Content marketing and video marketing
What makes content marketing different from other forms of marketing is that, it adds value to the customer. Supporters and followers of content marketing believe that delivering consistent and valuable information to customers will eventually lead them to support and patronize certain companies or brands. It is not selling to consumers. Rather, it is informing, educating, or entertaining them in the hope that they will buy a company’s products. What is important is to give customers quality content – content that they are willing to seek out, pay for and share.
Content marketing has gained popularity and traction among marketers and companies over the years. Marketing leaders and experts agree that it is not only the present of marketing but also its future. You will normally see content marketing online in websites and in social media. Examples include infographics, articles and podcasts. And content marketing does not stop there. Most people would not think of the “The Lego Movie” as a content marketing “masterpiece,” but this box office hit effectively captures and promotes the Lego brand and weaves it into a story told in a fun, awesome and enjoyable way. It tells, but does not sell, which is what content marketing is about.
Video marketing is also an effective form of content marketing. Video marketing is basically using a video to promote a product, service or brand. In terms of content marketing, video marketing can be how-to videos, training videos, online tutorials or promotional trailers. This format is also steadily gaining popularity among companies and brands. Some of the reasons behind this are that:
Videos are effective ways of communicating to consumers. They make use of the visual and auditory senses of people to present or explain concepts and ideas. Viewers who watch a video are more likely to retain information than those exposed to written or spoken media alone.
Videos appeal to consumers’ emotions. They make use of elements such as body language, facial expression and music to connect and relate to viewers. People make decisions using their emotions and videos can tap into that aspect to influence a viewer to buy a product.
Videos increase sales and conversions. Studies show that online consumers are more likely to purchase a product after watching a video. The company Stacks and stacks reports that a shopper is 144% more likely to add a product into the cart if he/she sees its video on the product page.
Videos are highly accessible. Companies can post their videos on the company website or on platforms such as YouTube, Facebook and Instagram. These are not only limited to desktop and laptop users but also on-the-go consumers who access the internet through their mobile phones.
With these advantages and more, it makes sense to add videos into a company’s content marketing mix. Volvo Truck’s “Epic Split” video featuring Jean-Claude Van Damme, for instance, garnered 70+ million YouTube views and 8 million shares online. This epic video boosted awareness for the brand and increased its customer engagement. It is great content videos like these that show the success of video marketing and encourage other companies and brands to start making quality videos to promote their products.