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How can you use video in your content marketing?

Content marketing is constantly evolving – which is why keeping up to date with online trends and opportunities is essential when it comes to building your digital presence.

With more smartphone users using video than ever before, a video marketing strategy could be a way of putting your brand ahead of the game.
The type of video you choose will depend on your industry, your goals and your target audience. Researching and finding out what video content works for your brand can take some time – so, we will give you a head start with a list of some creative ideas:

  • Vlogging
  • Behind the scenes
  • How To
  • Live Stream

How could you be using one or more of these types of video to build brand awareness and lead your target customers in the right direction? Let’s take a look:


When it comes to video content– we often assume that producing and sharing a video will take a long time. This might be the case – but it doesn’t always need to be! It’s important to remember that videos don’t always have to be ‘polished’ – and they certainly don’t have to be too time-consuming. They can be short and straight to the point. This style of video is called ‘vlogging’ – short for video blogging. Vlogs can speed up the process for businesses who want to boost their digital marketing performance, for example:

  • They are time and cost-effective – You can shoot vlogs using a webcam or smartphone and easily upload videos for free – whether that is to YouTube, your website or another social platform. The great thing about vlogging is that it doesn’t have to be rehearsed or scripted –  you could simply share a post explaining some company updates, industry news or even just some insight into your working day. Even just a short vlog can help to put a face to your business.
  • Establish a brand voice – Vlogs will ideally be natural and authentic – giving you the perfect chance to share the personality behind your brand. Sharing regular relatable, transparent vlogs is a great way of building a stronger and more genuine relationship with consumers.

Behind the scenes / Brand Culture

If you’re stuck on ideas for video content – then you could consider filming a simple ‘behind the scenes’ clip. For example, you might want to show your audience your office or workspace, or perhaps give an informal introduction to the team behind the brand. This is what we would call brand storytelling – it’s a way of humanising your business and sharing an insight into your company culture.

Pulling back the curtain on a business can lead to building stronger connections with your customers. It’s a simple but effective way of standing out amongst competitors. Here’s a quick list of ideas to get you thinking about a potential behind the scenes video:

  • Meet the team
  • Office/workspace tour
  • Work events
  • Brainstorming sessions
  • Meeting the office pets

Whilst these might not address your business goals directly – there is no harm in adding a bit of fun to your strategy. These are all ways of breathing a bit more life into your business and connecting with your customers.

‘How-to’ Video

There’s a reason why “how to” is one of the most searched terms on YouTube! A video can offer a faster alternative for those users who don’t want to read a guide. You could create a causal run-through or a step-by-step, demonstrative video. The nature of your video will depend on your business and product.

As a digital marketing agency, for example, we might share a friendly yet informative video explaining how to effectively use digital marketing channels such as SEO or PPC. We could also share how-to clips for things like creating a social media schedule or writing ad copy.

You might not think a how-to video applies to your business – but, this is when you can start to think outside the box. You could simply offer advice on something relevant to your industry, for example, a fashion retailer could discuss how to keep up with seasonal trends. Think of it this way – when visiting a site, the more knowledge a business seems to have in their field, the more likely you are to make a purchase.

If you’re creating videos that are designed to help people – then you’ll be able to earn the trust of your audience and build authority in your industry.

Live Streaming

Live streams offer businesses a way of communicating with their audience in real-time. We’d suggest using a live stream for things like Q&A’s, interviews or product launches. Social media has made it easier than ever to stream a live video to an audience – and both Facebook and Instagram offer this feature for free.

So, what is it that makes live streams appeal to users? For brands using this feature, they’re able to provide fresh, unique content for viewers. Users might feel more inclined to tune in to a live video, to ensure they’re not missing out on any new and exclusive information. Other benefits include:

  • Direct communication – Whilst viewers are watching a live video, they are able to join the conversation by commenting or ‘reacting’ to the clip. From a digital marketing perspective – this offers insight into your target audience, their interests and what they respond best to. From an audience point of view, they have the opportunity to get fully involved and be seen by your business – it should feel as if they are part of a live event, rather than just a customer.
  • Increasing social media traffic – Live streams can be a source of traffic for your social media pages. They are a great way of driving engagement and bringing your audience on a journey with your brand. The appeal of an ‘in the moment’ experience is likely to drive more traffic and increase your following.

Get in Touch

A solid content marketing strategy will include different formats and be tailored to your audience and your goals. If you’re not generating enough results or you’re looking for a way to improve your current digital marketing strategy – then it might be time to think outside the box when it comes to your video marketing. If you want to boost your digital presence – feel free to get in touch with our London based team.