Deck highlights the importance of Video as a key content marketing channel in building links to achieve various objectives like generating site traffic, SEO, Sales & leads generations and creating a direct channel with your viewers.
We’ve all heard it before, “write for people, not for search engines”. If the blog and article section your website is exhausted with industry content, what else can a content team deliver?
Once a content strategy starts working, and traffic graphs are moving in the right direction, conversion optimization is the next logical step. However, marketing teams can spend an extraordinary amount of time looking at things such as landing page design, call to action analysis, and more. Eventually, someone needs to ask the question, what about trust? Can we create content that builds trust with our audience? Yes, content can be created with the sole purpose of trust building.
If the niche that you are working in has 2-3 big well known players, a smaller company is not going to be trusted just because they are showing up in the SERP.
Harvard Business Review refers to trust as an intangible value. In terms of knowledge as a source of trust, most companies are sitting on a gold mine. They have someone at the very top who could gain the trust of new and interested clients by simply sharing what they know, in an interview.
Even the greatest products need a little help to get the word out. When Apple releases their next big thing, you get often get a huge conference followed by a beautiful video telling you why you need their product. Whenever you hear of a successful Kickstarter project, there almost always is a video accompanying the crowd-funding project.
Virtually no brand or company is exempt from the influence of video in this day and age, and words alone are simply not enough as we move towards a medium that caters to both our visual and auditory needs to create a powerful impression.
Let’s take a look at Evian’s 2013 ad campaign ’Baby & Me’, where adults suddenly learned what it was to be youthful again. Launched mid 2013, the video has garnered over 100 million views on Youtube to date. Imagine a company selling something as basic as water just got you to think about them, even if it’s for just a minute, and have people share it too. That‘s any marketer or startup’s dream.
The Super Bowl recently came to an end, and like all great sporting events, it saw advertisers cracking their brains trying to figure out how to make an ad that will captivate both the hearts and minds of their audience, and justify the huge $4.5 million price tag it cost for that 30-second spot. And BMW was no different.
Their ad was unique, it was different from the others, and it was funny. But did that brief moment on television help them meet their targeted return on investments? Only they would know.
For introducing a new product, probably one of the best things any company can do is to maintain a constant level of interest from their target demographics. Using the wide broadcast of the TV ad as a lure for the general audience, they could subsequently encourage interested parties to sign up and express their interest when their videos are viewed again later online. This would allow them to focus their marketing efforts on a more targeted group.