June 9, 2015
By Matt Aunger
If you find yourself intimidated by the concept of creating video content, you’re not alone.
Every minute of the day, YouTube users alone upload 72 hours of new video content, not to mention uploads to Facebook, Vimeo, Daily Motion or Wistia.
With all that noise, making your video stand out, increasing engagement and finding ways to add value is a mammoth task; which makes doing it right even sweeter.
Fortunately, there are tons of great blueprints for creating valuable, meaningful video content.
I’ve taken a closer look at some of these strategies and have condensed the advice here, in a “delightfully short” guide to adding value with your video content. I’ve included the latest research on video content, the best expert tips, and some great examples of video content done right. If you’ve got any more tips or examples of great brand videos, I’d love to hear them in the comments.
The Stats Behind Valuable Video Content
At first glance, taking on the challenge of adding video to your content marketing mix might seem enormous to say the least.
So why would you want to take on such a mammoth task?
- Video generates 3x as many monthly visitors to a website as other content
- Visitors spend 88% more time on a website that includes video
- Organic traffic from search engines increases by 157% with video
- Consumers are 46% more likely to seek information about a product or service after seeing in an online video
- Consumers are 85% more likely to buy after watching a product video
- Consumers have 52% more confidence in their online purchase with video
Online video presents a huge opportunity for you to add tremendous value to your brand, whether you overall goal is increasing conversions, improving brand confidence or simply to show you care.
With the advent of social streaming platforms such as Meerkat and Periscope, and in a world where the majority of marketers already have some way of recording HD video and access to easy-to-use editing software, it’s clear that no matter your budget or ability, you can create valuable video content.
The 5-Step Process to Creating Video Content
I’ve gone through some of the best user guides to making engaging video, and I’ve highlighted a few of the key steps that experts are suggesting you consider when creating video content.
Here is a quick rundown of my five steps toward more valuable video:
- Listen and understand your audience
- Align with your brand goals
- Create the content and make it resonate
- Share. Share. Share again!
- Measure. Analyse. Understand.
1. Listen and understand your audience
First things first, before brainstorming video ideas or choosing the right video tools or thinking about which cameras to buy, you’ll need to find out:
What does your audience want to see?
Making the effort to understand what your audience wants can add a huge amount of value to your video.
Before settling on an idea for your video, spend some time getting to know your audience, looking at what they want to know about your brand and what they are talking about in the industry.
Earlier in the year, Kevan’s post covered some really useful tools that can help you understand and get to know your audience. With that list in mind, here are a few ideas of where to begin with listening:
- Social media conversations, questions, and replies
- Surveys sent to your users, subscribers or followers
- Frequently asked questions from your support inbox
- A Twitter hashtag search of something meaningful to your brand
- Popular question headlines in a BuzzSumo search of your brand’s keywords
2. Align with your brand goals
Once you’ve identified a topic for video content that you think your audience would enjoy, the next consideration is you and your brand.
Does your video idea fit with your brand’s goals?
After you’ve taken time to understand your audience, Katherine Hipwell of Red Bee Media suggests looking toward your brand goals and seeing how these align with the needs of the audience.
What is a brand’s objective? What is the audience interested in? And how can this be done in real time?
Here’s a neat Venn diagram that touches on the intersection of these three key questions. Aim for video content that can answer “Yes” to all three questions.
If it becomes a struggle to align brand objectives with audience wants and needs, consider shelving the idea for the time being.
It is a tough thing to do, but will help you focus on the most valuable ideas for both the brand and audience.
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