How content marketers can succeed with video

August 27th, 2015

Ahead of the next CMA Digital Breakfast, Chris Price looks at six ways you can produce better video content

There’s little question that when it comes to content marketing the role of video is becoming increasingly important. According to Cisco, video will account for 69% of all internet traffic by 2017 with Nielsen claiming 64% content marketers expecting video to dominate their strategy.

YouTube now receives one billion views a month with 20 million Brits viewing at least one online video a week. Recent success stories include a campaign for Volkswagen that attracted 155 million views from three YouTube videos.

But it’s not just big businesses that can afford video. At the same time as high speed broadband has improved customers’ connections speeds making video easier to watch on the web and social media, the barriers to entry for producing video have fallen dramatically. No longer do you need to be a technical whiz kid to produce a slick looking video with decent editing packages such as Wondershare’s Filmora available for under £50. Nor do you have to make a video epic in order to engage customers. As well as YouTube there are also short form video platforms like Twitter’s Vine which is great if you have a simple idea that can be conveyed in six seconds such as this one for Asda’s Christmas decorations last year. Here we offer six tips to producing better branded video content:

1. Tell a great story – The importance of great storytelling can not be underestimated. We all love a great story, reckons Stephen Fellowes, Creative Director of Catsnake Films who will be speaking at the CMA’s Digital Breakfast on September 17th. ‘Good stories touch us deep down and make us feel good – even scary, sad or unpleasant stories.’

Is there an interesting story to tell about the company you are representing was started or something about what it does which will have a broad appeal?

2. Make content worth sharing – Everyone hopes that the video they produce will go ‘viral’ and be watched by hundreds of thousands people. Sadly very few do become truly viral. However, thanks to social media you can now do much more to find and build an audience than ever before. Keep an eye on trending search terms and identify any keywords that viewers might use to describe a video when sharing it. The most shared videos are generally the ones that elicit an emotional response – whether that’s joy or sadness.

3. Look at collaborations with publishers/channels – There are audiences ready and waiting on social media platforms, especially on YouTube where some of the biggest ‘Vloggers’ or YouTubers have millions of subscribers to their channels. The trick is finding the ones that match your client’s demographic and who can help build your audience. For example, KITKAT recently partnered with YouTube’s Marcus Butler, who has close to four million subscribers, on KITKAT Presents: Marcus Butler, The YouTube Break. This has so far received over 1.5 million views.

4. Be authentic – Audiences know a product endorsement when they see one, so always be transparent with your content, particularly when it comes to collaborations. The nature of the relationship between the brand and the creator should always be upfront. It’s also worth bearing in mind that the publisher/YouTuber is a brand in their own right which they’ve spent a lot of time and effort building up so you need to consider their brand values when you are starting to work together and not try to impose your own or your client’s brand on the channel.

5. Use the material you have – Just because you’ve made a video for the web doesn’t mean to say that it can’t be used – at least in part – elsewhere, such as on YouTube channels or Facebook. Reusing openers, closers as well as any images you own is one way of making the production budget stretch further. However, be prepared to edit videos appropriately. Generally speaking, people aren’t going to watch a lengthy corporate video on Facebook, especially if it lacks personal engagement so always ensure the content is appropriate for the audience and the medium.

6. Capture as much data as possible – As with any content marketing campaign, clients need to see a return on their investment. Always make sure you capture marketing metrics about who watched the video, for how long and in what context as well as any comments that have been left. If you understand who is connecting online and when, you can offer more video content at the right place and the right time.

Next CMA Digital Breakfast: Video Content for Engagement and Lead Generation, Thursday 17th September, 9am to 11pm, etc. venues, The Hatton, 51-53 Hatton Garden, EC1N 8HN. To book click here.

Commissioned by The CMA
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