Video moves us. No other medium can elicit an emotional response quite like video.

Consider iconic moments in sports, history, or even television. I still get chills watching "Miracle on Ice," I feel heavyhearted reliving the Space Shuttle Challenger disaster, and I can always count on a good laugh from The Office.

It's no wonder brands and companies of all sizes are experimenting with video now more than ever.

What matters for marketers, though, is understanding how to use video in engaging ways for your company. Let's review the five key questions to ask yourself before starting a video marketing campaign.

1. What is the purpose of the campaign?

It sounds obvious, but you would be surprised how often someone says "let's do a video," and the vision for it does not match the reality of the final product. Or the enthusiasm for the project gradually wanes as the objective and creative vision shift.

Video is not difficult, but it is different from other forms of communication, such as email and blog posts. With those, drafts can be deleted and revised as you consider the content in real time. For video, there is little room to think in the moment, unless you are Spielberg. Up front, you need to be certain of the purpose and the goal.

Here are some high-level types of video to consider:

  • Awareness: promotes the company brand, product or service, so prospects with a need are aware that your company has a solution
  • Engagement: used by Marketing or Sales in the pursuit of prospects
  • Retention: used by account management or customer success to retain customers and boost satisfaction
  • Product: demonstrates product capabilities
  • Support: helps prospects and customers to onboard with a service or offers solutions to minimize customer support requests

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image of Chris Bondhus

Chris Bondhus is senior director of demand generation at Brightcove, a provider of Cloud solutions for delivering and monetizing video across connected devices.

LinkedIn: Chris Bondhus

Twitter: @Cbondhus