Video content marketing 101

Video Content Marketing 101

For the past couple of years, content marketing has been the hot topic on every marketer’s mind. Originated from the idea that regular advertising is nowadays less effective and costly, content marketing has risen as a way to engage customers in a more efficient way.

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (Source: SmartInsights)

Along with big data, content marketing is today the main marketing strategy brands employ, gathering a projected 20.2% of the marketing budgets in 2017.

From the get go, video has been one of the most efficient medium for content marketing. And for a reason, since it is a powerful storytelling tool that tends to grab people’s attention better than regular text or photos.

WHERE TO START?

As I mentioned, the hallmark of content marketing is creating something that is valuable for your audience. While it should be connected to the product or service you’re selling, the main goal is to make it relevant to the particular audience you’re targeting.

If you are a headphone brand, your audience is surely music inclined, and a piece of content could be a mini documentary on music creation. If you’re a surfboard company, some tips on how to ride the perfect wave. If you’re a travel agent, some insights on the best spots in the world to travel to.

Recently, we worked with HGTV and the Travel Channel to create some online video content for them. The audience they were trying to reach were respectively 1) people who likes to build stuff and 2) people who like to travel. To reach these audiences, they came up with an effective content marketing strategy. They fill their social media channels with tips and hacks that empower people like this to build cool stuff out of their home or to use ingenious hacks when they travel (see ex. below). And it works.

Because that content was relevant and valuable, people took time to watch it (the Campsite breakfast hack below has over 500K views on FB), share it, and use it, which in turns built brand awareness, reinforced viewership, or created new viewers for their TV channels.

SOME TIPS:

Here are a few tips on how to grow your brand through content marketing:

Tips #1:

Identify your ideal customer, figure out what they are interested into and create content that is relevant for them. (Tips and hacks like the example above are super effective, but other types of videos like engaging documentaries can be just as good)

Tips #2:

-Don’t advertise your product in it. Content marketing is not traditional advertising. If the video you create is too “salesy”, that will most likely be a turn off. There is a different time and place for your high-end commercial.

Tips #3:

-Know your channels and format your content accordingly. Content for Instagram, Facebook, Youtube or your blog should not necessarily be the same. It be the format, or length, each platform have different viewing habits or requirements.

Tips #4:

-Be creative when it comes to the topic, or executions of your videos. If what you come up with has been put out over and over by your competitors, chance is your target viewers have seen it already.

Tips #5:

-Use a call to action. After all, you do want people to look into what you have to offer.

Tips #6:

-Post on a regular basis and offer variety in terms of the type of content you provide. At the same time, track how each video performs and emulate your champions on future videos.

Now as you surely know if you’ve produced anything video related, production can sometimes be costly, which would make it hard to follow tips #6 to post on a regular basis. It does not have to be. While producing videos will most likely cost you some money, there is ways to limit the initial investment. Some things you can do yourself with your smartphone (through FB live or periscope for instance), some others you can create in volume to lower the cost of each individual videos.

It may take a few trial and error, but with a strong strategy, the right topics and the right platform, content marketing is set to grow your brand’s audience and engage your customers.

——

About Helium Films USA:
Helium Films USA is a San Diego Video production company. We’re a full service video production that services businesses and brands both locally and internationally.
If you need help with your video production, feel free to reach out. We’d be happy to take a look at your market and come up with cost-effective quality ideas for you!
For more information about us, visit www.heliumfilms.us
To contact us for a quote, click here.

 

The Rise of the “lifestyle” commercial

As consumers increasingly use a multitude of online platforms and devices for their daily errands, brands can find themselves in a hard spot, where ad dollars are stretched thin across a variety of options.

Video production is proven to be one of the most effective ways to engage an audience. But beyond merely producing video content, brands don’t always know which route to take to get the best out of their productions.

Unless the product you’re selling is completely redefining a category or so innovative that people’s mind are blown away by simply learning that it exists, features are rarely what closes a sale.

What sells is establishing a real human connection. And in that regards, lifestyle brands and lifestyle commercials have a proven track record for being effective.

“Lifestyle brands, […] differentiate based on subjective, hard to quantify things like design. Lifestyle brands are fundamentally vehicles for self-expression. They don’t play by the rules of old-school marketing. They don’t try to be all things to all people. They simply are what they are, and in a world in which we’re increasingly defined by the products we buy, they can be an important part of our lives.” (Source: Emerchant.com)

In the realm of video, lifestyle commercials can encompass a broad range of narratives and styles,  but a few features are common:

-A “realistic” shooting style that gives you the feeling of being part of the action.

-Talents that consumers can identify with.

-Scenes that reflects real-life situations

-A concept that is grounded into real world concerns.

Here is a couple examples taken from Helium Films’ portfolio:

Lifestyle Brands and lifestyle advertising has been around for decades now. Take Nike, Apple or Under armor for instance who literally became cultural phenomena thanks to their strong lifestyle positioning.

Recently however, we’ve witnessed uptick in lifestyle branding for product categories that used to advertise in a more traditional way, such as travel or technology companies.

“There are a lot of opportunities for lifestyle brands to grow in the coming years, including in new lifestyle categories such as housewares and home furnishings.” (Source: Forbes)

For these brands, using a lifestyle approach allows them to more clearly differentiate their products by focusing less on the specific features (which can be difficult to appreciate for the layman consumer) and more on the overall experience they offer. Thereby instigating a sense of recognition and, if the brands deliver on its promises, long lasting trust.

The reason why lifestyle commercials are so effective is that they create in consumers a sense of belonging. They relate to their self image and desire for self expression. If produced correctly, they can be a powerful tool to shape the perceived image of a brand into a cohesive set of symbolism, personality, and values.

Using visuals, and in particular video, is the best way to truly embody a brand’s culture and style. Video advertising can create a sense of recognition that will connect with consumers in a much more effective way than other types of marketing products.

A strong brand that conveys clear values and an image of authenticity is extremely important in today’s marketplace. It’s not enough anymore to simply push out a product, even if this product is the best on the market. What drives consumer to go out of their way to buy a new product is a feeling that the brand behind it represents their aspiration, needs, wants and that sporting their product will be a way to make a statement.

Ressources:

http://contentmarketinginstitute.com/what-is-content-marketing/

http://www.forbes.com/sites/kateharrison/2017/01/09/top-10-trends-that-will-transform-digital-marketing-in-2017/2/#1d73bca2713c

http://www.emerchant.com.au/blog/a-definition-of-lifestyle-marketing/

https://en.wikipedia.org/wiki/Lifestyle_brand

https://finchbrands.com/rwb54/

http://www.forbes.com/sites/deborahweinswig/2016/04/01/are-lifestyle-brands-squeezing-out-luxury/2/#673c26112691

https://medium.com/@amalucky/the-rise-of-lifestyle-technology-brands-c9566ab8d3f4#.wn71kotc4

About Helium Films USA:

Helium Films USA is a San Diego Video production company. We’re a full service video production that services businesses and brands both locally and internationally. For more information about us, visit www.heliumfilms.us

To contact us for a quote, click here.

How to make your B2B brand stand out with video

The rate of change that is happening is quite high. Which means that the people who are keeping up with the change — or forcing the change and making it happen — will likely be in a really good position.”
Robert Kyncl – Chief Business Officer YouTube.

B2B organizations have a very specific set of challenges.

Where B2C businesses strive in creating content that appeal to a very broad audience, B2B sales executives usually have very narrow and specific decision maker they need to target.

Identifying and engaging the right decision maker is key. And unlike with B2C corporations, finding and selling to this one person can dramatically impact your bottom line. 
  
When it comes to leads, B2B companies therefore have to focus heavily on quality over quantity and marketing material should be catered specifically to these qualified leads. With customers being 174% more likely to buy your product after watching a video, your chances to lend this big contract are much higher if you just put this presentation/sales pitch/demo in moving images and sound!
  
Here are a couple of ways B2B companies can use videos along their sales funnel to ensure a stronger engagement and higher sales:
 

1) Homepage videos:

Getting warm leads to your online platform is already a great feat, but converting those visitors into paying customers is obviously a plus. A well crafted, short homepage video is a great way to explain what you are about in a timely manner. No one wants to scroll through your entire website in the hopes to understand what you do or sell. In fact, while 20% of web visitors will read the content of a website, a whooping 80% will watch the same content in a video
Getting all of your sales pitch and product description in a video under 2min is therefore a great way to ensure that prospective leads will contact you to chat some more. 
  

Mir3
https://vimeo.com/126197830


2) Demo videos:

Sometimes a little bit more detailed than a typical homepage video, demo videos are a great support to an in-person sales pitch. Using this carefully-produced material, your sales team can focus on the details of the sale, rather than having to explain your entire business. By streamlining your sales meeting with a strong video that already answers most of your client’s questions, half of the work is done. Please bring me a pen to sign this contract!
 

H1 Video explainer
https://vimeo.com/123229795


3) Blog and PR videos:

Giving back and helping your peers is often a great way to engage customers and improve brand recognition. By creating video content that answers industry-wide questions and that are posted on well known forums, send in newsletter, or blogged on, B2B organizations can ensure to be seen as leaders who can provide useful solutions to their key target demographic. Here again, the numbers speak for themselves, with an increase of 13% in open rate of emails that includes videos.
  

How to teach us
https://vimeo.com/131026264


4) Webinars / Training videos:

Once sold on a product or service, getting a customer to do repeat business with you is key to your growth. Webinars or training videos are a great way to do that. By providing with new information and/or by ensuring that the new functions or capabilities of your product/service are known by your current clients, you can improve brand awareness, recognition and insure that your customers come back for their next big project. 
  

Office of Emergency Services San Diego
https://vimeo.com/140101798


Not convinced yet? A recent study by Cisco is predicting that video will account for 80% of ALL web traffic by 2019, most of it being on mobile. So if you haven’t yet, jump on the bandwagon and create your next big B2B video campaign!
   

For more information or questions, contact us at Helium Films USA

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Being a video production company fully equipped with the latest technological tools and highly skilled staff, coupled with a personal stroke of a small entity, Helium Films USA has fabricated its reputation as the best one-stop creative  San Diego video production company in which guarantees complete satisfaction of its clients. Just watch our portfolio or read our clients' testimonials.

Being a video production company fully equipped with the latest technological tools and highly skilled staff, coupled with a personal stroke of a small entity, Helium Films USA has fabricated its reputation as the best one-stop creative San Diego video production company in which guarantees complete satisfaction of its clients. Just watch our portfolio or read our clients’ testimonials.

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We're very proud to announce the official launch of Helium Films USA! We are originally from Paris, France, and recently opened a new branch under the bright sun of San Diego, California.With a great deal of experience in the business and communication world, we offer a broad range of affordable, high-end creative services to companies and networks, domestically and abroad.

We’re very proud to announce the official launch of Helium Films USA! We are originally from Paris, France, and recently opened a new branch under the bright sun of San Diego, California.With a great deal of experience in the business and communication world, we offer a broad range of affordable, high-end creative services to companies and networks, domestically and abroad.

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