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7 things you should know about video content marketing

Video what? It might sound like a mouthful, but video content marketing is simply an umbrella term, used to describe a number of video-related activities, approaches and formats: promos, corporate messages, online series, instructional or product-focused videos. This list goes on. But the aim is the same: to promote or sell a product, brand, thought, idea, recipe, etc. using video. With the rise of social media and decline of more traditional forms of online marketing and promotion, video marketing (or video content in general) has been embraced by those who’ve until recently didn’t even think they needed video as part of their online presence. Some do it well, others – sadly – repeat the traditional let-me-bore-you-to-death-with-my-10-minute-company-history approach to video. Others don’t do it because of a number of misconceptions about promotional videos (no, they don’t need to be long, expensive, super-shiny or feature celebs). So whether you are already trying online video, or just thinking about creating your first video, these are the seven most important things to consider before commissioning or creating your next piece of content: 1. Know your audience and what it needs. There are many questions you need to answer before commissioning your first video, but this one is probably one of the most important ones: who is your target audience? This is crucial. Is it your existing audience? If so, what do they expect? Inspiration, instructions, news, regular updates, entertainment? Because certainly not a hard sell as they already know you or your product. Or are you chasing a new audience? If so, are you trying to reinforce the brand, convert them, or showcase...