How to Add Video to Your Content Marketing Strategy

This guest post has been provided by Andoni Aristimuño of Bridges Film Co., a Pittsburgh-based, full-service video production company. Contact Bridges Film Co. for video support!

We all know how important video is to marketing. It’s ubiquitous. Companies leverage video in TV commercials, digital ads, YouTube channels, TikTok reels, video homepages—any company-owned location that can support video. And although you may currently use video in your own marketing, are you sure you know how to properly add video to your content marketing strategy? 

Read on to make sure you’re leveraging video properly!

Table of Contents

Why Video Fits Into Your Content Marketing Strategy
Deciding Where Video Fits Into Your Content Marketing Strategy
Capturing Video For Your Content Marketing Strategy
Leveraging Your Videos In Your Content Marketing Strategy
Keeping Your Videos Organized And Indexable
Finding Video Support for Your Content Marketing Strategy

Why Video Fits Into Your Content Marketing Strategy

Video is an essential component in every content marketing strategy in 2023. For proof, consider these facts:

  • People around the world spend 1 billion hours on YouTube every day. (Source)
  • The average TikTok user spends 95 minutes scrolling through videos on the app every day. (Source)
  • Many of the biggest Twitch streamers have more than 30,000 monthly subscribers and rake in more than $100,000 per month! (Source)

Consumers are watching videos at a higher rate than ever, which makes it an excellent addition to your overall marketing plan. And if that wasn’t enough, here are some additional reasons to add video to your content marketing strategy: 

1. Video plays a major role in search engine optimization. YouTube and Vimeo videos frequently show up in search results, which can give you an edge against the competition. 

2. Video is a wonderful format for answering common questions in your industry, as many would prefer to watch a video instead of reading an article. 

3. Videos are great at catching and holding attention, which is important in a world where brands are constantly competing for consumer attention. 

4. Polished videos can elevate your brand’s value, which is always a good thing! 

Deciding Where Video Fits Into Your Content Marketing Strategy

To add video to your existing content marketing strategy, plot out what your current strategy looks like, then find new ways to enhance or extend your plan with video. 

Great opportunities to inject video into your marketing plan include:

  1. Build a YouTube channel. Don’t forget to leverage those videos in more places. You can link to them in your email blasts, embed them in blog posts, and use them to warm up new leads. Plus, going viral on YouTube can lead to a huge windfall! 
  2. Commit to publishing more videos on social media. Current algorithms on TikTok, Facebook, and Instagram prioritize full-screen videos, so it’s generally better to commit to videos instead of image-based posts. Learning how to make your videos go viral on TikTok and other platforms can significantly boost brand reach!
  3. Embed video on your website. Embedding engaging, eye-catching videos “above the fold” on your homepage and other web pages can capture visitor attention, increase dwell time, and help convert visitors into customers. Even vertical video, which is typically reserved for social media, can be useful on your website!  
  4. Advertising. Whether you’re looking at placing digital ads or TV ads, video can be incredibly useful. 

Capturing Video For Your Content Marketing Strategy

Properly adding video to your content marketing strategy goes well beyond simple social media videography.

Instead, think about full video production and the value that can come with it. Here’s what we normally recommend:

1. Take a day to get plenty of b-roll/stock video. 

We love capturing b-roll because it’s applicable in so many different instances. You can use stock video for testimonial videos, commercials, interviews, company announcements, social media—everything

Let’s say you run a landscaping company. If you had a library of flower bed videos, you could create a great video for social media about how great your company is at setting up beautiful flower beds—just by compiling some of those flower bed videos together. 

And if you had enough stock video, you could create an entire series of videos focused on your flower bed work! 

If you set aside days for b-roll, there’s no limit to what you can capture. You can film:

  • Company facilities
  • Your team 
  • Your products
  • Your services
  • Customer testimonials 
  • Team interviews
  • Company vehicles

All of this can be valuable in everything from marketing and advertising to hiring.

2. Schedule dates for additional b-roll. 

We recommend building your library of stock video on a consistent basis, which is why we typically schedule monthly filming days with our clients. 

The main idea, though, is to ensure you follow a regular schedule that gradually builds your selection of videos. 

With a large library of b-roll, you can increase your opportunities for videos, and you can capture the growth of services, products, capabilities, and case studies of your company over time. 

3. Schedule time to be intentional within your overall strategy. 

Just as you should regularly capture b-roll, you should also capture scripted and semi-scripted video on a regular basis. 

This means capturing:

  • Testimonials
  • Case Studies
  • Vertical Video for Social Media (including videos that use trending concepts or audio)
  • Product Promos
  • Service Promos

If you keep up with your b-roll schedule, you’ll have a large library of stock video to cut into each of these video concepts! 

Leveraging Your Videos In Your Content Marketing Strategy

Once you have your videos ready to publish, it’s time to finally determine where everything goes. 

And you have plenty of places to potentially publish content. 

That includes:

  • Your website. Your homepage, blogs, and product/service pages are all potential destinations for your latest videos. 
  • Your digital ads. Facebook ads, Instagram ads, TikTok ads—they’re all fair game!
  • Your social media. As we mentioned earlier, algorithms love video!
  • Your YouTube or Vimeo channel. Both are built to support video. 
  • Your email blasts and email outreach. New videos can help you capture and hold attention with fresh audiences. 
  • Your intranet. Videos can be helpful in educating new employees about company capabilities, and they can also be great for updating existing team members about company updates. 
  • Partner properties. Depending on your partner relationships, a third-party website may be willing to publish your content!

Keeping Your Videos Organized And Indexable

As your video library grows, you’ll need to work extra hard to ensure it remains organized. While there are different tools and strategies you can use to keep your content organized, here’s what we recommend:

1. Keep everything in a master folder. 

2. Organize that folder into different folders separated by each video shoot day. 

3. In a separate spreadsheet, keep track of:

  • each video clip name/number
  • the date each clip name was recorded
  • the content of each clip
  • a list of who was in each clip (if applicable)

This will allow you to sort your list by date and search it for team members, topics, and other important details. 

Finally, consider storing all files on a shared drive so your team has access to each clip as needed! 

Finding Video Support for Your Content Marketing Strategy

You likely have a variety of local options when it comes to outsourcing video projects in your region. A simple Google search may bring up the best results (and maybe even a few well-crafted videos)! 

But if you’re in Pittsburgh, contact Bridges Film Co. for support