If you don’t already have 'video' in your marketing mix, you should know how video marketing works.
It’s easy to look at those stats and dive straight into building videos. But before you do, take some time to think about your strategy and, in particular, which types of video your business needs.
There’s no one perfect video topic for any brand — there’s more like a million of them, and they’re different for everyone. While there is no one-size-fits-all strategy, it does mean you’ve got a bottomless well of potential just waiting for you to tap into.
Secure your headlamp and check your carabiner because we’re about to go on a guided tour of your own personal bottomless well, and all the ways you can scoop out the very best topics for your brand. Here are four steps to creating unbeatable video topics.
Knowing where you want to end up is a good place to start. Figure out what you want to achieve with your video marketing and work backward from there. Pinpointing where you want to start in your marketing funnel is a solid start. Awareness? Consideration? Conversion? Whichever purpose you want your video to achieve, use it to help narrow down the best topics for your brand.
As with any kind of marketing, tapping into the formidable power of video marketing requires knowing your audience. Before you go any further, define who your ideal audience is.
Once you know your audience, consider what you’re offering to them to make them want to stick around. The core of most marketing is simple: your customer has a problem, and your brand has a solution. Hone in on the problem you solve and all the ways that can be of value to your audience.
Are you an authority? An expert? Know a lot about a particular niche? Think about what you could offer that might set you apart from the competition. Your video topics don’t always have to prove why you’re the best in the biz, but if your goal is to build rapport with your customers, it’s not a bad move to make.
If you want to know which topics work for your specific industry, don your detective hat and get researching. There are four primary considerations worth thinking about.
Once you’ve narrowed down the topic of your video, it’s time to get video-making. The video type that best services your topic will depend on how hefty your topic is and where you fall on the marketing funnel. Here are some fail-proof video types to consider.
You can turn any topic into gold when you put a little bit of thought behind it. Think outside the box or put yourself in your customer’s shoes. Whatever you do, make sure to do it with your goals and audience in mind. This will help you tackle the ideal topic every time.
Luke Fitzpatrick has been published in Forbes, Yahoo! News and Influencive. He is also a guest lecturer at the University of Sydney, lecturing in Cross-Cultural Management and the Pre-MBA Program. You can connect with him on LinkedIn.