Content Marketing

Taking Content from Good to Great: How Video is Pushing Good Content to the Forefront

MattLlorenteHeadshot As the digital media industry evolves, video messaging has become another way to deliver content to consumers.  Consumers want content that’s easy to access and enjoy, and video content is one of the most engaging ways to deliver that.  Marketers are challenged to produce good content and video has become another tool in taking good content to great.

Digital marketing, social media and word of mouth are the simplest techniques that, not only make good content easy to find, but can also make content go viral.   Now, new developments in video messaging are making the content produced more engaging and easier to drive.

If you’re looking to give your content legs, the first thing to keep in mind is where it’s coming from.  Keep in mind that new content often evolves from an old idea, refined into better-optimized data.  In order for good content to become great, it needs to be better than its original.

While we can still rely on SEO, social media and banner ads to get our content out, real-time video communications is upping the ante by making content more authentic and engaging.  How is real-time video making good content great?  By making it easy for brands and marketers to quickly react to breaking news and trending topics and reach users with relevant video messages in real-time.

Good content is many things. It’s entertaining, current, personable, actionable and informative.  In order to become great, the content must hone in on two hallmarks of good content.  One, it should also leave an audience with something memorable and actionable and two, it should be defined by buzzwords, making it easy to find and remember –the very basics of SEO.

While brands and marketers are getting better at driving good content, many have not taken the leap in to creating video content to reach audiences.  Knowing that 2/3 of all communication is non-verbal, marketers should be more inclined to push content out through video.

So, how do marketers fill the 1/3 gap to build trust, understanding and a voice for their brand?  Video content and messaging bridges the gap where communication is lost through the written word.  Audiences are more interactive and engaged when they’re able to see facial expressions, gestures, infographics and animated text in real-time.

Brands have already begun to integrate live video in to their marketing efforts, pushing out live webinars and video blogs.  Live video is taking the place of the mainstream webinar.  It can kick off a lively conversation with audiences around the world and allows a discussion, questions and comments in real-time.  Once video content is produced, it can be distilled down to many other types and adapted into video blogs, a video training series, audio footage for podcasts and, at the very minimum, transcripts from video can become written blog posts.  Slice and dice live video, and, essentially after just one video session, the content can be repurposed in so many other ways, ways that may have been lost if the content was only text or images.

Video messaging and real-time video communications is here to stay.  Marketers should be gearing up to take their brand to the next level through live video content streaming.  You want your audience to be dazzled and to feel like the content is unique and better.  Video content marketing does that.

Matt Llorente is the Director of Digital Strategy for Sherpa Digital Media, a provider of digital media solutions, infrastructure services, and media intelligence tools to organizations nationally and globally.