Some things just belong together. Shoes and socks. Bees and honey. Peanut butter and jelly. Videos and advertising. Whether they’re instructional, informational, or simply for fun, videos are an important part of today’s marketing strategy.
According to a recent report sponsored by Demand Metric and VidYard, almost 70 percent of marketers use video as part of their marketing strategy and 82 percent say they’ve seen success with video content marketing initiatives. If you’re planning to give video a larger place in your content marketing strategy for the coming year, here are a few things to keep in mind.
1. Define your goals.
Videos within the context of content marketing mean different things to different people. If the marketing team whips together a video highlighting features of a new product while the CEO is expecting something that depicts a day in the life of a company employee, that’s an expensive lesson to learn. Make sure everyone is on the same page before the cameras roll.
Part of clarifying the goals of your video content marketing strategy should be to determine how your team defines successful metrics. By the number of viewers? How often it’s shared? How many leads it generates? If it goes viral? And, what constitutes “viral?” Figuring out these kinds of things ahead of time helps you spot what’s working and what need to be tweaked.