If content is king, video is the crown.
- Nathan Daniel Blake
A couple things came into focus about the time I graduated high school. The first was that whatever success I was going to have in life was going to come from my aptitude for communication. Writing came easy, and I’ve never had any fear or reservation about talking in front of other people, whether that was to a stranger sitting across the table or to an auditorium filled with nameless faces.
My dad* and a small but vocal segment of ex-girlfriends might like to paint that as less of an aptitude for communication and more of an aptitude for “bullshit”, but, hey, there’s no accounting for taste or an eye for talent.
The second thing that became abundantly clear was that I while I wasn’t exactly Quasimodo, I also wasn’t on the fast-track to EVER be on the cover of People Magazine’s list of most beautiful people.
Why am I telling you all of this? What does this have to do with video marketing?
The point is that I find myself in an unfortunate position in my industry.
I am a man of words in an age of video. Video killed the radio star, and now it’s coming for the blogger unless we form a fast and lasting alliance.
Why Video Marketing Trumps All Other Content
Check out these statistics.
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
- Social video generates 1200% more shares than text and images combined.
- Blog posts incorporating video attract 3x as many inbound links as blog posts without video.
- Combining video with full-page ads boosts engagement by 22 percent.
- Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
- The average user spends 88% more time on a website with video.
Honestly, I feel like those statistics say everything better than I ever could. I just want to add one more thing.
How Much Money Should You Spend On Video?
If you are going to spend your money on any kind of marketing, it should be on creating original content, and video should comprise a healthy part of that budget.
For example, I recently took on a new client with an existing social media following that I’d describe as moderately engaged. They had $2,000 per month to spend, and I came back with a proposal that looked something like this.
Monthly Baseline Content Strategy Budget Breakdown
1 x :30 video ($1,000)
4 x Blog - Short Form ($400)
1 x Social Ad Budget ($400)
1 x Basic Content Offer ($200)
Where Does Video Marketing Fit into A Content Marketing Strategy?
Video marketing is your cornerstone content because it is what connects and moves your audience faster than any words that I could ever write.
I dedicate 50% of my content marketing budget to video in the belief that video marketing is the emotional and visual hook that is going to move the target audience into the top of my sales funnel at the very best or lead to positive brand awareness at the very least.
The four blogs will all feature the video, and each one will be focused on keyword opportunities identified by focused SEO research and go deeper into some aspect of our campaign.
My content offer will be a compliment to the video, and once again, I will probably feature the video on the landing page if it is appropriate.
I will pepper a percentage of my social media that month with posts surrounding the video's theme. I will curate articles, create memes, and may even highlight events or webinars from other community organizations or industry leaders that are in the same wheelhouse as my video’s message.
But it all starts with the video.
The video sets the tone and the message because that is what people are going to relate to and connect with.
The Future of Video Marketing
Video is not a fad. It is not going away. In fact we are seeing trends in the opposite direction.
Social media apps like Instagram and Snapchat have introduced video stories that help a person or company tell their story in a very raw, personal way. Facebook Live and Periscope let viewers join the action in real time and interact in ways we previously only dreamed about.
Video is an increasing part of our lives, so we’re either going to create video content that fights for attention, or we’re going to learn to be content with the leftovers of the guy down the street who is willing to put the resources into giving people something worth watching.
Me, I’ll just be over here hoping that People Magazine recognizes how sexy large bald guys with big red beards really are. Move over Dwayne “The Rock” Johnson. I’m coming for you.
We're lucky to have all of our video production in house. It allows us to seamlessly work together to ensure that all of our marketing efforts are integrated and aimed at meeting the goals and growth numbers our clients are looking for.
If you have any questions about how that integration works, click here to check out a piece I wrote about how we go about organizing an integrated marketing strategy.
[Notes from Editing: My dad would never actually use the word “bullshit” because I’ve never heard the man curse. He used to say, “You sit here and think if you throw enough crap against the wall some of it will stick.” I think we all know what he was really trying to say.]