Adding video to your content marketing mix can be a daring undertaking.
It’s quite a bit more complex and has more moving pieces than blog posts or audio content.
So I asked Phil Nottingham — former head of brand and video at SaaS startup Wistia.com — where he would advise companies to start their video-adventures.
TLDR: He strongly suggests that before you jump into the fancy stuff like video podcasts or YouTube content, you start with the very basics.
First take care of the basics...
1. Company explainer video
→ Forces you to define your brand and what you stand for.
2. Product marketing videos: One for each product and main feature
→ The creative process to script and produce them requires a lot of thinking around what value your products actually deliver.
3. Support Videos: FAQs, Walk-Throughs, Tutorials
→ Document the most common roadblocks your customers face. Answer the questions that come up most frequent.
...then get fancy.
4. Top of funnel YouTube videos
→ Take your top 10 performing blog posts and pack their content into a video that you publish on YouTube and the original blog post.
5. Long-form content: Podcasts, Video Series etc.
→ Now that you have defined your brand and taken care of the basics, you can go into brand-building and long-form videos.
A lot of what Phil calls "video content hygiene " is helping you think through the basics of your business:
- What is your brand about?
- What are the essential features of your products?
- How do you help your existing customers achieve success?
Only then do you start going into the fun audience building stuff like YouTube videos, podcasts, and video series.