When I started my first online business over 10 years ago, video was the be-all and end-all of content marketing. If you were brave enough to hit "live" on Facebook, your video would be favoured by the algorithm and shown to more people. Fast forward to today, and this is still the case, but now we have a myriad of options to film, record, and share video content across all B2B platforms.
The Evolution of Video in Content Marketing
Back then, being on video was a novelty, and those who dared to press the record button were rewarded with greater reach and engagement. Today, video remains a powerful tool in the content marketing arsenal, but the landscape has evolved. Platforms like LinkedIn, Instagram, YouTube, and even Tik Tok offer diverse ways to share video content, from live streams and stories to reels and webinars. The sheer variety of options means that businesses can tailor their video content to fit different formats and audiences.
The Fear Factor: Putting Yourself Out There
Let's be honest—putting yourself out there on video can be daunting. It's quick, easy, and comfortably within your zone to share an image or two on your socials. But hitting the record button? That's a whole different ball game.
I get it because I’ve been there. When I first realised the power of video in my marketing strategy, I couldn't bring myself to do it alone. The fear of going live and making mistakes held me back. So, I found an accountability buddy. For every live video I didn’t do, I committed to doing 100 frog leaps (which I hate!). This commitment ensured I did every video, every time.
Why Video Should Be Part of Your Content Strategy
Using video as the backbone of your content marketing strategy can significantly grow your coaching, e-course, or human-centric business. While images, carousels, infographics, and memes are all great and can be super informative, they don't showcase your energy, personality, and passion in the same way a short or long video can.
It's Never Too Late to Start
If you’ve been waiting for the video trend to pass, bad news—it won’t. Video has been a powerful marketing tool for over a decade, and my guess is that it will remain so for at least another decade to come. If you’re worried it’s too late to start using video in your marketing, the good news is that it’s not! Now is the perfect time to harness its power and favoured algorithm reach. Don’t let the fear of missing the boat stop you from starting now.
The Balanced Approach: Mixing Up Your Content
It’s crucial to have a mix of content types—not only because it's more engaging and interesting but also because not all social media consumers want to watch videos day in and day out. If you struggle to believe this, take it from me. When I scroll, I read. If there's one of me out there, then there will be more, so create a variety of content that all social media consumers can enjoy, or you're missing out.
Practical Tips for Incorporating Video into Your Content Marketing
Start Small: If the idea of going live is intimidating, start with pre-recorded videos. This gives you the chance to edit and perfect your content before sharing it.
Plan Your Content: Outline what you want to say and practice it a few times. This will make you feel more confident and help you stay on track during your video.
Leverage Different Platforms: Use various platforms to share your videos. Each platform has its unique strengths—use them to your advantage.
Engage with Your Audience: Encourage comments and questions during live sessions. This interaction can make the experience more dynamic and less nerve-wracking.
Mix It Up: Balance your video content with other types of posts to keep your audience engaged. Use videos to highlight your personality and expertise, but also share infographics, blog posts, and images to cater to different preferences.
Find an Accountability Buddy: If fear is holding you back, find someone who can hold you accountable. Set challenges for yourself to ensure you stay committed.
Conclusion: Is Video Marketing Really Worth It?
In conclusion, while video content marketing is on trend and can be incredibly powerful, it’s not the only tool in the box. A well-rounded content strategy that includes a mix of videos, images, articles, and interactive posts is key to engaging your audience and driving growth for your coaching, e-course, or human-centric business.
BUT, don't let the fear of video hold you back. Embrace the challenge, find support where you need it, and watch as your content marketing efforts start to pay off.
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