When it comes to developing a content marketing strategy, it can be easy to think solely in terms of written content. However, while blog posts, emails and social media posts are all valuable inclusions, video content is necessary today in order to reach your target audience and stand out in a crowded market. As the founder and president of Content Titan, a digital content creation agency based in Little Rock and serving clients across the country, Nate Disarro has been in the video communication space since the early days of Facebook and YouTube and he has a unique insight into the power of video communication. Check out his reasons why video content marketing is so valuable before you dive into the deep end of production.
Use Video to Tell Your Story
In an increasingly crowded market, standing out requires developing a genuine connection with your target audience. Telling your brand story is one of the most effective ways to build that connection by expressing who your business is, what you do and how you can help your target audience. The better job you do of communicating your brand story, the more likely you are to stand out in the eyes of the audience you’re trying to reach. This is why Disarro focuses on developing a strategy before turning on the camera.
“I love the creativity that people bring to the table that are coming out of school, but I think sometimes they get enamored with the process of creating a film and they forget about the viewer,” he said. “I want to come in and understand your organization, and once I understand it, then we can figure out what we are trying to communicate and how we are trying to get that out into the world.”
Video Communication Provides Convenience
Generating new business leads and building a connection with your target audience aren’t the only benefits that a video content strategy can provide. It also makes internal communication easier and more effective. The convenience of video communication has been evident to all during the COVID-19 pandemic as Zoom and other video conferencing platforms replaced conference room meetings overnight.
“It taught us a big lesson and that is sometimes we can’t be in a physical space with people,” Disarro said. “The efficiency of what you can do and what you can accomplish with video has been a huge eye opener for a lot of people. It’s made it more obvious that you need to be using video in your communications, in your marketing, in your internal storytelling and training.”
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Creating Video Content is Easier Than You Think
There was a time when creating video content required a significant budget. From lights and camera equipment to hiring a crew, it wouldn’t be out of the question to spend thousands of dollars on a single project. However, as professional cameras have become increasingly more affordable and smartphone cameras continue to improve, harnessing the power of video content no longer means spending an egregious amount of money to complete a project.
“As little as 10 years ago, if you wanted to get a reasonable video made, you probably had to have a minimum of six to eight people on the crew and you probably weren’t spending less than $10,000,” said Disarro. “At that time, video was kind of a premium thing that not everybody got to experience. When the first DSLR camera came out, it took cinematic video but put it in the hands of pro and amateur visual filmmakers everywhere.”
Video Content Generates Engagement
Have you ever found yourself lost in a YouTube rabbit hole? It started by searching for that funny video a friend told you about and next thing you know, three hours have passed and you’re still watching suggested videos. That’s the power of video content in action. Watching a video requires less effort from the consumer than reading and understanding written content, making it one of the most effective ways of generating engagement with your target audience.
“I think people engage with video more than they do any other form of content,” Disarro said. “That’s not to discount the value that written content brings, but very few other forms of content literally stop you in your tracks. If you find a video that you’re willing to watch, you’re going to spend more time on that website, on that feed, on whatever it is. You’re not continuously scrolling anymore.”
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