What is video content marketing?

Put simply video content marketing is content marketing, but primarily using video, rather than blogging. How ironic, here I am writing a blog post. 

Video content marketing can be defined however as, publishing regular videos on the internet, with the purpose to build an audience. 

What is an example of video content marketing?

Some of the best examples of video content marketing is done by Gary Vaynerchuck and Richard Branson. They are consistently putting out interesting and valuable videos. However smaller organisations and people use it successfully. Look at fitness stars, comedians, real estate agents and so forth. 

Even this small fruit and veg shop uses entertaining video content marketing.

How much does video content marketing cost (time and money)? 

Time:

Video content marketing isn’t extremely complicated, but requires niche skills. The general workflow for producing a video is.

Idea - plan - filming - editing - feedback- distribution. 

However this process can take upwards of 20 hours for an inexperienced or unskilled person to produce a high quality 10 minute video. Therefore it can be beneficial to bring in experts, to ensure the best results.

A more experienced operator, can most likely complete this process in 10 hours and do a much better job. 

Money:

You’ve gotta pay someone to produce the videos you want. This can range from a few hundred dollars for smaller videos (under 5 minutes), to a couple of thousand for more elaborate and larger videos (over 30 minutes). 

What are the results of video content marketing? 

At the end of the day, video content marketing is aiming to increase the revenue of your business. This is achieved through increased brand salience and brand trust.

Essentially you want as many people as possible to watch your videos. However, a small number of views doesn’t mean you failed. If you’re in a niche industry, it will probably be impossible to get hundreds of thousands of views. Views essentially translate into greater brand awareness for your organisation.

Once a viewer has seen two or three of your videos, they’re going to recognise and trust your organisation. Gaining trust is increasingly getting harder, surveys show that society is slowly trusting businesses less and less. As a result of this trust, your viewers are more likely to buy from you, promote your organisation and defend your organisation. 

If your videos are going to include a presenter, then they are going to increase their own personal brand. This is incredibly lucky for the presenter (and any guests) as more people will trust them because of their videos. This personal brand can help any organisation grow, think about how Richard Branson is the face of Virgin.

How long does it take to see results? 

This depends on how you define “results”. 

If you define results as, a couple of hundred views across 5-8 videos, this is achievable in a couple of months. 

If you define results as, thousands of views across 12-20 videos, this is achievable over the course of a year. 

Of course everything depends on your organisation, your industry and your strategy.

Essentially, every view you get is a massive result! One view equals one person, taking time out of their busy day to pay attention and watch your video. This isn’t an easy feat to achieve. 

How to know if video content marketing is right for my organisation?

Video content marketing is right for your organisation if you’re seeking to increase your revenue, sales and awareness by building an organic following for your organisation over a 3-12 month period. 

Video content marketing isn’t for your organisation if you need to instantly boost your revenue and sales. Maybe try paid advertising if you want to achieve this.