Video Content

Video usage in marketing stragegies is on the rise.

You may have notied a shift to including video content in websites and newsletters. This shift has been dubbed the ‘pivot to video’, and has been againin momentum, particularly since 2017.

A number of media companies ‘pivot’ed away from copy and moved to mainly video content.

With more video content on websites, not having video content on your website can affect student perceptions. In other words, if other providers have video content and you don’t, how does that affect the potential student’ views of you?

dispite the issue with pivoting media to video, hubspot noted video content

“engaging, in-demand, and a smart way for brands to diversify content and connect with audiences in new ways. And making videos is smart – it just shouldn’t be the only content your brand produces.”

You can easily add vide content to your onCourse site

The great news is that onCourse supports video content in your website. You can add video content all over your onCoruse site - on Course descriptions, on your about us page, on your homepage with simple addition of some specialised text. onCourse does the rest.

https://research.hubspot.com/the-future-of-content-marketing?_ga=2.956087.765442522.1523492103-2096951462.1519103704

Consider your cohort before you make your content

A clear idea of the audience and purpose of video content is a must. . You will need to consider the deomogrpahic and other dimensions of your target audience to consider if this video content if viable.

Video content can be made more easily with more moible reocoridng options, but that doesn’t mean it’s always a good investment of your time and marketing resources.

Before you look at creating video content, it’s a good idea to workshop your team on the target audience for the straegy, and whether your marketing impact would be improved by video content.

If your audience is generally retirees, video content may not get your an effective return on the marketing investment, whereas if the target audience is millienials or iGen, you can expect there to be a good return on your video content.

Consider if the target audiece is returning students or a new cohort. Maybe your existing audience is predominately Baby Boomers, but you’re looking to target younger students with your video content.

Consider their sector as well

Inside the office, we joke that our staff would rather search a manual than be forced to watch a 5 minute video. As a cohort, ITC sectors seems to be less in a video content and more likely to want searchable text

If marketing to social media, video content is in demand, and the rewards can be great when you get it right.

Types of Video Content you may like to start with

Demo or prodcut videos

Like all website content, your video content needs to meet your specific goals in your marketing and communication strategy.

Adding a random video with not context will not improve your website content, and could detract from your overall website stragegy.

Having a website with a coheant message and visual language with no video content is better than a website that has video content that disrupts or confuses the over message.

For training providers, a strategy that provides some video content against the course can be positive. Some video content of people at the class can be a very good way to introduce video content to your website, particuarlly for adult classes for skills or leisure, such as art or crafts.

Video editorial or Vlog

If you have more buisness based training, or professional development content, video editorials, or video blog, (Vlog) may be a better stragegy.

This will highlight the expertise of your organisation and/or tutors, and outline the benefits of the training. This kind of editorial is best when it reflects elements of the sector to which is is describing. For example, a break down of requirements that could be useful to people just entering the sector.

This could be anything related to the course - the funding program benefits, recent vents or FAQs on the sectors

This type of video content is best on your tag groups headings, blogs or newletter content, or your homepage. The strategy with ths

more type of videos are discussed here: https://blog.hubspot.com/marketing/video-marketing

Making your videos

You can do scripted or unscripted videos, and this will depend ont the tpe of content you’re peoducitn. ideas about scripted videos such as editorical content, https://blog.hubspot.com/marketing/hubspot-content-pivot-to-video?utm_campaign=Marketing%20Blog%20Weekly%20Email%20Sends&utm_source=hs_email&utm_medium=email&utm_content=62008139

By contrast, the general public has responded very well to video content, at least as far as the increasing profiles of youtube influcances is concenred.

The lowest range vidoe costs can be quite afordable, such as $700 https://blog.hubspot.com/marketing/explainer-video-cost to $72,000 for a 60 second video.

Great resouces here: https://blog.hubspot.com/marketing/create-videos-that-convert-leads

Content is key

Like all your communication and messages to your student, content is the key. Focus on concise, relavant and relateable content, and avoid being caught up in production or gimicks.

Gret

References

https://blog.hubspot.com/marketing/video-marketing

https://blog.hubspot.com/marketing/hubspot-content-pivot-to-video?utm_campaign=Marketing%20Blog%20Weekly%20Email%20Sends&utm_source=hs_email&utm_medium=email&utm_content=62008139

https://research.hubspot.com/the-future-of-content-marketing?_ga=2.956087.765442522.1523492103-2096951462.1519103704