Rizen Inbound Marketing & Sales Blog

Sure. If your organization has the resources to invest in professional equipment from Red or Blackmagic - go for it! These tools are amazing in the hands of experienced videographers, and add an extra layer of polish and professionalism to your content.

But if your brand is just starting out with video and don’t have experience with advanced camera features and techniques, save your money and pull out your smartphone. You’d be amazed at the level you can achieve just from a quality script, some lighting, and a steady hand with the device right in your pocket!

Any successful content strategy needs to include video. Diversity is important in reaching audiences with different consumption preferences. If you’re only publishing written content, you’re restricting your reach! Video is a HUGE attention grabber, especially when paired with social media. We’ve seen incredible growth in social video marketing in the past few years, and you can take advantage of this combination as well.

Have you ever watched a sporting commercial where a well-known athlete is representing a brand's product but in an environment you haven't seen them in before? There's a certain level of emotional connection that's trying to be established between the athlete and the viewer. Take one of the Nike commercials that features Lebron James, for example. In the video, which you can view below, you'll see Lebron being represented, not as a glorified superstar, but as the down-to-earth guy who enjoys the world of sports and physical activity like so many others. The commercial intends to have the viewer feel more of a bond with the basketball icon because he's being presented in a more personable manner. This helps create an undeniable relationship with the viewer which, as a result, helps build trust in the product. 

Let’s be honest, adding video production to your already packed content development schedule is something you may not want to tackle. The fact is, however, that video helps increase your website traffic and positively impacts user experience. According to MarketingSherpas, video attracts two to three times as many monthly visitors, doubled time spent on a site, and has a 157% increase in organic traffic from search engines.  Like any inbound marketing tactic, video marketing starts with mapping the content to a specific buyer persona at the top, middle and bottom of the funnel stages. Understanding your buyer and the buying stage they are in is essential to executing any video marketing plan. The next few paragraphs will provide a high level view of the practice of video marketing and how it can help improve the experience of the users visiting your website.