Establishing Your Video Content Marketing Strategy

In my last post, I explained video content marketing. To recap, video content marketing is a video strategy that channels all of the customer centric ideals of regular content marketing into video. The focus of your video content should be shaped by the interests of the customer in an attempt to start a conversation that doesn’t revolve around you. And if you are looking for inspiration, check out Yeti’s Youtube channel. They are killin’ it with their video content marketing game!

Getting started isn’t always easy. Here are a few things to keep in mind when creating your video content.

Shorter isn’t Always Better

Lately, we’ve seen a lot about the value of shorter videos. In fact, videos that hover between 30 seconds and one minute are the most shared on Facebook (source.)

But does a shorter video really drive engagement better than a longer video?

I ran across an interesting article in Adweek a couple of days ago. A new report from TwentyThree, a video marketing automation platform, studied over 1.5 million videos to better inform marketing and content creation teams about preconceived video myths.

The report found that videos should last longer than 90 seconds in order to increase engagement rates. Even more, the study found that people watch longer on owned media (ie. emails, your website.)

Interestingly enough, Facebookers will watch about 20 seconds of a video on average but on your website they will watch about 4 minutes. Another study shows that millennials have a shorter attention span when it comes to social video. 

Longer videos (at least 15 minutes long) drive over half of all video engagement despite encompassing just 8 percent of all video. This means there is an opportunity for long videos to take the scene in your content marketing strategy. There is also an audience for shorter videos (millennials on social.) Making a longer video that can be cut down provides you with the best of both worlds. 

Don’t Focus on the Sale

Focusing on the sale will take your content marketing away from it’s audience-centric core. Yes we all want more sales, and yes this is always the goal- forever. BUT when you are approaching your content marketing strategy you do not want to go in with this kind of mindset. The ways of cold calling and old time advertising should exit the mind. It is time to get down to the meat of content marketing and that is what the audience likes. You miss the point if you end each of your blog posts with a sales pitch. This can also be a turnoff for many.

Ditch the Last-Click Conversion Tracking

When monitoring your video content marketing efforts do not depend on the accuracy of last-click conversion tracking.

In a perfect world, we would create a video ad and send it out to the world (no targeting needed.) Then someone would watch the video and right after click through to the website and make a purchase.

Content marketing doesn’t work this way.

Understanding that your last-click attribution model may not be accurate is a good first step. Last-Click Attribution refers to a web analytics model in which the “last click” is given credit for a sale or conversion. When someone makes a purchase you should have an analytics system in place to track where the conversion came from. It can tell you whether the person came through social, PPC, email, etc. And often times a customer makes multiple interactions with you before making a conversion.

Content marketing is not about selling but about connecting. The by-product of connecting with your customers is that they may make a purchase at some point down the road, especially if they trust and like you. Therefore you may have someone watch a couple of your videos, read a blog post, and visit your site three times before reaching out for a quote. This means last-click attribution is not always ideal for measuring the success of a content video marketing effort. The conversion could be because of all of your efforts or just one.

The point is, attributing a sale with a content marketing strategy may not be as accurate as you think. 

 

Lastly, don’t overthink it. It can be difficult to pull the trigger and share your content. Getting caught up in ‘perfect’ makes getting better a lot harder.

Author: Jaclyn Parton

Write with intention. I appreciate positivity, an honest voice, and the occasional dad joke. Oh and I’m pretty savvy on video marketing.