The advertising field is constantly evolving. Social media and the digital age have really propelled that change in the past few years. Ideas and tactics that worked two years ago have become completely ineffective now.
Video content is one of the trends that have become a necessary part of any successful marketing strategy. If you aren’t actively promoting your company and services through video, you’re falling further and further behind the competition.
But there’s good news! You can start to incorporate video marketing into your content strategy. You don’t need to spend thousands of dollars on a contract agency or hire a bunch of specialists. There are four easy steps you can take right now to improve your video marketing content.
Invest In Better Gear.
Small teams need to stay agile and make the most out of small budgets. That’s true for companies around the world, and it’s a challenge that many entrepreneurs enjoy.
Unfortunately, companies often choose cheap gear or free software instead of investing into a new channel or tactic. And while I don’t expect anyone to order $50,000 worth of video gear, there are some benefits to allocating at least a little bit of budget for this.
One of the biggest mistakes you can make is to produce low-quality video content. Nothing screams “Behind the times” like grainy video quality or bad lighting. If you want to portray your company as an industry expert, you need to show that in your marketing materials.
That is especially true for video marketing where you put a “face” to your brand.
Thankfully, marketing in 2020 doesn’t have to be expensive. If you’re just starting to explore video content, your smartphone can be an easy place to begin. But you could also get some studio lights, a camera, a mic, and editing software for less than $600 — it might be an entry-level setup, but investing money into this channel will help you build a solid foundation.
Create A Content Calendar.
My guess is you have a content calendar for your blog or social media content. But if you don’t come up with a similar plan for your video content, you aren’t setting yourself up for success!
Approach your video production the same way you create any other piece of content. Think about your audience’s needs and expectations, and how your company can speak to that. Pick a CTA and provide links that help the customer take that step. Structuring your content into a series or cluster helps establish a sense of continuity across the entire platform.
This is how you can make sure you are covering new topics and growing your video channel, rather than rehashing the same ideas again and again.
Another benefit from a content calendar is resource management. Planning out the topics you’ll cover helps keep content fresh, but it also helps you predict which people and gear you’ll need. Your content calendar is a lifehack that helps you squeeze every last penny out of your budget.
Try New Video Formats.
Whether you’re new to video marketing or a total pro at it, there’s one thing you can still improve: Keeping your content fresh. Poor visual quality might be the worst video marketing mistake you can make, but a close second is rehashing the same old content again and again.
Mix up the style of video you’re sharing.By exploring new formats, you’ll learn what resonates with your current customers, and possibly attract new customers as well. But the primary goal is to avoid letting your content get stale.
Things like an animated whiteboard can be a great addition to the normal “talking head” presentation. And providing conversations or vlog-style videos can help you include some personality with the information and value you already provide.
This entire idea can seem risky…unless you have a content calendar. Breaking out of a routine to try something new can be fun for your team, and it’s a manageable risk because it’s all part of a larger plan.
Think About Sound Design.
The fastest way to add a sense of authority to videos is using music or sound effects.
You don’t want to overdo it, of course. Creating a bunch of promotional videos with intense music can get tiring for viewers. But if you’re following the other steps on this list, you’ll be able to build a content strategy and use music to create a more professional atmosphere in your videos.
Music also brings weight and emotion to what’s on screen. Most YouTubers and Instagram influencers combine funny videos with a specific style of music. There’s something epic (and recognizable) about travel and adventure videos.
Content plays a part in that perception, but the music is what sets the tone for viewers.
That idea also applies to video marketing. Think of your favorite TV commercials, YouTube ads, etc. There’s a good chance that one of the things that stuck with you wasn’t the dialogue or offer — it’s the music. The right song can help your message resonate with customers much better than a CTA screen.
Background music is something you can start adding to your videos right now. More importantly, it’s something you can do without taking a huge financial hit. Royalty free music is an industry that exists to help content creators and businesses get high-quality music they need for a cost that makes sense.
Take Your Next Step.
Every company faces unique challenges and works with unique customers. In some ways, that’s truer now than it’s ever been. I won’t pretend like there are cookie-cutter solutions that can turn any company into a video marketing superstar.
But these four tips are growing trends that have worked for companies in every industry. And with a growing focus on visual media, it’s hard not to recognize that video marketing is something worth investing time and money into. It’s a way to maximize engagement on social media, create a sense of personality for your brand, and also stay relevant in today’s market.
Drew Gula is the copywriter at Soundstripe, a company that creates cinematic music and sound effects that help people produce better video content.
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