Are budget constraints keeping you from producing as much killer video content as you’d like? Maybe, like most marketers, you tend to think about video as the product-promotion content you need when you roll out something new.
Try thinking about video as something the customer wants on the buyer’s journey, and why. Whatever the content, he will prefer to sample “quick and easy” before delving into “detailed and difficult.” That’s an argument for making videos available at every stage.
The table below is adapted an excellent article, What’s a Successful ABM Strategy Without Killer Content?, by content marketing consultant Rebecca Smith of Heinz Marketing.
You could fill in the blanks here with all kinds of media — including killer video content. Source: http://terminus.com/account-based-marketing-strategy-content/
The table is designed to help marketers develop a content strategy (not just video content) for account-based marketing. According to Smith, content at the top of the funnel should be designed to help an audience who doesn’t know much about you and your solution. No hard sell.
In the middle stage, you want to distinguish yourself from competitors. But still no hard sell. That doesn’t come until you’ve developed trust.
At the bottom of the funnel, buyers now want to know all the reasons to buy.
If this approach makes sense to you, it will also make sense to think a little differently about product overview videos. It takes storytelling and visual pizzazz to hold the viewer’s attention throughout a recitation of features and benefits — how else could you deploy those creative skills?
Brainstorming killer video content
Most product overview videos (including the ones we make) attempt to dash through at least half the “funnel stages” listed in the table in under two minutes.