What Can Video Accomplish for Marketers?

Video is one of the most versatile and compelling content types available to marketers. Organizations from virtually every industry could benefit from video — as long as it’s used thoughtfully and strategically.

The term “video marketing” encompasses a wide array of content types, from quick social media hits to lengthy webinars and documentaries. These deliverables can be cut up, repurposed and remixed to fit new audiences and platforms, and high-quality videos are always a welcome part of a new digital marketing campaign.

Picking up video for the first time can help your company keep up with the competition. Stepping up your use of video and integrating it with other methods throughout the marketing funnel can help you not just catch up but sprint ahead, reaching your audience in new ways.

Why Are Some Marketers Not Using Video?

Video can fulfill a lot of roles for companies and deliver considerable value, but some businesses haven’t taken it on yet. When asked directly why they’re not using video, marketing leaders’ top two answers — tied with 24% apiece — were the perception that video would cost too much and uncertainty about whether it was really necessary. Next was a lack of time to produce video content, at 19%.

Businesses can address a perceived lack of time and budget through creative solutions, including working with third-party marketing experts and investment in low-cost video options, such as focusing on user-generated content. But what about the companies that don’t think they need to produce videos?

If you fall into the “don’t need it” camp, simply seeing the many ways video can fit into a marketing strategy could change your mind.

What’s the Promise of Video Content?

Video is a powerhouse content type, for one simple reason: It’s a multimedia format. It combines visual and audio elements, and can include everything from simple slides to live-action footage. It can be short or long, live or prerecorded, and can be repurposed many times over in different edits and across channels.

So, what can video accomplish for a brand specifically?

• It builds trust: When customers see a video, especially a live-action video, they feel like the message they’re receiving is real, credible and relatable. The simple act of hearing a spokesperson talk and watching them while they do so can create a deep connection. It’s not feasible to speak to every potential customer in person, so video can be a substitute.
• It can show, not just tell: Video is a good medium for informative content like tutorials and explainers. Seeing a product or service in action makes it easy for viewers to envision how it works. This can be relevant at several steps — it can help people decide to make a purchase or help them make the most of something they’ve already bought.
• It dominates social and search: Every social platform is a little different in its key demographics and content types, but video is a through-line. Newer platforms like TikTok are built around video, while others like Instagram and X are very video-friendly. Even the businesslike LinkedIn can benefit from an infusion of video. Embedding videos in landing pages and blog posts is also a way to boost their search engine optimization (SEO).

Video, as the combination of visual and audio content, is more than the sum of its parts. Recent trends, such as the centering of video content in the podcasting world, show just how much value creators see in this content. When a podcast has a video component, it can make an impact on new platforms, especially when cut into bite-sized chunks to engage audiences on social media.

Of course, as with any marketing medium, just “doing video” isn’t enough to drive returns. Integrating it smoothly into overall campaigns is the real path to value.

Finding Uses for Video Throughout the Customer Journey

One of the most important concepts in marketing and sales is producing content that will appeal to people as they engage more closely with your company. The sales funnel begins as you build awareness of your brand, before someone considers their options, makes a purchase and hopefully becomes a repeat customer.

One great show of video’s versatility is the fact that you can produce different video content for every step of the customer journey. The medium is the same, but the details evolve to give your audience the exact kind of information they’ll be looking for at a given moment.

Here’s how it works:

• Awareness: At this stage of the journey, you need to get your name in front of potential customers. It’s too early to make a hard sell, so instead, you’re promoting your reputation and setting up common problems and solutions.
  • Content types: Brand storytelling videos, explainers, problem/solution clips.

• Consideration: After they’ve established what their key need is and started considering which brands could help them address it, customers will compare and contrast those brands. Now is the time to push content that will ensure people give your products another look.
  • Content types: More in-depth explainers, product feature videos, client testimonials.

• Conversion: Eventually, your potential buyer is ready to make a purchase. This is where you seal the deal by making every customer feel like they’re choosing correctly by going with your brand. The content at this step should answer any remaining questions.
  • Content types: Product demos, case studies, additional testimonials.

• Retention: Making someone a customer is good. Keeping them around, as a repeat buyer and a brand advocate, is great. Video has a role to play here, too, keeping the connection going strong as people begin actually using your products.
  • Content types: Onboarding videos, FAQs, support and troubleshooting clips.

A well-balanced video library will contain tonally consistent and visually matching videos that cover every stage of the funnel.

Making Video “Play Well With Others”

Video isn’t just versatile in terms of the customer journey; it’s also a great addition to your other content marketing pieces. Nearly any imaginable part of your strategy could be that much more exciting or compelling with an infusion of video.

What do these combinations look like in practice? In short:

• Blog posts: Videos embedded in blog posts make those pages more engaging and shareable. Readers can quickly and easily glean plenty of facts from a video, helping them make a decision or pass the post to friends or family who are wondering about related products.
• Social posts: Social networks incentivize creators to produce video, putting these types of posts in privileged places in algorithmically ordered content feeds. Furthermore, as with blog posts, viewers may be more likely to share posts if they have a video component.
• Landing pages: If your homepage and other key landing pages contain video, that site not only receives a boost on search engine results pages (SERPs), but it’s also more compelling for visitors. You may find it easier to convert potential customers on pages with video.
• Email: Including videos in your email newsletters or marketing email blasts is a good way to earn opens, click-throughs and general engagement.

Today’s web is built to accommodate video. With mobile devices and cellular connections now reliable enough for video viewing virtually anywhere, you don’t have to worry about people not being able to see your content. With that said, you should make sure to include captions if you’re conveying vital information verbally — maybe your audience will be watching somewhere they can’t turn the sound on.

Repurposing Resources to Make Video Work for You

One of the most exciting and potentially underrated aspects of creating video content is the ability to use your internal resources in building out your campaign. This can cut down on upfront cost and help you produce a consistent, on-brand set of materials.

This could mean:

• Repurposing infographics: Content you’ve created for a static infographic could be a great basis for a short-form video. You can even produce looping videos that look great on social media, in email or on your website.
• Cutting up longer videos: A long-form video, like a webinar or event panel recording, is great fodder for short content. Taking individual clips and releasing them as a series helps you catch viewers’ attention and draw lasting value from your initial video.
• Taking inspiration from white papers: Much like a long-form video, an extended written piece can become the source of several short videos. Language from a white paper or eBook can become script elements for short clips.
• Getting help from your people: Your subject matter experts can be key contributors to your video team. Whether as scripters or on-screen talent, no one knows your business like your people, so it can pay to give them a chance.

Video creation doesn’t have to be a mysterious, disconnected process. At its best, video is just another content channel, tightly aligned with your overall marketing strategy.

Empower Your Content Marketing With Video

Content marketing is a big tent. It contains everything from SEO-focused blog posts to podcasts, white papers to LinkedIn polls. And, yes, it contains video. No matter your industry or the size of your business, there’s likely some way to make video work as part of your strategy.

Now that you’ve seen why and how it can work, it’s up to you to apply video marketing to your needs. It’s likely to be a fruitful process, and it could even be a fun one.