Many companies today are like Netflix: in their corporate blog, you will find almost everything – dramatic talk shows with employees, interviews with influencers, and even funny clips with kittens. And in fact, this is the right strategy. A corporate blog is not a place for boredom, it is a place for cool content that captures the essence of the company, its expertise, and views.
Today we will figure out what kind of video content will help a business grow and how to create it.
The goal of video content in a corporate blog is to allow grabbing the attention of a consumer in a short time and, as a result, increase sales. Depending on the goals of the video content, we can distinguish the following types.
- Informational video
The main goal of the information video is to convey information about the product or service to the audience as quickly and clearly as possible.
- Video presentation or product video, as a laconic introduction to a company, product, or service.
- Videos in the “Question-Answer” style, where team members are answering the list of the most pressing questions of users (customers).
- Videos of a selection, for example, new or favorite products.
- Reporting video. This is a video report about significant events. Most often, it is made for distribution via Internet media, for publications on social media, less often such a video can be found on the official website in the “News” section.
- Social video. This video reveals the essence of a socially valuable idea. The video touches upon topics of interest to the audience. Also, social videos are created with the aim of motivating the viewer: they are motivating videos and are designed to change the thinking or behavior of the viewer.
Informational videos are popular even among those who are not going to buy anything. But they will be grateful to the brand for the engaging content and remember it from the positive side.
- Educational videos
If you teach your audience, you’re showing your expertise. People are prone to curiosity, so they like to get new knowledge. You don’t sell your product or service directly, which means you don’t annoy viewers with intrusive ads.
What to shoot?
- Workshops or explainer videos on a variety of relevant topics for the audience, conveying practical experience through video.
- Online training, in which there is an active transfer of useful knowledge and skills in a live format, by completing the trainer’s tasks.
- Life hacks that teach the audience how to quickly and easily solve a particular problem with the product or service offered.
- Image video
Image videos don’t directly relate to products and production, their content is aimed at creating a positive impression of the company in the minds of the audience. For example, this video can be a story about how safety issues are solved in your company.
The peculiarity of the image video is that before shooting, you will need to carefully work out the script and prepare a proper task for video filming.
- Expert interview
As the name implies, this is a conversation with a specialist from your company or industry influencer on some topic. An interview can be on a narrow topic or of a general nature: how things are in the industry now, what sales forecasts are, what your potential customers should expect in the near future, what trends to focus on.
You can start a whole section of videos “10 questions to an expert”. Answers to questions from buyers or customers may come out in video format on a regular basis.
- Online broadcasts
For your client, this is an opportunity to look behind the scenes. You can show the process of work or show your employees: what they do at lunchtime, how they relax. This will create the impression of a friendly strong team, and the viewer will feel like a part of it. As a result, the confidence in the company increases.
You can broadcast any events that take place in your company with the live streaming tool: from a drawing of prizes at the team-building contest to a specially organized fashion show.
- Entertainment videos
The purpose of entertainment content is to evoke positive emotions and joy from the audience. The feeling of lightness, relaxation, a distraction from everyday worries. Thanks to this effect, these videos quickly spread on the Internet and make the company recognizable by promoting it.
You can post:
- Funny content, memes, and GIFs – such videos are likely to be reposted, which undoubtedly brings a large influx of users.
- Music and dance videos.
- To achieve the goals of the company and raise awareness of potential customers, various combinations of the above types of video content are possible. Most importantly, the cooler your video content is, the wider your audience will be, which will undoubtedly lead to increased sales and profits.
- Video feedback
Real video reviews about the business and its products from customers are best suited. To record them, motivation is often needed: a competition for the best video (the most creative, funniest, most popular, most extraordinary), a discount on the next purchase for recording a review on the previous one, a unique promotional code, a certificate – any encouragement.
Moreover, many will be pleased to see themselves on the company’s page, especially with a link to a page on any social media – who would refuse free PR?
- Video infographics
This is a visualization of the storytelling animation and short videos for clarity. Video infographics can be used to illustrate a presentation of a new product or to tell the story of a company as a whole.
How to create a video for a corporate blog?
There are several stages of creating a video. They include:
Analysis of audience needs. This stage includes an assessment of the main characteristics of the target audience of a product or service: age, social group, prevailing interests, needs, etc. Based on these data, the content of the video is planned, the form of presentation, and the specifics of interaction with the audience.
Determination of goals and objectives. Why do you need a video? What audience tasks will the videos solve? What questions will be answered? Where will it be used?
The choice of the performer: marketers from the agency, freelancers or your own marketing team. Determine the complexity of creating video content:
You will need video marketers from the agency if you need to define goals and objectives, think over topics, draw up a content plan, and look for ways to interact with the audience. They can be expensive but will for sure provide an integrated approach.
Freelancers are often cheaper than a professional team, but as a rule, they perform only applied tasks: scriptwriting, filming, and video editing. Well, you can apply a combined approach: order scriptwriting from freelancer and shoot and make editing yourself using a powerful video editor.
If you are creating an uncomplicated video, such as the behind-the-scenes life of a team, you shouldn’t waste your budget too much. Check out video-making software, get some tips from the pros, and spend a day or two adding transitions, trimming, and overdubbing music. By the way, the soundtrack may occur crucial today. Remember TikTok or Reels, where half of the success depends on dynamic sound? So feel free to find and add trendy music or record computer audio to get the most views.
Placement and promotion of video content. The most common option for posting videos is YouTube. But some companies choose to store all advertising and informational content on their sites. However, video requires a lot of storage space. After all, YouTube makes it possible to integrate videos into the company’s website and social media.
It is best to avoid unpopular video hosting sites. Video content promotion can be launched on your social networks or through targeted advertising.
Evaluation of video marketing results. Analysis of the video marketing effectiveness will show whether the tasks have been solved, whether the video has helped to achieve the goals. Pay attention to views, subscribers, likes, shares, comments. Also, consider indicators such as the growth of a loyal audience and real buyers.
After analysis, adjust your video marketing strategy.
Video content is one of the most powerful ways to communicate with the audience and, as a result, achieve business goals. Don’t neglect it, especially when you already know what types of videos are most in demand.