As anyone with a digital presence will tell you, the content marketing industry has exploded over the past 18 months, with video at the forefront. The popularity of all forms of content has grown, from blog and white paper, to email marketing and of course visual. The more its reputation grows, the more trends begin to take shape, and something we sadly see more prominent than most is quantity over quality.
Whichever forms of content marketing you choose to promote with, it’s important to do them well. An obvious statement you may think, but writing something that reads well isn’t the same as writing it well in a marketing sense. To craft and develop something effective takes time and effort, and this is mostly being achieved. But in reality, it’s where lead conversion comes into play that people are struggling – and it’s conversion that must take precedence. Content must be created to evoke a reaction, or action, on behalf of the consumer. The goal will vary depending on your target audience and the service you provide, but it’s safe to assume that you will be looking for one of these responses:
- A share across social media,
- A newsletter sign up,
- An enquiry via email or phone, or,
- A sale!
Subtlety is of course important, as is variation, especially when you’re talking about video. People crave entertainment as well as information, so making sure you’re creative and diverse in your approach is what will win you the deal – provided you are focussed on your aims.
Of course, we are all looking to see a return on investment for our marketing, as confirmation that it’s worth investing in. The way to achieve this is through targeting specific aims for your campaign and making sure your marketing is geared towards them.
So what’s the first step? Analyse your target audience and the consumer of your content. This will likely vary, so make sure your video content is geared towards those who are likely to watch your video, rather than those who won’t. A good example is a fitness trainer. Creating videos that showcase your workouts is great… but what if your target audience cares solely about results? If you aren’t showing them what can be achieved then the incentive to perform isn’t there, and the lead is lost.
Tapping into a customer’s values and desires is a skill that takes work but is hugely rewarding. Once you have established what they want to hear, the next step is developing an effective call to action. Combine information on your product or service with a clear message of “why you should buy from me”. Providing this isn’t your only approach, it will mean success. Telling people what you want is an easy way of getting it.
So really, it’s a case of making sure what you offer appeals to the consumer and gives them an instruction. With infographics it’s easy: “here is a picture of a giant cake. Share it on Twitter for a chance to win it!”. With video however, you need to be a little more delicate, but the process is the same. Find your consumer, show them what they want to see and tell them what to do with the information.