Is your video content pause-worthy? If not, your company is missing out. With 3.1 billion global viewers, video is the most popular Internet content. Every day customers search and watch videos to screen businesses, products and services. According to DemandSage, 64 percent of customers make purchases after viewing a brand’s videos. Also, 88 percent of customers claim that seeing a brand’s video influenced them to make a purchase.
Ready to add some videos to your marketing mix?
How do you stop the scroll? The first step is content planning. What do you want to talk about? What message do you need to amplify? Who are your viewers and what type of content will they enjoy? Are you more concerned with brand development or promoting a specific campaign, service or product? Where do you plan to distribute your content? How long should your videos be?
If you haven’t answered these questions, it’s time to start brainstorming.
Effective video marketing requires careful planning. In terms of content, it should capture your audience’s attention and entice them to learn more. Your content should reinforce your brand messaging. Each video should be polished and provide a clear, concise message. The quality and tone of your video should also align with the chosen content platform. At vLink Solutions, we developed a method called PAUSE Planning℠ to create binge-worthy content strategies for our clients.
The idea is to create videos that are pause-worthy that give viewers an “aha” moment – something to stop the scroll. PAUSE is an acronym for:
1. Purpose: The beginning of any video marketing strategy should start by defining its purpose. Do you want to build brand awareness? Promote or explain a product or service? Share your company culture? Provide thought leadership? Offer evidence of value through reviews, or simply entertain and build engagement? Mapping out your marketing objective will inform the most effective video type.
Hubspot Stat: Did you know that 40 percent of marketers claim the top benefit of creating video content is to help customers understand its products and services?
2. Attitudes: After you’ve established a purpose, it’s time to switch gears and consider your audience and the attitudes that drive their decisions. Who are they? What are their pain points? What does their success look like? What value will your solutions provide? Understanding your audience will allow you to make better decisions.
DemandSage stat: Did you know that YouTube users watch 1 billion hours of video daily?
3. Universe: Before you publish a new marketing video on a topic, survey the current landscape with some marketing reconnaissance. This step ensures your content is fresh and engaging. Your content should stand apart from your competitors and differentiate your brand, product, service and story.
DemandSage stat: Did you know that 73 percent of users prefer watching short-form videos when they want to learn about a product or service?
4. Synthesis: It’s time to create your content topics. Start with your purpose for each video. From there, pick the types of videos that will meet your needs. We have an excellent resource for this step: Video Marketing for the Modern Sales Funnel. Remember, you can reuse all or part of your videos across multiple distribution methods.
5. End Game: The key is to create actionable strategies. What outcome will your content provide viewers? Why is your content pause-worthy? What do you want viewers to take away from the video? What do you want them to do with the information you provided? Working with the end game in mind ensures your video maintains focus and ultimately accomplishes its goals.
Below are six aspects of a good brainstorming session to create pause-worthy video content.
- List every potential audience, from buyers to influencers and observers to competitors. The more specific, the better.
- For your most desired audience groups, define their demographics, top goals, pain points, hangouts and the value you provide.
- Analyze what makes content “pause-worthy” and adapt it to your specific audiences.
- Determine questions your audience may ask (or should ask). A good target is at least 20 questions.
- Identify patterns in the questions that will drive pause-worthy content ideas.
- Finally, generate and prioritize which content ideas will address your audience’s needs and align with multiple customer journey stages.
The ultimate goal is to get More Play for your video and More Pause on your message.
If you need some help, vLink Solutions offers facilitated half-day PAUSE Planning℠ workshops to help you find the conversation your audience will pause for – and empower your video content to spark and sustain engagement. vLink Solutions is more than a production company. From ideation to distribution, our experts ensure you create great content and distribute it to the right audiences. We are marketers who know how to leverage video and live streaming to get your message delivered.
Search vLink’s Resources, News, and Events
vLink Solutions is always adding new tips and tricks, case studies, infographics, and more.
One of the first steps to creating a great marketing video is writing an effective script. This animated infographic will give you vLink’s Guide to Scriptwriting for Online Video. This is especially helpful if you are new to video marketing.
Video is a popular — and powerful — digital marketing medium that can engage your target audience in ways that basic text and imagery simply can’t. However, creating engaging video content that holds your audiences’ attention and drives conversions can feel like a daunting task. (This is the part when Jerry McGuire shouts, “Show me the money!”)
Virtual events were the norm just a few years ago due to the global pandemic. Today hybrid events are a secret weapon for some of the most successful fundraising events. In this article you will see 7 ways to effectively use live streaming to maximize donations and reach for your organization.
The secret’s out: Video is the key to successful online training. And in the spirit of revealing secrets – we’ve put together a proven framework, “The 3 P’s”, to help you turn your content into an effective, online video training.
There is no denying that video content is a powerful tool. But have you thought about how you can use video to engage your website audience while also boosting SEO and other engagement metrics? Here are the 5 Secrets of How Video Enhances Website Engagement and SEO.
Atlanta Technology Professionals is an organization where IT professionals come together to connect, learn, and give back to the Atlanta community. They host regular events around Atlanta and let us tell you, their events (and attendees) are some of the coolest...
Live streaming has gained popularity in recent years and has become a powerful tool for businesses and individuals to connect directly with their audiences and create a stronger sense of community. We’ve seen a level of interactivity and engagement that other forms of content cannot match, making it easier and faster to build a connection with viewers through engaging live streams.
Video marketing is an integral part of any successful marketing campaign. It allows businesses to reach a wider audience, connect with their target market, and create a lasting impression. We’ve seen this firsthand, but with so many businesses vying for attention, it can be challenging to stand out from the crowd.
This is where we see the power of storytelling playing a part.
We invited the vLink Insiders to our Marietta studio for an exclusive event with Elizabeth Klingseisen, Marketing SVP at Stratix. Founded in 1980, Stratix is the leader in mobile solutions for enterprises. Their Smart Mobile programs ensure their clients have the...
We made a new friend in 2022: The Copponex Group. The Copponex Group is an exploding business that installs and restores playgrounds and all other amenities in the parks and recreation space. At the time that they approached us, they were experiencing a problem:...
vLink Featured by Sales & Marketing Management: “How to Align Video Throughout the Customer Journey”
“The traditional funnel takes a company-centric approach that’s often focused too much on net-new growth. In reality, customers can fall out of a funnel at any time. That includes post-sale, too! It’s up to us – the marketing team – to provide a safety net of customer-centric actions that fall across all functions to keep them as a customer,” said Pedowitz.
Video marketing is an effective way to engage customers and build brand awareness. With the popularity of video content on websites and social media, businesses should be leveraging video marketing to turn customers into brand advocates after the purchase.
Stratix Corporation creates and manages mobility programs to transform mobile support for some of the most iconic brands around the globe. We are always excited to work with them. Recently, they challenged us to create a series of interactive videos that show various...
The sales funnel has changed. Has your video marketing kept up? With so many customer journey models, it is challenging for marketers to know when and how to use video effectively in their company’s model.
LeasePlan is one of the world’s leading fleet management and driver mobility companies, with over 1.8 million (oops Scott said 18 million) vehicles under management in more than 30 countries. Their U.S. headquarters is in Alpharetta, Georgia, and has been a vLink...
It’s always a good day when our friends over at Revegy, creators of an account-based sales execution platform, give us a call to produce some content. They were in search of a fun and entertaining way to highlight and overview their software using visuals and...
vLink Solutions designed this modern sales funnel and infographic as a roadmap for businesses and organizations looking to leverage video marketing.
So you want to make a video to support a new product, program or campaign? Video marketing can be the most effective way to reach your audience. According to Business Insider, the number of people watching videos online reached 244.4 million in 2020 and is only going...
Scriptwriting is one of the most important steps of the video production process. It is also the step that we find companies struggle with the most. While many adults have been schooled in writing, script writing is a different skill altogether. Poor script writing...
Published in Smart Meetings on 6/9/22. The average price for a paid virtual event is $443. Are virtual attendees seeing value? It depends. “To demand a fee, digital events must boast compelling content and a seamless experience. According to Kim Myhre, founder of...
This article was published in CMW on 4/27/22. Webinars are standard fare for general audiences, but how do you host virtual events that engage clients and prospects representing millions of dollars in potential revenue? At this level, the game changes. Expectations...
We asked 11 top event professionals for a widespread view of what works now in hybrid event production—and what needs to happen to make this an effective, long-term event format.