Epic Fail: Ignore Video Content Marketing

“There are three kinds of lies: lies, damned lies, and statistics.” – Benjamin Disraeli.

The two-time British prime minister said that in the 19th century and when statistics come from the mouths of politicians, he’s probably right on target. However, when we’re looking at business trends, statistics tend to more closely reflect the truth and that’s wildly true when it comes to video content marketing.

In the last week or so it seems that everywhere I look I find a statistic that emphasizes the importance of video—and other graphics—in a content marketing strategy. Let’s grab a fistful of tasting spoons and sample a few:

  • 73 percent of businesses are budgeting for video content,
  • 71 percent of consumers say they have positive feelings about brands that use videos,
  • 85 percent of potential buyers are more likely to purchase after seeing product videos,
  • 20 percent watch videos with career content a few times a month, and here may be the most important:
  • 75 percent share videos with their friends and coworkers.

These statistics come from the Content Marketing Institute and Axonn and they reinforce video’s place in a social marketing strategy. Here are some creative—and often simple—ways to pull video content into your online presence.

Blog Replacement/Reinforcement

Ideas and inspiration are the heartbeat and lifeblood of good content and we’re always looking for ways to be original and engaging. Sometimes it’s a numbers game, as with the statistics I quoted above. Confession time: a bullet list of stats is pretty bland, isn’t it?

Rather than a bullet list, take the statistics and create one of those “pen and ink” or “pencil” videos where the statistics are sketched out on a piece of paper or a whiteboard. There are freelance animators and illustrators around the world ready to do the work for you, cheap. Check out Fiverr, Elance, Freelancer and oDesk, among others.

Often the content of a blog can be replaced or enhanced by a video or a graphic. With quality freelancers ready 24/7 to take your job, you can have the power of a fully staffed art department working for you.

Google+ Video Hangouts

Every forecast I read says that Google+ will be even more critical to businesses in 2014 and that may give you the chance to use a Google+ video public hangout. With a public hangout you use Google’s “Hangouts On Air” to broadcast on the Internet in conjunction with your Google+ account and YouTube channel. (You have a YouTube channel, right?)

Up to 10 people can participate in a video hangout. You could use it to provide training, make a product introduction or have a question and answer session with customers. A recording of the hangout is made and that becomes video content you can use.

In a similar way, you can use Skype to video chat with customers. Make it one of the links on your contact information page. It will help build relationships.

Have Your Customers Make Your Videos

Some products lend themselves to “home videos.” If your business falls into that category, encourage video submissions from your customer base. It can be an ongoing process or you can have occasional “contests” where the winners are rewarded with a discount or something else of value.

One benefit here is that the people whose videos you post will all tell their friends who will then go to your site or your YouTube channel to see the videos. Great videos will have the potential of going viral.

Now that we’ve made the case for the importance of video content and shared a few easy ways to create the content, there should be no videographic epic fail in your future.


Photo credit: http://www.flickr.com/photos/movieingmemories/6244830775/ “HD Cinamatic Wedding Videographer Videography Video Production Austin,” © 2011 Movieing Memories, used under a Creative Commons Attribution-ShareAlike license: http://creativecommons.org/licenses/by-sa/2.0/

Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

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ChamberofCommerce.com specializes in helping small businesses grow their business on the web while facilitating the connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide. Chamber is focused on providing the latest business news, small business advice, and helpful tips and resources for small businesses, entrepreneurs and mid to enterprise level companies. Follow us on Twitter at @ChamberOnline.

One thought on “Epic Fail: Ignore Video Content Marketing

  1. WizardTech

    I couldn’t agree more. Videos and images really bring a whole new experience to content viewing – they tend to capture attention and interest more as opposed to a purely written post. The public most of the time can’t help their lure, which make them an effective material in marketing. For this reason, they are the kind of tools that are necessary and work best for online marketing.


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