Society is becoming more visually-oriented as time progresses. Though social media has emerged as an incredibly popular text-based social medium, images are a vital component of Facebook, Instagram, Twitter, blogs, and other platforms. Content marketing featuring embedded video is especially engaging. There is no doubt that videos alone will not suffice for the brunt of content marketing, yet strategically adding video content certainly makes the delivery of the message that much more dynamic.
The Appeal of Video
People are inclined to watch videos because there is little effort required compared to reading text. All you have to do is sit back and absorb the visual and audio stimulation coming from the embedded video on the screen. Though there is a risk the viewer will tune out the message (like many currently do with TV commercials), a captivating video will likely hold your target’s attention. Especially short videos that are a couple minutes in length or shorter stand an excellent chance of making a meaningful impact on the target audience. So don’t attempt to communicate your entire message with a lengthy, in-depth video. Embed intriguing video content between blocks of text and your content will prove that much more engaging.
Video Evokes Emotion
A video that taps into the viewer’s emotion or sense of humor will make a lasting impact. These are the stirring videos that are shared thousands or even millions of times. Invest the time, effort and money required to generate high-quality video content with professional production and a polished script. Such content inspires people to share the video much more than video content that feels simple or rushed. Aim to evoke an emotional response and your video’s message will prove indelible. Perhaps more importantly, evoking such a response will persuade the viewer to share your video content on social media, through email and other means. This is exactly what your organization needs to maximize your content marketing push and build momentum through viral content.
An Important Piece of the Overarching Content Marketing Plan
The aim of creating videos to spread your message is to connect with target clients, enhance your overarching message, and inspire people to share your video. The beauty of incorporating videos into an expansive content marketing plan is that each component reinforces one another. Those who find your written content to be interesting will be inclined to click your videos and vice versa.
It is also important to note that some forms of media appeal more strongly to certain target audiences than others. A portion of your audience will find text-based content to be engaging. Another part of your audience will be compelled to take action after watching your videos. Some will find text-based content combined with embedded videos to be an especially powerful combination. In the end, a multi-layered approach to content marketing ensures you connect with as much of your target audience as possible.
Establish Your Organization as an Authority
Organizations sometimes find it difficult to use text-based content to establish themselves as industry authorities. The beauty of video content is that it presents the opportunity to put the organization’s authority figures on display. Feature your organization’s leaders in your video content and it will make a powerful impact. Take a moment to consider how a prospective client will respond to a video that features a prominent individual from your organization. A company leader’s presence establishes rapport and persuades the viewer to consider your organization as a legitimate authority in your niche. So be careful when scripting and producing your video. Seize the opportunity to strategically highlight your organization’s “rain makers” in your videos and the content will make an engaging and lasting impact that leads to long-lasting business relationships.
