Why Video Isn’t Enough: 3 Tips to Grow Your Content Library

Video is killing it. I could throw a load of stats your way as to why video is perhaps the most effective way to drive engagement with your customers, but maybe this one says it all: People who view a video are 85% more likely to make a purchase*.

But hey, even this isn’t necessarily enough these days.  If you’re in the business of selling a product or service (or your clients are), then you probably need more than just a single good video. You need an entire content strategy. A content library that you can pull from to engage your audience across your social, web, email and broadcast channels.

The good news?  Video can be the content engine for that library. The result? Increased SEO, awareness, engagement, and conversion.  An approach that will put a smile on even the most skeptical CFO’s face.


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Not ready for video? Here’s 5 things you can do today to start making this happen:

  1. What is your elevator pitch?  Tell your (or your company’s) story in one sentence. Then edit it. Then tell it again. Then edit it again. Wash, rinse, repeat. After a few iterations, this thing will shine.
  2. Look at your calendar: what are the BIG THINGS that are happening in the next 3 -6 months for your company?  Tradeshows?  Events? Product launches?  These are the linchpins you should consider creating engaging content around.
  3. Start small if you haven’t started already.  Most people get hung up thinking they need to come out of the gates BIG.  Get results FAST. Not so. If you look at just one type of content (maybe it’s just a Facebook post) and build that out before moving onto the next thing, you’ll meet with success. Plus you won’t get burnt out trying to feed the Content Beast. Progress, not perfection. 

Over the course of the next few weeks, we’re going to be releasing some nice video solutions that really speak to this approach of Total Content Solution. Here’s one example:  take your video interviews, transcribe them, and turn them into blog posts. Boom!  Content, content, content.

* ReelSEO, 2014

Author: Chris Donaldson

Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.