Content Marketing for Business Videos
Consumers and businesses, today, are using the internet more and more to control buying processes and to investigate products and services in their own way. This would explain why, according to a study done in 2014 by Content Marketing Institute, 88% of UK respondents are using content marketing, with 85% citing â€˜brand awarenessâ€™ as their top goal.
Content Marketing focuses on giving customers what they need. Instead of pushing the products, content marketing helps brands earn the trust and develop an emotional connection with prospects through educational, blog posts, videos, case studies and how-to guides – how-to video guides are a YouTube big hitter. According to a study by the Content Council on chief marketing officer and consumer attitudes, consumers welcome content that helps them make an informed decision in regards to buying, 61% are more likely to buy from companies that produce useful information.
The most effective content marketing abstains from hard selling in favour of a journalistic approach. This means that they have to be objective and tell both sides of a story, showing prospects not only what to do, but also when not to use your advice, even if it means a potential sale is lost. Use real-world examples, data, studies and statistics to fill your content with. Interview other experts and find case studies that support your position.
There is not a single content marketing template for all business, different companies may choose to do it another way. Every business must determine their own strategy to use, even though this is the case, content marketing must always flow from a clear understanding of how customers view your products and services. To do this you should, analyse your customer buyer journey to understand how prospects move through the three distinct buying phases:
1.Awareness: how prospects research a need or problem
2.Consideration: how they evaluate purchasing options
3.Decision: top considerations as they validate buying options.
After doing this, you should develop the buyerâ€™s personas; make these general snapshots of people who make purchasing decisions for your products and services. These can be based on demographics, job responsibilities or how prospects prefer to receive and consume content. You should also study your website analytics, analyse the search trends or poll the existing clients or customers. Do make sure your videos represent a good image of your business and the video content is regularly updated as well as optimised with closed captions, SEO tags and so on. Brainstorm common prospect inquiries with your sales team, and from there build up your content marketing strategy around answering these questions.
Develop relationships with industry websites and influencers, trade associates and journalists who cover your industry, to ensure that your content spreads beyond your website. Use your content to earn third-party credibility by earning endorsements from sources your prospects trust.
Content marketing should be approached like a marathon not a sprint, experts suggest. Marcus Sheridan, an American business owner, who turned to content marketing during the recession states: â€œBusiness owners have the expertise to educate prospects with essential information, both good and bad, about your industry, which establishes trust that can lead to sales. But you have to commit for the long haul and not expect instant results. When you commit to being the most helpful teacher in your industry you can earn attention, loyalty and ultimately, more business.â€