Video Content Marketing: Strategy and Examples

Video production doesn’t have to be complex or resource-intensive, and our guide explains why. We break down and outline the essential processes for effective video content marketing. 

In this article, you’ll learn why you should use the video format to market your business - whether it’s to boost awareness, drive sales, or hire new recruits.

8 types of content marketing videos you can produce 

Now that you understand how to make an effective video strategy, let’s take a look at the top-performing types of marketing videos and examples of companies who do it right!

1. Product or service presentations to pitch your value proposition

Check out this example from Google in which they introduce their groundbreaking new product, the AI-powered Search Generative Experience (SGE).

These videos serve as product adverts and pitch deck packshots of the modern era. Guaranteeing high ROI, presentations highlight the essential benefits of your offer and what your organization can do for potential customers.

2. Interviews to build brand relatability

At PlayPlay, we produced a series of interview videos for women's day to highlight our incredible employees and to express our commitment to gender equality.

Interviews with your clients, employees, industry experts or partners are the best way to add a human touch to your videos.

To gain your audience’s trust, you’ll need to build relationships with them. From building brand relatability to establishing your organization as an industry thought leader, interviews are one of the best types for helping you connect with your public directly.

3. Customer testimonials to back up your promise

This testimonial video by Slack takes us into one of its clients’ workplaces, and we learn how Slack has revolutionized the way this organization communicates.

Testimonial videos put your clients front and center. In an interview format, they typically discuss a problem that they’ve faced, finding your product, and how it helped them to overcome their challenge.

Your target audience would love to see the living proof of your happy clients as they recount their experience of using your product!

4. Product demos or tutorials to educate your customers

Notion’s product is full of possibilities. In this tutorial video, a Notion employee teaches us how to get the most out of a specific feature.

‘How-to’ queries are some of the most frequently asked questions on search engines. Whether it’s learning a new skill or discovering how to use a new feature, audiences will likely search for resources that show them how to do it.

For brands, tutorial videos are one of the best ‘how to’ resources out there. Not only do tutorials pique the interest of potential customers, but they can also boost customer retention by ensuring users get more out of your product.

5. Event teasers to boost sign-ups

In the run up to Ad World Conference, the team at Ad World created this teaser video to communicate the event’s key information about new tracks and boost sign-ups on social media.

Whether your event is in-person or online, video can help you maximize sign-ups and return on all the effort you put in.

You can easily produce teaser videos to build hype around your event and encourage sign-ups. Highlight key information such as the speakers and the agenda, featuring clips and photos of previous editions (if available). Don’t forget to add a catchy soundtrack and a CTA so viewers know where to register.

6. Social videos to maximize engagement

RedBull reminds their audiences what their brand is all about : doing the unthinkable ! In this TikTok video, they’re able to showcase their brand’s core values and inspire their followers to act out of their comfort zone. 

Social videos are short, fun videos that help your brand’s personality shine through. The goal? To build an authentic connection with your audience, nurture an active community, and achieve maximum engagement on social media.

This type of content is all about creativity. Tuning in to trends and popular formats on social media such as TikTok and Instagram, use social videos to inspire your followers or make them laugh. Why not use entertainment to teach your audience about a new feature ?

7. Animated videos to illustrate pain points

Headspace has made meditation accessible for millions of people. Through animations, Headspace explains tricky meditation concepts in an easily digestible and entertaining illustration.

Need to explain a process with multiple steps or cover a sensitive subject? Animated videos can help you break down complex topics into a bite-sized, engaging format.

Voice-over narration can bring an animated video to life and keep your audience engaged throughout.

8. Project highlights videos to keep your community in the loop

At PlayPlay, we create a highlights video every quarter to show our community what projects we’ve been working on and to put a spotlight on employee achievements.

Your community wants to know what you’ve been up to! Project highlights or quarterly recap videos allow you to provide your followers with a bite-sized rundown of your organization’s recent activity.

On top of that, these videos are a great way to celebrate your employees’ hard work and give them the recognition they deserve.

5 reasons for incorporating video in your marketing strategy 

Great content drives better business results. Here are concrete benefits of video marketing that illustrate the importance of creating a robust video marketing strategy – and sticking to it.

1. Engaging video increases brand awareness

69% of people prefer video to text when learning about a product or service. This format is more appealing because it easily evokes emotional reactions from viewers, leading them to act on these triggered emotions. 86% of marketers say that video has increased traffic to their website, and 78% say it’s directly helped increase sales.

Text, photos and images are a great starting point for any marketing strategy. Diversifying your online campaigns can drive more views, clicks, and conversions – helping you to reach a wider audience and grow your business.

2. Video content increases conversion rates

Brands are able to communicate their key messages more effectively, as it engages more senses and feelings than static text or imagery alone.

That’s why videos are highly effective at convincing audiences to take quick or immediate action. They help consumers better visualize your product or service, and also understand why they need your solution.

3. Video content drives higher ROI

Many companies are hesitant to invest in video production because they’re afraid it’s too expensive or complicated to implement. But with new, user-friendly makers on the market, you can make professional videos in-house with ease – no expertise or complicated tools needed.

Implementing video is a solid investment for business growth: 89% of video marketers say the video format has given them a good ROI.

4. Video drives more visibility and engagement on social media

It’s clear that this format drives stronger brand awareness and conversions. This is also because social media algorithms prioritize video content in newsfeeds.

Consumers love content that is entertaining, informative, and digestible. Therefore, social media platforms serve their users the format they’re most likely to engage with, which is now predominantly short-form video.

5. Video builds trust among your target audiences

Trust doesn’t come easily in advertising. Customers are now more skeptical than ever of brands they don’t know. Yet, studies show two out of three customers are ready to make a purchase after watching a single customer testimonial.

Create value for your target market. Distribute content with a clear purpose that benefits your audience. If there is no tangible value for your audience, such as offering an actionable tip or an entertaining viewing experience, then you may want to think twice about sharing it.

How to create an effective video marketing strategy 

Creating a winning video marketing strategy doesn’t have to be difficult. You no longer need to be an expert or hire a team of them – all you need to do is follow these 7 easy steps!

1. Know your target audience like the back of your hand

As a good marketer, you already have an idea of who your target audiences are. But do you have any idea of what they're expectations are for videos?

Take time to consider what you already know about your audience. Consider their:

• Preferred topics and themes of interest. Beyond your products or services, what kind of online posts do your potential customers like to consume? What challenges and daily concerns do you help them resolve?
• Consumption habits. Are your target fans of long, 30-minute webinars, or short, dynamic "snack content" type videos? Would they rather watch them on their mobiles or their desktop computers?
• Consumption channels. If you're reaching out to potential B2B clients who are over 50 years old, you probably won't find them on Instagram or TikTok, but rather on LinkedIn or Twitter. The opposite would be true for someone marketing a restaurant. Think about what channels your target typically visits for your niche.

2. Determine your video’s objective

Take some time to select clear objectives for your video strategy. These objectives can include: 

• Boost your reputation on the internet. 
• Improve the search indexing of your website. 
• Increase the time visitors spend on your site pages. 
• Increase your conversion rates. 
• Engage communities. 
• Assist with commercial or after-sales services. 

3. Integrate video into your current marketing mix

For your videos to truly reflect your company or brand, be sure to think about these two key elements: the graphic designs and the editorial guidelines. 

4. Determine what content to create with your videos 

Luckily, you can reuse your existing content to create engaging videos. Consider: 

• If certain sections of your latest white paper can be turned into promotional videos?
• If your latest case study could be turned into an interview or a video quote?
• If your last article can be used as the basis of a streamlined 'Top 5' video?

Here are some particularly effective types of content that could bolster your efforts:

• Posts showcasing your products/services
• Content that reflects your brand's values
• Trendy content
• Relatable content
• Funny and interactive content
• Nostalgic and user-generated content

Remember, video marketing should educate and entertain its audience at the same time. So, be sure to strengthen your video storytelling! 

5. Choose the right distribution channels

You can create the most out-there, ground-breaking videos the world has ever encountered, but if you don't manage to distribute them properly to your audience... the only person contributing toward that view count will be you.

So remember to list all the places online where you're active, like a digital marketing footprint.

Here’s some examples of distribution channels you may want to consider:

Website

It's highly recommended to use strategic pages of your website, such as: product pages, landing or sales pages and blog posts. This is a very effective way to increase how long your visitors spend on your website and boost your conversion rates.

YouTube

With over 2 Billion logged-in users visiting YouTube each month, YouTube is THE video platform to publish . However, to be successful on YouTube or ace YouTube B2B marketing, you’ll need to tune in to all the YouTube best practices such as: adding catchy titles, using relevant tags, and including a well-designed final screen – to increase how long a viewer spends on your channel.

Social media platforms

If your audience hangs out on social media platforms, video provides the perfect opportunity to grab their attention. Whether it's Instagram, Facebook, LinkedIn, TikTok, or Twitter – each social platform offers you the option to upload them natively, which increases visibility and distribution even further.

Online ads

On Facebook, LinkedIn, or Twitter Ads, video is a hit. With a click-through rate 7.5 times higher than traditional display ads, this format will give your online advertising plan a major boost and could increase your conversions.

Emails and newsletters

Even if video and email don't seem to get along so well these two formats are, nevertheless, a winning combo. By simply adding the word "video" to your subject line you can expect a 19% increase in opening rates. Attractive, isn't it? Learn more in our guide about video email marketing!

6. Plan the creation of your videos

Start by aligning your video creation with your overall marketing plan. Are any of your product ones linked to a specific product launch? Are other ones scheduled to be released at the same point as your new advertising campaigns or your next white paper? Make sure to plan the release dates so that they fit in with your marketing objectives.

It's also worth thinking about creating an editorial schedule specifically for your video content. In this editorial schedule, create at least 4 columns:

• The subjects: this will help you visualize the variety of what you post and make sure you’re covering a wide range of topics and formats.
• The resources you have at your disposal: think about your technical needs (filming equipment such as a microphone or a camera, or a specific editing tool), but also human needs (people in charge of scripts, storyboards, subtitles, and also a cameraman, video editor, motion designer...)
• The distribution channels you have chosen for each one, and the formats in which you should shoot/edit them.
• Shooting, editing and posting dates: the main point of building an editorial schedule is to ensure you can get things done on schedule! With a clear idea of your production and promotion timelines, you’ll be able to stay on track for hitting your video goals.

With this 360-degree approach to your video schedule, you’ll be able to produce a real marketing strategy. Vary the formats and themes, while maintaining a general coherence to the overall style of the videos.

Creating a recurrence in your communication plan, such as "Thursday interviews" or "Friday's Top 5", could be a useful way to bring some consistency to the schedule. Check out this blog post to learn more about viral video marketing.

7. Analyze the KPIs

Tracking key metrics on a daily basis is essential to determine if you're going in the right direction.

Here are a few KPIs and metrics that may be of interest to you for tracking the results of your video efforts:

YouTube

• Number of views
• 'Watchtime' on YouTube
• Number of likes
• Number of subscribers to your channel 

Social media platforms 

• Engagement rate: likes, shares, comments, retweets
• Number of influencers reached on social networks
• Number of impressions your social ads make
• Number of mentions your brand receives

Search engine optimization (SEO)

• Positioning in Google video search results
• Increased time spent on your web pages

Conversion objectives

• Click-through rate on your ads
• Click-through rate on your Youtube videos' final screens
• Increased time spent on your web pages
• Opening and click rate of your newsletters/emails

Commercial and/or after-sales service objectives

• Number of contracts signed where the prospect has watched a video beforehand
• Number of demo requests
• Number of after-sales inquiries related to a problem using the product

Always keep these metrics in the back of your mind, and test different formats or channels, to learn what works best. The advantage of digital is that you can observe the results of the strategies you put in place on a day-to-day basis, to continuously optimize their performance.

How to create engaging marketing videos 

Follow these 7 steps to create marketing videos that get your message across and make a real impact on your audience - every single time.

1. Define your marketing video goals 

Every video should serve a specific purpose. What are you trying to promote? Do you want to educate your audience? Do you want to guide them on how to use your product? Whatever your goal is, it must be singular and well-defined.

Every video you create should deliver one key message based on the specific goal you identified. By defining your goals, you’ll have a strong idea of the messages you need to get across in each video.

2. Invest in basic filming equipment 

In the age of Instagram and TikTok, anyone with a smartphone can create viral content!

While it’s easier than ever to create videos, it’s still worth investing in some basic equipment to make sure the end result is brand-worthy. Here are some must-haves:

• Camera: Consider investing in a DSLR camera for features that make filming easier, like auto-focus or a sharper resolution. 
• Tripod: No matter how steady your hand is, your audience will definitely notice if you’re not using a tripod. Tripods make your filming smooth and stable, ensuring a professional-quality output. 
• Lapel microphone: Your audience will tune out immediately if your audio has a patchy sound ! Lapel microphones are usually very affordable, easy-to-use, and perfect for recording interviews. 
• Box lighting: Good lighting should never be underestimated, and it’s especially important for interview videos. An affordable 3-point lighting setup will guarantee your scene is well-lit and make sure there aren’t any distracting shadows on speakers’ faces. 

3. Write a rough script 

What’s the purpose of your video? What do you need to communicate and what do you want your audience to learn? In bullet point format, jot down the main messages you want to get across, including a rough outline of who’ll speak and in what order.

As long as your interviewees get comfortable with the subject-material beforehand and know roughly what questions they’ll be asked, they should be able to respond more naturally.

4. Create a storyboard 

A storyboard is a scene-by-scene sequence of images that serve as your video plan. Think of it as a visual companion to your script, allowing you to visualize your story with greater clarity.

Sketching out your video beforehand will help you to refine your storytelling, while ensuring your filming sessions are well structured and organized. You can outline anything from camera angles and technical equipment to backgrounds and props – the more detailed, the better. That said, it certainly doesn’t have to be perfect. Like your script, you can adapt it as you go along.

In addition a storyboard will save you precious time during the editing process when you’re putting your rushes together.

5. Get organized and start filming 

To make sure your filming goes smoothly, keep these best practices in mind: 

• Reserve the location: Communicate the location, date and time of the shoot well in advance to everyone involved. 
• Set up the scene: From installing your lights to getting your microphones hooked up, ‘fence off’ the area to keep interruptions to a minimum. 
• Warm up: Practice makes perfect. A little warm up will help your ‘actors’ relax and feel more prepared for the recording.
• Record multiple takes: Get at least 3 takes of every scene. You don’t want to wrap up recording only to realize later that a take was ruined by background movement or unwanted sound !

6. Keep your video short

Once you’re done filming, it’s time to start editing it all together.

Upload your rushes and start putting them in order, using your storyboard as a reference to guide you. It’s worth scanning through all your takes to choose the best one for each scene.

Focus on hooking in the viewer early on by creating a compelling intro, such as an eye-catching visual, a sound-bite quote, or a thought-provoking question.

Then, focus on brevity. Unless you’re editing a webinar recording or a long-from tutorial, aim for the 1-minute mark, or keep it under 3 minutes. This gives you enough time to convey your key message, without losing your audience’s attention.

7. Add subtitles, music and CTA 

No video is complete without subtitles, catchy music and a persuasive CTA.

Captions help hook any viewer into your story – especially those that scroll through social media feeds without the sound enabled. Subtitles also make your videos more accessible to international or hearing-impaired audiences.

And for those who will hear it, adding music is a great way to set the tone for your video content. Whether you’re looking for a playful mood or a more serious, corporate feel, many content makers offer a whole library of royalty-free tracks to choose from.

And last, but certainly not least, you must finish with a call-to-action. If you’ve managed to get your audience to watch through your video from start to finish, that means they’re interested in what you’ve got to say! Invite them to follow you on social media platforms or check out your website – the CTA you choose will depend on your objective.

Create a marketing video in a few clicks with PlayPlay

From researching your audience and having concrete marketing goals, to knowing exactly what kind of videos to create and where to share them – you’re now fully equipped to launch your strategy.

In fact, you’ve already done most of the work. With a video maker like PlayPlay, making the video content itself is the easy part ! PlayPlay enables anyone in your team to turn any message into a compelling video, in minutes.

With our powerful and intuitive products, the best AI technologies, and our focus on enterprise storytelling, we've enabled over 3,000 companies to make video their main form of communication.

To see what video content can do for your business, try PlayPlay’s 7-day free trial today.