
- Is it to create short-term engagement and widespread awareness or to drive traffic to the content for lengthier engagement?
- Is the video consistent with the content?
It’s great to be unique; however, each piece of content in a campaign should share a similar look, feel, and message.
It’s also important to consider which channels you’ll use for distribution. If you’re uploading your videos to social media, make sure you know the total run times (known as TRT) on each platform:
For marketers who have adopted an account-based marketing strategy, creating short custom video emails is an effective way to connect with your target prospects in a personalized manner.
With more than 205 billion emails being sent and received each day, a quick video customized specifically for your contact can command more attention and personally approach them in a human-to-human manner.
At BrightTALK, some of our sales development representatives have begun using a service called BombBomb, where you can easily record videos from your smartphone, tablet, or webcam and send them via email. This has made it easy for them to quickly send personalized videos while tracking the open and play rates.
Here are a few ideas for using personalized videos:
- Webinar invites
- Happy hour invites
- SDR outreach
- Booth meetups
For more underused promotion tips and tricks, including fresh ways to leverage email, direct mail, and webinars, download our guide: Underutilized Promotional Tactics: Increase Engagement with Your Prospects.