Video content has seen a dramatic rise in marketing. About 70% of companies use this medium to distribute information about their brand and business.

Over 80% of marketers who use video content say that they’ve seen positive results develop from their efforts.

Those numbers suggest that several reasons are worth considering if you want to expand your outreach efforts. Before you start rolling the camera, you’ll want to account for these guidelines to ensure the most success possible.

1. Identify Your Goals

What do you hope to accomplish with your video content? Although it seems like common sense to think about the specific goals you want to achieve, many brands jump into this medium without considering the potential outcomes that could occur.

Do you want to draw attention to your goods and services, or are you trying to use the videos to recruit new staff?

Is your primary goal to improve brand awareness within specific demographics?

Without taking the time to define specific goals, your video content efforts will wander. When that happens, the inconsistency will cause more people to consider competitive offers.

2. Overall Relevance

Video content must have immediate relevance to the viewer if it is going to make a positive impact. Although you may need to be creative or interview some consumers to obtain the information to target, don’t overlook this development step. World-class content won’t turn into conversions if it doesn’t connect with its audience.

Relevance speaks to the pain points of the consumer. If you can address their problems in an affordable and precise way, you will grab their attention. Once you have it, demonstrate why your brand is better than all the rest.

3. Calls to Action

Consumers follow prompts when the value proposition offered in a video feels positive. You must provide specific instructions for that viewer so that they can track your sales funnel. What is it that you want people to do after they watch what you’ve produced?

Don’t let your call to action be a video-based option only. The most effective ones use audible cues and visual prompts to encourage people to contact your business.

4. Distribution Channels

What is the best way to distribute the videos you make? Most companies use social media as their primary medium, but that doesn’t mean it must be your default option. You can promote across multiple channels, including your website.


When you take this step, it helps to remember mobile optimization. Over half of today’s Internet traffic comes from tablets and smartphones. If your video doesn’t display well on someone’s device, you’ll lose that conversion opportunity.

These four essentials can increase the chance of a successful video content production effort. When you layout these guidelines from the very beginning, the structures you include encourage customers to come your way.

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