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1. How toEffectivelyUseVideo ForContent Marketing
As the digital marketing landscape continues to change, expect to see a shift toward
more video content. Marketing with videos online and through social media is expected
to grow, and while most brands are focusing on written content marketing, you can get
ahead of the pack by producing videos today.
The shift toward video marketing is undoubtedly fueled by the addition of apps like
Vine and Instagram Video. It’s also due to the fact that more and more people have
mobile devices connected to networks with speeds that can support video playback.
With today’s constant connection to the Internet, more and more people are looking for
ways to quickly get the information they want.
How to Create Effective Marketing Videos
With recent advancements in technology it’s no longer necessary to have video
production in Idaho equipment to be able to produce a high-quality marketing video.
You do, however, need to have a few essentials.
You’ll need to have a decent camera capable of capturing video, as well as a
microphone you can connect to the camera. You’ll also want to have proper lighting
and some sort of video editing software you can use to edit the rough cut of your video.
Identify Your Audience
Before you even begin filming, you need to identify your audience and cater a message
specifically to them. Consider their interests, age, gender and the amount of time they
are likely to spend watching your video. While a broader reaching video will likely
reach more people, interest-focused videos often have higher conversions and result in
more lead generation.
After you know exactly who your video is for, you can start to craft your message.
Remember your video is not all about you—rather it should be about your customer.
Identify areas in which you can lend your expertise to benefit your customer. This
should be the same strategy you are using for your written content marketing efforts,
applied to video.
Create and Edit Your Video
Determine what type of video you will create, and what resources will be required.
Interviews and product demonstrations are great for content marketing, as are
testimonial videos from existing customers. There are several ways to produce each

2. type of video, so don’t forget your target audience and identify what will appeal best to
them.
After you shoot your video, you will take the rough cut and edit. Create a story—the
more interesting the story, the more people who will watch the entire video through.
Length is also important, as few people will watch a video more than a few minutes
long. If you are having trouble cutting it down to size, consider making two or three
videos from the materials, or an extended version for those who want to know more.
Publish and Promote Your Video
After your edits are complete, you need to determine which video hosting platform to
use and how you are going to promote and share your video. Each video hosting
platform has its own benefits, so use the one that will help you best reach your target
audience.
Finally, you need to promote your video the same as any other content marketing
material you produce. Optimize the video for search using tags and adding keyword-
rich descriptions. Share it on social media, your blog, and you may even want to use
paid advertising to promote it. Make sure it can easily be shared across all social media
platforms.
Continue to create videos to complement your content marketing efforts. Experiment
with different types of videos and remember to tailor content to a specific buyer
persona for the best results. Video is likely to become an essential part of your
marketing strategy in the near future, so learning how to best implement it now will put
your company ahead of the rest.