Traditional marketing is a lot like a food fight: You throw some stuff at people and hope it sticks.
Modern consumers want more than that. They want information, they want access, they want to be wooed, they want...content marketing.
Where traditional marketing involves pushing out messaging, content marketing pulls consumers along a path to purchasing and brand loyalty.
How do you do this? By providing truly valuable content.
Creating useful content that your audiences want and need attracts them to your brand. Adding calls to action within this content gives them a way to continue learning from and engaging with you. And offering additional content resources throughout their experience with your brand can turn leads into customers and customers into powerful brand advocates.
The key to all of this, though, is to make sure your content is valuable.
If you make women’s clothing, for example, valuable content may include ways to use accessories to jazz up an outfit or a rundown of the latest trends for the season. A tech company that sells marketing software might produce guides on how to create a marketing plan or how to implement best practices for SEO.
Someone who’s searching for an answer to a problem (What do I wear to this summer wedding? Is back-linking necessary?) finds your solution and is introduced to your company and what you offer. If your content isn’t valuable, consumers may never even enter your funnel.
But “content” isn’t just blogs and social media posts. The results are in, and the answer is clear: You need to incorporate video into your content marketing strategy. Check out these stats:
If you want to reach audiences where they’re at, fully engage them, and clearly share your message and expertise in all the ways you can, then it’s time to introduce video to your current strategy.
There are many kinds of video you can create, including explainer videos, how-tos, testimonials, product demos, and more. And you can use that video content in countless ways: on your website, in blog content, on social media, and in your email marketing, to name a few.
However you decide to incorporate video, one thing is certain: If you haven’t started already, the time is now. As technology for making, sharing, and watching video improves, the ROI just keeps getting better and better.
What good would this blog post be if I didn’t give you a call to action? Join Influence & Co. and Lemonlight on Nov. 9 for the webinar “How to Marry Your Content Strategy to Your Video Content.” We’ll discuss why video content is important to your overall content marketing efforts and how to create a lasting union between the two that delivers a robust and effective content marketing strategy.
Hope Horner, CEO of Lemonlight, is a three-time entrepreneur who has been featured in Inc.’s 25 Inspiring Entrepreneurs to Watch in 2017, Entrepreneur’s 11 Marketing Experts Whose Insights Could Change Your Business, and Pepperdine University’s 40 Under 40. Horner is a regular contributor at Entrepreneur, Forbes, Inc., and multiple other publications, where she shares startup insights and scalable solutions.