One of the misconceptions that many businesses make is that when you decide to create a video its sole purpose if to sell your product or service. Video has so much more potential. As you may have read on some of our previous posts, research from Cisco recently indicated that by 2017, video will account for 69% of all consumer internet traffic. Video is now the perfect medium to engage with your target audience.
One of the ways that you can use video as a means of content marketing is by creating content that reflects your business as a thought leader. By doing this you not only build the authority of your brand, you can also use it to boost your talent brand in order to attract new talent to your business. If you’re thinking of using video to support your goal of becoming a thought leader, we have included some hints and tips on creating, publishing and measuring your content below.
The video must have a purpose
The best videos that can help to improve your standing as a thought leader must be of some sort of value to your viewer. Either they are authoritative and informative (providing new information) or they provide actionable insights (based on your experience in your sector). By providing your audience with useful takeaways, you will be able to build up trust with your audience. The more useful something is, the more it will be shared, therefore extending the reach of your content.
Where to publish
There are a variety of places that you can publish your video. Firstly the video can be embedded onto your website in order to drive traffic back to your site, but a great way in order to connect with your audience is by sharing the content on social media platforms. LinkedIn have recently published a great guide to content marketing that includes advice on where and where to share content.
Measure the results
As you have invested in not only creating a video, but also taken the time to distribute these content assets, you need to have visibility over its effectiveness. The three areas that you can use to measure the reach and effects of your video include traffic (how many more people are visiting your site) links (are other sites referencing or featuring your video and linking back to your website) sales (has this coverage had a direct impact on the number of leads you’re getting) and social interactions (these include impressions, likes, comments and shares).
Don’t be afraid to share your expertise and insights with the wider community. Bit can help both your followers and industry peers to start seeing you as a thought leader. Have you had successes with video content? Share your thoughts with us on Twitter at @HyperfineMedia and follow us on LinkedIn for all the latest video production news and advice.