Content marketing teams typically prioritize written content, but video content is an increasingly effective way to reach brand audiences and develop relationships. Now comes the challenge: when is it appropriate to include a personalized video message in your content, and how do you approach this at scale?
In this #ContentChat recap, we’re joined by Ethan Beute (@EthanBeute), WSJ bestselling author and host of The Customer Experience podcast, to explain how personalized video messages can strengthen your content marketing and where they can make the most impact. Read through the full recap below to learn about the science behind the power of video content, how to get started with adding personalized video messages to your content, and solutions to challenges that you’ll likely face along the way.
Q1: Let’s start with a common definition. What is a video message and how can it fit within a content strategy?
Video messages are exactly as they sound: content that is recorded or shared through video. The benefits of video messages over written content include that videos are more clear, personal, and better convey emotion.
A1a
Any time you’re typing a message or dm (email, Slack, text, LinkedIn, Facebook, Twitter, etc), you can add a video to your faceless, typed-out text for clearer communication, human connection, and higher conversion.#ContentChat— Ethan Beute (@ethanbeute) February 28, 2022
A1b
That’s a video message.Clearer and more personal. More subtlety and nuance. Lower likelihood of being misunderstood. Greater transfer of emotion. Perfectly imperfect. More human.#ContentChat
— Ethan Beute (@ethanbeute) February 28, 2022
A1: In #contentmarketing, it’s not enough to just create your content—you also need to distribute it to the right people at the right time. Video messages can be a 1:1 or 1:many way to pitch your content to its ideal consumer. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 28, 2022
Video messages are often more engaging than written content.
A1. A video that is created to share a message related to your brand. Whether it be informational or promotional, it should be designed to help viewers to engage with your brand. #contentchat
— Andrew C. Belton, MBA (@AndrewCBelton) February 28, 2022
A1: A video message is some sort of announcement done via video and it can be tailored to fit the current content strategy so that the message stays on brand ~Julie #ContentChat
— Nimble (@Nimble) February 28, 2022
A1 A video message is a type of visual content that allows creators to tell stories in creative ways. From a content strategy perspective, it can give more room for audiences to engage. #ContentChat
— Krystal Blais 🤘🔮🔥🤘🏳️🌈 (@krystalblais) February 28, 2022
I really like this and I feel like nowadays people are reacting very favorably to brands that are using video to tell a story and it makes them feel like they are a part of the experience when it’s brought to life in video! #Contentchat #contentmarketing #videomarketing
— Andrew C. Belton, MBA (@AndrewCBelton) February 28, 2022
Video message is about making announcements in a video format. Often to give out important information in a short visual format #ContentChat
— Shruti Deshpande (@shruti12d) February 28, 2022
Most written content can include a complementary video, including product news, thought leadership articles, social media posts, email newsletters, and more.
A1. I suppose it depends on the message. If it’s company announcement, it falls into the corp comms strategy. If it’s a product feature launch or update, it falls into the PMM content strategy and should be part of package to support the GTM strategy.
— ronniehiggins (@ronniehiggins) February 28, 2022
For instance, the video message could be included in customer newsletter and social posts that raise awareness and point to supporting content, like a blog post and/or help center article.
— ronniehiggins (@ronniehiggins) February 28, 2022
Those are all great spots for video messages.
And don’t miss out on the 1:1 opportunities (vs the 1:many or 1:anonymous).
— Ethan Beute (@ethanbeute) February 28, 2022
A2 Video messages come in many forms. Simple video words, social attachments, how to graphics to full blown productions. As long as it has a purpose, provides value & speaks directly to an audience, then you’re halfway there#ContentChat
— Jeff Funk #BeKind (@Jeffrey_Funk) February 28, 2022
