Emily Stonham
30th November 2018 - 6 mins read
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ideo content is the perfect way to achieve this. Using videos to interact with your customer shows them the person behind the product, and demonstrates how it could benefit them in real life. After all, the modern customer is busy. And with more content available online than ever, it’s important that your content stands out from the crowd and captures their interest.

Of course, different content will work for different people.  You need to narrow down your audience and figure out exactly what they’re going to be interested in watching. This means profiling your existing customers and talking to people who chose to buy from you, as well as those that chose not to buy from you. Content formats like surveys or social media polls can be really useful for this sort of research.

There are so many types of video content to consider. Here are 5 of our personal favourites for you to consider adding to your content strategy.

Behind the scenes

A video showing the inner workings of your business is a fantastic way to personalise your marketing and build a deeper level of trust with your consumer. If you’re promoting a product, show sneak peeks of how it’s made or a snippet of a brainstorming meeting. If your business offers a service, try filming a set-up before an event or consultation.

Obviously, you don’t have to show the whole thing, but giving your customers a glimpse behind the scenes can help them relate to your business on a more personal level and feel more interested in what you’re offering.

Some of the best behind the scenes video content comes from online brands. Fashion brands are particularly good at using this style on social media to keep their fans excited about upcoming products and collections.

A great example is the printing company Awesome Merchandise, who create personalised merchandise for businesses. They show behind the scenes shots of their machines embroidering and printing, and take a lot of photos off their staff working or on days out. These pieces of content help the customers feel like they’re in the factory or office with the team, and thus feel more connected.

Interviews

On the other end of the spectrum, an interview could be a great piece of content to film. This could be an interview with a team member, to find out more about the business and their day-to-day life. It could be an interview with a key influencer in your industry, perhaps talking about predictions for future trends or technological developments. You could interview customers, your boss or even strangers at a convention or networking event. There are a lot of possibilities with this idea - just figure out what you’d like to communicate, and work backwards from there.

Our sister company, Media First, often uses this video format to create customer testimonial videos such as this one. The benefit of using interviews in your content marketing is that it offers an engaging narrative for consumers, and can showcase different points of view.

Instructional videos

If you’re offering a product, a video detailing how to use it can be really beneficial for customers. Numbered videos can be really helpful e.g. ‘5 ways to use make the most of…’ or ’10 ways XX product can help your team’.

A key benefit of instructional videos is that it can also help to reduce the strain on customer services, sales and support teams. This style of video will often be created to answer a frequently asked question, and thus make the customer experience more pleasant overall.

A great example of this style of content would be makeup gurus, specifically on YouTube. Jeffree Star, a famous fashion influencer and businessman, creates makeup tutorials using his own products and techniques. The overall effect of this is that the customers gain more information about the product and engage more deeply with the brand itself.

Product launch

A great piece of content to create is a video promoting new products or events that your business is launching. A video could include sneak peeks/glimpses of the product, to generate hype around your brand. This could even tie in with other pieces of content, like competitions or give-aways to get more customers excited.

Alternatively, you could create an in-depth piece of content that highlights the key benefits of your new product, and gives the customer a reason to come back to your business.

This is often done really well by game development companies. When new video games are being released, companies often rely on social media hype to get the word out. They’ll post sneak peeks and snippets of game play, all leading up to an elaborate reveal of the game. A great example of this would be the most recent installation of the Super Smash Bros game from Nintendo.

Vlog

This one may be a less popular idea, depending on the industry you work in, but vlogging can be a great way to humanise your business and connect with your customers on a more personal level. A vlog is essentially a video blog. They’re incredibly personal, and are hugely popular on social media.

An example of the crazy hype that these pieces of content can create is the latest trend on YouTube called ‘mukbangs’. A mukbang is an eating show, with the creator simply having a meal and chatting to the audience. This might sound ridiculous if you’ve never seen these - who would sit and just watch someone eat for fun?

Surprisingly, tens of millions of people tune in to watch these on YouTube and Twitch. The appeal is the personal aspect, where the audience feels like they’re having a meal with a friend. Here's an example from a popular creator named Josh Peck.

Mukbangs can be used for marketing new products from fast food companies, like Taco Bell or McDonalds. They may not seem like the most obvious choice for a piece of content, but the cult following that they have online is immense.

Additionally, this type of content can be tailored well to fit most industries - for example ‘a day in the life of a digital marketing apprentice’ or ‘spending the day at a media training course’. They’re personal, fun and tie in well with the previously mentioned idea about a behind-the-scenes video.

Overall

Overall, it’s worth your time considering adding video into your content marketing strategy. It’s modern, engaging and also quite fun to produce. Customers love video content, and it can do incredibly well on social media.

And they don’t need to be long, either. When Thirty Seven launched a printed magazine earlier this year, we created a 15 second looped video to promote it that could be used on Twitter and LinkedIn- take a look at it here.

If you try out any of these ideas for a social media post, feel free to tag us - we’d love to see it.

Thirty Seven offers a huge range of content creation services, and we’d be happy to have a chat about any marketing projects that we could help your business with.

Marketing

Will GDPR prove a catalyst for improving content quality?

Adam Fisher 29th January 2018 — 3 mins read
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f course, the regulations, which are supposed to improve data protection for EU citizens, residents and businesses, do have significant implications for brands and the way they communicate with their customers.

But is there another side to the doom, gloom and scaremongering?

Well, at Thirty Seven we believe the changes, which come into force on May 25, present an opportunity for marketers and could be a catalyst for good.

Before the rise of the internet it was very hard for brands to produce content, at least cost effectively.

But as the World Wide Web has gone from strength to strength it has become ever easier for organisations to reach customers.

However, this has come at a cost, because while content marketing has been enjoying a boom, there is little doubt it has been at the expense of quality. There’s now less craft and more churn in the majority of content and all too often what customers receive offers little in the way of value.

Of course what exactly constitutes ‘quality’ content is subjective, vague and elusive. However, Google uses a definition which I believe works as well as any.

Its evaluators use the EAT acronym when ranking website pages. It stands for Expertise, Authoritativeness and Trustworthiness and we believe it is a good model to adopt to ensure content stays ahead of the pack.

So how will GDPR impact the quality of content? Well, by giving people more control of their data they will also have more control of what information they receive.

Brands need to be able to show that consent to receive their information has been “freely given, specific, informed and unambiguous” – ideally this should be achieved through a double opt-in procedure involving a signup process, such as clicking a box, and a confirmation of that instruction by clicking a link in a follow-up email.

Businesses will also have to make it easy for that consent to be withdrawn at any time.

This means that, particularly in the days after the May deadline, many brands will have fewer people on their mailing lists. While there will still be those who argue that size matters, it is surely better to have a more concise list of people who look forward to receiving your content than a larger list of people who are indifferent and don’t really know how or why your emails end up in their inbox.

More importantly, it also means brands will have to work harder than ever to get people to subscribe and sign-up and continue to be happy to receive their content.

And that in turn means content needs to be better quality, targeted, personalised, niche and valuable. In short, content that turns recipients into fans.

Of course, it is possible that some email marketeers will try to duck these regulations or convince themselves that only the really big players will be targeted by GDPR enforcers in the early days, but the risks of non-compliance are eye-watering; a fine which is either four per cent of turnover or €20 million - whichever is the larger.

Another possibility is that organisations may simply reduce their email marketing activity as they struggle to comply with the GDPR May deadline and turn to social media more instead to fill the vacuum.

But to make that approach work they will still need to place greater emphasis on the quality of their social media output, because if customers are going to engage with that content they will again need to feel it has value and is worth sharing.

We are not suggesting that GDPR is going to improve the quality of the internet, but it will give the content you receive in your mailbox a much needed shot in the arm.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

James White
5th June 2020 - 4 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.