What is Video Content Marketing?

Aaron Haynes
Apr 27, 2024
Video Content Marketing

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Video content marketing is the strategic use of video-based content to attract, engage, and convert viewers into paying customers. Think TikTok trends, YouTube tutorials, Instagram Reels, and basically any kind of video you can use to grab attention and make your brand memorable.

Smart businesses are using video to tell their stories, show off their products in action, and connect with customers on an emotional level. Webinars, Udemy courses, even live Twitch streams—there are endless ways to use video to build connection, trust, and drive sales.

Sound like your thing? Let’s turn those casual viewers into paying customers.

Why Video Marketing Matters for Your SMBs and Marketing Agencies

Cisco predicts that videos will account for 82 percent of all consumer internet traffic. If the prediction falls anywhere within the ballpark, that’s a heck of a lot of eyeballs! Eyeballs that may just be looking to spend their cash with your business.

Even more impressive, videos on social media generate 1200% more shares than text and images combined. So, if you want to capture attention and get people talking about your brand, video is an absolute no-brainer.

But it’s not just about likes and shares. Video content marketing has a direct impact on your bottom line. Landing pages with videos can increase conversions by up to 86 percent. Why? Because videos build trust and allow you to connect with your audience in a way that text simply can’t. When people see the faces behind your brand or watch a compelling story unfold, they’re more likely to remember you and feel an emotional connection to your business.

And let’s not forget about SEO. On keywords for which Google offers video results, a given video has about a 50 times better chance of appearing on the first page of results than a given text page. That translates to significantly more organic traffic, a wider audience discovering your brand, and, ultimately, a greater potential for leads and sales. In other words, video content is a shortcut to the top of Google, and that’s something no business can afford to ignore.

Types of Video Content That Get Results

The best video marketing uses a variety of formats to captivate your audience and drive action. Here’s your playbook:

  1. Educational videos teach your audience something new, solve a common problem, or offer valuable insights. Think “how-to” guides, tutorials, or even quick tips related to your niche.
  2. Customer testimonial videos allow your happy customers to do the selling for you. Real people sharing their authentic experiences build trust and credibility faster than any ad campaign.
  3. Brand videos tell your company’s story in a way that resonates. Showcase your values, your mission, and the “why” behind what you do.
  4. Product demo videos allow potential customers to see your product in action, highlighting its features and benefits.
  5. Social media videos are short, engaging videos tailor-made for platforms like TikTok, Reels, or YouTube Shorts. Get creative and showcase your brand’s personality.
  6. Live videos like Q&A sessions, product launches, or even just a behind-the-scenes look create excitement and a sense of community around your brand.

How to Create Engaging Marketing Videos (Even if You’re Not a Pro)

Creating a great marketing video takes a little more than hitting the record button. But don’t worry, even if you’re not a Hollywood director, you can make engaging content that gets results.

Here’s your step-by-step guide to creating a video masterpiece:

1. The Planning Phase

Before you even think about picking up a camera, you need a plan. What’s the goal of your video? Who are you talking to? What message do you want to convey? Write a clear, concise script that outlines the key points you want to hit. You can even create a simple storyboard to visualize how the video will flow. This will keep you focused during filming and make the editing process much smoother.

2. Shooting Your Masterpiece

You don’t need fancy equipment to create professional-looking videos. Your smartphone camera, along with good lighting and decent sound quality, can be enough. Find a quiet spot with natural lighting, or invest in affordable LED lights if needed. Use a tripod for stable shots, and if possible, invest in a simple microphone for clearer audio.

3. Editing

Here’s where you take your raw footage and turn it into a masterpiece. There are plenty of free and affordable video editing software options available, like Adobe Premiere Pro, DaVinci, or, if you’re a Mac user, Final Cut Pro. Start by trimming unnecessary footage, then add some smooth transitions between clips. If you have some background music or sound effects that fit your brand, add those in for extra polish.

And don’t be afraid to experiment! Try out different effects, add text overlays, or even play around with animation. Find a style that matches your brand. The more you create, the better you’ll get.

How Videos Benefit SEO (Because Google Loves Videos Too)

Okay, we know that videos have a better chance of ranking on the first page of Google than text-based content, but do videos help SEO in any other way? Sure they do.

Dwell Time and User Engagement

When a visitor lands on your site and sticks around to watch an embedded video for several minutes, that’s a strong signal to Google that your content is hitting the mark. They track these engagement metrics closely. Videos help boost:

  • Dwell time: How long someone stays on your page before bouncing back to search results.
  • Pages per session: How many different pages a visitor explores during their visit.
  • Bounce rate: Engaging videos can decrease the likelihood of visitors bouncing before visiting other pages.
  • Click-through rate: Incorporating videos in SERPs can entice users to click on your result over your competitors.

If your videos are keeping people glued to your site, Google sees this as a positive sign of quality content, leading to higher rankings.

Beyond the Obvious: The SEO Ripple Effect of Video

Video content isn’t just about pleasing Google. It can create a ripple effect of benefits that indirectly boost your SEO:

  • Social Signals: Engaging videos are more likely to be shared on social media platforms, expanding your brand’s reach and generating buzz.
  • Backlinks: If your videos are informative or entertaining, other websites and blogs may embed them or link to them, earning you valuable backlinks (which are a direct ranking factor!).
  • Brand Awareness & Direct Traffic: As more people encounter your brand through videos, they’re more likely to search for you directly, increasing your branded search traffic and signaling to Google that you’re a relevant entity.

Conclusion and Next Steps

Ready to get started? While this guide gives you the foundational knowledge, a truly successful video content marketing strategy requires ongoing optimization and a keen understanding of how to connect with your audience.

If you’re looking to take your video marketing to the next level and ensure your content ranks well in search results, our team of SEO experts at Loganix will help. We’ll work with you to craft a data-driven SEO strategy that aligns with your business goals, ensuring your content reaches the right audience and delivers measurable results.

🚀 Explore our SEO services, and let’s chat about how we can help your business thrive. 🚀


Hand off the toughest tasks in SEO, PPC, and content without compromising quality

Explore Services

Written by Aaron Haynes on April 27, 2024

CEO and partner at Loganix, I believe in taking what you do best and sharing it with the world in the most transparent and powerful way possible. If I am not running the business, I am neck deep in client SEO.