What role does the video engine room play in content marketing?
Video content is playing an increasingly important role in the marketing mix. Nowadays, anyone can create videos quickly and easily, but unfortunately the technical foundation often remains shaky.
Videos are now undisputedly an important part of the content marketing strategy of brands and companies. It has never been easier to create and publish videos than it is today. After all, everyone has a smartphone with a good camera and there are numerous free editing programs on the Internet. Distribution is also comparatively easy thanks to platforms such as YouTube and Vimeo. However, the technical foundation still receives too little attention. Yet this is crucial for a smooth process and customer satisfaction. One thing is clear: when it comes to content, brands now have to act like publishers.
What is content marketing?
Content marketing plays an increasingly important role in the marketing mix in order to convince the target group of one’s own company, its services or the brand and to turn them into customers or keep them as such. Content marketing always offers customers added value, which can be informative, advisory or entertaining.
Videos as part of the content marketing strategy
Videos are a popular means in the content marketing strategy to attract the attention of the strongly courted target groups. It has been proven (source; last accessed on 12.11.21) that moving images are more interesting for users than a combination of images and text. Of course, it is important that the videos are accessible and subtitled.
Help content is probably the most popular video format. In short videos, brands show their target group solutions to problems that are only remotely related to their own product or service. In this way, they attract potential new customers to their channels and at the same time position themselves as experts in their subject area. Brands must recognize the problems of their target group and present targeted solutions. Here is an example of what such help content might look like: In order to attract potential new customers and retain existing ones, an online store for dog food publishes videos on coat care or dog training.
For larger brands, however, their own video series or branded channels are also an option. One example is the eBay Kleinanzeigen-WG on YouTube, where the possibilities of eBay Kleinanzeigen are repeatedly shown in short videos. Another well-known example is the cooking channel yumtamtam powered by Edeka, where new recipe ideas are regularly posted. Both ebay Kleinanzeigen and Edeka are rather in the background, and yet these projects ultimately pay off for the brand awareness of the two companies.
The video engine room
It is no secret that customers‘ demands on user experience are increasing. This applies not only to the quality of the content, but also to the technical quality. In the age of Netflix, Amazon Prime and the like, customers are used to outstanding video quality and a smooth playback experience. Of course, they expect the same in other environments. That’s why brands should invest time in choosing the right partner. If they choose a service provider that only offers content delivery, they are dependent on their technology. However, if you choose a technology service provider that works with you to develop a comprehensive and customized offer, you will have several advantages. With 3Q, brands have the ability to deliver their content to all devices in a DSGO-compliant manner. With a cloud-based video CMS, workflows for distributing video content can be automated. For example, videos can be transcoded while metadata fields can be edited and customized. Content that is uploaded directly to third-party platforms (e.g. as an Instagram story) can be imported and thus integrated directly into the company’s own website.