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Digital Marketing Using Video Content Marketing – A Definitive Guide

Digital marketing strategies are continually evolving. In the digital age, it is essential to remember that no trend is set in stone. In this fast-paced, virtual world, preferences, and likes change at the drop of a hat. 

Content sprinkled with keywords is attractive for business owners as it triggers a response from their target audience and brings in leads. But it will impress only those customers who prefer reading. This particular marketing strategy has its benefits, but reading’s a habit slowly dying in the wake of shorter social media content and the growing influence of video on social and niche video platforms. To attract these crowds with shorter attention spans you can grab their attention with video marketing.

Digital Marketing Using Video Content Marketing - A Definitive Guide 1

So, what is video content marketing?

Video content marketing or video marketing involves using video platforms to reach your target audience in a bid to influence their purchasing decision. Apart from creating brand awareness, it can also help build customer trust and loyalty and increase audience engagement. 

Why opt for video content marketing?

A study conducted by an imminent organization states that a large number of the global population are visual learners. A well-curated, insightful blog can improve conversion rates, but including videos in your written piece can bring you better results at an accelerated pace. After all, as BrainShark indicates, videos are 50 times more likely to grab user attention, since they score better Google organic page ranks than plain text.

The stats do not imply that any video with fluff or unhelpful content would receive similar reception. Only videos that stand out or make a difference get this attention.

So, what are the different types of marketing videos you could use to benefit from your video marketing efforts.

Let’s find out.

Digital Marketing Using Video Content Marketing - A Definitive Guide 2

Types of content marketing videos

  • Demo videos

A demo video shows the working of a product and is accompanied by instructions (verbal and visual) on setting it up. Often, businesses find demo videos a compelling form of communication that has the power to lure potential customers into trying out their products and services.

  • Brand videos

A brand video aims to familiarize the target audience with your company’s mission, vision, products, and services such that it appeals to them and evokes their interest. Usually, businesses release brand videos as part of their advertising campaign.

  • Event videos

Event videos feature snippets or highlights from your recent business gathering, such as a charity event for fundraising or a round table conference. Apart from increasing brand awareness, they also lend your brand reliability and credibility, showing your target audience that you are an active business, playing a prominent role in your sector.

  • Educational videos

Educational videos provide viewers with valuable information, which they can use to address specific issues they might have with a product. For instance, someone unfamiliar with HVAC or plumbing can look for an educational video to fix the problem on their own at home.

  • Live videos

To promote brand awareness while increasing your social media following, try sharing live videos with your target audience. Stats indicate that people spent 10 to 20 times longer on live video than on-demand content. Live videos are popular because they enhance user engagement and prompt users to comment with questions.

  • Customer testimonial and case study videos

There is no better option to gain customer trust and loyalty than sharing videos featuring customer testimonials or case studies. Get your happy and satisfied customers talking so that they can vouch for your company by explaining how choosing your product or service over the rest helped them in overcoming challenges.

While posting or sharing videos was more of a hobby than a requirement before, it’s high time that you developed a strategy to succeed in your video content marketing efforts. 

Developing a smart video content marketing strategy:

As a video marketing agency we aim to help clients develop creative assets that can deliver desired results. Here is a list to-do while developing a video marketing strategy:

  • Discover your target audience’s interests.
  • Produce video content that addresses your customer’s issues.
  • Create an outline and script for your video.
  • Give your brand a unique look and voice.
  • Producing, Shooting or recording your video and editing it.
  • Incorporate relevant, written content with videos.
  • Distribute your marketing videos on social media handles and video platforms such as YouTube.
  • Measure the effectiveness of your strategy.
  • Improvise your video promotion techniques based on the data and feedback.

How to use video content marketing techniques successfully?

The opportunity to up your marketing game with videos can be exciting, but it is vital to plan your strategy before directly investing in your first video. Blindly replicating video fads would have low success rates since promotional videos should resonate with your customers’ behavior, challenges, or habits.

Thus, considering the time, resources, and funds you will spend on video marketing, you must develop a strategy based on an approach to marketing and sales that aims to attract customers through helpful and relevant content. Every video you share should educate your audience and provide solutions. Once your customers become aware of your brand, they evaluate it and decide whether they want to buy your products.

Let us learn how video marketing funnel applies to this inbound methodology to help you accomplish success. 


Upper-funnel videos include brand videos and explainer videos, which introduce your brand to your audience. Videos featuring product reviews, company culture, events, and testimonials comprise the middle of the funnel videos. These videos help you improve your existing relationship with customers, and subtly encourage them to opt for your products and services. Your leads will now get converted to customers, and the last part of your strategy should include lower-funnel videos such as vlogs or webinars to keep them engaged and loyal.  

Create captivating video content regularly to build brand authority and keep your customers waiting for the next release with each upload. Remember to keep your themes and tonality consistent, and you are good to go!

Image courtesy : pexels, unsplash and similar resources

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