We are in a visual world where people are drawn to video. Done right, videos represent an easily accessible and highly effective communication channel to engage your target market. Did you know that 70% of the top 100 search results listings are video?

No two consumers are exactly alike. Because audiences consume video content in varying ways, we must create this powerful content marketing asset with a similar thought process. This should help.

Colorado Venture Summit – Final Video from Engine 7 Media on Vimeo.

Video Types

Vlogs: Think blog, but on video. They are meant to be social, un-orchestrated, and personal.

• Primarily run and managed in office
• Require a framework: bumper and close
• Light editing
• 1-5 min
• Schedule regularly (consistency in posting here is important)

Tutorials, Tips, How-tos: Teach them something worthwhile around your business or product.

• Informal
  • Record on own device
  • Require a framework: bumper (opener and close branded wrapper)
  • Light editing (app video editing)
  • 1-3 min
• Formal
  • Professional structure and feel
  • Voice over tutorial video
  • Strong editing (editing software)
  • 3-5 min

Interviews, Testimonials, Endorsements: Goes so much further when others say how great you are versus just you.

• Relaxed but orchestrated well, want to feel natural
• Various site shoots
• Strong editing
• 15-30 sec (short) 1-3 min (med)
• 3 minimum (only having 1 looks to orchestrated)

Corporate Spot: Think of this as a commercial introducing you to the market and garnering interest.

• Professional structure and feel
• Strong editing
• 30 sec (short) 1-3 min (med)
• Various cuts (you want to have flexibility in distribution)
• 1 annually minimum

Education-based (motivational, information rich, overarching interest topic): Outline pains, solve them with knowledge, then give a subtle sponsored by at the end.

• Professional structure and feel
• Strong editing
• 3-5 min (med) 5-20 min (long)
• Various cuts
• 2-4 annually

Target Market: Speak directly to your audience by focusing on their unique concerns and motivators.

• Various formats (choose from this list)
• Various cuts
• 1-3 markets

Social Media:  Go where the people are and like to share. Just don’t make the mistake of not tailoring your videos to the specific channel.

• Various formats (choose from this list)
• Various cuts
• 4-10 annually (go for 1 per quarter)

Product Video: Around 64-85% of viewers are more likely to purchase after a product video.

• Various formats (choose from this list)
• Various cuts
• Test the waters with 1

Video Distribution Strategy

Don’t just create a video, then let it collect dust. Nor do you want to use Youtube as a storage facility. You spend a incredible amount of time energy and effort creating these spots. Think about how you can leverage what you created to your advantage. Yes, create a video distribution strategy. It is better to only create 5 well done videos and distribute the heck out of them, then create fifty just for the bragging rights.

Distribution Channels: website general, landing pages, email/drip campaigns, email signatures, social networks, tradeshows, slideshare, banner ads, pinterest, blogs, Instagram trailer, Vimeo, Youtube, instore, presentation tool, et cetera.

Online Video Tips

If your videos are going to be anywhere online pay attention to the following:

• Title Keywords
• Longer Descriptions (keyword rich)
• Thumbnails that grab interest
• Drive Conversions (what is your call-to-action?)
• Target your video ads

Going into the tactic of videos for your marketing strategy is not a simple task. But it is absolutely worthwhile. Start small. You don’t have to do all of it at once. Choose a vendor to grow with you. Hopefully, these 8 video types got your creative brain ticking.