Video content marketing has emerged as an exceptionally effective marketing tactic but unfortunately most companies don’t do it right. They either don’t know how to embed a marketing message in it or don’t get the right idea at the first place.
According to a YouTube video study of the Top 100 brands from Interbrand’s 2012 Best Global Brands conducted by CMI (Content Marketing Institute), around 50 percent of the business videos had fewer views than 1,000. It’s been really difficult for even big brands to reach their audience and gain traffic despite spending a huge amount.
There may be two reasons behind their failure – one, low quality content and two, content marketing issue. Brands have spent a major chunk of their budget on video production and almost ignored video marketing and promotion. Just floating a video and assigning a few tags is not enough to make them popular. It’s equally important to put dedicated effort in video content marketing.
Video Content Marketing Strategy
Video is certainly taking over the world. It can drive unexpected growth in popularity and sales within just a few days. Creating and publishing video may seem easy but marketing it tough. There are a few very important elements that you should keep in mind all the time when marketing your videos. These are:
1. Producing More Content
The YouTube video study revealed that the most successful video content marketers have produced more videos of different lengths and diverse content. The top rankers not only had produced amazing content but they were also present in abundance.
As the target market is never homogenous, the likes and dislikes of people differ. It is not necessary that one single video is liked by all. So, producing a lot of videos with diverse content is the only option left with brands to connect with large and heterogeneous market.
The other reason is that frequent communication doesn’t let your audience forget about you. If they like your content, they keep coming back to you for more.
2. Integrating Videos and Web Content
The study also showed that most effective marketing programs established a close relationship between their YouTube content and their website. The successful brands have integrated their videos on their website as well. The best part is that the YouTube content is automatically compatible to mobile or tablet viewing. So, when you integrate a YouTube video on your site, your audiences are able to watch them regardless of the screen size of their device.
3. Communicate With Your Audience
Videos are more engaging than any other form of content. People are 10 times more likely to engage with, like, share, recommend and comment on a video than any other content. So, it will be a great idea to engage your audience on YouTube through videos and communicate with them. The platform is not only a collection or repository of videos but it’s also a social media platform.
4. Paid YouTube Advertising
Content marketing experts say that paid YouTube advertising can deliver ten times more clicks than any other video advertising network. The platform drives both engagement and calls-to-action. YouTube is a must-have platform when it comes to video content marketing.
So, it’s not sufficient to just produce and put up the videos on YouTube. Promoting and marketing them is equally important to bring desired results and drive sales.