Getting your message across
It is no secret that the traditional marketing mix and boundaries within advertising, marketing and PR has been disrupted. Brands are now potential content creators, specifically content that is designed to be engaging as opposed to be purely informative. The old norms of pushing content at audiences have been replaced by content that looks to draw in audiences.
We work with clients to create content that engages target audiences, and we recently partnered with an international professional services client to develop video interview content around an event they were attending in London. Video is a an ever popular medium, with recent research from Hubspot stating that 81% of businesses now use video for marketing purposes, up from 63% in 2017. Furthermore, 99% of respondents who do use video will continue to do so with 65% of those who don’t, planning to do so in 2018.
We worked with the client in planning the logistics, the content, managing the production and utilising the thought leadership generated to engage broader external media. An interesting project that proved highly successful for the client, it offered an opportunity to look at the benefits of creating video content and some key consideration to be taken in to account.
A few key uses and benefits we noted include:
- Video is an opportunity to create tailored content that contains brand relevant messaging and speaks to key audiences
- Video content allows for the communication of complex or technical topics to a broad audience
- It is appropriate for both internal and external audiences
- Video content that can be shared across multiple media channels and is mobile friendly
- Video content increases the time spent by visitors on a company website – improving search engine ranking and linking
- Video content is a great way to communicate the culture of a company or brand, ultimately driving trust and engagement
While there is a real case for video for any brand or business, there are a number of considerations to be accounted for to maximise the return on investment. These include:
- Purpose: Before engaging in any content production, consider what you want to achieve, the benefit and ROI, as well as the final user audience
- Quality: The is production a reflection of your brand, product and colleagues. It should therefore be of the highest quality possible
- Content: It is important to communicate your brand values, key messages etc. via the content however users will not want to view an advertisement. In order to be of relevance and impactful, it has to be interest in terms of the people featured and topic covered
- Reach: Fundamentally, the purpose of any content is to drive awareness. It is therefore important to ensure you can share the content via social media channels and drive traffic to your website. Furthermore, you should look to extrapolate key elements of the content for sharing with established media outlets to drive further reach and ROI