Stop wasting your audience’s time and start with creating truly valuable content. If you’re aiming to lead meaningful change, creating video marketing content that truly resonates with your audience is vital. Not only does it help build trust and a loyal following, it also ensures that your audience’s time is valued and respected. Here’s a detailed look at why it’s essential to create valuable content for your video marketing strategy and how to avoid wasting your audience’s time with meaningless minutes of useless content.
The Importance of Helpful & Valuable Content
Increased Watch Time
Have you ever started to watch a video online, only to leave it after a couple of seconds? That’s natural behaviour when the video itself is boring, useless or otherwise unsuited for you. In other words, it’s not valuable content for you as a particular demographic of audience. Creating real valuable content as part of your video marketing strategy ensures your target audience will watch the entire video instead of leaving after 10 seconds.
Building Trust and Credibility
When your video content provides real value, it helps establish your brand as a trustworthy and credible source. Audiences are more likely to engage with and share content that they find useful, which can significantly enhance your brand’s reputation. Trust is a cornerstone of any successful video marketing strategy, and providing helpful content is a direct path to earning it. You want your brand to be remembered as helpful resource instead of a time drain!
Enhancing Audience Engagement
Helpful and valuable content naturally encourages higher levels of engagement. When viewers find your videos informative or entertaining, they are more likely to like, comment, and share them. This increased engagement not only boosts your content’s visibility but also fosters a sense of community around your brand. In online marketing terminology, this is called increasing the “Organic Reach”.
Driving Conversions
Ultimately, the goal of any marketing effort is to create real meaningful change. Whether it is inspiring people to recycle more, donate to charity or buy more organic products, helpful video content can guide potential customers through the buyer’s journey by addressing their pain points and providing solutions. When your audience feels that you understand their needs and can offer valuable insights, they are more likely to convert into ambassadors instead of adversaries.
Avoiding the Pitfalls of Bad and Meaningless Content
Respecting Your Audience’s Time
One of the biggest mistakes in video marketing is creating content that wastes your audience’s time. Especially in online video, attention spans are short and thus every second counts. If your videos are irrelevant or filled with fluff and shinfo, viewers will quickly lose interest and move on. Respecting your audience’s time means delivering concise, relevant, and engaging content that gets to the point. Remember, your audience’s time is a finite resource. Your audience will only continue to watch your content when it’s value is greater compared to other activities. It’s on you to ensure you’re delivering valuable content for a valuable viewing experience. There’s no need to include every minute detail into one video, if you can initially gain your audiences interest with one video, you can move them along an audience journey where they want to know more details because they are now interested and you can now show them a more detailed video that explains the next step to proceed further along that journey.
Maintaining Relevance
To avoid creating meaningless content, it’s essential to stay attuned to your audience’s interests and needs. Conduct regular research to understand what topics are trending and what questions your audience is asking. Tailoring your content to address these areas ensures that your videos remain relevant and valuable. And regular research does not mean just looking at your analytics and KPI’s. Yes, analytics offer great insights, but don’t forget that spreadsheets aren’t people. Additionally, you need to be talking to your real audience. Conduct interviews or schedule a focus group, insights from real conversations will streamline your valuable content production.
Quality Over Quantity
While it might be tempting to churn out a high volume of videos, quality should always take precedence over quantity. A few well-crafted, informative videos will have a far greater impact than numerous poorly produced ones. Focus on creating content that is visually appealing, well-scripted, and professionally edited. Also, never compromise quality over convenience. This a phrase we live by every day and it should be central to your video marketing campaign as well. If you’re cutting corners, your audience will know and because you clearly don’t value your own content, your audience perceive your message, service or product as less valuable in turn. Put in the extra effort and you’ll be rewarded by your audience.
Strategies for Creating Valuable Video Content
Know Your Audience
Understanding your audience is the first step in creating helpful content. As said before, talk to real people to get your insights. Conduct surveys, focus groups and deep-dive interviews and you’ll get a wealth of information. Additionally, analyse social media interactions, and study your website analytics to gain insights into your audience’s preferences and pain points. This information will guide your content creation process and ensure that your videos are tailored to your audience’s latent and tacit needs. Furthermore, don’t be afraid to test your videos with a selective group to ensure your content is not only intended as valuable but also perceived as such.
Keep It Concise
In line with not wasting your audience’s time, always aim to deliver your message in a clear and concise manner. Many other video agencies might claim that you need to avoid unnecessary jargon and get straight to the point. This advice should help keep your audience engaged and ensure that your content is easily digestible. However, we recommend otherwise. We always recommend to ensure that the brevity and jargon matches the audience. If your audience is already familiar with your vocabulary, you don’t have to simplify it. Respecting your audience means that you take them seriously!
Use Engaging Visuals
Visual appeal is a critical component of effective video marketing. Use high-quality visuals, animations, and graphics to enhance your message and keep your audience engaged. Remember, a picture is worth a thousand words, and engaging visuals can significantly boost the impact of your content. Engaging visuals doesn’t automatically mean image quality. Instead, special effort should be placed on what your audience will actually see on screen. It’s all about the relationship between image composition and image quality. It’s the digital craftsmanship that provides valuable content.
Conclusion
In essence, what we’re trying to say in this blog, is that video content only has value to your audience if it is perceived as such. Creating valuable content starts with taking your audience seriously. It starts with empathy and a desire to truly help your audience! If you, like us here at Film Division, truly care about making the world a better place through valuable video content, then let’s put our minds together and be the change the world needs.
