{"id":29101,"date":"2019-01-29T12:23:25","date_gmt":"2019-01-29T20:23:25","guid":{"rendered":"https:\/\/cm-edgetun.pages.dev\/industry\/blog\/?p=29101"},"modified":"2019-10-16T02:22:49","modified_gmt":"2019-10-16T02:22:49","slug":"3-tips-to-making-better-marketing-video-content","status":"publish","type":"post","link":"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/microsoft-in-business\/customer-experience\/2019\/01\/29\/3-tips-to-making-better-marketing-video-content\/","title":{"rendered":"3 tips to making better marketing video content"},"content":{"rendered":"<p>Marketing videos are everywhere today, but what really sets apart effective ones from lackluster ones? What components do you need in advance to create the strongest possible video that becomes an effective content marketing tool for your organization? With so many marketing videos produced daily, what are some ways you can break through the noise to reach your audience?<\/p>\n<p>Below are three fundamental elements of making strong marketing video content for your business. With a little care and attention to these elements, you\u2019ll be on the path to producing better videos more quickly and with greater skill.<\/p>\n<p><iframe loading=\"lazy\" title=\"Video Player\" src=\"https:\/\/cm-edgetun.pages.dev\/en-us\/videoplayer\/embed\/RE2NFSb\" class=\"c-video\" frameborder=\"0\" width=\"960\" height=\"540\" allowfullscreen=\"true\"><\/iframe><\/p>\n<p><span style=\"font-size: 1.6em;font-weight: 100;line-height: 1.1em;padding-top: 10px;margin: 15px 0px\"><strong>Story<br \/>\n<\/strong><\/span><\/p>\n<p>What\u2019s the most important step to creating quality content? Having an interesting story. All videos involve storytelling and follow a similar structure\u2014they all have a beginning, middle, and end.<\/p>\n<ol>\n<li><strong>Beginning:<\/strong> The marketing space before the story takes place.<\/li>\n<li><strong>Middle:<\/strong> The marketing space as the story takes place.<\/li>\n<li><strong>End:<\/strong> The new marketing space, after the story takes place.<\/li>\n<\/ol>\n<p>You may be thinking <em>how does that apply to marketing videos? <\/em>Consider marketing for a product\u2014the story, regardless of <em>how <\/em>it\u2019s told, will follow this structure. The video will in some way show what the marketing space is like <em>without<\/em> a product (the beginning), how the product came to be <em>or <\/em>how it can be acquired (the middle), and how the market will be <em>different<\/em> with the product (end).<\/p>\n<p>Bonus Tip: To enhance the story further, focus it on the <em>emotion <\/em>and <em>not<\/em> the product. Demonstrate how the customer will <em>feel different<\/em> when using it (efficient, productive, empowered, etc.). Focusing only on the product ignores the most important part of any video\u2014the user.<\/p>\n<p><span style=\"font-size: 1.6em;font-weight: 100;line-height: 1.1em;padding-top: 10px;margin: 15px 0px\"><strong>Customer statements<br \/>\n<\/strong><\/span><\/p>\n<p>It\u2019s important to give an outside perspective on your product or service. Bringing a customer in to share their thoughts with your audience gives your brand legitimacy in a space, especially if the endorsement comes from larger players. Here at Microsoft, we focus on creating customer-centric content marketing assets that highlight how <em>our customers <\/em>have been empowered. Check out our\u00a0<a href=\"https:\/\/real-stories.microsoft.com\/\">Real Stories of Digital Transformation<\/a> to see how the focus of these videos is <em>not <\/em>on Microsoft, but on how the customer has transformed using Microsoft technology. Watch any of the videos and you\u2019ll see that Microsoft takes a backseat to the journey of the featured company.<\/p>\n<p>Also, less discussed is the relationship that can be cultivated between you and the customer you\u2019re asking to film. When you ask to film a video on how they use your product or service, by implication you\u2019re endorsing the value of their opinion. Once the video is done, <em>both companies <\/em>can use the video to spread their message and <em>viewers <\/em>of the videos experience outside validation of your product or service. Everybody wins!<\/p>\n<p><span style=\"font-size: 1.6em;font-weight: 100;line-height: 1.1em;padding-top: 10px;margin: 15px 0px\"><strong>Don\u2019t be intimidated. Keep creating.<\/strong><\/span><\/p>\n<p>With video, it can be easy to miss the forest for the trees. You might be tempted to spend so much time creating \u201cthe perfect video\u201d for an audience that it never takes flight. The recommendation? Take risks and stay light on your feet. Create videos more often by documenting what\u2019s happening in your company or organization\u2014don\u2019t wait for the big budget commercials. Use your phone if you have to! The following stats reinforce our need as marketers to create content rapidly, without delay:<a href=\"#_ftn1\" name=\"_ftnref1\">[1]<\/a><\/p>\n<ul>\n<li>90% of consumers indicate product videos directly inform purchase decisions.<\/li>\n<li>92% of videos viewed via mobile are shared compared to other modes of access.<\/li>\n<li>95% of consumers retain communicated information through video, while only 10% retain information from reading.<\/li>\n<li>41% of companies utilizing video content experience increase in traffic through web searches.<\/li>\n<\/ul>\n<p>Customers enjoy seeing (and will see more of) the \u201cbehind the scenes\u201d videos than the polished commercial stuff. Not only that, but with most viewers using their phones, what better way to reach them than by creating content that fits in the phone ecosystem\u2014personalized, behind the scenes, nitty-gritty content to let the audience into your operations? Once viewers are in the proverbial door, it\u2019s easy to share the more polished \u201chow to use our product,\u201d \u201ccustomer testimonials,\u201d and \u201chow we can help you\u201d type videos. These stats remind us that web-based video attracts and retains audiences, so keep creating and don\u2019t wait!<a href=\"#_ftnref1\" name=\"_ftn1\"><\/a><\/p>\n<p><a href=\"https:\/\/info.microsoft.com\/en-us-landing-You-Light-Up-My-Life.html?wt.mc_id=AID761688_QSG_BLOG_314953\">Explore more ways to transform your marketing team<\/a> with a webinar hosted by the Microsoft US, Chief Marketing Officer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing videos are everywhere today, but what really sets apart effective ones from lackluster ones? Learn the three fundamental elements.<\/p>\n","protected":false},"author":182,"featured_media":29104,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","_classifai_text_to_speech_error":"","footnotes":""},"categories":[1545],"post_tag":[],"content-type":[1079],"coauthors":[644],"class_list":["post-29101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-experience","content-type-thought-leadership"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3 tips to making better marketing video content - Microsoft in Business Blogs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/microsoft-in-business\/customer-experience\/2019\/01\/29\/3-tips-to-making-better-marketing-video-content\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"3 tips to making better marketing video content - Microsoft in Business Blogs\" \/>\n<meta property=\"og:description\" content=\"Marketing videos are everywhere today, but what really sets apart effective ones from lackluster ones? Learn the three fundamental elements.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/microsoft-in-business\/customer-experience\/2019\/01\/29\/3-tips-to-making-better-marketing-video-content\/\" \/>\n<meta property=\"og:site_name\" content=\"Microsoft in Business Blogs\" \/>\n<meta property=\"article:published_time\" content=\"2019-01-29T20:23:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-10-16T02:22:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cm-edgetun.pages.dev\/en-us\/industry\/microsoft-in-business\/wp-content\/uploads\/sites\/28\/2019\/01\/MiB_Blog_HeaderImage_3TipsToMakingBetterMarketingVideoContent_640x360_R1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"360\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Katrina Munsell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 min read\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/customer-experience\\\/2019\\\/01\\\/29\\\/3-tips-to-making-better-marketing-video-content\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/customer-experience\\\/2019\\\/01\\\/29\\\/3-tips-to-making-better-marketing-video-content\\\/\"},\"author\":[{\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/author\\\/katrina-munsell\\\/\",\"@type\":\"Person\",\"@name\":\"Katrina Munsell\"}],\"headline\":\"3 tips to making better marketing video content\",\"datePublished\":\"2019-01-29T20:23:25+00:00\",\"dateModified\":\"2019-10-16T02:22:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/customer-experience\\\/2019\\\/01\\\/29\\\/3-tips-to-making-better-marketing-video-content\\\/\"},\"wordCount\":740,\"publisher\":{\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/customer-experience\\\/2019\\\/01\\\/29\\\/3-tips-to-making-better-marketing-video-content\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/wp-content\\\/uploads\\\/sites\\\/28\\\/2019\\\/01\\\/MiB_Blog_HeaderImage_3TipsToMakingBetterMarketingVideoContent_640x360_R1.jpg\",\"articleSection\":[\"Customer experience\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/customer-experience\\\/2019\\\/01\\\/29\\\/3-tips-to-making-better-marketing-video-content\\\/\",\"url\":\"https:\\\/\\\/cm-edgetun.pages.dev\\\/en-us\\\/industry\\\/microsoft-in-business\\\/customer-experience\\\/2019\\\/01\\\/29\\\/3-tips-to-making-better-marketing-video-content\\\/\",\"name\":\"3 tips to making better marketing video content - 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