You’ve heard all the buzzwords about what makes content effective. From a “pattern interrupt” to a “purple cow,” they all boil down to one simple, misguided idea: Truly worthwhile content is loud and flashy. Only an explosive, eye-catching gimmick can “stop scrolling thumbs” and grab attention for your brand.
The problem: It’s not really true. Look at what people want, and you find the opposite.
When you publish content, credibility building is the real name of the game. While it’s true every content piece needs a hook, it isn’t all about pizzazz. Instead, the best content uses smarter brand storytelling to create value for the audience. A good hook isn’t just special effects and vibes: it’s the promised value you actually deliver.
Brands that don’t deliver get a reputation for bait-and-switch tactics that drive would-be customers away.
When you’re a marketing agency pitching to other businesses, the standards are even higher. Business owners might not know anything about video marketing, but they do know when they’re being spoken to on their level. For the best B2B content marketing, Tampa agencies need a smart strategy to inform every video and clip.
The Truth About Strategic Video Marketing Tampa Agencies Need to Hear
These days, anyone can claim to be a video marketer by using the latest AI video tool. And, like it or not, it’s not too hard to get a few seconds of eye-popping output from the latest apps. But these shortcuts result in content that’s all flash, no substance. And that won’t keep you on retainer for long.
High-impact marketing videos need three ingredients:
- Audience fit
- Focus on outcomes
- Technical excellence
Let’s take a closer look at how they all work together.
1. Audience Fit
Any marketing project starts by understanding a business and the people it serves. As an agency that provides video marketing content, you ultimately have two audiences: The client company and the customers it sells to. It’s crucial to leverage your client’s knowledge so you can know their customers just as well as they do.
Audience fit means:
- Knowing what the customer’s goals are and how your client’s offerings meet those needs.
- Understanding which platforms, influencers, and other brands already have customer trust.
- Matching the “voice” the customer prefers to be addressed in: tone, vocabulary, and cadence.
- Aligning each piece of content with a customer goal that moves them through the funnel.
Audience fit is critical because good video marketing isn’t about just “getting attention” – it’s about leaving the audience with a better impression of a brand than they had before they clicked play. The fastest way to do that is to respect their time and give them something they’re glad to have watched or listened to.
Guess what else? Audience fit also influences your choice of media.
Standalone video is the most sought-after content online, but it’s not the only option for sharing a client’s brand story. You might find their audience craves a podcast. In a case like that, a video-first podcasting approach gets your content onto audio and video platforms simultaneously. That’s great for your media distribution strategy.
2. Focus on Outcomes
Before any important conversation, it’s important to think about what you and the other person want from the exchange. The same is true of marketing content. After all, the marketing content your agency provides is how a client’s brand talks to its customers. Multimedia content needs to hit everyone’s goals:
- You want reliable, repeatable results through videos that clients are proud to be associated with.
- Your client wants to develop a rock-solid reputation as a trustworthy authority in their field.
- Their customers want answers to their problems and solutions to their pain from an expert.
It’s not enough to throw things at the wall and hope they stick. After all, there’s more video content out there than ever before, and thousands of videos get posted every day. To elevate your marketing content, go beyond clever framing and camera tricks. Focus on making sure every video and podcast does two things:
Engage the customer by making the right promises, then boost the client by keeping them.
“The right promises” come from audience fit, and odds are good you thought them through when you brought your new client on board. They’ve got customer avatars and other market information to get you started. You translate those into a basic concept – and your video marketing vendor realizes the vision in its final form.
“Keeping those promises” comes from delivering a memorable, value-forward video. No matter if it’s three minutes long or just 30 seconds, each video should avoid common annoyances and put customer needs first.
That includes:
- Getting to the point quickly, without long, tedious musical introductions or monologues.
- Using the power of storytelling to add life and human interest to the stories a brand tells.
- Signposting early on exactly what problem, challenge, or question each video will explore.
- Summarizing “takeaways” to make educational video content more actionable for viewers.
- Understanding where each video fits in the customer journey and what step comes next.
If you’ve ever taken a public speaking class, you might have heard: “Say what you’re about to say, say it, then say what you said.” That’s a good start. But the real power of video comes from aligning content with the unique potential of this medium. A well-crafted video is truly the next best thing to a face-to-face chat.
That’s why agencies like yours are going to the next level when they integrate video marketing services into their portfolio. It’s why more businesses around Tampa and throughout the U.S. are realizing that video is the best way to make an authentic, human connection. And it’s why customers look to video before anything else.
Done right, a video can tap into customers’ emotional drivers with all the power of a good campfire story.
And, yes, that’s why this last piece of the puzzle is so important.
3. Technical Excellence
Video marketing has come into its own since the early aughts. More than 90% of Americans own a cell phone, and most of those have the speed and bandwidth to watch videos on the go. It’s no longer enough to whip out a Nokia, take some grainy footage, and call it a “candid, behind-the-scenes” look at a brand.
Every one of your clients has a brand story to share with the world, and so does your agency. You’ve helped your team and your clients articulate those stories. But you’ve probably never thought about what it would take to become a movie director. Video requires an approach not everyone has practiced before.
To hit the spot for your clients and their customers, every video needs to:
- Uncover the deeper emotional stakes behind the practical concerns that drive buying decisions.
- Tell a story where the customer is the hero, reaching their goals with the brand as their advisor.
- Deliver it all in a polished, professional way with crisp audio, clear visuals, and the right pacing.
That takes a combination of skills most people don’t come to by chance. The craft of framing a shot, the art of telling a story, and the strategy of knowing where it all fits together all play a role. When you’re looking for the video marketing vendor who goes that far beyond flashy gimmicks, you want Paper Jacket.
Smart Video Marketing Is Within Reach for Your Marketing Agency and Its Clients
Video marketing isn’t simple, but Paper Jacket makes it look easy – and with our help, you can do the same for your clients. Paper Jacket partners with marketing agencies to make high-quality plug-and-play video a reality.
With outsourced video production through our reseller program, you:
- Gain access to done-for-you video and podcast services.
- Enjoy preferred pricing that improves your bottom line.
- Benefit from elevated customer support and coaching.
With us, you don’t have to learn about video production – instead, you get strategic insights into the best way to use modern video marketing to boost your clients’ outcomes. The result: More sales for them, more revenue for you, and positioning your brand at the cutting edge of what really works in today’s world.
Since 2016, we’ve given marketing agencies like yours valuable work, responsive customer care, and a stress-free process from beginning to end. Now, it’s finally your turn to reap the benefits. Contact us today to learn more or get started. We look forward to helping you soon.