Whether it's live video, Instagram stories, a vlog, or virtual reality, the options and opportunities for video marketing are expanding. This expansion in choices has made many marketers feel they need a video content strategy.
If you're one who feels your organization needs a content marketing strategy, don't get ahead of yourself. TopRank Marketing's Caitlin Burgess believes video marketing can be successful with or without a documented strategy to back it.
For me, this comes down to storytelling. You need a compelling narrative that’s hyper-focused on why your organization does what it does.
One thing to bear in mind when determining whether to implement a video marketing strategy is the amount of involvement and buy-in you need from other departments. Customer Success has to help you secure video case studies, subject-matter experts need to be comfortable in front of the camera, and upper management should support your video initiative.
To help prove your case, consider these stats:
- Business on average are producing 18 videos a month.
One-third of online activity is spent watching video.
Marketers who use video grow revenue 49 percent faster than non-video users.
If you're not ready for a comprehensive video marketing strategy, it's okay to start small. Try creating a couple of low-budget videos. Use the results to get more support from your peers.
For more on video content marketing, check out Burgess's complete article below.