In the last 10 years, the digital landscape has significantly changed. Desktop and laptop computers have been replaced by mobile phones and tablets. What’s more, digital technology is more accessible than ever: there are virtually no boundaries on how, when and where people can interact with content.

Such changes have redefined content marketing so that it succeeds by delivering what consumers want, when and how they want it.

Fortunately, it’s easy to keep up with what’s happening when you invest in engaging forms of content, such as video marketing. In today’s fast-paced world, video marketing is one of the few types of online material that provides the value, relevance and flexibility consumers need.

Companies that want messages delivered directly to their customers use video to communicate. According to video marketing experts at WireBuzz, the average internet user spends 88% more time on a website with video and ⅓ of all online activity is dedicated to watching video.

So, what’s the best way for your company to reach that goal? At ECPR, we know that video can be an effective and creative way for a company to communicate directly with its audience. Every video we produce for our clients is unique, but they all follow some common themes:

Identify the company’s mission.

What do customers prefer — scrolling through your website and reading a mission statement or hearing YOU tell us WHAT YOU DO, surrounded by an example of how that method gets results? A well-produced, professional video, including input from a trustworthy spokesperson, allows customers to look “behind the curtain” and see what you do and know why you do it best.

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A relatable subject can build trust.

After you’ve identified why a potential customer needs your services, let a current customer tell the story, show the impact of your services and explain why they’re glad they chose you! Adding the storytelling element gives the traditional customer testimonial more depth and creates a stronger emotional reaction from the viewer. It’s like a positive Yelp review on steroids; satisfied customers will likely lead to more satisfied customers.

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Sometimes less (time) is more.

A video that is succinct yet informative can be a real attention-grabber. Don’t try to cram too much into one video. If you have multiple aspects of your company to promote, we can create several clear, concise and “on-message” clips that you can publish at various times to maximize your reach.

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Thanks to its viral nature, simple accessibility and built-in value, video marketing stands out as a smart way to approach sharing your message. Video is an incredible way to create content that is personal and has a real impact on your audience. It has an incomparable ability to create emotion. Your audience wants to feel good about knowing and working with you. Video marketing—when done correctly—is one of the best ways to create this feeling. Earning customers is all about relationships.

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