Content marketing garners 3x the number of leads per dollar when compared to the money spent on paid search. It also generates long-term benefits and requires a lower up-front investment than paid search marketing tactics.
Content that attracts leads stems from engaging the reader. Many times, though, businesses sacrifice information about their brands in an attempt to create an engaging experience. When you make this mistake, you leave out an important part of content marketing — brand awareness.
Fortunately, there are strategies you can implement that incorporate your brand into your content — and more specifically, into your marketing videos. These strategies aren’t overly-promotional, meaning your audience is going to come into contact with various aspects of your brand in a very natural way.
Here’s a look at how you can ensure your marketing videos stay on brand.
Showcase Your Uniqueness
Every brand has a product or service, but there’s a good chance you’re not the only company selling it. Showcasing brand personality is the number one marketing challenge marketers face. You have to create videos that shine a light on the aspects of your brand that separate you from your competitors.
What is it about your brand that is so unique from the competition? Is it your customer service? Your shipping rates? Throughout your videos, regardless of their topics, you need to highlight your uniqueness. And when you do, make sure to include your brand’s logos and colors throughout all aspects of the video; this initiates and establishes positive brand recall.
Check out this blog post to learn more about putting a unique spin on an unusual topic to drive higher engagement numbers.
Explain What Your Video Does
Who are you? What is your video going to explain? Every video you create needs to answer these two questions.
One of the best ways to start out a video is by showcasing a problem or pain point that your product or service can solve. Having the audience relate to the problem is a sure-fire way to attract and secure their attention because they will want to see how your product solves it. With this in mind, you could start out your videos according to the following format:
- Explain a problem or pain point or challenge that your audience experiences
- Introduce who you are, including your brand’s name, what you specialize in, and how you can help solve that problem
Share, Share, Share
One of the best ways to incorporate your brand into your videos is to make sure they are posted anywhere and everywhere that your brand has a connection to. This means each time you post a video, make sure it’s shared across all of your social media platforms. You should also host your own blog and create a linking strategy that links back to the video on your own website. Make sure to include links to your social media profiles, too.
Ideally, you will also take advantage of a new form of content marketing called pillar and cluster marketing. You create a video on a specific topic (the pillar) and then create mini videos that go into greater detail on subtopics of your primary topic (the cluster). More importantly, you then link these videos back and forth to one another in their descriptions. When one video gets high view rates, it lifts the SEO value of the other videos because they are all linking to one another. This translates into increased brand awareness.
Check out this article to learn more about creating numerous pieces of video content to link back and forth to one another. Time Inc. did it, so you should too.
Create a Storyboard
Effective video creation always starts out with the development of a storyboard. A storyboard is like a template for a video’s storyline. You need an introduction, followed by the pain point you’re going to address, and then you’ll want to include a climax and a resolution (this is where you highlight how your product or service solves the problem). At the end of the video, you ALWAYS want to invite the viewer to leave a comment, to share the video, and to contact you with their questions.
Check out this Travel and Leisure video. As you’re watching it, you can easily see how the video can be created at speed using a storyboard.
If a viewer finishes watching the video and has no clue what brand/company it was about, this is a good indication that you need to keep tweaking it.
The goal is to engage viewers while also making sure they not only learn something about your product but also how it solves a unique problem or answers an interesting question, and positively impacts their lives. Showcasing your uniqueness, creating a storyboard, and sharing your video across multiple platforms is an effective way to incorporate your brand into the entire video creation process.