Utilizing Video Content Marketing
In almost every digital marketing campaign, there are two main goals: promoting a product or service, and generating brand awareness. Most companies put all of their energy into the sales pitch, but they often miss the opportunity to engage prospects emotionally, which can create authentic fans of your brand.
Today I want to introduce you to content marketing. To be more specific, video content marketing.
What is Content Marketing?
Content marketing takes a more relaxed approach to selling, focusing on engagement prospects through entertaining and informative content. This can be done through a series of videos, blog posts, or a social media campaign. The idea is to position yourself as the authority in your field by offering helpful tips to anyone interested in your area of expertise.
By providing useful and entertaining content, you’re offering free and genuine help to your prospects, and at the same time proving your knowledge and authority in your field.
Example: Practical Garden Ponds
Nate Brunk of Practical Garden Dream Ponds offers custom pond installations, and also sells all the supplies pond owners need to keep their ponds healthy and beautiful. Nate wanted to create a marketing campaign that would show off his authority in the pond world, and instead of a single video talking about his experience, we created a 12-part YouTube Series that walked viewers through all of the steps to building their own dream pond.
The goal of this campaign was to share genuine tips and advice to anyone interested in building their own backyard pond. It gave viewers tons of free information to help them get started, and for anyone who was on the fence about building an entire pond themselves, Nate and Practical Garden Dream Ponds became their authority in pond building and maintenance.
Nate’s video content marketing series lives on YouTube, where it has gained close to 70,000 organic views. Nate also hosts these videos on his website, and shares them on social media. The videos were created as a free guide to pond enthusiasts and newbies, but by providing an informative and entertaining video series, more and more customers are coming to Practical Garden Dream ponds for their pond needs. Sales are up over 100% from the launch of the campaign.
The Science Behind Video Content Marketing
The internet is primarily used by consumers to follow their interests and connect with friends. When you provide emotionally engaging content, within their areas of interest, you’re fulfilling their emotional needs while also introducing them to your brand. Nate’s video used information and tips to bring viewers to his brand, but entertainment can be just as effective.
Example: Red Bull
Red Bull has been producing content marketing videos for years. Instead of telling viewers to buy and drink Red Bull, these videos focus on extreme sports stars performing incredible stunts. There is plenty of Red Bull branding throughout the video, but what the brand is really doing is associating top-tier extreme sports with their energy drink. Red Bull gives you wings, right? This is one of their latest spots. Start watching the video and see how engaging it is for yourself. Here’s a screenshot of one viewer’s comment on the video.
While this is a big-budget production, what makes it successful is the entertainment value. People will happily share great content with their friends and family. Whether they like it or not, fans of this video are promoting Red Bull everytime they tell their friends to check out “the new Red Bull video.”
If you’re interested in utilizing video content marketing for your brand, getting started can be as simple as taking out your phone and hitting record. With a targeted schedule of content, using keywords and filling an undeserved market, you can quickly position yourself as the authority in your field.
If you need help developing a schedule of content and creating high-level video, Edge of Cinema’s creative team is happy to sit down for a free consultation.