In the last few days, Hootsuite CEO, Ryan Holmes has published an article looking at the rise of apps like Periscope and Meerkat and the potential tidal wave of live video streaming saying “content and marketing will never be the same again”.

True enough. But for many companies live streaming won’t include celebrity endorsers or amazing real-time campaigns because that’s not what their business is about.

Whether it’s live streaming via an app on your smartphone or a professionally-crafted video, the old saying that ‘content is king’ still stands. While a funny video might go viral, unless it says something relevant about your business and appeals to your target audience, it’s not going to generate interest or sales.

But you can take steps to appeal to your customers by creating a well-executed video with content informed by your target audience profile, which will build your brand awareness, increase engagement across your social media channels and ultimately uplift sales conversations. And if it’s interesting and engaging, it’s sharable by people who are actually interested in your products or services – and as a business, that’s far more valuable than a random video going ‘viral’.

Whether you’re producing your own content or briefing a video production house, remember that what your customers want to see is just as important as what you want to say.

Your content should:

  • Appeal to your audience
  • Sell benefits not features
  • Drive traffic to your website, call centre or retail outlet
  • Be accessible and shareable via multiple devices
  • Should not leave your audience in any doubt about what you want them to do

Video should be considered as part of a wider marketing strategy. Plan your campaign and create engaging content which appeals directly to your audience. There’s a huge amount of video out there: 72 hours of video is uploaded to YouTube every minute and video content on the web is set to rise as apps make it easier to stream video direct from any smartphone.

So if you’re a business it’s not enough to just put content out there, it needs a purpose and a strategy to be truly effective.

 

By Gregory Mandry, Producer/Director at Big Yellow Feet.

Are you creating video for your business? What are your top tips for creating valuable content? Let us know below! 

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