BLOG Use Video to Maximize Content Marketing Efforts

Published: Oct 26, 2016 3 min read
Content marketing
Reading Time: 3 minutes

Use Video to Maximize Content Marketing Efforts

By Tom Hopkins

Source: Business 2 Community

Video has become the single most important online content format. Predictions say it will account for 80% of global internet traffic by 2019. No marketing professional can escape the statistics. However, there are a huge number of badly made and badly planned videos out there, and in order to make a good video in an attempt for it to ultimately go viral, a video marketing plan must first be put in place.

Implementing a Video Marketing Plan

There is no algorithm to make a video go viral. However, there are a number of things that can be done to maximize your video’s chances of doing so. The number one thing is to create a video marketing plan. It should take into account:

  • The ideal length of a viral video. This is generally considered to be anywhere between 15 seconds and five minutes. Any longer and we lose attention.
  • The story it wants to tell. This story is not your brand story. It should not include heavy branding or thinly veiled references to your products or services.
  • The ultimate goal of provoking an emotion with the story. It should make the viewer laugh or cry, make the viewer feel happy or sad, but do so by following a narrative that captures the viewer’s attention.
  • The only way to provoke this emotion is to research your target audience. If your target audience is in the 25 to 35 year old female demographic, find out what resonates with them, what they are interested in, and where they go to find out about their interests.
  • The other marketing efforts you need to implement. Even if you make a brilliant video, if your website – which your viewers might check out if they love the video – is poor, the whole point of creating the video in the first place is lost because viewers will not convert to customers.

Video Concepts to Consider

Once your strategy is in place, you need to consider the actual style of video that you want and the angle you want to take with the content. Styles to consider include:


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