Content Marketing Best Practices [+ Planning Tips for Video]

Content Marketing Best Practices [+ Planning Tips for Video]

We know that content marketing, by design, is a technique of marketing built on the creation and distribution of relevant content to attract our desired audience – to influence customer action.

Switching gears a bit, if I ask you to think of the top industry with the heaviest hand of influence, reaching the broadest audience, what would you say?

Perhaps what comes to mind is the entertainment industry, bolstered by visual genius juggernauts of Hollywood.

When I posed the question, if you didn’t think of the entertainment industry, maybe your mind went to the news & information industry.

If neither the entertainment nor news & information industries were top of mind for you, I am curious to know what industry came to mind.

The next question I pose is this: what are some commonalities between the entertainment and news & information industries?

purplegator wally

They’re storytelling Outlets.

They both have a high level of influence and some level of control over messaging.

They both use video as the richest means of communication.

Video allows for an experience of showing, not telling. Furthermore, it encourages showing, not selling. No matter what you’re selling, product or service, video needs to be in your content marketing. It will massively enhance the results of your marketing efforts.

Case Study: How Video Ads Perform Versus Display & Search

While I know what we’re talking about is content marketing, I want to share some data from some ad campaigns Purplegator has run.

The video ad below ran for two weeks. As this table illustrates, the video ad garnered 313, 200 impressions. It had a view rate of 49.95% (sometimes known as interaction rate) and an average cost per view (CPV) of $0.02.

content marketing storytelling through video ad

To further drive this point, allow me to use this data to draw some comparisons.

Below is a table with data from three types of campaigns: display, search, and video.


The display ad, which ran for two months, garnered 165,788 impressions and an interaction rate of 1.37%. It had an average cost of $0.30.

The search ad, which has been continually running since December of 2018, has garnered 19,769 impressions and an interaction rate of 2.54%.  Its average cost was $3.09.

With these numbers in mind, wouldn’t you agree that whether we’re talking about advertising and content marketing, video is a top performer?

Video in Content Marketing Versus Organic Social Media

To show some numbers in content marketing, let’s take a look at some data from a few posts Purplegator shared on Facebook.

As you can see, the video reached a higher number of people and also received more engagements. The image got ~11% of the number of people the video did and ~10% of engagements that the video did.

Start Doing Your Videos for Content Marketing | Helpful questions to help you plan

As far as best practices for content marketing through video, I like to ask myself the following questions:

  • Big picture first, what is the goal or marketing objective of this video?
    • Awareness?
    • Conversions?
    • Traffic?
  • With the goal in mind, who is my perfect viewer, or target audience?
    • Do I have a good handle on their buyer persona?
    • Do I understand where they are in their buyer journey?
  • What kind of video is this?
    • Interview
    • Review
    • Vlog
    • Tutorial
    • Case Study
    • Presentation
  • What’s the story? Does the story have all three parts of a well-developed story:
    • Beginning
    • Middle
    • End
  • Is there an opportunity to make this video a part of a series, or is it truly a standalone story?
  • On which platform(s) will I be sharing this video?
  • Do I have accompanying content planned or already composed for diversification and atomization purposes?

Reach for the Stars!

When thinking of answering these questions, I like to filter my thoughts and planning perspective through a Hollywood lens. I’m by no way saying that any video content I produce is Hollywood-worthy. I mean that if Hollywood exemplifies the highest standard of storytelling through video, then that’s the process I’m going to try to replicate. The level of quality I’m aiming for, proportionately, to what is realistically achievable within my industry.

Brands & Companies to Watch

If you’re curious to explore some examples of brands and industry giants that are leveraging video content exceptionally well, look at Lululemon, Red Bull, Lana Del Rey, Blendtec, and Chef Adam Kenworthy.

The inspiration for this post came from a prompt for an expert roundup called “9 Video Marketing Tips to Level Up Your Content Strategy,” compiled and written by Jordan Stella, SEO & Social Media Manager for UpCity.

5 Important Reasons to use Video in Your Marketing

5 Important Reasons to use Video in Your Marketing

Did you know that both YouTube and the iPhone are only 10 years old? It’s hard to deny the impact that both have had on how we communicate, how we gather information, and how we may need to update the ways we market our businesses.  

Have you considered adding video to your marketing mix? Here are 5 important Reason to Use Video:

  1. It’s a preferred method of gathering information. Your customers likely watch videos. Research tells us that 85% of the US internet audience watches videos online. The 25-34 age group watches the most online videos, and adult males spend 40% more time watching videos on the internet than females. (Sources: comScore and Nielsen)
  2. Search: Many online search results are a link to a video. Find an answer or a solution that people are looking for and make a quick video about it. It doesn’t have to be long, in fact 30 seconds to 2 minutes is optimal. What do your customers want to know about? How to measure a room for drywall? What’s the proper grind for French press coffee? What should they know before they buy tires? Your company is full of highly experienced people – also known as industry authorities. Make some quick videos with their answers and insight.  PS if you’re wondering why video shows up in search: Google – the world’s #1 search engine owns YouTube, which has over 1 billion users (that’s almost 1/3 of the internet.) Source: YouTube Press
  3. Reach: If you have a Facebook page or are considering some Facebook advertising, it’s important to note that Facebook’s algorithm favors video. A recent Purplegator client campaign included a Facebook video ad. In the first 5 days, the campaign reported over 37,000 impressions and 525 clicks to the client’s website. 492 of those clicks were on the video, which had also been shared over 125 times. Think of a share like a “super click”. Someone saw the video and thought it was interesting and compelling enough to share with friends, giving more free eyes on the ad. Videos give you the opportunity to reach and engage with your customers on an emotional level. They are easy to interact with and to share. Also, you can remarket to people who have watched your video, making them a highly targeted and engaged audience.
  4. Establish Authority: Video gives you the ability to talk about what you’re an expert in. It allows you to build a deeper level of trust with your audience. And, with enough video content, your videos will show up where your audience is searching. Customers and prospects may ask a question online and you and your company can show up with the answer.
  5. It’s easy and affordable. If your company has existing video, it can be uploaded and used as a video ad on Facebook and can also be used as a pre roll ad on YouTube – the videos a person has to watch prior to watching another video. NOTE: If you don’t already have a video, we can help you create one with images and even video clips from your suppliers.

Today’s consumer values authenticity over professional quality. It’s easy to set up a Q&A in your office, conference room or outside. All that’s required is a smart phone or camera and perhaps a small microphone. Do a live broadcast from an educational event with one of your suppliers. Make a quick video tour of your business. Introduce some of the people behind the scenes. Do you host a customer appreciation BBQ? It’s a perfect time to get some quick video testimonials. The important thing is to start creating video content for your business.

Many business people believe that they cannot afford to do video. The truth is, you can’t afford NOT to.

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For more information about using video in your marketing or social mobile advertising, contact Bob Bentz, President, Purplegator or 610-254-7191