I consider search engine marketing lacking quality content to be a digital representation of zombies. Sound far-fetched? It’s not. Think about it. A zombie is essentially a soulless shell of a human. They feed on people but they don’t know why, they do it aimlessly, targeting every living, breathing person. They are always chasing others and never strategizing how to drive the people to them.
That’s exactly what uninformed inbound does to businesses and consumers, but true inbound marketing is so much more than a shell. It entices individuals with loads of quality, highly targeted content. That’s exactly why content marketing is synonymous with inbound marketing: it’s the quality content that draws them in.
It’s no different when video is your content medium. A well-informed marketer doesn’t chase down their target audience. People watch because they find the information provided in the video to be of value to them. Successful content video marketing with video manages this by never forgetting to do these five things when content marketing with video before pushing their content out:
1. Set goals
Every successful marketing campaign begins with goals. Unless you have pinpointed exactly what results you want to achieve, you will never get there. Creative will be misguided, content will be irrelevant to your audience, and the call-to-action will be off base. Furthermore, measuring success will be impossible because no one will no what to measure for.
2. Identify what the audience wants
People are starved for time. They aren’t going to watch something that doesn’t interest them. So consider what they want. Where do their interests lie? What are they putting in their search queries? What are they already watching? Where do they go to find their information? Once you determine the answers to these questions, you will be able to create relevant content that will keep your audience engaged.
3. Determine a distribution strategy.
Remember the answer to the question about where your target market finds information when determining where you will distribute your video. You might have hit a home run with the content in your video, but you will still lose the game if your audience can’t find it. A quality video distributed at the right time, in the right places, and optimized for the specific platforms will ensure the bases are loaded every time.
4. Include a clear CTA
So you’ve captured the attention of your viewer. Now what? Don’t let them slip away. Invite them to take the next step by utilizing a call-to-action (CTA). Maybe that is visiting your website for more information, perhaps you want them to subscribe to your channel, watch another video, or share that video with others. Whatever it is, don’t just expect them to take action on their own or it probably won’t happen. Give them a gentle nudge by including a clear CTA.
5. Test and optimize
Clear goals and intensive research may be necessary for effective video marketing, but that doesn’t mean every video is going to be a hit. Smart marketers will closely analyze metrics, looking at video heat maps and engagement rates to determine where there video falls short. They will perform split tests with CTAs, subject lines, and titling strategies. They don’t stop until they know the best way to get their viewer whatever it is they want them to do. Then they test again to make sure every video is fully optimized.