Video Content Marketing
Video Content Marketing (VCM) is for companies who want to use video as a way of staying in forefront of the minds of existing and potential customers.
What is VCM?
Video Content Marketing (VCM) is a way of creating an awareness, interest or demand for your products or services by the frequent publishing of relevant video content.
Typically the video is between 30 to 120 seconds – just enough for the viewer to receive and process your message. Once your audience has been ‘caught’ longer content works too.
The type of content published is varied and the quality diverse. It is influenced by an understanding of the needs of your target audience and what is relevant to them.
Content is published via multiple channels and on platforms that can measure its effectiveness. To generate trust and loyalty it is published frequently. Over time, it is the regular delivery of video that delivers the best results.case studies
Why VCM matters
Dr James McQuivey estimates that one minute of video is equal to 1.8 million words
75% of executives (US) watch work-related videos on business websites at least once a week
In the US, 96% of B2B organisations use video in some capacity in marketing campaigns and 73% report positive ROI
People now spend more time with digital video than with social media
Tablets and Smartphonse are dramatically increasing online video viewing habits
YouTube reports that watching video on mobile devices increases 100% each year
85% of users recall a video ad they had viewed in the past 30 days
(Online Publishers Association)
What we have learned
The continuous proliferation of video means that audiences accept it as the quickest way to be better informed. This has lead to an expectation by consumers that brands can and must communicate via video.
Video regularly out-performs text and graphics as a way of engaging an audience
Video is immensely versatile in terms of how it can be produced, edited and distributed
What is produced can be measured so there is a demonstrable Return on Investment
Video works in the same way as a new headline. It has to get to the point fast and attract attention.
On social media channels the text (copy) must work closely with the video in order to encourage viewing.
There are numerous video production companies and marketing agencies offering their services. There are only a handful that understand video, content and marketing.