Creating content is difficult, but aligning a content strategy might be a more significant challenge. Should you focus on gated or ungated pieces? Should you emphasize video? Should you start a podcast?
You can write all of the content and cover every topic possible in your industry to build a complete content strategy, but that content won't get you anywhere if it isn't engaging. Even if you do everything you can to implement a reliable SEO strategy across your website, you won't get the results you want if Google sees that people aren't interacting with your content.
The buyer’s journey really is unique to every business according to what you offer, your customer types or personas, and the time it takes your customers to weigh all the options before making a purchasing decision. It’s important to understand videos aren’t one-size-fits-all, and you can’t expect to just put out a video and watch the new customers start rolling in.
One of the biggest mistakes people can make when using video is trying to make one video serve too many purposes. That doesn’t mean one video can’t serve two or three audiences at the same time. However, you have to keep in mind that folks are at different stages of the buyers journey. Taking them through each stage of the buyer's journey requires a different type of video. We’ll start from the top and work our way down with how to attract, convert, close and delight.
Video is key to a successful inbound marketing campaign. With a predicted 80% growth of people watching videos online by 2019, video marketing is crucial to driving traffic to your business. If you’re new to video marketing, you may be wondering where to begin. Thankfully, there are many apps, tools and platforms available to help you produce, edit and leverage your video content in your inbound marketing efforts. Here are some of the top tools and apps available for those just starting out with video marketing.