Most of us realize the immense potential of video marketing as a tool for communicating with our digital audiences. We love to put video on our homepage as an introduction to our brand and product or service offerings. But how many of us stop there?
Michael Litt wrote a great post on this tendency, pointing out that “a lot of B2B brands create top-of-the-funnel explainer videos and call it a day.” He goes on to say, “this is a huge mistake as a worthwhile video certainly doesn’t end at the top of the funnel if you’re trying to realize ROI.” Considering the amount of exposure and engagement video achieves, ways to structure and achieve a good video content mix merits a discussion. A good content mix, one that appeals to buyers at varying stages of the buying cycle, can make the difference between a good use of video and a phenomenal use of video – not to mention a huge boost to potential revenue.