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4 Awesome Topics for Your Online Video Content

(NOTE: the Link Roundup is beneath this post.)

This post is just a tiny appetizer from my forthcoming book "1,000+ Online Content Ideas for Your Business".

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4 Awesome Topics for Your Online Video ContentOver the past few years, the number of businesses using online video content has exploded.

It’s not hard to understand why – a video can convey concepts, details, emotions and so much more than text or even an image. That’s why I like to say, “If a picture says a thousand words, a video says a million!”

The growth of video should not be surprising - they are a very effective addition to your online marketing arsenal.
The growth of video should not be surprising – they are a very effective addition to your online marketing arsenal. Don’t take my word for it – these numbers tell a compelling content marketing story:

  • Having a video on the landing page of your website makes it 53% more likely to show up on the first page of a Google search. (source)
  • About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. (source)
  • Viewers are 85% more likely to purchase a product after watching a product video. (source)

The numbers are also compelling in the business-to-business arena (source):

  • 59% of senior executives would rather watch a video than read text.
  • About 65% of those who view a video click through to visit the vendor website.
  • 50% look for more information.
  • 45% report that they contacted a vendor after seeing an online video ad.
  • About 50% of those who viewed an online marketing video went on to make a purchase for their business.

Videos work best when focused on one of four specific topics.
Even with those impressive numbers however, videos work best when focused on one of four specific topics:

  • Explainer,
  • Demo,
  • How-To, and
  • Branding.

Let’s take a closer look at each topic (including examples of each).

4 Awesome Topics for Your Online Video Content

Explainer Videos
An explainer video helps viewers understand the business value that your products and services provide.

An explainer video is a pre-sales video that helps viewers understand the business value that your products and services provide. You can find examples of explainer videos by following these links:

Perfect for your home page, explainer videos are both more engaging and more effective at driving action than a block of words and images. Here are a few real-life results:

  • “Since the video appeared on their website EnergySavingLED has seen a 60% reduction in the number of emails from confused potential customers who just couldn’t understand what LED is or why they should have it. But the real acid test has been a staggering 40% increase in sales within six months.” (source)
  • Dropbox, “increased conversion rates over 10%, and with the video being viewed 750,000 times in one month alone, the 10% increase resulted in several thousand extra sign ups per day.” (source)
  • Work.com, “increased conversion rates by 20%. Approximately 30% of the page visitors watch the video and approximately 50% of those viewers watch the video in its entirety.” (source)

Another type of explainer video is the testimonial. Testimonial videos have real impact because the person explaining the business value of your products and services is an actual customer – can’t beat that!

Video testimonials help build the trust needed to make a sale by providing outside validation for your offerings. Follow these links to watch testimonial examples:

Demo Videos
Demos are a very powerful way to show off how a product or service works before a customer makes a purchase.

Another type of pre-sales video, demos are a very powerful way to show off how a product or service works before a customer makes a purchase.

Not nearly as detailed as a full-blown how-to video, demos do exactly that: demonstrate how you can get things done with a specific product or service.

As opposed to explainer videos that show the business value of a product or services, demos help walk customers through a real-world example of how a product or service works. This accomplishes two goals:

  1. All customers have some pre-purchase fears (e.g. “this product will be hard to use” or, “this products won’t do the thing I need it to do”) that a demo video will help alleviate by showing a high-level view of how a product or service actually works.
  2. Demo videos are also very effective at answering common pre-sales questions, something that builds the trust that leads to sales.

Follow these links to watch demo video examples:

How-To Videos
How-to videos provide a step-by-step walkthrough of how to get something done using a specific product or service.

You can use how-to videos both pre and post-sale to provide an in-depth, step-by-step walkthrough of how to get something done using a specific product or service.

These videos are effective before a sale by both providing a more in-depth look than a demo (e.g. if more fear calming and trust building is needed) and by demonstrating to your target customers that you are committed to supporting them after they make their purchase.

After a sale, how-to videos are effective at both helping your customers get the most out of their purchase and by providing support – an important aspect if you want to get repeat sales and referrals.

How-to videos are typically longer than your average online video, but that’s OK because they need to show a lot of detail (though if it’s too long, you should break it up into smaller videos).

Follow these links to watch some how-to video examples:

Branding Videos
Brand videos help position your business, your products and your services within the minds of your target customers.

Is your business cool? Is it cozy? Do your products and services make your customers want to stand up and scream for joy or quietly sit and sip a cup of tea?

Whatever the case, by using video, audio, images and text to elicit emotional reactions, brand videos help position your business, your products and your services within the minds of your target customers.

Eminently sharable, brand videos can be very effective at attracting and capturing a target audience – just make sure you dot your I’s and cross your T’s –your customers can spot a poseur from a million miles away.

Follow these links to watch branding video examples:

Share Your Favorites

Have you watched a video that would make a great example of any of the four online video content topics?

Please share it with us in the comments section below!

Like this post?

This was just a tiny appetizer from chapter 9 (“Creating Your Own Content – Videos”) of my forthcoming book “1,000+ Online Content Ideas for Your Business” .

Sign-up to receive news about, and more excerpts from, the book at the bottom of this page.

Link Roundup

Link RoundupEach time I write a post, I collect the 10 best reads from around the web and share them with you here.

These posts focus on content marketing strategies, tactics, ideas, tips and tricks for small businesses.

Enjoy!

10 Ways to Avoid Becoming a Content Robot: Great tips for keeping your content fresh.

12 Ways to Improve Your Content Marketing Strategy With Real Science: I love these non-conventional tips on content marketing.

Chicken Teaches Brands Content Marketing: This presentation is brilliant – a great way to learn about the value behind content marketing!

Content Marketing: How to Handle Multiple Authors on One WordPress Site: A handy look at plugins that make it easier for multiple authors to work side-by-side on a WordPress blog.

Don’t Ignore Content in Favor of Engagement: An insightful look at how to balance the two halves of content marketing: content creation and online engagement.

Rethinking Relevance in Content Marketing (http://www.verticalmeasures.com/content-marketing-2/rethinking-relevance-in-content-marketing/): A thoughtful look on what the “relevant” in “relevant content” is all about.

10 Steps To Create Successful Content Marketing Campaign [Infographic]: A great overview of content marketing execution.

The Future of Content Marketing: Five Beyonds: Excellent content marketing points and predictions in this presentation.

How B2B content can make you popular: Ideas for B2B content marketing.

8 Ways to Transform Events into Powerful Content Marketing: Some tips on how to get the biggest boost by combining your events with content marketing.

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Comments

  1. Matt, you have simply given a good solution to a confusing question on what to show in vidoes. Thank you.

  2. Hey Matt,

    Quite an exhaustive post. Videos certainly have come a long way and now are an integral part of online marketing. Specially, explainer videos have become quite a rage. We recently made a video on FIFA 2014 in house which has given us quite good exposure. Do check it out here:–> http://squarepixelstudios.net/explainer-video-tribute-fifa-2014-square-pixel-studios/

    I hope you like the idea of exploiting a mega event with video marketing concept….

Trackbacks

  1. BizSugar.com says:

    4 Awesome Topics for Your Online Video Content…

    Videos have become a very effective addition to your online marketing arsenal – here are 4 awesome topics for you to use when creating your own online video content….

  2. Dr. Patel Dentis

    4 Awesome Topics for Your Online Video Content — 1,000+ Online Content Ideas for Your Business

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