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Content Marketing is about meeting your customer where they are and providing information that is relevant to their needs. Video content is the best way to engage your customers. However, you don’t just show up to the video shoot and start talking on camera. Part of the process of a video content marketing program involves planning your content and thinking about the audience. (At NRV, we will guide you through this process.)
In your customers’ eyes, your business exists to provide for some need or want. You may already be an expert at that, but you also need to think about what kinds of content they need or want. Ask yourself what they need to know. Ask yourself what they would ask you in a time of need or when they are researching in preparation for a purchase. This exercise will help you to find the strategies and angles by which to approach your content marketing endeavors.
When thinking about an ideal customer that is your audience, you want to go further than general demographic information and develop a persona for an audience. While demographics tell us common general characteristics that are alike, using personas to sketch out customer profiles focuses on differences between people. Differences can be motivators that cause people to act, and may represent opportunities for useful educational content that will resonate with ideal customers facing niche issues. You may even give this customer sketch detailed personal information to flesh him out and think of him like a real person, since it is real people that react to your content.
What are this person’s concerns? What specifically is it that interests them (or is likely to interest them), and why? Will they care about the information you are providing? How will this person react to what you are providing?
You know your products and your company, but do you know what your ideal clients are seeking? That is the distinction you need to keep in mind. That can be the factor differentiating talking about yourself and talking about what your customers want to know. Much like the overlap of the products and services you sell and your customers’ needs for those products or services, there is an overlap of what you want to say and your customers’ interests. Even though you can’t see them, approaching your audience like a person can go a long way to make your message resonate. Envision the person who is your audience member. This can especially help when to make a connection when they are seeing you face-to-face via a video screen.
Do you have questions? We have answers for your questions! Contact us for information about how to get started doing video content marketing the right way!
Further information on content marketing personas is available in a recent CMI article HERE.
Your firm’s ideal clients are searching online for answers you can provide. They are seeking topical video and written content that provides helpful information, demonstrates expertise, builds trust, and creates a loyal relationship. Improve your firm’s bottom line, recognition, and capacity for top results by optimizing your lead generation efforts with video content marketing. Fill out the form below for information on getting started!
