In our recent post on the video marketing trends of 2015, we outlined a variety of statistics from recent analysis and reports that reflect the current video consumption trends amongst users and the impact this will have on your future content marketing activities.

Richard HigginsonIn order to approach this subject with someone who is immersed in the digital marketing industry, we have recently spoken with Richard Higginson, the Director of Periscope Marketing. Periscope Marketing is a digital and marketing consultancy that offers support and guidance to businesses looking to develop their online marketing activities.

Richard has shared some valuable insights with us on the subject of video content marketing, taking into account the recent work he has done for his clients.

How important is video in content marketing campaigns? 

Video is a very important and very underused tool for businesses. No matter the product or service there are ways to promote, explain and educate prospects. YouTube is nipping at the heels of Google in terms of search. More and more people are looking for solutions, ideas and help using such video channels. Not just locally but internationally which means we need to think about broadening our supply and look for new opportunities and markets. Video is a tool that can help take you there!

If we think how we use YouTube – generally we are looking for solutions, help, advice, and authority figures to help us. This is where businesses need to think different about how they can leverage video content. It’s more than just ‘selling’ the business, video provides a platform to educate and solve a problem. We may find ourselves giving away important and valuable information but that’s how the web has evolved. We now need to give a lot more for free but once we are seen to solve the problem or help someone is someway – they will return! Focus on being THE authority in your field.  From learning how to mend something, how to build a website, how to use social media or how to start and run a business. Manufacturers of specialised products, accountants, engineers – they are all starting to engage with video – there are video platforms and a growing number of authority figures producing regular evergreen content. Content that isn’t time specific but builds a brand and its reputation.

Video can be shared on social networking sites, sent to prospects and improves dwell time on websites. Research suggests people are more likely to engage and buy from watching a video. Twitter have just launched Meerkat live video feeds and we will see applications and platforms develop in 2015 and 2016 as it becomes part of a marketing and media plans. The continued growth in mobile use and consumption of media whilst on the move means we need to think about what we produce, quality of the production, target audience, purpose and viewing platform. Think about video before your competition do!

How have you used video content to promote your clients? 

I advise clients on engaging with new marketing channels and many are still understanding the entry point social networks e.g. Twitter and Facebook. Following the recent Google updates we have all heard the ‘content is king’ expression, the clients I work with are now looking to feed these social channels with content – they are simply blank canvases that need feeding. So using a blend of blogs, new websites, video content I am working with clients to help them capitalise on the opportunities and accessibility to video content whether self-filmed or working with an external production company. Some clients feel its way beyond budget but we are not producing a television commercial and costs are accessible for many businesses. The hurdles are now not the production and costs but the ideas.

What advice do you have for businesses looking to incorporate video content to their marketing strategies? 

I’d say it’s one of the most important aspects of a marketing plan this year – both video and ensuring your communications are mobile enabled. With so many tools for analysis it’s easy to assess effectiveness. Some people are looking for just a huge amount of web hits, some more targeted. Some looking for quality not quantity. By testing video and syndicating across relevant networks it’s a very good way to gauge the industry and your prospects.  YouTube receives more than a billion unique visitors every month. You can’t afford to fish in that pond. But as I mention above, it’s about ideas. What is that key aspect that will trigger a response from a prospect, what problem can you solve as a business, and most importantly have a look around and see what your competition are doing and try to get there first!

We hope the expertise shared by Richard has given you some insights into the ways you can start utilising video in your future content marketing strategies. Let us know your thoughts on the growing popularity of video and its role in the promotion of business on Twitter at @HyperfineMedia.

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