Compelling Content

According to a recent Ascend2 Study, companies using video in their marketing strategies are seeing positive results.

Research shows that video has proven to be an effective communication tool for engaging and educating customers, and increasing brand awareness - all of which ultimately results in increased leads generated and conversion rates for marketers.

About 51% of marketers consider customer testimonials, explainer or tutorial videos, and demonstration videos to be the most effective types of video content.

However, the study also found that creating compelling content is one of the biggest challenges companies face as they integrate video into their marketing strategies. Marketers reported that customer testimonials, and project reviews or case studies were among the most difficult types of video content to create. 

So, how can marketers create video content that is compelling and effective? Budget is not necessarily the most important factor for optimized video marketing performance. Effective video all starts with strategy. This means your starting point for creating video content of any kind should be clearly defining your message and vision. Ask yourself: What do you want your customers to get out of this video?

If you’re creating a testimonial video, this means you should think about the benefits your company offers that you want to highlight. Testimonials with customers giving generalized compliments about a company are usually not seen by prospects as compelling or even authentic. Instead, let your customers explain what they value most about doing business with your company and how you were able to meet their specific needs.

To see a great example of compelling testimonials we create for our clients at Bespoke Video Production, check out the Powers of Arkansas video below.

When creating video in the form of case studies or project reviews, try not to overwhelm your audience with too many numbers. Use only the most important statistics to support the message you are trying to convey and always try to get back to why all that data is important.

No matter what type of video you’re looking to integrate into your marketing strategy, remember that compelling content focuses less on selling and more on providing valuable insights to your customers so they can make more educated purchasing decisions. If you deliver compelling content to your audience, they will be more likely to trust your brand.