How To: Start Video Marketing


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Are you leveraging video marketing yet?

By 2020, Cisco’s Visual Networking Index suggests, video streaming and downloads will comprise more than 80 percent of all consumer internet traffic. So for those cynics who have not yet boarded the video marketing bandwagon, the time to start is now.

What to post?

Content: In case you are struggling with identifying content ideas for your videos, then start with the most important question: Who is your audience? What is your objective?

Objective: Lead generation
Content ideas: Try posting product overviews, product demos, customer testimonials, awards won by your brand, industry recognition, product highlights and so forth. Videos establishing the credence of your brand will work favorably to create a positive lead generation program.

Objective: Building PR / publicity for your company
Content ideas: Videos showing events attended, senior leadership interviews, CSR activities

Objective: Recruitment
Content ideas: Culture stories, behind-the-scenes, employee testimonials

For more video marketing ideas, read this article on Hubspot here and this article on Marketing Week here. Remember to add one call-to-action / reinforcement message at the end of every video.

The videos should be clear, concise and crisp. Typically one clear message per video works as effective reinforcement instead of a generalist rambling video.

Few content marketing ideas for video that you might want to try [non-campaign specific]

  • Best of the Year - a retrospective
  • Top Trends in your industry
  • 10 years of your brand in your industry / geography
For developing content guidelines around videos, read this great article by Nathan Ellering on the CoSchedule blog here.

On video times, short is sweet. Shorter videos tend to perform [read engage] better.


How to Post?

The first and the foremost step after content idea identification is creating a content calendar. When you've listed all the content promotion ideas you have, create a calendar so that you have an equitable distribution of content. This will also enable you to identify resources that you need [a specialist for any one video, additional resources, if any]. It would be helpful to have a 60-40% content ratio. 60% of your content video is planned, 40% is topical and may be current, relevant and topical. You also need to optimize the format of the video content throughout the year between one person monologues, product demonstrations, specialists interviews, panel discussions, animation videos, senior leadership interviews.

The content calendar is your most important document in your video marketing strategy.


When to Post?

Frequency:  Don't skyrocket from 0 videos to 20 videos a day. Start small - create the host content platform [a blog or a Facebook page], check the posts performing well and then create video content for posts performing well. Evaluate how the videos are performing & make changes accordingly.

One way to start a consistent video marketing program is to enforce frequency by designing a video series such as #OverheardAtCoSchedule, Moz Whiteboard Friday and so on. It helps establish a schedule and creates regularity.

You can also create a similar video series #LearnWithX, #StayAheadWithY and so on.


Where to Post

For the amount of time and effort that goes into video marketing, it is essential to derive maximum RoI from a piece of video content

1. Email marketing: You may want to put it in your email signature or run a email campaign series linked to the video series "LearnWithX" every Wednesday.

2. Blog posts: Start a blog post series introducing your concept videos. This symbiotic relationship will help both content assets.

3. Social media: Whatever channels your brand is present on, post your video there: Facebook, Twitter, LinkedIn, Google + / YouTube / Vimeo.

4. Relevant industry blogs / trade association websites, if possible

5. Utilize your internal resources: company newsletters, company blogs, employee portals.

Watch this space for more info on video marketing!

Source: 


  1. What is video marketing? Benefits, Challenges and Best Practices for a successful video marketing campaign, June 2017, https://www.ngdata.com/what-is-video-marketing/
  2. Video Marketing: The Future Of Content Marketing, February 2017, https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#1e984e6b6b53
  3. Video Marketing: The Complete Guide to Creating a Video Marketing Strategy, HubSpot, https://blog.hubspot.com/marketing/video-marketing
  4. Video marketing: A beginner’s guide, November 2017, Marketing Week, https://www.marketingweek.com/2017/11/22/video-marketing-guide/

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