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5 Types of Videos for Every Video Marketing Strategy



5 Types of Videos for Every Video Marketing Strategy

To create a successful video marketing strategy, you need to create many videos. This is easy to figure out.

The tough part to figure out is the types of videos you should be creating to keep your audience engaged

Videos are everywhere and people are devouring them in every shape and form. Why wouldn’t they? Videos are interesting, easier to connect with, easy to remember and less hard work. But, for a company, marketer, educator or any content creator for that matter, it’s an uphill task to figure out what videos they should include in their video marketing strategy.

Sure, you can go gung-ho and try creating as many types of video content as you can, and then wait to see which one sticks with the viewers. The problem with this strategy is that you end up spending a lot of time on fruitless pursuits. In other words, you create videos that fetch a low number of views and engagement.

Instead, what you should be doing is focus on the most important types of videos, stay consistent in producing them, and, once you have an audience, experiment with more video ideas.

How to find the right type of videos for you?

To have a full-fledged understanding of what types of videos are right for you, there are three main areas where you have to concentrate – your business, your audience and your competitors.

Your business

No one knows your business better than you. You don’t have to be a big-shot entrepreneur or a Harvard-educated MBA for that. You may be an independent content creator, but only you can determine your goals. The same goes for your video marketing too – start by identifying the marketing goals

Identify marketing goals

Having a goal is like giving direction to your marketing strategy. What is it that you want to achieve with your marketing? Do you want to create more awareness for your product? Or, is it the conversion that you want to achieve? Your videos should resonate with your goal. For example, if you want to create more awareness about your product, your strategy should prioritize creating short videos related to your company, team, product and its variants.

Learn more about your product

Knowing your product gives you more confidence to make videos and makes them more convincing for the viewers. You should know what are the strengths of your product. How you can use them in the videos. For example, if you sell cloth bags online that are eco-friendly and sustainable, then use such keys to differentiate your product from competitors. Talk more about the advantages of using eco-friendly bags and why more people should adopt them

Your customers

Your customers are your target audience for your videos. You have to take care of likes and preferences while making videos. And, to find your audience’s taste, here are the two things you have to keep in mind

Find out the buyer’s persona

A buyer’s persona is about building the worldview of your target audience. It includes their demographics like age, gender, income & geographic location. It also includes their likes, interests, challenges, and goals in life. A buyer’s persona doesn’t give the microscopic details of every buyer’s life, however, it’s an immensely powerful tool to learn about your audience. Once you know the buyer’s persona, you can experiment with video content that will be liked by your audience

Know the buyer’s journey

Similar to a buyer’s persona, is the buyer’s journey. A buyer’s journey is made of steps that a buyer takes before finally deciding to buy a product or service. There are four major steps that a  buyer goes through – Attention, consideration, evaluation and decision. This journey looks like a funnel with the wider base referred to as the top-of-the-funnel buyers. At this stage, the buyer is aware of their challenges and is looking for a solution. The lower part is referred to as the bottom-of-the-funnel buyers, as only selected buyers decide to stay on the journey and continue to show interest in your product. Videos play an important role in keeping your audience informed at every step of the journey. For example, at the evaluation stage, where buyers are evaluating your product along with competitors, you can make their job easier by making a video on what makes your product better than others

Your competitor

There’s no doubt that you have done extensive research to find out how you can make your product better than your competitor’s. Great! But, don’t just stop there. Stalk their video marketing strategy. You have no idea about the potential of generating ideas from your competitor’s video marketing plan.

Here are the two broad areas where you should be looking –

Check their video distribution channels

You can watch videos on multiple platforms. It’s not just websites or YouTube where you’ll find videos of different brands. Check where your competitors are more active. This will tell you where you should be concentrating to build an audience. You can have a separate series of videos specifically planned for this type of platform to take advantage of its popularity.

Measure engagement metrics

Along with checking where your competitors are posting more videos, you should also concentrate on how the audience is engaging on the videos. Is there a particular type of video that is garnering more likes, comments or followers? If yes, then you need to start creating them too. These are some low-hanging fruits that you should take advantage of while making your video marketing strategy

Five types of videos you can’t miss including in your video marketing strategy

The previous section of this blog was to tell you how you can find the types of videos that will work for growing your brand. But, you know what, things slip through the cracks. Even when you have followed all the above steps, you can still miss out on some important videos. So here is our list of the top 5 types of videos that you can’t miss including in your video marketing strategy

1) Product videos

Product videos talk about your products. These types of videos showcase the strength of your product and tell your target audience how it can solve their challenges. Product videos need not be very long. Of course, it depends on what you’re including in the video. For example, if it’s a product walkthrough video, it will be more lengthy as it goes to the depth of your product. This type of video works great when you’re launching a new product line. Or, an advanced plan for customers that require a customized product. Moreover, product videos are also very effective for audience who are at the awareness stage of the buying journey and are not very familiar with your product

2) Short-form videos

This is 2022, and you have to include short-form videos in your video marketing plan. People don’t have the patience to watch long videos, they want more information in the least amount of time. This is particularly true for social media platforms like YouTube, Instagram & TikTok. For example, the maximum length of videos on TikTok is 15 seconds. But, an average TikTok user spends 26 minutes every day. This is also good news for your business because 68% viewers will happily watch business videos if it’s less than 1 minute in length

3) Explainer videos

Explainer videos tend to be shorter. They’re great for highlighting single features in your product that every customer should know about. A bit of context on how it works, how customers can access it and how it solves the problem does the job. You can also include explainer videos in your blogs and help documents as a visual aid to whatever the user is reading. Explainer videos are effective for prospective customers who are in the consideration or evaluation stage of the buyer’s journey. These types of videos help them to explore more exciting features that they could’ve missed in the initial part of trying out the product

4) User-generated content

User-generated content are videos created by users after they have liked using a product. Think of it as a customer testimonial in a more raw form. These types of videos create great publicity for your brand because they come from your customers directly. This acts as a social proof and more potential customers find your brand trustable. Although this type of content is created by your customers, you can always encourage them to record their experiences of using the product and sharing them on social media. Your participation will be minimal in this case, so the content still remains genuine and doesn’t look like a propaganda or corporate promotion strategy

5) How-to videos

How-to videos focus on telling the viewer on how to perform an action or complete a task. It’s made with a specific objective and the intention is to serve the details in the shortest time possible. A how-to video often gets mixed up with explainer video, but there is a difference. An explainer video is about how a feature or a module of a product works. Whereas, a how-to video is more about how you can use the feature to perform an action. There are many ways of making a how-to video. You can use demonstration, animated videos or a screen recorder to record simple screen and webcam videos with the help of your computer

BONUS: Use a video content calendar

It can get a bit overwhelming while making a video marketing strategy. There are multiple types of videos with different platforms to focus on. In such a case, your ideas can clash or your video ideas might run dry very soon. In that case a video content calendar can be very useful.

A video content calendar helps you to keep track of video ideas for weeks, months and years. This keeps your team informed and you can plan your activities accordingly. In addition to that, you can keep adding ideas to the calendar, and then brainstorm with your team on how to get working on it.

To help you get started with a video content calendar, you can download it for free from this ultimate guide on video marketing strategy. This calendar comes pre-filled with video ideas for different platforms that we discussed above. So that you can get started with video marketing without spending time procrastinating.

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It’s time for action

So what are you waiting for? You know how you can find the right type of videos for you, what are the five most essential types of video, and how to get started with video marketing using a video content calendar.

The only thing that you have to focus from here is being consistent with creating videos. Video marketing is for the long-haul. Your results might come slow at the beginning, but if you put in the effort consistently, results will start showing up.

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How to optimize your online forms and checkouts



How to optimize your online forms and checkouts

Forms are probably the most important part of your customer journey. They are the final step where the user entrusts you with their precious personal information in exchange for the goods or services you’ve promised.

And yet, too many companies spend minimal time on making sure their form experience is a good one for their users. They don’t use data to establish where the UX problems are on their forms, and they don’t run form-specific experiments to determine how to improve their conversion rate. As a result, too many forms are unnecessarily driving potential customers away, burning potential revenue and leads that could have been converted if they had only spent a little time and effort on optimization. Two-thirds of people who start a form don’t go on to complete it, meaning that a lot of money is being left on the table.

This article contains some of our top tips to help optimize your forms + checkouts with the goal of improving their conversion rate and delivering more customers and leads.

Use data to identify your problem fields

While user testing and session replay tools are useful in identifying possible form issues, you should also be using a specialist form analytics tool, as this will allow you to quantify the scale of the problem – where are most people dropping out – and prioritize improvements accordingly. A good form analytics tool will have advanced insights that will help work out what the problem is as well, giving you a head start on creating hypotheses for testing.

A/B test your forms

We’ve already mentioned how important it is to nurture your forms like any other part of your website. This also applies to experimentation. Your A/B testing tool such as Optimizely should allow you to easily put together a test to see if your hypothesis will improve your conversion rate. If there is also an integration with your form analytics tool you should then be able to push the test variants into it for further analysis.

Your analytics data and user testing should guide your test hypothesis, but some aspects you may want to look at are:

  • Changing the error validation timing (to trigger upon input rather than submission)
  • Breaking the form into multiple steps rather than a single page
  • Removing or simplifying problem fields
  • Manage user expectations by adding a progress bar and telling them how long the form will take upfront
  • Removing links to external sites so they are not distracted
  • Re-wording your error messages to make them more helpful

Focus on user behavior after a failed submission

Potential customers who work their way through their form, inputting their personal information, before clicking on the final ‘Submit’ button are your most valuable. They’ve committed time and effort to your form; they want what you are offering. If they click that button but can’t successfully complete the form, something has gone wrong, and you will be losing conversions that you could have made.

Fortunately, there are ways to use your form data to determine what has gone wrong so you can improve the issue.

Firstly, you should look at your error message data for this particular audience. Which messages are shown when they click ‘Submit? What do they do then? Do they immediately abandon, or do they try to fix the issue?

If you don’t have error message tracking (or even if you do), it is worth looking at a Sankey behavior flow for your user’s path after a failed submission. This audience will click the button then generally jump back to the field they are having a problem with. They’ll try to fix it, unsuccessfully, then perhaps bounce back and forth between the problem field a couple of times before abandoning in frustration. By looking at the flow data, you can determine the most problematic fields and focus your attention there.

Microcopy can make the checkout experience less stressful

If a user is confused, it makes their form/checkout experience much less smooth than it otherwise could be. Using microcopy – small pieces of explanatory information – can help reduce anxiety and make it more likely that they will complete the form.

Some good uses of microcopy on your forms could be:

  • Managing user expectations. Explain what information they need to enter in the form so they can have it on hand. For example, if they are going to need their driver’s licence, then tell them so.
  • Explain fields. Checkouts often ask for multiple addresses. Think “Current Address”, “Home Address” and “Delivery Address”. It’s always useful to make it clear exactly what you mean by these so there is no confusion.
  • Field conditions. If you have strict stipulations on password creation, make sure you tell the user. Don’t wait until they have submitted to tell them you need special characters, capital letters, etc.
  • You can often nudge the user in a certain direction with a well-placed line of copy.
  • Users are reluctant to give you personal information, so explaining why you need it and what you are going to do with it is a good idea.

A good example of reassuring microcopy

Be careful with discount codes

What is the first thing a customer does if they are presented with a discount code box on an ecommerce checkout? That’s right, they open a new browser tab and go searching for vouchers. Some of them never come back. If you are using discount codes, you could be driving customers away instead of converting them. Some studies show that users without a code are put off purchasing when they see the discount code box.

Fortunately, there are ways that you can continue to offer discount codes while mitigating the FOMO that users without one feel:

  • Use pre-discounted links. If you are offering a user a specific discount, email a link rather than giving them a code, which will only end up on a discount aggregator site.
  • Hide the coupon field. Make the user actively open the coupon box rather than presenting them with it smack in the middle of the flow.
  • Host your own offers. Let every user see all the offers that are live so they can be sure that they are not missing out.
  • Change the language. Follow Amazon’s lead and combine the Gift Card & Promotional Codes together to make it less obvious.

An example from Amazon on how to make the discount code field less prominent

Get error messages right

Error messages don’t have to be bad UX. If done right, they can help guide users through your form and get them to commit.

How do you make your error messages useful?

  • Be clear that they are errors. Make the messages standout from the form – there is a reason they are always in red.
  • Be helpful. Explain exactly what the issue is and tell the user how to fix it. Don’t be ambiguous.

Don’t do this!

  • Display the error next to the offending field. Don’t make the user have to jump back to the top of the form to find out what is wrong.
  • Use microcopy. As noted before, if you explain what they need to do early, they users are less likely to make mistakes.

Segment your data by user groups

Once you’ve identified an issue, you’ll want to check whether it affects all your users or just a specific group. Use your analytics tools to break down the audience and analyze this. Some of the segmentations you might want to look at are:

  • Device type. Do desktop and mobile users behave differently?
  • Operating system. Is there a problem with how a particular OS renders your form?
  • New vs. returning. Are returning users more or less likely to convert than first timers?
  • Do different product buyers have contrasting expectations of the checkout?
  • Traffic source. Do organic sources deliver users with higher intent than paid ones?


About the author

Alun Lucas is the Managing Director of Zuko Analytics. Zuko is an Optimizely partner that provides form optimization software that can identify when, where and why users are abandoning webforms and help get more customers successfully completing your forms.

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads



3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.


If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?



Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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