What's all the buzz around video content marketing right now? A lot of it seems to be focusing on what it can do for conversions. It makes sense, in a way, because a lot of the time our bosses or clients who might not have the best understanding of marketing see conversions as their bottom line. When they're paying for a strategy made up of video, posts and Tweets, they're looking for the quickest, most cost-effective way to get the numbers they're looking for. That's how they've gotten used to looking at things, but what does it mean when you're trying to put a successful plan in place?
My number one tip: Get back to what matters. Implement a plan without conversions as #1 goal.
We spend a lot of time feeling pressured to make conversions happen through content. It all goes back to that buzz I mentioned earlier. Conversation gets stuck at conversions - how video can boost your numbers, what the latest tricks can do to make the process easier. The truth is that all the effort that's being put into articles about making video content marketing easier, could be better spent talking about what video content marketing should actually be accomplishing. The myth that a few videos, some blogging, and Tweeting will make conversions skyrocket isn't doing anyone any favors. When I say getting back to basics, I mean remembering that the content being put out isn't a conversion generator. It's not a machine that spits out the right results because you do X, Y, and Z of video content marketing.
Keywords, linking, SEO - all of it is important to know and understand, but it shouldn't be the end game of your strategy. There's more at play than formulaic steps taken to get results.
It should be used to reach the audience you're shooting for, to educate, inform, and bring about a sense of understanding about what your can do and the value of what you provide. Conversions happen when your audience knows and trusts your brand. That's where the focus of your video content marketing strategy should be. In order to meet those numbers, you first have to be putting out the kind of content that your audience will respond to and appreciate. Content that's thrown together for the sake of picking up a few keywords and ranking higher in search engines isn't going to bring consumers in and make them feel like your brand is one that'll meet their needs. Consumers have to sift through more and more video each day as they decide where to place their trust and make investments. If your content isn't standing out because it's genuinely useful to them, or doesn't inspire that trust, or for them to look into more of what you do - what good is it, really? Conversions are certainly a factor in what we do. They're an eventual goal looking to be met, something that'll happen based on a variety of factors. But it's not - shouldn't be - the only
goal of video content marketing. Otherwise you're in for some dry content that can throw you into a cycle doomed for failure.