Video Content Marketing (CONT’D FROM PAGE 1)
Distribution can include everything from the social me- dia platform (LinkedIn, TikTok) to the video distributor (You- Tube, Vimeo) to the livestream platform. It answers what and how of your video content strategy. Regardless of platform, you want all your videos to do one thing: direct interested parties to your website. There
The best marketers see this work of positioning to be the first and most important activity. They have learned to be comfortable with discomfort, because good positioning feels limiting. Good positioning is uncomfortably narrow. It’s a single, narrowly defined target buyer. Your vid- eos—live and recorded—will improve once you know who you are producing them for and what their motivations are. 2. Differentiation. What makes you different is what gets people’s attention. Not different for different sake, but a viable, propositional difference which appeals to your ideal buyer. It’s a chaotic market. You want to be a brand, which means you can charge a premium. If there is nothing to distinguish yourself from the competition, then you’re a commodity and you can only compete on price. Your differentiation needs to be relevant and clearly expressed on all your video channels, especially video meetings. The first step is to shift responsibility for video meetings from operations to marketing. The next step, especially with a hybrid workforce, is to make sure that everyone who shows up on video is well trained and that their presence represents the value of the brand. 3. Distribution: Where to post your videos is determined by positioning and differentiation, not trend or fashion. A fishing guide once said, “You’re not fishing unless you have fish under your boat.” Or as Maverick said to Goose in the first Top Gun, “Target rich environment.”
they learn more about you and begin to fall in love with you. Distribution isn’t a benign decision. It says a lot about who you are and the people you’re trying to reach. 4. Story: Stories draw prospects in and customers closer. A well-told story engages the right people into a
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February 27, 2023
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