How to Use Video in Your Content Marketing Strategy
by Julie Weishaar
April 8, 2024
How to Use Video in Your Content Marketing Strategy

Content marketing strategy is essential for remaining competitive in today’s online world and meeting your business goals.

It involves creating and distributing valuable, relevant, and helpful information to your target audience.

Strategic marketing includes content creation in many forms, such as:

  • Marketing blogs
  • Social media
  • Infographics
  • Videos
  • SlideShare presentations

Delivering different forms of content as part of your brand strategy enhances your online marketing techniques to appeal to more of your target market. It can also increase consumer engagement.

Using different mediums to deliver your message as part of your content marketing strategy will help you reach a broader audience.

Content Marketing Statistics

According to Forbes 2024 Content Marketing Statistics:

  • The content marketing industry will grow to an estimated $600 billion in 2024.
  • 90% of marketers include content in their marketing strategies.
  • Vontent marketing increases lead generation by 74%.
  • 51% of content consumption is from organic search.
  • Video is the best-performing content marketing format.
  • In 2023, 91% of companies used video as a marketing tool.
  • 97% of marketers cite video marketing as highly effective in helping customers understand their products better.

Using video content is increasingly critical to your success.

I am a huge believer in re-purposing content. Why? Because everyone learns differently.

Some are visual learners. Others prefer to read. Many enjoy watching videos.

Because there are so many different formats you can use to deliver your content, why not use many for the same content?

So Why Use Video in Your Content Marketing?

Creating an effective online marketing strategy must include video digital content.

SocialPilot cites impressive video marketing statistics that shows how important video is for your content marketing strategy, including:

  • Video share in content marketing strategies has increased significantly over the past few years, with 93% of marketers using video.
  • The fastest-growing type of digital advertising includes video.
  • Video content will comprise 82% of Internet traffic in 2024.
  • More than 78% of viewers consume video content weekly, and 55% engage daily.
  • According to viewers, they retain 95% of the information they see in videos.
  • Brands using video marketing earned revenue 49% faster than companies not using video.
  • According to Think with Google, 60% of viewers prefer watching videos online rather than on television.
  • 92% of videos viewed from mobile devices are shared with others.
  • Over one billion hours of videos are viewed on YouTube every day.

Are you posting videos on YouTube? You can’t ignore the fact that YouTube is the second-largest search engine, owned by the first-largest, Google.

What Types of Videos Can You Create?

Cost is a perceived barrier to video production or creation by many marketers.

InVideo_Get access to 6000+ video templates

They assume that using video in their marketing must cost a lot of money.

It doesn’t. There are several online video creation tools that also use AI, including:

Some of the above tool links are my affiliate links. Each has its own advantages and disadvantages, but it’s worth a shot trying them out.

Why not take a free trial of a video creation tool? You have nothing to lose.

The other is a lack of creativity. To some, it is easier to come up with blog post ideas than to think outside the box and come up with ideas for using video as a digital marketing tool.

Being creative goes a long way in helping your video content stand out.

While using stock imagery and footage is beneficial, creating your own visuals using tools like MidJourney, Bing Image Creator, and PresenterMedia (referral code: raf-tikemuje) interspersed throughout your video, will give you a competitive advantage.

Types of Videos to Create

However, it doesn’t have to be that difficult. Below are a few types of videos to include in your content marketing strategy.

  • Culture videos: Show your brand personality with behind-the-scenes videos about your company, such as office birthday celebrations, holiday parties, and other events.
  • Event videos: Showcase your company’s events, such as corporate events, webinars, and trade shows.
  • Animated videos: You can create many types of animated videos yourself or hire someone to create them. You can inform and entertain your target market at the same time.
  • Interviews: Video testimonials from happy customers provide a lot of value to your business. If you are at a company event with customers, this is a great place to ask them if they would mind answering a few questions about your products or services. And of course, you have to ask them for permission to use the video on your website and in your marketing.
  • Vlog: A vlog is essentially a video blog. It is easy to produce, doesn’t cost a lot of money, and adds personalization to your message.
  • Product marketing: Show how your product works in a video.
  • Profile videos build brand awareness. They give an overall summary of what you offer to attract your target audience.
  • How To or Educational Videos: Share your expertise with your target audience by teaching them something. Videos or any content marketing should not only be about making a sale. That will turn off your audience.
  • Live videos: If you have a large budget, hire a professional or use high-end recording equipment. However, in today’s times, most mobile phones will create high-quality videos. All you have to do is click “record”.
  • Take the content of a blog post and re-purpose it into a video.

Emphasis on User Experience

Videos help your site rank higher in search engines. Google gives more credence to the user experience when determining the value of your content.

Because videos are visual representations of your marketing message, they have become a leading form of content marketing.

If you are trying to boost your SEO, include video in your content marketing strategy.

Include Video SEO in Your Content Marketing

If you don’t upload your video to YouTube, you are missing out on a lot of potential traffic to your marketing video.

People use YouTube to look for answers to their questions, solutions to problems, or more information about something of interest.

Below are a few tips on how to make your videos easier to find on YouTube.

  • Use catchy titles that include your keyword.
  • Don’t forget to include a link to your website or landing page.
  • Add a summary of what your video is about in the description section.
  • Make your video thumbnails attractive, engaging, and eye-catching, as they are the first thing people see about your video.
  • Tag your video with relevant and different variations of your keyword.
  • Include a call-to-action in your videos to encourage action by the viewer.
  • Be sure to tell viewers how to get in touch with you.
  • Take advantage of video transcriptions to help search engines crawl your content. You can also include text in the video itself, as in the video below.

Where to Distribute Your Videos

Besides uploading your videos to YouTube, you should include also upload them to various distribution channels.

The more places your videos live online, the more exposure you will get to your marketing message. Add your video to places such as:

  • Your website
  • Vimeo
  • Social media platforms: Facebook, LinkedIn, Twitter, and Pinterest allow you to upload native videos to their sites. LinkedIn and Facebook, in particular, will give more exposure to native videos than those shared on YouTube.
  • Landing Pages
  • Emails
  • Blog posts

Easy Video Creation for Content Marketers

Share your videos in as many places online as you can for maximum effectiveness.

How to Get Started Using Video in Your Content Marketing

Before creating videos, you need to know and understand your target audience. You should have a goal for each video.

  • Are you looking to sell a product?
  • Is your purpose to increase your brand awareness?
  • Are you announcing a new product or service?

What do you want your audience to do after watching your video?

  • Sign up for your newsletter.
  • Download an eBook?
  • Attend a webinar?

How much money do you have in your budget? What type of video do you want to produce?

Create a video script or outline  so you have a roadmap to follow.

More Suggestions on Using Video in Your Content Marketing

Try to keep your videos as short as possible. If the subject matter requires a longer video, try using an introduction with a link to the longer video.

Make your videos entertaining, compelling, and engaging to attract viewers.

I like to use humor to attract viewers. Everyone likes to laugh, and it’s a good hook.

If you are feeling a little overwhelmed, you don’t have to. Start slow and create video content gradually to build your portfolio. Don’t forget to share your videos consistently.

Look for reasons such as promotions, events, or product launches.

These are perfect opportunities to create and distribute your video content.

Originally published June 2, 2019; Republished April 8, 2024 to update content, statistics, and add video.

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2 Comments

  1. Ryan Biddulph

    Those numbers backing both content and videos genuinely tell the story. People seek help; detailed, targeted content meets their needs. Video content can baby step folks through guidance, or, adds a genuine, personal touch critical in this world which sometimes moves away from authentic in the name of increasing output. All great points here Julie.

    Ryan

    Reply
  2. Julie Weishaar

    Hi Ryan,

    Yes, people are looking for help or guidance. In the case of videos, adding a little entertainment or humor can be effective as well. I am not as comfortable in front of a video camera, something you excel at, so I like to use visual animations to convey valuable and helpful information.

    Reply

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