Any other business
The power of video content discussed by British marketing agencies
9 min read
08 April 2015
We have approached some of the top UK content marketing agencies to get insights from the people who are currently creating amazing video content on how powerful the channel can be for businesses.
We recently featured an article focusing on advice from successful UK startups for businesses looking to integrate video content to their marketing strategies.
As such, we’ve followed up on the learnings shared by the likes of YPlan, speaking with the top British content marketing agencies for their expert insights.
We asked the firms to share how important they believe video is to content marketing campaigns, as well as their advice for businesses looking to incorporate video content to their marketing strategies.
Katherine Punch, the head of marketing at August Media, a creative communications agency specialising in print and digital content, said: “Video is not just a key component of any omni-channel content marketing campaign, its popularity with customers makes it one of the most prolific platforms used by content marketers – and its usage is set to grow.
Offering stats to support her argument, Punch continued: “Originally a text medium, the internet is becoming increasingly video-based: currently 50 per cent of internet traffic is video and, according to a January 2014 Cisco report, that figure will have reached 69 per cent by 2017. The Journal of Experimental Psychology found that after 72 hours the average person will remember ten per cent of text, 65 per cent of an image and 95 per cent of a video.
“However, it is not just the cut-through of video that makes it attractive for clients to consider but its shareability that sees its value soar. Investment in, and planning of, distribution are key to engagement and ultimately optimum success. But like any channel, without a deep understanding of the audience and a compelling creative concept, it’s just more noise.”
Sharon Tanton, creative director of Valuable Content, was next to offer her expertise. Valuable Content is a specialist content marketing consultancy and training firm with a determined focus on helping independent businesses to make the changes they need to win with their marketing.
“Video hasn’t played a huge part in our own content marketing campaigns so far, but that’s about to change with the launch of our training and coaching programmes. We’ve got a very long way with written content, but video is a tool that will get us to the next level. Video is a huge help when you’re looking to establish trust quickly online, so we’ll be investing in video to help people get a real feel of how we can help,” said Tanton.
She added how valuable it is for brand positioning and said: “Video is a gift for content marketers who want to build their brands, connect with more people, and deepen their credibility (that’s all of us!). Video covers a lot of bases, but there are a few types that are most useful to the small business content marketer. These include case studies and testimonials, creative brand stories, first-meeting videos, ‘How to’ videos, presentation videos, interview style videos, slide walkthroughs and vlogs.
“As with any other type of content, pick the vehicle that will help you get the meaning across most clearly. Would a 3 minute ‘how to do x’ video be most useful to your customers here, or would they get more from a video case study? Is it important to your business that people get to see your face and hear your voice, or would an animation tell the story of what you do more effectively?
“Remember, people will give you more time the further they are on the road to a sale. If they’re in early research mode, you probably have a minute or less of their attention. Serious evaluation time? They’ll give you longer – up to three minutes. And if they really want to learn – as long as it takes.”
Now we have advice from Roger Barr, the co-founder and group digital director of Mediablaze. Mediablaze is a content marketing agency founded by journalists, editors and publishers, which creates content that drives brand engagement and product sales.
According to Barr: “Video content plays a critical role in any brands content marketing strategy. Video content is extremely important and has been central to many content marketing campaigns Mediablaze has produced. It’s critical to create branded content that’s appropriate for the media channel and to ensure it will appeal to the brands target audience.
“Storytelling concepts need to entertain, inspire and encourage consumers to share content with friends, family and colleagues. Video can be used to drive brand engagement and to build a community of followers. It’s important to think about distribution channels. It’s not all about YouTube, there are now a variety of social platforms available to you to extend reach, engagement, likes, share and comments.”
Discussing risk and missed opportunities, Barr added: “Where relevant, integrate video content that resides on a brands blog into the brands retail site. As the Guardian recently reported, by 2017 video will account for 69 per cent of all consumer internet traffic – therefore brands not including it in their content marketing strategies will do so at their peril.”
Finally we have guidance from Ben Parkinson, account manager at Headstream.Headstream is a content marketing agency that specialises in using content to make brands more visible and relevant in a connected world.
“Video is one of the most important parts of our content marketing campaigns. It is the most visual and creative outlet that we can use to effectively tell the stories of the brands we work on,” said Parkinson.
“The medium is constantly evolving with brands being able to adapt and tap into different communities through different forms of video from beautifully shot hero content that lives on YouTube channels, to bitesize videos that are seeded across other platforms such as Instagram, to more recently Twitter’s Periscope that gives brands the ability to connect with their audiences directly through a live video stream.
“My most important piece of advice is that budget isn’t everything. Some of the most effective video content I have seen has been created out of nothing, GoPro are experts at this and regularly repurpose their own customers content. The most important thing is to truly understand your brand’s story and then use video to ultimately connect with your audience leveraging the emotion behind the story to help enable them to buy into your brand itself and not just a product.”
If you’re a looking to integrate video content to your marketing strategies, take on board the insights and learnings provided by these successful content marketing agencies.
Garth Haley is director of Hyperfine Media.
Image via Shutterstock.