It is estimated that by the end of 2015, a staggering 86% of all content viewed online will be video. Many websites now include moving images, YouTube gets four billion views per day while new social media sites like Vine and Instagram offer novel ways of making ‘micro films’ – six seconds and 15 seconds long respectively.

So all organisations should be thinking about how they could be using video as part of their marketing strategy – no matter whether they are customer facing or a professional services firm.

Video can assist you in a variety of ways. Not only can it can raise brand awareness, help humanise your online presence, drive sales but it can even boost your online visibility if done in conjunction with a proper keyword and search engine optimisation strategy.

And it is no longer expensive, as even most smartphones can now take quality digital clips. With a certain amount of creativity, some ingenuity and willing participants, it is perfectly possible to create decent videos for use online. However, there is of course the professional route if you need something a little more bespoke.

Whatever you choose to do though, make sure you have the right culture within your organisation. It’s all about being comfortable in front of a camera!

So here are my top tips for developing a successful video content marketing strategy.

  1. Think about how exactly this will help you achieve your business goals.
  2. Create the right culture within your organisation. Filming people is a huge step forward and can be uncomfortable for many companies
  3. Be creative in how you use video. Don’t just go down the tried and tested ‘talking head’ route. Remember, marketing is all about innovation.
  4. Set some sort of budget aside. Whether you decide to shoot videos in-house or employ and outside agency, there needs to be some form of expenditure – even if it is purchasing a camera or smartening up one of the meeting rooms to turn it into an impromptu studio.
  5. Be proactive. If you are going to have a video channel – on YouTube or one of the other video sharing sites – ensure you have a strategy to keep it regularly updated with engaging content.
  6. Make sure you promote your videos to ensure they reach the widest possible audience. This can be done through or organic or paid-for methods.
  7. Test and measure. Find out what works and what doesn’t using Google and YouTube analytics.

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