5 Types of Video to Add to Your Social Media Marketing

by Rosemarie Ascherl-Lenhard, PR Foreman

By now most everyone knows that video is where it’s at. If you want to grab attention on social media, in your e-newsletter or in a press release–make sure it contains a video!

Video is a powerful communication tool that provides a more personal feel to your message. You will be far more likely to connect on an emotional level with your audience if you use video versus another content type. And, when it comes to social media marketing, video is a great way to engage with your audience.

But there are different types of video, some more appropriate and effective than others depending on what your  marketing goals are. Joe Forte recently broke down the types of video in his recent post for Content Marketing Institute, “5 Types of Video to Add to Your Social Media Marketing.

Live Video – Best for when your brand has a significant following, Facebook Live, YouTube Live, and other streaming services make it easy to connect with your audience. Livestreaming allows you to talk with your followers and are most effective for announcements, behind-the-scenes looks, and product information videos.

Tutorial Videos – Among the most frequently shared on social media, tutorial videos have mass appeal by relating to your products and services. Or, they can be broader topics that relate to your audience and industry. Tutorial videos need to be clear, educational and entertaining. They need to be long enough to show every step and short enough to be engaging.

Informational Videos – Informational videos can cover any topic. Build your content archive with videos on a variety of relevant topics. Make them unique, clever or insightful. When adding video to your social media, concentrate on content likely to be shared, something valuable to make it worth the viewer’s time.

Behind-the-Scenes Video – Behind-the-scenes videos are a great way to make your company and your team more personable by highlighting day-to-day operations, your offices, your manufacturing processes, and more. Designed to build trust and brand identity, this type of video really gives the opportunity to dig down into what makes a brand exceptional.

User-Generated Video – UGC is quickly becoming a fantastic and easier way to engage an audience. You can encourage your followers to create videos and ask them to incorporate your hashtags into the upload. User-generated content is a brilliant way to grow an audience because users are more inclined to share content they create. Viewing the user-generated content also is an excellent way to get a feel for your audience’s personalities and what they’re interested in.

Which type works the best for your brand? It’s a great idea to experiment with these and see which generates the most interest and  engagement. Read the complete post for more information, examples and tips on producing each of these valuable types of video content.

Read more on the importance of video in marketing:

B2B Video is on the Rise: Are You Taking Advantage?

Are You Using Videos to Connect with the Professional Tradesman?

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Content Marketing Research for Manufacturing

A recent study published by The Content Marketing Institute identifies issues that manufacturing content marketers are facing. The B-to-B sector has always been known to be slightly behind the curve when compared to consumer goods, but the manufacturing side is even farther behind. The good news is that this sector is willing to try things, and this study shows that they are now identifying things that work and are focusing on improving them.

One thing that definitely needs improving: too many manufacturing organizations are still talking about themselves instead of prioritizing their audience’s informational needs. While 51% of manufacturers regularly prioritize audience information needs, this number is quite a bit lower than the 73% of B2B North America content marketers who do.

So, how can manufacturing marketers reverse this? (more…)

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Manufacturers: Focus Content on Contractors, Not Your Brand

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

I think we all can agree that content marketing is playing a vital role in everyone’s overall marketing plans. Everyone wants lead generation and engagement, and to get both, you have to provide good content!

Many manufacturers focus more on their brand than trying to help solve their customers’ problems. Don’t focus on selling. Focus on solving. And more is not better. Give them good content not a lot of content.

According to recent article in Content marketing institute: (more…)

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Are You Maximizing Your B-to-B Blog?

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

If you’re a manufacturer and you don’t have a blog, you should. Why? Because 4 out of 5 B-to-B marketers use blogs. B-to-B blogs aren’t new, but manufacturers are finding out that they are a good way of setting themselves apart from the competition, and according to the Content Marketing Institute, over 50% of marketers expect blogs to be critical in 2017.

Challenges of B-to-B Blogs

Even though marketers expect blogs to be critical in the coming year, most B-to-B bloggers have some challenges … here are 3 of them: (more…)

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Content Marketing Helps Drive Business Results

By John Sonnhalter, Rainmaker Journeyman, Sonnhalter

I think we all can agree that content marketing is playing a vital role in everyone’s overall marketing plan. Everyone wants lead generation and engagement, and to get both, you have to give them good content!

In a September 2015 study by the Content Marketing Institute (CMI) and MarketingProfs, 76% of B2B marketers in North America said they expect to create more content in 2016 than they did in 2015.

Contractors and professional tradesman often don’t have time to read the latest trade publication or look at the magazines’ website on a regular basis and might miss your message. Chances are, unless you only make one product, their interest at any given time may be on another product.

When they do go looking for things, the first place most go to is the internet, and the chances are that they are looking for a solution just as much as they are looking for a specific product. That’s why search is so important in the big scheme of things, and what makes you go up in search – good meaningful content!

(more…)

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