How to Get Started with Video Content Marketing (Without a Blockbuster Budget)
Back in my day, all online content was text-based. If you had two animated .GIFs on a website, you had to wait 30 seconds for the site to load. Four .jpgs on a site would crash your browser. We were grateful when posts were just words! We didn’t whine about “visual stimulation” or “content variety” back then, let me tell you.
Of course, we also dressed like this:
So maybe we didn’t get everything right. For better or for worse, the early days of the Internet are long gone, and modern consumers want video content. Over half of all people online watch videos daily. And they’re not just watching cat videos and Jimmy Fallon clips: 59% of executives say if text and video are available on the same topic, they prefer the video. And 54% of senior executives share work-related videos with colleagues weekly.
It’s extremely likely that your target audience wants video content. Brands that create useful, engaging video will quickly surpass their competitors who don’t. So whether your brand sells baby strollers or enterprise-level cloud-based SaaS solutions, it makes sense to get into video.
Granted, video can be complicated and expensive. You could spend thousands of dollars on equipment, hire someone to shoot and edit the final product, or turn your conference room into a fully-functioning television studio. But there’s no need to go that far to see if video fits your content strategy.
Here are four cheap ways to get started with video content marketing. But first:
Make Video Part of Your Content Marketing Strategy
Don’t practice random acts of video. As with all your content, your video should fit within your content marketing strategy. That means each video should have a clear objective in mind, a plan for amplification, and a way to measure success. Keep the basic questions of any content creation in mind:
- Who is this for?
- Why should they watch it (what’s in it for them)?
- How will they find it?
- What do I want them to do after they watch it?
Make sure you answer all four questions before you start planning your video content. Once you have your strategy nailed down, you can use these techniques to start creating video without busting your budget.
The easiest way to create video content requires no camera setup, no acting talent, and minimal upfront investment. Slideshow videos combine still images with transition effects and overlaid text. They’re simple to make, but surprisingly versatile and compelling. The simplest way to start is with Facebook’s slideshow creator – it’s a good way to experiment with the form and also create some compelling Facebook…