The purpose of content marketing is to create and offer valuable content customized for your audience. It should attract, engage and convert your visitors – basically it should carry them down the marketing funnel.
That’s where video marketing comes in. There are so many opportunities for you to offer your audience video content throughout the buyer’s journey – videos that will help educate them, make it easy to trust your brand, and move them to a purchase decision faster.
Through animation a new dimension of your brand is created. Animation provides visual and emotional stimulation, as well as that “wow” factor that makes your video content memorable.
We all love learning new things. If brands find a way to make learning faster, quicker and fun, all the better!
In the top of the funnel, a lot of your target audience is out there searching for new info – that’s where educational videos come in. Educational videos offer real value to your audience that they can apply to their everyday lives.
A relatively newer phenomenon but one that’s catching popularity fast are documentaries. Similar to educational videos, these teach your audience something real, valuable and new.
They act as a cross between brand films and educational videos, in a comprehensive, stylist and story-driven way.
At this stage, begin nurturing the leads you obtained from your earlier top-funnel content efforts. Nurturing involves building your existing relationship with users. You already have their attention, now get them to know, like and consider you.
The idea is to gently steer your users towards reminders about why you rock, without rubbing their faces in it and to provide high-quality content without seeming too salesy.
This nurturing is often done through email marketing, using contact information you obtained earlier to send users targeted content.
What better content to send than a video to catch the attention of your users? Give them a dose of surprise and differentiate yourself by using a video at this stage. Be sure to use CTAs at this point to convert your users.