The impact of ever-changing technology on the way people interact with the world is undeniable. Tech-savvy Internet users and lovers of on-demand television don’t want to be harassed by commercials and, thus, frequently ignore advertising on websites. Most initial visits to your website come as a result of a search, when consumers are seeking information, not waiting to be sold on an idea. What they see and how they find you is what content marketing is all about; It is not selling, but engaging with consumers in new creative ways like blogs, podcasts, event hosting and videos–all with the aim of informing people rather than blaring out “Buy us, use us”.
With content marketing, what a company sells or provides isn’t half as important as who that company is. Consumers are drawn to companies willing to share much more than simply their products or services, but rather companies that consistently providing them with interesting, well-produced and perhaps entertaining content. By doing so, companies present themselves as a thought leader in a specific vertical, and the useful, non-salesy information they provide lead to people finding them in a variety of ways, most importantly web searches and referrals from friends.
So, how does this relate to video? Well, put it this way: YouTube receives more than a billion viewers a month. That’s a lot of people watching (and sharing) videos! As a content marketing strategy, videos are perfect: a company can inform about a product or service in a visually appealing, memorable and easily digested way to even people with the shortest of attention spans. Well produced video provides a great opportunity to showcase not only a company’s creativity, but everything it has to offer in one dynamic package. Again, successful videos are not at all sales oriented—you are merely providing good information.
Using video isn’t just for huge corporations, but is something any size business (and any level of creative talent) can take advantage of. There are some experienced production companies out there, that are ready, willing and able to help make highly effective videos that can give your company that necessary edge in today’s market. Start looking!