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We have shared plenty of advice about writing content more effectively. But writing something does not mean your customers will read it. Maybe they do not have time. Maybe they would rather hear about it, or see it. Whatever the case, customers want a mix in your content marketing, and video is the format they reach for most.
Your customers are online watching equipment videos. Adding video to your mix increases the odds they are watching yours. Video adds energy to a content program, puts a face on the brand and gets shared far more than a page of text. If you are thinking about adding it but feel overwhelmed, here is where to start.
Short, useful video keeps customers watching to the end.
The longer or more complex the video, the more viewers drop off before the end. Two to three minutes is the sweet spot, especially for people watching on a phone from a jobsite or a truck cab.
Open by saying what the viewer will learn and why it matters. Outline the piece like a story, with a setup, a problem, a payoff and a resolution, and stick to the script. Do not wander from the points you set out to make.
Give viewers something for their time: a useful story, a way to solve a problem on the jobsite, a walk-around that answers the questions they would ask a dealer. Give them a reason to watch to the end.
Someone talking behind a desk is forgettable. Put the machine in the shot. Pick a visual background, let the presenter move and use the equipment to demonstrate rather than describe. Show your brand's personality. And always include a call to action that sends viewers to the next step, whether that is your website, a dealer or a spec sheet.
Host on the platforms your customers use, write titles and descriptions with the words they search for and add captions so the video works with the sound off. Post it on your website, share it with the trade media and put it on the channels where your customers spend time.
There is more to it, and we will keep sharing what we learn. In the meantime, if you have questions about adding video to your program, visit our ‣ page.