How We Grow Brand Expertise with Video Content MarketingBy Jonathan English | 6:52 PM on February 6, 2017
Snappy and engaging, our video content marketing work has led to banks of carefully-planned video that help position companies as experts in multiple markets while also educating viewers.
Many of our clients are Marketing Managers or Heads of Marketing at large enterprise B2B businesses. They’re responsible for all kinds of thought leadership across all divisions of their company, from blog posts to whitepapers to videos.
Most often their aims are to raise awareness of their brand as an expert in their industry and educate their audiences about areas where they can offer assistance. This target audience can include businesspeople of all industries, titles and seniority, depending on the objectives of each specific campaign.
One of our mystery clients is a large business that falls into this category but cannot be named for legal reasons. This success story is about them.
Skeleton is like an extension of the team. You understand our objectives, you understand our business, and you understand what we want to achieve.”
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Our client has lots of ground to cover with their content. The business is involved in many markets, each with many things going on in them.
So they need a wide variety of content to appeal to different types of audiences and be relevant for different industries. And that content must consistently position the business as an experienced authority on a range of topics relating to data, consumer insights and technology.
Not to mention branding. It’s vital for our client that all their content presents a consistent brand across every medium and channel.
We worked our client to consider their business goals, their audiences and the content that audience was already consuming in the market. We considered the content marketing strategy already in place and how video could support and strengthen it.
Based on our planning, we then suggested a solution to the problem of creating consistent and frequent content — video templates. These would:
- Provide simple guidelines for cohesive content while still allowing each individual video to be hand crafted.
- Have a consistent look and feel in line with the brand.
- Make the process of creating thought leadership video content much simpler and more effective.
This allows video content to be filmed and edited in batches, improving speed and efficiency. We got to work on the video templates immediately. Once implemented, they allowed us to create 68 unique but uniform pieces of video content in less than a week.
The educational videos covered a range of topics, from existing content and messages that the business wanted to reinforce, to complex ideas that couldn’t be simply communicated through any other medium, to topical and trending pieces of information.
Our client used this video content to spread broad awareness on social media, including YouTube. The videos were also incorporated into email campaigns and used to show expertise during the sales process. Sometimes they’re even played at events.
The video content we planned and produced has helped to reinforce our client’s brand and position the company as an expert in its field.
It’s also made our client’s life — and their colleagues’ lives — easier. It’s given them a collection of quality content to use in numerous campaigns.
They’ve found the videos a quicker way to market. They provide a snapshot of information that’s easy to digest and has made a difference on social media. Plus they’re ideal for engaging and educating en masse.
Not only that, but the videos serve as internal reference points for other kinds of content — from blog posts to white papers. “It’s reference material for us in marketing as well,” says our client.
Could you go back to not having video content in your content marketing plan? “No,” laughs our client. “It’s critical.” And we’ll be working with them to create that critical content.
It’s a good partnership where we keep learning and getting better and better each time. The advice and guidance that Skeleton offers helps us to understand the changing market and trends in video and respond to that quickly. It’s very much a united approach to meeting our objectives.”