Fundamental Guide To Creating Content For Video Marketing

In this blog post, let’s look at how your business can maximize video in your marketing.

A couple of stats to begin with. Businesses are increasingly jumping on this growing trend. According to Wyzowl statistics, 61% of businesses have started using video content marketing. 66% of these companies were not using video a year ago. This trend has progressed rapidly and will reach new heights sooner than we think. The opportunities are virtually endless. The best part is these videos can work in nearly any industry or any niche. Retail is perfectly suited to a visual format. Showing rather than talking about your products will add that extra level of engagement that may help convert consumers to customers.

Are you still thinking, is it really worth it? Do we have enough resources (budget, time and expertise!)? The answer is simple: Yes, it’s worth it. Not only because everyone’s doing it but because video is one of the most versatile and profitable digital marketing tools out there.

So now you have decided that video might be worth investigating, don’t get frightened away by thinking you don’t have any content. Here are a few ideas for types of impactful video content.

Content Ideas

Video Marketing Icon1. Answer common questions.

This is a great tactic for SEO since searchers often search in question format. Think of the most common questions you get from potential customers and those are the same questions they are Googling.

Video Marketing Icon2. Make engaging, funny videos.

Humans love to laugh and have short attention spans. Create content that speaks to both characteristics!

Video Marketing Icon3. Show how your brand works in behind-the-scenes videos.

People want to know how your brand works and what makes you great.


Video Marketing Icon

4. Review products or services.

Share your expertise with the world by providing reviews on products/services related to your industry.

Video Marketing Icon5. Create tutorials or explanation videos.

The internet is a wealth of knowledge and consumers are using it to research and learn. Capture some of this opportunity by creating relevant tutorials or tips videos for your audience.

Video Marketing Icon6. Go live on social media platforms, such as Facebook Live.

Social platforms are always looking for ways to generate engagement and what better way than live video and interactions? Facebook and other networks are really pushing their live offerings and placing priority on these in their ranking algorithms. Take advantage of the extra traffic potential while it lasts. Be thoughtful with your content. Viewers may not want to watch you stocking shelves, but streaming a behind-the-scenes look at how you prepare a new dish in your restaurant, showcase a new product line, or take them on a journey with you to market. Basically, anything that consumers may find interesting/relevant can drive real engagement in social.

Video is a great opportunity to connect with current and potential customers. Now, it’s time to create a strategy for content, platform you want to share it on (Facebook Live, website, social media, emails, etc), equipment you want to use (phone vs camera), regularity, storage repository (Facebook page, Facebook Private Group, website etc.). You can either go it alone or choose to use a marketing professional to advise and even assist you in getting started. Either way, it’s worth thinking about some of the following tips.


Tips for Creating Video Content

Video Marketing Icon1. Create a unique title and description.

Optimize your video with a unique title and description, including your primary keywords and possibly contact information for customers to reach you. People need to get hooked and a unique title and description can help with that!

Video Marketing Icon2. Make it short and, oh look, a squirrel!

Short and sweet is the name of the game, leaving the viewer wanting more (3 mins or less). Many people have shorter attention spans and wish to obtain the information they need quickly.

Video Marketing Icon3. Exceptions to the time rule.

If you are demonstrating how a product works, you can have a video that is five minutes long or more, but you really shouldn’t go more than twenty minutes. If the video needs to be longer, consider breaking it up into multiple video “segments” for people to view later.

Video Marketing Icon4. Quality is in the content.

Make videos so that people come to expect something new each time they visit your site. Because the reality is that the quality that people really care about is the content itself — are you providing them with a video that is helpful, useful, enlightening, applicable, entertaining or amusing?

Video Marketing Icon5. Convert to purchase.

If you want to sell products, it makes sense to use a link that will direct them to a point of purchase. If possible, the link should be displayed within the content of the video, as well as in the description. That way, the link will stay with the video if the video gets shared or embedded elsewhere.

Video Marketing Icon6. Extras on screen.

YouTube offers great editing features for users. You can put annotations on a video, for instance. This is a good time to put up a link and put in some information such as contact info. To enhance a Facebook Live video, there are quite a few programs that can link directly to Facebook, that provide additional benefits such as split screens (for an interview), logo and text on screen, switching between your webcam and what’s on the screen, and more. BeLive.TV and Ecamm Live are two we know of but there are no doubt more!

Video Marketing Icon7. Create script.

Create a script for your video for the “hello” and “goodbye” sections. Tell your viewers your name, what you represent and then share your video’s content. At the conclusion of the video, put your business name in the video.

Video Marketing Icon8. Brainstorm for ideas.

Keep in mind that you are only human, and remember that it is okay to ask for some help. How can you do it all alone? Do some brainstorming sessions with friends, staff and colleagues to get an idea list you can concentrate on. Spend time brainstorming once every few weeks or so to generate a fresh inventory of ideas and insights.

Video Marketing Icon9. Show your personality.

Use video marketing as a way to show your potential customers that you’re a person just like them. Show viewers the processes and values that make your business unique. Showcase optimistic, empowering and lighthearted moments. Folks are sure to appreciate seeing your business from a personal perspective.

Video Marketing Icon10. Cross promote to all sites.

Videos are a great way to promote everything you run online, from your storefront to your social media accounts. Not everyone uses Facebook. Cross-promote all of your sites to achieve maximum web traffic. Linking all of your business-related sites together can really make things much easier for your viewers.

Video Marketing Icon11. Keep it simple.

When you produce video marketing content, do not get stuck on the production value of your content. Many times you will not get a great return on a very large investment. Huge companies have made great marketing plans with simple videos.

Video Marketing Icon12. Analyze results.

After collecting important data on the first video, start on the next one. The data will allow you to make better videos by telling you what content to work on and helping you decide what equipment to use to increase quality. Find ways to assess the success level of your videos. Sure, you’re able to watch the video yourself and see if people are going to respond well to it. However, hard data is the only reliable way to know for sure. Check the number of viewers your video has had, as well as how long they actually view for.

Video Marketing Icon13. Include others.

An effective method in producing your content is by working with other people. You do not necessarily need to involve colleagues, as you may decide that friends, family members or other acquaintances are well-suited to the task. However, you should ensure you credit these people in your videos so that they have the chance to be acknowledged.

Video Marketing Icon14. Take advantage of public events.

When you go to any public event, such as trade shows or conventions, take a camera or phone with you. That’s because you will likely be able to interview experts in your field. At the very least, you can shoot a video about your experience there. If you are offering a speech, always have it recorded.

If you haven’t already been taking advantage of video marketing, there is no better time than the present to start. Make sure, as you are planning out your next marketing roadmap, that video has a prominent place in your content marketing strategy, in order to capitalize on the benefits of YouTube, social networks and general consumer interest in video.

With the right voice, the right content and the right distribution, you can start using videos as a solid way to grow your business in 2017 and beyond.


Researched and compiled by Kylie Ross Sibert, Vice President, Corporate Communications, Retail Alliance. Kylie can be contacted at or (757) 455 9323.