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How To Use Different Types Of Content In Your Marketing Campaign

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Guest post by Claudia Metura

Your content marketing strategy like all the others would also consist of, well content.

And not necessary that your content always has to be a written one, it could also be in form of a business video.

And in order to plan for a healthy content marketing strategy it does become necessary that you incorporate all the different types of content say for example in the form of blogs, infographics, whitepapers, social media and the last but not the least the videos.

Through all these different types of business videos the amount of content that your company would create is endless. You would have an infinite ways to reach and communicate with your marketing audience. Given below are some of the major reasons as to why you need to incorporate content in your video marketing program.

Identifying where the video would make sense for your brand: Product demonstrations, customer’s testimonial, the interview of experts, and case studies are one of the best ways of informing and entertaining your consumers through the video.

Reusing them for the same purpose. And just because you have made the business video created related to your business for the web, that does not mean you could not be used again when ever required. Having the same business videos being used again and again would help your clients and customers get a clear idea on what your business is all about and how they could gain an advantage from it.

Teaching your clients and customers something through videos: Most of the organizations these days have a resource page included in their website. So do not just limit this tab to the whitepapers, infographics and eBooks. Have short videos created related to your business that would help your clients and customers learn something on a personal level by utilizing the video on this page.

Know yourself and speak up: What you want to say or what is that you are planning to sell. How do you want your clients and customers to perceive your company? Having a clear message established and defining a brand identity would help your business video go much more effective.

Informational business videos: Yes explanatory business videos via blogs or say white papers are important, but at times it becomes easier to explain on how things actually turn out to work. Have your enterprise business video being utilized in a truly manner targeting your marketing audience how your products and services would turn out to prove better in their lives.

Creating video on the relevant topic of your business: Remember what is researched well in advance is generally the one that is considered to be the first point of contact. Then try and perform the video optimization so that your video content ranks successfully when compared to the others.

Demos and Product Announcements: Sales and the customer service team could easily incorporate business videos in their workflow. As a sales team you might be interested in generating more number of leads or grab the attention of your marketing audience towards your business video. Stream a demo and have your content being shared on social media.  Track down the frequency of your stream say for more example do you want to get more viewers by streaming weekly, bi – weekly, tailor and check what seems to work out the best for you and your team.

Talking to the experts of your organization: Try and talk to the experts related to your organization in order to understand how many business videos you could make in a year, how you could use them in order to convey the expertise. Reusing openers, closers and graphics would help you maximize the production budget so that you could create more video content.

To conclude by incorporating the right content into your video marketing program through the above mentioned tips, you would be increasing your engagement with your target audience driving effective marketing results. So what are the other reasons you would like to add to the above list in order to incorporate business videos in the content marketing strategy? Do leave your thoughts and comments below.

Author Bio

Claudia Metura is an expert in the IT industry with over 12 years of experience. She has collaborated with various companies to work on Enterprise Video Platform.

Understanding Non-Linear Video Marketing

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Guest post by John Mowat

Online marketing has evolved significantly in recent years, driven in large part by the proliferation and explosive popularity of social media.

Not only are there now more options when it comes to the marketing medium itself, but there are now a huge number of platforms to choose from.

This proliferation of platforms has led to the rise of what video marketers refer to as the non-linear marketing narrative.

Where traditional linear narratives involve designing your marketing campaign around content that takes place at a specific time, for a specific and pre-determined duration with a beginning, middle and end contained within each piece of content.

Non-linear narrative marketing is more disparate, less self contained and relies on interactivity, the consumption of content over different time periods and on different platforms and devices. In short, non-linear marketing is adaptive and can change over time, depending on how users are interacting with it.

Storytelling as Marketing

Different types of video marketingThe advent of non-linear forms of marketing has been driven by social media and the rise of smartphone technology and mobile internet. But that’s not to say the traditional narrative is dead.

Linear marketing is easy to develop and deploy, and can be effective at maintaining awareness if you have a strong brand, but if you want to make an impact quickly over multiple channels, then understanding non-linear video marketing is essential.

The key to non-linear marketing is the idea of interactivity and adaptability. In a recent speech Google’s global head of automotive, Meredith Guerriero, referred to this new paradigm in marketing as ‘dialogue not monologue.’

With the ability to comment, tweet, share and even make complimentary video content, marketing campaigns are having to adapt to opinion and cultural norms
at lightning pace to get traction to an increasingly switched-on audience.

Non-linear video marketing is especially effective because it combines the immediacy of moving pictures with the emotional and personal appeal of user
engagement.

Instead of being a passive viewer (monologue), the viewer becomes a part of the story, helping to shape the way it evolves (dialogue). Even if they do not end up investing money in your company, they have invested time in your brand by make the effort to shape the story you are telling.

Non-linear marketing is nothing new. Online marketing guru Seth Godin talked about the idea back in 2006, but at that time consumers lacked the patience for the idea (or perhaps their internet connections were just not that up to the job).

Eight years ago marketers just didn’t have the formula to make it work, so non-linear marketing did not take off.

Today, with faster connections and the aforementioned proliferation of mobile technology and social media, we spend countless more hours online and it has become a lot easier to make fairly sophisticated video content.

In 2014 the conditions for non-linear marketing to take off are all there and brands recognise that fact and can manage to take advantage of it will be in a position
to do incredibly well.

Driving Logical Actions through Positive Emotions

Positive emotionsIf the world were a purely logical place, there would be room for just a handful of products in each niche, because the products that offered the best in each balance of price, performance and features would rise to the top quickly.

However, this is not how the world, or more specifically the market, operates. Most of us are driven partly by creativity and partly by logic.

Good marketers understand how to exploit this convergence desires by creating
emotional needs for products — needs that our rational minds then justify. This practice is called persuasion marketing and it plays out perfectly in a non-linear environment.

Let’s say you’ve put together a series of YouTube video ads. It is now entirely possible to reach out to several different kinds of consumer with targeted
advertisement and all over the same period of time.

Each consumer essentially has their own narrative, and depending on how they respond with clicks, commentary and shares, marketers can further tailor their experience.

Are they practically minded, or do they want luxury? Do they demand high performance or durability? What is more important, price or style? Ask questions in your interactive video, and play different responses depending on what the consumer clearly wants.

As much as anything, this form of interactive marketing is about marketers understanding exactly who their target audience is; their fears
and desires, their loves and hates.

Imagine a story which plays out like one of the old “Choose your own Adventure” books many of us may well remember from our youth. The user is prompted along the way to make decisions — what to wear, where to go and how to interact with
other characters they meet in their adventure.

In an interactive online environment with clicks, cookies and device identification marketers can determine for the first time, not just where a user comes from and what device they are using, but also what their motivations and their interests are.

Consumers aren’t interested in filling out surveys, but they will hand over an amazing amount of information in the name of fun.

Creating Brand Advocates

Brand advocatesPerhaps more importantly than market information though, is the opportunity non-linear video marketing offers to create a genuine emotional connection with your target audience and therefore inspire a sense of loyalty amongst them.

Loyal followers can quickly become brand advocates and could ultimately end up
playing a powerful role in lobbying for your needs.

Non-linear advertising requires creativity, but done right it offers many benefits:

• Access to more information than consumers would usually hand out

• Increased engagement and retention of information

• Longer viewing periods

• The option to target multiple demographics with one advertisement

• Improved conversion rates

There has never been a better time to bring a more non-linear approach to your marketing campaigns.

Author Bio
Jon Mowat is a former BBC Documentary Filmmaker and Managing Director or Hurricane Media, a video marketing and production company based in Bristol, England.

Viral Video Marketing Strategy

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Guest post by Kaity Nakagoshi
Viral Marketing StrategyThe strength of social media in regards to online marketing is almost immeasurable, especially when it comes to video marketing on sites like You Tube.

Social media outlets have immense power and the ability to share anything between consumers, companies, and even across international waters.

When you factor in the impact of viral videos, the marketing possibilities are endless. A short and highly shareable video can re-energize and amplify your social media strategy.

Today’s market has made video content less costly, more effective, and easier to create. If you’re not using video as part of your social media strategy then you need to start, because it is becoming a popular content marketing tactic to entertain, educate, and sell.

Wide Audience

Video can deliver a simple and engaging message to a wide audience because it is easy to digest. Since social media is all about sharing, users can share a video of interest to others, thus creating a wider audience.

As the demand for video content increases, the audience continues to increase. Your video can go viral and capture leads from a huge following, which you can then convert to sales. Sharing is not limited within social sites, or between them, so the number of times your video gets posted is infinite.

Target Practice

An increase in users who watch online videos means you can target a particular group if desired. The odds of converting a targeted audience into sales are much higher than that of just a general audience.

Your business can leverage on demand content, which includes demonstrations, upcoming events, company introductions, presentations, webinars, and promotions. Victoria’s Secret, for example, aimed to boost their Valentine’s Day sales by launching a video that was clearly tailored for customers – women.

Visual Stimulation

If there’s a chance that people will not understand written content about what you are promoting, use a video. The video can give customers answers in a concise manner that incorporates graphics and sound.

For instance, if your customers have queries concerning a particular problem, you can create a video that addresses the problem. The video would describe the problem to customers without the need of customer service.

This type of social media marketing approach can reduce training and operating costs. Take Microsoft for instance. They utilize video marketing to offer potential customers tutorials on how to use their products.

User Friendly

At the end of the day, people prefer watching videos to reading text. Searching for and reading text can be tiring to the eyes. With video, a user just needs to click the link and select play instead of scrolling through and navigating pages.

A well-produced video clip cannot only attract customers, but can establish customer loyalty, which is an ultimate goal of any business.

If you are considering implementing video into your social media marketing strategy, consider these tips:

  • Entice internet users by creating an engaging video
  • Provide authentic and actionable content
  • Focus on what you want to offer your prospects
  • Let prospects know the problem you want to solve
  • Show the benefits your solution provides

About The Author

This article was written by Kaity Nakagoshi from Zelen Communications, an advertising company in Tampa, Florida that specializes in website development, pay-per-click advertising, and the good old-fashioned stuff too.

Kaity graduated from the University of South Florida and considers herself a social media enthusiast, an avid golf fan, and a chips and salsa connoisseur.

Follow her on Twitter @KaityAtZelen.