• Advertise
  • Contact Us
  • About Us
  • Supplier Directory
  • SCB YouTube
  • Login
  • Subscribe
  • Logout
  • My Profile
  • LOGISTICS
    • Air Cargo
    • All Logistics
    • Express/Small Shipments
    • Facility Location Planning
    • Freight Forwarding/Customs Brokerage
    • Global Gateways
    • Global Logistics
    • Last Mile Delivery
    • Logistics Outsourcing
    • LTL/Truckload Services
    • Ocean Transportation
    • Rail & Intermodal
    • Reverse Logistics
    • Service Parts Management
    • Transportation & Distribution
  • TECHNOLOGY
    • All Technology
    • Artificial Intelligence
    • Cloud & On-Demand Systems
    • Data Management (Big Data/IoT/Blockchain)
    • ERP & Enterprise Systems
    • Forecasting & Demand Planning
    • Global Trade Management
    • Inventory Planning/ Optimization
    • Product Lifecycle Management
    • Sales & Operations Planning
    • SC Finance & Revenue Management
    • SC Planning & Optimization
    • Sourcing/Procurement/SRM
    • Supply Chain Visibility
    • Transportation Management
  • GENERAL SCM
    • Business Strategy Alignment
    • Education & Professional Development
    • Global Supply Chain Management
    • Global Trade & Economics
    • HR & Labor Management
    • Quality & Metrics
    • Regulation & Compliance
    • SC Security & Risk Mgmt
    • Supply Chains in Crisis
    • Sustainability & Corporate Social Responsibility
  • WAREHOUSING
    • All Warehouse Services
    • Conveyors & Sortation
    • Lift Trucks & AGVs
    • Order Fulfillment
    • Packaging
    • RFID, Barcode, Mobility & Voice
    • Robotics
    • Warehouse Management Systems
  • INDUSTRIES
    • Aerospace & Defense
    • Apparel
    • Automotive
    • Chemicals & Energy
    • Consumer Packaged Goods
    • E-Commerce/Omni-Channel
    • Food & Beverage
    • Healthcare
    • High-Tech/Electronics
    • Industrial Manufacturing
    • Pharmaceutical/Biotech
    • Retail
  • THINK TANK
  • WEBINARS
    • On-Demand Webinars
    • Upcoming Webinars
    • Webinar Library
  • PODCASTS
  • VIDEOS
  • WHITEPAPERS
Home » Blogs » Marketing Matters » Creative Ways to Use Video in Your Content Marketing Strategy

Marketing Matters
Marketing Matters RSS FeedRSS

Creative Ways to Use Video in Your Content Marketing Strategy

July 31, 2014
Kelly Keller, SupplyChainBrain

Content marketing works, but you have to work at it. Those who are creative, with both substance and presentation, will gain results worthy of the time and thought they invest in it.  

Two things that distinguish successful marketers from their competitors are: a unique message, and how the marketer delivers that message.  Are you diversifying form and content so that your message reaches the widest audience -- and keeps them engaged over time?  

Using video to communicate your message(s) is a powerful means of delivery.  Below we outline components of a successful strategy and the philosophy behind it, so you can forge your own path with effective video content marketing.

1)  YOUR CONTENT must have SUBSTANCE

No one likes watching a “fluff” video; it’s an insult to their intelligence. People appreciate a presentation that makes them think! The content can either be completely new to them within the context of their industry, or it addresses a common idea / challenge with a unique twist.   

You want to continually expand your content so it stays ‘fresh’, and you want to develop a reputation for providing a healthy range of topics. The best strategy to achieve this?  Invite others in.  Feature leaders of the industry in your videos -- and build ongoing collaborative relationships with them in order to consistently create new content.  

Expanding collaborative relationships through your partners’ partners is also great way to continually branch out.  Collaborative video partnership is a win-win for both you and your partners: they boost their exposure via your video marketing; you gain a steady stream of quality content; and, together your presentations demonstrate a higher level of integrity and expertise than competitors who solely create their own content.  

In short: Your video content partners, as well as their network associates, will appreciate the benefits of exposure that you provide them -- and you are in turn associated with a variety of engaging Thought Leaders.

a) Examples of collaborative partnership for video content: “Thought Leadership” series

> SupplyChainBrain video interviews in specific One-to-One format as well as In The Know montages:

One-to-One:  http://newweb.supplychainbrain.com/videos/2014-videos/ism-2014/applying-big-data-analytics-across-the-supply-chain/ 

In The Know:  http://newweb.supplychainbrain.com/videos/2014-videos/nldc-2014/the-generation-gap/ 

b) Examples of extended collaborative partnership (i.e., your video partner and their partners): “Power Lunch” Roundtable Discussions

> SupplyChainBrain video discussions including your collaborative partners and their customers and/or analysts:

Power Lunch Roundtable:  http://newweb.supplychainbrain.com/videos/2013-videos/werc-2013/3pls-working-together-really-ask-mondelez-international/ 

 

2)  VARY your MEANS OF DELIVERY

What good is unique, valuable content if you don’t share it widely? There are numerous creative ways to deliver video content. Some can be dedicated to purely commercial use, while others can also serve as a lead-generation engine. Here are a few ideas to get you started:

a) Develop a “Channel” (or multiple channels) on your website where people can go to watch your videos. You can create a dedicated Video Content Channel on your website and then break it down into smaller, more accessible sections categorized by subject matter, format (one-to-one interviews, roundtables, montages), etc.  

b) “Cross-pollinate” your video content by featuring as many relevant videos as possible on each landing page of your website. This is a great strategy for maximizing exposure per video across your site, and search engines will pick up your videos more easily as well.

c) Create a dedicated Video Newsletter(s) presenting featured content on a monthly or bi-monthly basis. You can “cross-pollinate” video content via other newsletters as well, by including videos as ‘articles’ in your regular content newsletters.

d) Stand out at Industry Events by utilizing the TV “Dark Channel” at conference hotels. Most major conferences designate event hotels where attendees stay during the conference.  Conference hotels usually have a TV channel or two that can be used to play your own content in hotel rooms during the event.  

All you need to provide to the hotel AV staff is a DVD that they program to play on a loop, and it will play throughout the duration of the conference. Your DVD can be a “highlights” montage of your best One-to-One interviews and Roundtable discussions.  Graphics embedded in the video are a great way to call attention to your Booth # at the event, special promotions you’re featuring at the conference, and more.

e) Get creative with Video Commercials. Humor is a great way to get your marketing message across, and it’s actually fun to produce commercials that highlight your company’s best assets.  Here is an example of a great video commercial by technology provider, Kinaxis: https://www.youtube.com/watch?v=0WLr3hxpYYY&list=PLYDOQM52XhJ4ZSIB-FC43_u5h-zTs9HzX&index=1 

Note that your lengthier montages -- such as the DVD for the TV Dark Channel -- can be broken up with commercials. Not only do the commercials provide a transition or segue into new material, but who doesn’t appreciate a bit of comic relief while they’re watching?

3)  QUALITY IS CRUCIAL

One very strong piece of advice: Don’t try to do this on your own! Find a qualified video production partner to help you do it right.

You pride yourself on providing a specialized service(s) to your own customers, so why would you skimp on an important foray into something that’s not your specialty? Invest in quality work. Often marketers make their own videos, and end up posting something more akin to a home movie on their website.  Work with a video producer/provider who has experience, demonstrated expertise, and a good reputation in their own industry.

There are plenty of video production companies out there. Our best advice is to find a provider whose specialty is video, but who has a wider range of experience than just “corporate video”. You want to venture outside the box of dry, cookie-cutter, talking heads type presentations. A video producer with a wider range of experience can bring fresh ideas and provide creative methods of presentation that raise your marketing program above the rest.

Most importantly: make your video crew an integral part of your team.  Invest in them not only monetarily -- share also your time, knowledge and experience.  You need to feel that you can rely on your video crew to advise you, which may very well require teaching them, over time, about your industry and your company in particular.  Relationship is everything.  They need to understand you, your culture, your brand, your goals, your strengths, your weaknesses. Developing mutual trust, patience, and a longer term commitment when possible, goes a long way.

Comment on this Article

RELATED CONTENT

RELATED VIDEOS

Subscribe to our Daily Newsletter!

Timely, incisive articles delivered directly to your inbox.

Popular Stories

  • TWO HANDS IN SHIRT CUFFS SHAKE AGAINST A BACKGROUND OF A US FLAG

    Podcast | Leaving China: Is ‘Friend-Shoring’ the Answer?

    Sourcing/Procurement/SRM
  • A SEATED PERSON HOLDS A SMARTPHONE, SHOPPING

    Retail Consumer Data: The Key to Personalization, or Privacy Violation?

    Regulation & Compliance
  • THE SPACE AROUND A COMPUTER KEYBOARD IS CLUSTERED WITH IMAGES GENERIC SHIPPING BOXES

    How Suppliers Can Overcome E-Commerce Supply Chain Challenges

    Data Management (Big Data/IoT/Blockchain)
  • TWO MEN IN SUITS ENGAGE IN CONVERSATION ACROSS A COFFEE TABLE HOLDING AN OPEN LAPTOPIN AN OFFICE

    For Shippers, Disruption Means Opportunity to Rethink Carrier Strategy

    LTL/Truckload Services
  • karen-jones.jpg

    Watch: Four Industry Disrupters Impacting Logistics

    Data Management (Big Data/IoT/Blockchain)

Digital Edition

Scb q1 2023 cover

2023 Supply Chain Management Resource Guide: Packing for a Difficult Year

VIEW THE LATEST ISSUE

Case Studies

  • New Revenue for Cloud-Based TMS that Embeds Orderful’s Modern EDI Platform

  • Convenience Store Client Maximizes Profit and Improves Customer Service

  • A Digitally Native Footwear Brand Finds Rapid Fulfillment

  • Expanding Apparel Brand Scales Seamlessly with E-Commerce Technology

  • How a Global LSP Scaled its Security Program and Won More Business

Visit Our Sponsors

Orderful Yang Ming Alithya
Barcoding Blue Yonder BNSF Logistics
CoEnterprise Data Capture Deposco
E2open GAINSystems Generix
Geodis GEP GreyOrange
Here Holman Logistics Honeywell Intelligrated
IFM Infor Inmar
Keelvar Kinaxis Korber
Lean Solutions Group 2H Liberty SBF Locus Robotics
Logility LogistiVIEW Lucas Systems
MCA Connect MPO Nvidia
Old Dominion OpenText ORTEC
Overhaul Parsyl PMMI
QIMA Redwood Logistics Ryder E-commerce by Whiplash
Saddle Creek Logistics Schneider Dedicated Setlog Holding AG
Ship4WD Shipwell Shyft
Sourcemap Tecsys TGW Systems
Thomson Reuters Tive Trailer Bridge
Vecna Robotics Verity
Verusen
  • More From SCB
    • Featured Content
    • Video Library
    • Think Tank Blog
    • SupplyChainBrain Podcast
    • Whitepapers
    • On-Demand Webinars
    • Upcoming Webinars
  • Digital Offerings
    • Digital Issue
    • Subscribe
    • Manage Your Subscription
    • Newsletters
  • Resources
    • Events Calendar
    • SCB's Great Supply Chain Partners
    • Supplier Directory
    • Case Study Showcase
    • Supply Chain Innovation Awards
    • 100 Great Partners Form
  • SCB Corporate
    • Advertise on SCB.COM
    • About Us
    • Privacy Policy
    • Contact Us
    • Data Sharing Opt-Out

All content copyright ©2023 Keller International Publishing Corp All rights reserved. No reproduction, transmission or display is permitted without the written permissions of Keller International Publishing Corp

Design, CMS, Hosting & Web Development :: ePublishing