Mugatu is onto something …
According Content Marketing Institute’s 2018 B2B Content Marketing Report , 72% of B2B marketers use pre-produced video content, 17% use video live-streams, and 4% create documentaries or short films. Combined, this makes video one of the hottest types of content among B2B marketers.
And it’s not without results, either. Video marketing boasts some impressive stats, including:
- Marketers who use video grow revenue 49% faster than non-video users. –Aberdeen Group
- Video drives a 157% increase in organic traffic from SERPs. –Brightcove
- Embedding videos in landing pages can increase conversion rates by 80%. –Eyeview Digital
- Social video generates 1,200% more shares than text and images combined –Brightcove
- 51.9% of marketing professionals name video as the type of content with the best ROI –HubSpot
It seems like a no-brainer, right? But like with most things in marketing, it’s knowing where to start and what to create that’s the hard part.
As with any marketing tactic, you want to choose the right content type and style to engage and nurture your audience. Plus, the content you create needs to align with and support your marketing goals—video is no different.
To help you figure out how to get started with video marketing and how to incorporate it into your integrated marketing mix, we’re breaking down the many types of videos for marketing and when to use them.
The name implies it all—these videos are short, sweet, and meant to give audiences just a glimpse of what’s to come. More specifically, teasers are short videos that promote other content, services, products, or events and generate excitement or interest in them. At no longer than 10-30 seconds, this means you have to do your best with the time given to you through high-energy language, fast-paced content, and plenty of information; motion graphics are an especially great teaser format.
Teasers are great for generating excitement and are very short in length, making them a great fit for social media promotion, where you’ll be looking to generate buzz for an asset (i.e. eBooks, podcasts, infographics, blog posts, webinars). The biggest thing to remember about teasers is that they need to have a call to action that promotes another piece of content. The goal of a teaser is to spur action in an audience, whether that’s registering for a webinar, downloading an eBook, or listening to a podcast episode.
10 to 30 seconds
Where to Use It:
Paid and Organic Social Media
eBooks, Podcasts, Infographics, Blog Posts
LinkedIn Marketing Solutions*, Secret Sauce eBook
2. Trailers & Previews
Trailers and previews are another type of short video content. However, where trailers differ from teasers is that a trailer actually features a sample of the content its promoting. For example, a teaser might use new visuals and graphics to get people excited, but a trailer will actually feature a preview of what’s to come. Just take a look at movie trailers—most of them show you scenes directly from the film.
If you’ve already created the content, you’ve already done most of the work for a trailer or preview. Just take content included in your videos, infographics, eBooks, and other assets and edit them into a trailer format that gets people interested. While trailers perform well on social, they’re also a great addition to landing pages as landing page videos have been found to increase conversions by 80% or more . Depending on where you’re planning to have this content live, decide if and when a CTA is appropriate.
30 seconds to 2 minutes
Where to Use It:
Paid and Organic Social Media, Landing Pages
eBooks, Podcasts, Long-Form Video, Infographics
Eloqua, Journey to Modern Marketing
Video is rapidly becoming the preferred way to consume content for many audiences with 82% of all web traffic expected to be video by 2021 . If you’re not making videos as a part of your content marketing strategy , you could be missing out on an enormous opportunity to improve your organic traffic, landing page conversions, social engagements, and more.
And to make sure your videos are helping you reach your marketing goals, it’s important that you select the right types of marketing videos and content they will support. Using the guide above, you’ll be able to pair your video and content together in a way that fuels results.
Video can be time-consuming to strategize, produce, and distribute. To help you become a more efficient and effective video marketer, check out our additional tips, examples, and guides:
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