What types of video content can you add to your content marketing strategy to amplify your return on investment (ROI)? Are you wondering how video content marketing can strengthen your marketing campaign?
Video content is fantastic in attracting and engaging users, which is why more brands are turning to videos as an essential marketing strategy for providing users with in-depth information.
However, some marketers are struggling to determine the best types of videos to Integrate into their content marketing mix for optimal results.
Nonetheless, before we identify the types of videos to include, let us take a look at some statistics to find out why you need video content in your marketing campaign.
Why Integrate Videos to Your Content Marketing Tactics?
Videos are vital digital marketing assets that must be part of your content marketing processes because video content can increase your conversion rates by several folds. Here are some stats for your consideration:
Over 70% of respondents say video content marketing converts better than other content types. For example, on average the click-through rates (CTRs) of display ads is 0.05%, while videos account for 1.84% CTR, according to Smart Insights.
Furthermore, a HubSpot survey reveals some breathtaking video content marketing statistics which indicates the need to include video into your content marketing strategy.
The research reveals that following:
- Over 50% of online users want more video content over other content types.
- 73% of global customers favor watching entertaining videos on social media
- 90% of mobile users share videos with their audience.
- 80% of users remember video content they observed in the past 30 days
- Video ads amplify intent by 97% and brand association by 140%
Effectively, videos will enable you to reach a broader audience and scale your business. How? Because if you add a video to a well-optimized blog post, you will have a 50% higher chance of ranking on top of Google page one.
This stats makes video a formidable digital marketing asset to add to your content marketing strategy. In consequence, what types of videos can you add to your content marketing tactics to enhance return on investment?
1: Interview Videos
Can you tell me why industry experts are always conducting interviews with other experts in their niche? It is because it makes you a thought leader right there and helps you build relationships with other experts in your niche market.
A well-organized and well-made video interview will no doubt attract more users and traffic and boost website engagement because you have experts sharing valuable knowledge about how to create similar successes.
What is more?
By incorporation video content into your content marketing strategy, you will build trust with your target market and skyrocket your credibility since they find you associating with other experts in your industry.
This step will also make your content go viral because the experts who participated in the interview will share your post with the audience. Here is how to create compelling videos.
2: User-Generated Video Content
User-generated content (UGC) is a remarkable content marketing element that will engage your ideal readership and make them stick because the material is unbiased and authentic and is coming from users themselves. And because they are involved in the creation of the video material, they are more likely to share it with their audience.
Given this, the Nielsen Consumer Trust Index indicates that over 90% of buyers trust user-generated content as being more reliable than traditional ads campaign. Strangely enough, your UGC could be anything from:
- Users comments
- And so forth
Since there are several avenues for generating UGC, encourage your target market to participate in any of the above activities to help you gather compelling videos for your content marketing strategy.
This type of content can spread like wildfire, drive website traffic, help you stand out from the crowd, build your brand reputation, and grow your business. However, don’t forget to acknowledge their efforts in providing useful video content.
3: Customer Testimonial & Review Videos
I assume you know that video is one of the content marketing strategies that generate optimal results. Customer testimonials and reviews are essential marketing instruments to build brand credibility and trust because they’re from satisfied users.
As such, potential buyers rely on testimonials and reviews to make purchasing decisions. They want substantial evidence in the form of social proof from reliable sources. And the primary source for trustworthy or dependable social proof is customer testimonials.
These types of videos are incredible mechanisms, They help develop original applicable content that not only attracts new customers and boost sales but also improves your search engine optimization (SEO) campaign.
Regardless, if you create customer testimonial videos, the results can be explosive. So let’s take a look at some data to get a clearer understanding of the effectiveness of consumer testimonials and reviews.
The Impact of Customer Reviews and Testimonials on Content Marketing ROI
Yotpo, a consumer review and insights software platform, researched 30,000 e-commerce companies to understand the impact of search traffic when the site integrates customer reviews into their marketing strategy.
The survey found that marketers who included customer reviews and testimonials on their website had a 45% increase in SEO traffic. Hawkeye also found that 70% of B2B shoppers and 77% of consumers in the awareness and evaluation stages, quoted testimonials as the best type of content.
Google indicates that reviews and testimonials of their peers influence the buying behavior of 60% of B2B customers. The stats speak volumes, and that’s the major reason for the rise of customer review and testimonial videos across marketing channels.
Your target buyers are seeking feedback from satisfied customers and are 2.5x more likely to buy from you if you offer them genuine reviews and testimonials from happy clients. These types of materials are excellent viral content.
4: Explainer Videos
An explainer video is a short online video content that concentrates on explaining your brand’s culture and ideas, as well as products or services in a concise, engaging and persuasive approach. This digital asset is a critical marketing tool to engage target buyers and attract new prospects.
Explainer videos are a combination of informational materials and educational content that pinpoints users problems and explains how your product or services will solve it.
You can position your videos at your website’s home page, a product page, and on other landing pages. Here are a few statistics that show the power of placing videos on a product page.
- According to Video Commerce, websites that feature video on product pages saw a 70% increase in average order value (AOV).
- Users are 64 to 85% increasingly likely to purchase after viewing a product video.
- 90% of marketers recorded a significant increase in conversion rates for product pages with videos.
Source Image: Video Commerce
The beauty of the explainer video is that it gives users a reason to trust your brand as the go-to solution to their problems. However, when creating your company’s explainer video, make sure it’s brief enough to last at least 60 to 90 secs.
It needs to be concise and provide answers to any customers’ issues, inquires, and complaint about your product or services. Furthermore, you should direct your video content to a particular audience.
This step will help you educate your target market to understand better you can help them with your product or services. Thus, it will result in more quality leads and conversion.
5: Tutorial Video Content
Why are tutorial videos vital to your content marketing tactics? Because more like an explainer video, these types of video content are weighty, effective and have a massive online appeal. It is, in fact, among the best-shared content across marketing channels.
This type of video would educate your target audience about their pressing issues. Therefore, as the subheading denotes, your tutorial video must be informative and engaging.
Despite that, add some humor to make it more entertaining. You can do a behind the scene tutorial video of your business activities.
You can as well choose one of your best-performing blog posts or anything in-between and create a series of video tutorials for your content marketing campaigns.
The benefits of tutorial videos can be fascinating, including:
- More website engagement
- Enhanced web traffic
- Attract quality backlinks
- Generate more leads
- Increased brand visibility and awareness
Nonetheless, make sure that the most vital details of your video marketing appear in the first minute to enable you to capture your audience’ attention and make them glued to your content.
Content Marketing ROI through Video Wrap Up
Since video content appears in 70% of the top 100 searches, it makes sense to include different types of video content to your content marketing strategy to help you boost your overall marketing performance.
However, the successes of your video content marketing depends mainly on how well you use videos. Video content is not only to help you get more customers and increase conversion rates, but it will also help drive quality SEO traffic.
Therefore, create and integrate the five types of video listed in this article into your content marketing strategy to improve your return on investment (ROI).
Here are 3 video trends to consider as you prepare your video content marketing. What did we miss? We would like to hear from you in the comments below.