Best Practices for Using Video to Drive Demand Generation

Some of the best practices for using video marketing to drive demand generation can be categorized into two buckets. One is the use of video itself, and the other is the repurposed use of video content.


Videos may be the single most effective means for delivering a message. Consider the value of television, commercials, infomercials and television programs. In a world where you cannot always jump on a plane to meet every prospect face-to-face, video is a fantastic way to deliver your message. Furthermore, the means of video production have come down a great deal. You can choose high-end quality and hire a production company to put a video together for you, or you can put something together yourself in-house by simply going to Best Buy and purchasing an HD video camera. If high production quality is not a significant aspect of a particular project, then the benefit to creating video yourself is in using the authentic voice of your organization. Your prospects face many different pain points, and delivering a self-produced video message addressing those pain points with top-of-mind, thought leadership is a great alternative to a professionally produced marketing video. Your prospects want to know your take on key issues and are genuinely interested in your perspective. Video marketing can be a great way for your prospect to get a peek inside the walls of your organization and put a face to the executives and thought leaders they will be working with. In-house videos are real and authentic. They are not meant to be staged or scripted. The prospect gets the opportunity to meet you, hear your thoughts and feel like he or she really knows you. In and of itself, video is a great tool for demand generation.


Beyond actual production, video is probably most under-utilized means for generating other types of content. Think about automated marketing today. There are newsletters, email campaigns, social media, websites, and blogs, and all of these methods of digital integrated marketing require such a vast amount of content that no one can keep up with it all. Assigning a busy executive the task of writing a 500-word article every month for a blog typically leads to missed deadlines. However, you can put that same executive in front of a video camera and ask keyword-centric, high-probability questions, and most of the time, that executive can talk forever in a very thought leadership-oriented way about the topic. That video may be great by itself in campaigns and on your website, but even if you never post the video, you can inexpensively transcribe it and turn it into an article, a white paper or a case study. You can save the text as a PDF so that it becomes a downloadable artifact that you can gate with a landing page to generate leads. You can copy and paste snippets to use in social media for tweets, Facebook posts and LinkedIn updates. The key to maximizing the use of video is to view it as more than a medium. Think of video as a tool to extract the knowledge from the thought leaders in your business. You can use the video itself or repurpose it for written content. Your integrated digital marketing engine needs content, and with this repurposing method, marketers can generate a large quantity of valuable, reusable content for nurturing.