For the past decade the battle cry of marketing has been, “Content is King! Content is King!” Well guess what? Now everybody has content. And by everybody, I mean – everybody. Your dentist, your place of worship, and even the makers of the cereal you ate for breakfast all create content.
Of course, content has always been available; there just used to be infinitely less of it in the world. The overproduction of content has made it more difficult for brands to stand out.
The goal is to generate engagement with every item you publish. This provides a challenge for content marketers. While blogs, decks, and newsletters are important, these forms of content can fail to connect with busy prospects. That’s why it is more important than ever to incorporate video into the marketing mix.
A video can require a bit more of an investment, but it is an effective way to hook consumers and drive them toward more comprehensive information. No video will close a deal but it can get you one step closer to it by peaking interest and opening the door for discussion. Also, a video is more enjoyable than opening and reviewing a deck, or reading a newsletter. Instead of being confronted by a screen full of text there is just a big red “play” button to push.
Here are three keys to developing a successful video for marketing initiatives:
- Keep it short. Remember, the video is being used as a door opener, not a deal closer. Potential viewers will often glance at the total running time of a video; if it is longer than a minute or two it will be moved to a “watch later” list and likely never be viewed at all. A good target is 60 seconds.
- Keep it moving. Whether a video or animation, never let your video become too static. Even a “talking head” video should include cuts between camera angles or the inclusion of supporting graphics and photos. You should never to be able to count to ten between cuts or camera moves.
- Keep it specific. Your video should have a job to do. This might be encouraging the viewer to call for a free consultation, join a mailing list, or dig deeper into your website. End your video with a clear call to action.
One last thought: when it comes to producing a video, trust it to the pros. Just because you can buy fabric and a sewing machine doesn’t mean you should make your own clothes. And just because you can make videos with your phone doesn’t mean you should produce it for professional purposes.