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Video Content Marketing News, Tips, Trends, Strategies and Best Practices

The latest news articles and information about video content marketing including company case studies, tips, campaigns trends, software tools and industry best practices.

5 Easy Ways to Extend Your Video Content Marketing Reach Beyond YouTube

| | Marketing Interactive - Ruth Maguire
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YouTube may be the number one platform for video content marketing, but it's important to go beyond the platform to ensure it's worth the money you put into the online video production (be it a little, or a lot.) Here are five easy ways you can extend your video marketing reach beyond YouTube. They include publishing the video content marketing material on your own publishing site, by either video embedding or using a different video content marketing platform. You can also use Facebook, Twitter, and Vine social media video marketing platforms to upload social media video marketing content. Another option is to give exclusive access to consumers of paid video content marketing material. This in particular is a great way to build a video email marketing campaign. The value of an email address to a video content marketer is valuable. Speaking of valuable video content marketing material, making online video marketing content shoppable is a relatively new practice, but one that is starting to become more popular, especially among businesses that promote DIY projects that can sell materials to their clients. Finally, video content marketers can sell their online video content to affiliates where video content subscribers can watch exclusive video content material and the business or marketing agency can gather revenue from the video content marketing material views. Have you considered any of these options for video content marketing campaigns? Read the full article »

Case Study: How Four Brands Are Killing It With Video Content Marketing

| | Content Standard - Keri Longacre
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Content Standard by Skyword has put together a list of four brands whose video marketing campaigns are winning the consumer engagement game. They are primarily B2C businesses, but B2B can still take away best practices for video content marketing from these examples, such as creating compelling how-to videos. Lego's use of long-term video content marketing campaigns shows us that video content marketing can include even feature-length films. Birchbox's video content marketing strategy includes a "veritable beauty bible" of video content marketing material that shows users in how-to videos how to use the products that come in Birchbox packages. GoPro uses their own video marketing tool to create entertaining video content material for viewers that inspire "unlimited possibilities." And finally, Dove's video content marketing campaigns have inspired many conversations about the philosophical questions raised by their video content material. Do these four brands inspire your business to create quality video content marketing material? Read the full article »

Consumers Want How-To, User Testimonial, and Overview Video Content Marketing

| | eMarketer
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The best way to connect with potential consumers is to create how-to online video content marketing material. According to eMarketer, viewers are more likely to watch a how-to video for a business or service than to read a lengthy tutorial post. Brands that create video content marketing that shows users how to use their product or service see a boost of higher sales and more loyal customers. Using video content marketing also helps brands to learn more about their customers because creating video content marketing material requires the video marketing manager to know how to speak specifically to their customers. "Three-quarters of digital video viewers found it helpful to watch a video before making a purchase." Users most wanted to see how-to videos showing them how to use the product or service, followed by getting an overview of a product or service. The making of a product and customer testimonial online video content also scored high in the eMarketer poll. Read the full article »

Four Questions To Ask Before Building Video Marketing Content

| | Columbus CEO - Doug Dibert
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There are four questions you should ask yourself before you begin any video content marketing campaign. Who is your target audience for your video content marketing? How much video marketing content do you want to produce and how long does each piece of online video content need to be? Should you hire a professional video content production company or should you create your own online video content? Where should your video marketing content live - on YouTube or on a different online video platform? Read the full article »

Eight Types of Online Video Content Marketing That Captivate

| | Digital Accomplice - Dane Frederiksen
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Video content marketing is a great way to engage and attract audiences. If you're stuck on "what kind of video content marketing should I make?", this post will start your brainstorming session. These eight types of online video content are guaranteed to speak consumers. Explainer and overview online video content, educational online video content, demonstration or demo videos, perspective videos, news and update videos, case study videos, use cases videos, and offer videos are all great types of insightful video content marketing that you can use to engage customers. Read the full article »

Three Tips to Create Insightful Online Video Marketing Content

| | Gulf Business - Sophie Rayer
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Video is a fact of life now. Three things are certain in this new age of video content marketing: viewership will continue to rise, creating a need for new and original online video content, and video marketers will continue to think of new ways to get their online video content watched. This may include making video content marketing shorter, but also making storylines more impactful. Follow these three tips to create insightful online video marketing content: do not drive away your website visitors with your video content marketing. Is YouTube the best place for your online video content if you know viewers will then go back to the YouTube homepage and not your website? Do not underestimate the power of cross-device video content compatibility. Over 50% of online video content views are now done on mobile devices. You must include mobile-friendly versions in your video content marketing. And finally, don't forget to create compelling online video content. Research your consumer's habits and create online video content that will speaks to them. Read the full article »

Growth Hack Content Marketing With Online Video

| | TechCo - Agu De Marco
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Growth-hacking is a "lean start-up" term for using conversion marketing tactics to grow a business quickly and efficiently. Every marketing effort is implemented to make the company grow in some way. Video content marketing is a great tool to use because studies have shown that people who watch online video content are more likely to buy. The easiest way to use online video content is to include it on landing pages built for conversion. But, apart from that, you can also use online video content through "video newsjacking", a practice whereby you utilize timely news to "amplify" your marketing efforts. This practice should be done very carefully though. There are plenty of examples where that backfires on a brand. You can also growth-hack by reaching out to video stars or YouTube Influencers to endorse your brand. Video email marketing is also a smart way to growth-hack your marketing efforts. Your click-through rates can increase by just adding the word 'video' to your subject line. Read the full article »

Data Measurement Culprit for Lack of ROI on Video Content Marketing

| | Content Standard - Jonathan Crowl
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A recent report from Econsultancy measured ROI on various forms of marketing. The traditional type of marketing such as PPC and email showed the best ROIs but video content marketing rounded off the list at the bottom. This could be due to the fact that there is a lack of knowledge among online video marketers on how to properly measure the ROI of video content marketing campaigns. Some may not even know how to run an "active video content marketing campaign" at all. Video content marketing plans that focus on engagement are difficult to measure. Tangible numbers for conversion may be slim. What's interesting is that marketers just may not be focusing on ROI as a benchmark for success, but the tide is turning as more video content marketers are beginning to understand how to prioritize measurement. Read the full article »

The Essential Reasons For Building Video Marketing Content

| | TechCo - Katherine Ogilvy
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Video can convey a lot of ideas in a very short span of time. In TechCo, Katherine Ogilvy runs through the three reasons why you should consider video an essential part of your business's marketing campaign. Your content is shareable through social media thanks to the streamlining of platforms like Twitter and Facebook. It places the power into the hands of the viewer, which can be a scary thing, but can be an extraordinary bonus if it goes viral. Consider the ALS Bucket Challenge as an example of how video and social media work well together. Further to that, video has a way of sticking in people's minds more so than any other type of marketing material. Ultimately, you want those viewers to turn into consumers so you must build a conversion rate benchmark into your campaign. Read the full article »

7 Story Archetypes You Can Use for Your Videos

| | Sparkol - Ffion Lindsay
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Building video content often means creating a story around your central message. Does the thought of storytelling fill you with fear? Don't worry, there aren't that many types of stories to choose from. In fact, most stories can be whittled down to seven major archetypes. This blog post outlines those archetypes and how you can turn them into quality video content for your business. Read the full article »

Three Reasons to Use Video for Effective Customer Engagement

| | Mobile Magazine
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One important thing that businesses need to know is what sort of engagement they want to make with their customers in every step of the cycle. As the years have progressed, video has become more and more important in the way a business creates a type of engagement. There are three compelling reasons why video should be used to grow and expand your business. Read the full article »

Five Best Ways to Include Video in your Marketing Campaign

| | LinkedIn - Courtney Zito
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In the new digital era we've had to rethink about where we advertise our content, and how we do so, to keep up with the times. Video marketing was traditionally associated with the big name brands that could afford to purchase thirty-second spots on television. Now with "everyone and their mother" creating content, video is no longer reserved for these upper echelon companies. Now you too can make video content. But just because you can doesn't mean that you should. As long as you know where that content is going, you'll be able to create a piece that is relevant to your customer. These are the top five ways to include video in your marketing campaigns. Read the full article »

Measuring ROI From Content, Video and Mobile Advertising Difficult

| | Econsultancy - David Moth
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A recent report from Econsultancy and Oracle Marketing Cloud analyzed marketing campaigns success based on ROI. What emerged was a list ranging from highest to lowest success rate. Not surprisingly, paid advertising topped the list and email marketing came in second. Mobile, content and video marketing all rounded off the list near the bottom. The report asked marketers to define their areas of focus for 2015. You'll be surprised by where their attention is going. Read the full article »

How Adobe and Nielsen Plan to Overhaul Online Video Marketing Metrics

| | Online Net - Troy Dreier
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Adobe and Nielson, the well-known audience measurement system company, are teaming up to create a new measurement system for online video. Scott Smith, senior product manger for Adobe, give attendees some insight into the measurement system currently being developed, which was announced in October 2014. The ratings will also gain a boost from Facebook data. This new measurement will be called Nielson Digital Content Ratings. It is set to launch in Q3 of this year. Read the full article »

How to Budget the True Cost of Content Marketing

| | Business 2 Community - Joel Klettke
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Content Marketing Institute's 2015 report showed that 28% of B2B businesses are spending 28% of their marketing budgets on content marketing strategies. But the same report also shows that 41% of B2B businesses cite lack of a budget as a barrier to implementing content marketing strategies. Successful marketing budgets depend on a lot of variables. Each stage of the content marketing strategy can cost an arm and a leg or it can also be bootstrapped pretty efficiently. It's all dependent on your business's time and budget constraints. This list will give you a good idea of where the true costs of content marketing may lie. Video content marketing especially has a wide spectrum of costs associated. It can be done effectively on the cheap or also be given the star-quality treatment. Read the full article »

Content Marketing: "It's About the Experience"

| | The Drum - Jon Davie
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Content marketing is not a new concept. Instead of telling people what you want them to do, like in traditional advertising, you give them something that they want, be it entertainment, utility or information. Being useful earns the brand the right to exist in a consumer's mind. That results in greater awareness, consideration and loyalty towards the brand. This process has not fundamentally changed in the new digital landscape. What has changed is the method of delivery. "If you're in the business of being useful, this is a transformational opportunity," says Jon Davie. Read the full article »

How to Add a Powerful Call-to-Action to Your Video Marketing Strategy

| | Vidyard - Emily Ross
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Building a video content strategy into your marketing plans is a great way to capture the attention of a potential consumer on a different platform, but if you don't have a compelling call-to-action (CTA) at the end of the video, you risk losing that potential consumer before he's even finished the video. Creating a CTA that works through video isn't as simple as adding a "Click here" button to the page. These six tips will ensure that your video content strategy will guide the consumer through the marketing funnel. Read the full article »

PepsiCo Learning Tough Content Marketing Strategy Lessons

| | The Drum - Seb Joseph
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PepsiCo's no amateur when it comes to content marketing. In 1985 they included special Zero-G Pepsi Cans on the Space Shuttle Challenger and converted the event into the "Space Can" campaign. However in the new digital space, PepsiCo's head of marketing Sebastian Micozzi reveals there are still tough lessons to learn in order to create a truly effective content marketing strategy.

YouTube is a major part of that strategy. Micozzi wants users to "stick around for the conversation", not just watch and move on. He joins a growing trend of marketers who are looking back to TV to learn new methods of capturing audience attention. Read the full article »

When to Use a Video Marketing Strategy in Your Marketing Funnel

| | Vidyard - Eric Hinson
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The marketing funnel gets a bad rap for being overly simplistic. While consumers take many different paths from brand awareness to loyalty, it's still a good tool to use to identify how to speak to your audience at different stages of the buying process. The stand-alone how-this-works video on your website's homepage may not cut it any longer.

Walk through the four different situations where you should consider using video to move potential buyers towards the check out. Read the full article »