Content marketing is an industry favorite for marketers alike. The difference is an evolution from pushy and in-your-face selling to connecting with audiences on a personal level. Thank goodness for this change in advertising trend!
It isn’t hard for your audience to call your bluff. They know when you actually spend time and effort on the content you produce. As your audience raises the bar for the quality of content they give their attention to, you need to do the same. (No brainer.)
Video is a unicorn in the content marketing world. Many are baffled and mystified by the seemingly complex medium. The truth is, video is an extremely effective tool for starting meaningful conversations with prospects and customers. Even more, raising the bar for your video content is easy.
What is Content Marketing?
Let’s start with two definitions:
A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services. (Google)
Content marketing is a strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action. (Content Marketing Leader, HubSpot)
What is Video Content Marketing?
Like regular content marketing, video content marketing is a strategic marketing approach that puts the wants and needs of buyers first. The idea is that by creating and sharing content that is interesting to your current and potential customers you can start a conversation and build a relationship that doesn’t feel forced or sales-y.
For example, in this video we created for Farmers Insurance, Farmers partners with Kasey Kahne, the popular Nascar driver and Under Armour, the performance wear brand. Farmers involves the audience with a car design challenge. The video is participative and starts a conversation around the design challenge instead of why you should purchase their insurance. Viewers even have a chance to win a free trip to meet Kasey Kahne at the Daytona 500.
In the example, the audience is clearly defined (Nascar/Kasey Kahne fans.) Their focus is on providing interesting content— not selling the brand.
Another excellent example comes from my favorite content marketing brand Yeti. Yeti is known for producing the world’s toughest cooler, and for good reason. They use video heavily in their content marketing strategy. Often times they produce videos without mentioning their coolers once. Now that is content marketing!! They really understand their “person.” Their person likes the outdoors, is rugged around the edges, and doesn’t mind getting dirty. You can find endless inspiration on their Youtube Channel. And I’ll end this post with one of my favorites that they have shared: