Is your video content fresh or stale? A few years ago, you signed off the budget and ticked the big ‘corporate video’ box. It’s sitting on your homepage, and you’ve mentally filed “video marketing” under “done”.
But is it done? Or is it just gathering digital dust?
The hard truth is that the days of simply having a video on your website, are long gone. The game has changed. A single video asset is no longer enough. It’s time to stop just having a video and modernise with a video marketing content strategy. And that requires a commitment to consistently creating fresh-video-content.
“But We Already Have a Video”
Just because you have a video already, it doesn’t mean it’s working for you. Before you defend it, take a moment and ask yourself these questions:
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Why do you have it? What was its original purpose? Was it just to fill a space on the website, or was it meant to achieve a specific business goal?
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Who is the audience? And “our customers” is not an answer. Can you describe the specific persona it was made for? Their job title, their pain points, their motivations?
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What was the video’s goal? Was it designed for lead conversion? To create a behavioural change? To educate or to inspire? Did you even define a measurable goal when you commissioned it?
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What is the call to action? What do you want the viewer to do immediately after watching? And realistically, does the video give them a compelling reason to do it?
If the answers are vague, you don’t have a marketing asset that gives your audience an experience. You just have a bland overview of your organisation with no purpose.
Signs Your Video is Obsolete, Not Fresh
Still not convinced? If you recognise your video in any of these points, it’s actively working against you.
- Your Brand Has Moved On: Your messaging is sharper, your services have evolved, but your video is stuck in the past. It’s representing a company that no longer exists. Your video should represent who you are now, not the company you were half a decade ago.
- It’s Full of Ghosts: The video features a senior staff member who has since left, and the office layout has completely changed. Nothing breaks trust faster than a potential client seeing a “Meet the Team” section full of people who no longer work for you.
- It Looks Dated: Video trends move fast. The editing styles, camera technology (is it even in 4K?), and graphic elements that looked fresh in 2019 can look ancient today.
- It Was Never Repurposed: Did you upload it to your homepage and that’s it? Was it ever chopped up and repurposed for social media campaigns, or is it just sitting there in its original, monolithic form?
- It’s a “One-Size-Fits-Nobody” Production: Does your video try to be an ‘About Us’, a product demo, a recruitment tool, and a client testimonial all in one confusing five-minute package? A video that tries to talk to everyone ends up connecting with no one.
- The Analytics Are Painful: The data doesn’t lie. If your video has barely any views, a high drop-off rate within the first 10 seconds and a non-existent click-through rate, it’s a clear sign your audience is bored.
- Culture Shifts: Culture and trends change, fast! The world that your video was produced for, doesn’t exisit anymore. The content in your video was a product of its time, not for your modern customers. In 2026, audiences want video content that is bold, authentic, expressive and makes them feel part of a community.
- It’s Made of… Stock Footage?! And the final sin. Is it pieced together with shock horror generic stock footage? The kind of footage that has zero personality and instantly erodes your brand’s authenticity. Gasp!
Apathy is Death: Why a Consistent Stream of Fresh Video Wins
Yes, creating quality video is an investment. But in business, apathy is death. A video from five years ago tells your audience that you are a stagnant brand.
A consistent stream of fresh-video-content is infinitely more powerful than a single, dated video. It shows your audience that you are active, evolving, and constantly thinking about their needs. It allows you to test what works, engage different audience segments, and stay top-of-mind.
According to research from HubSpot and Lucidpress, a regular stream of video—can increase revenue by up to 23%. Why? Because a consistent stream of fresh-video-content builds familiarity. Familiarity builds trust. And trust builds sales.
This is how you build a better audience experience—by showing up for them, again and again, with content that is relevant today.
The Modern Video Funnel: A Strategy for Fresh-Video-Content
A successful strategy uses different types of video for different audiences at different stages of their journey with you.
1. Awareness Stage (Top of Funnel)
Goal: Grab attention and showcase your brand’s personality. These are short, sharp, and engaging.
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Video Types: Punchy social media ads, inspiring brand films, helpful ‘how-to’ guides.
2. Consideration Stage (Middle of Funnel)
Goal: Build trust, showcase your expertise, and explain how you solve your customer’s problem.
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Video Types: In-depth product or service explainers, compelling case studies, client testimonial videos.
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Platforms: Key pages on your website, YouTube, email marketing campaigns.
3. Decision Stage (Bottom of Funnel)
Goal: Give prospects the final piece of confidence they need to choose you.
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Video Types: Detailed demo videos, FAQ-style videos addressing common concerns, personalised videos from your sales team.
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Platforms: Email proposals, landing pages, direct sales outreach.
Your Next Move Towards a Better Audience Experience
Moving from a single, outdated video to a thriving video ecosystem is the single most effective way to modernise your marketing. Stop letting that old video define you. It’s time to start a real conversation with your audience.
Feeling inspired? Let’s talk about what a strategy for fresh-video-content could look like for your brand.
