Developing a Full Funnel Video Marketing Strategy

Summary

In this insightful discussion, Darren Suffolk is joined by Robin Showers and Katie Parks to explore the evolving landscape of video marketing and content strategy. They delve into the importance of storytelling and the need to rethink the traditional marketing funnel in light of changing consumer behaviors and technological advancements. The conversation highlights the power of video content in capturing attention, the challenges of creating resonant stories in a competitive market, and the strategic repurposing of content across various platforms to maximize impact.

Takeaways

• 🌟 The importance of video marketing is rising, with its ability to impact audiences becoming increasingly significant.
• 🎥 A full-service production offering can be accessed modularly or as an end-to-end solution, depending on the needs.
• 🚀 Content marketing is at an inflection point, with changes in technology and media consumption reshaping the landscape.
• 📉 Attention spans are decreasing due to the 'tick tockification' of content, with screen time dropping from 2.5 minutes to as little as 47 seconds on average.
• 🔍 The way people search for information is shifting, with platforms like Instagram and chatbots being used for recommendations and inquiries.
• 🤖 The economy and AI tools are changing the speed at which content is created and the approach to marketing.
• 📈 The bar for content quality has risen significantly, requiring marketers to produce more compelling and high-quality narratives.
• 🔄 Repurposing content is crucial, but it should be done with intention and purpose, not just as a shortcut.
• 🎬 Video content should be prioritized as much as written content, with a 'video-first' mindset necessary for effective storytelling in the current market.
• 📊 The traditional marketing funnel is no longer linear, and a holistic approach to storytelling across all stages of the customer journey is essential.

Q & A

How has the role of video marketing evolved according to Darren Suffolk?

Darren Suffolk has observed the rising importance of video marketing and its increasing ability to impact audiences, which makes the session they are part of more compelling. He sees video marketing as a crucial tool for reaching and resonating with audiences in a way that traditional marketing methods may not be able to achieve.

What does Robin Showers specialize in?

Robin Showers is a strategic content marketing leader with a focus on new content formats, building long-term programs, and creating surprising brand moments. She has over a decade of experience creating social and search-first content strategies for SaaS brands like Vimeo and HubSpot.

How has the attention span of the average screen time changed over the years?

The average screen time per participant has decreased over the years. In 2004, it was around two and a half minutes, by 2012 it dropped to just 75 seconds, and more recently, it's as little as 47 seconds on average. This indicates a trend towards shorter attention spans and a need for content creators to capture attention quickly.

What is the significance of the Creator economy and AI in content marketing?

The Creator economy and AI are driving a significant shift in content marketing. They are changing the ways in which media is consumed and how marketers reach their audiences. This has led to a need for content marketers to rethink their strategies and adapt to these changes in order to remain effective.

How has the perception of Vimeo evolved over time?

Vimeo started as a platform primarily for filmmakers to showcase their work and has evolved into a comprehensive video experience platform. It has expanded its offerings to include a range of tools for content creation, repurposing, and hosting, making it a versatile platform for marketers and video professionals.

What is the importance of storytelling in video content, as emphasized by Katie Parks?

Katie Parks highlights the importance of storytelling in video content as a means to engage and retain the attention of viewers. By telling a compelling story, brands can create a human connection and emotional investment with their audience, which can lead to higher engagement and a more memorable brand experience.

How does repurposing content play a role in a content marketing strategy?

Repurposing content is a strategic approach to maximizing the value of the resources invested in creating original content. By adapting and reusing content across different formats and platforms, marketers can extend the reach and impact of their messages, ensuring that the content serves multiple purposes and engages with audiences at various stages of the funnel.

What are some challenges in repurposing video content?

While repurposing video content can be efficient, it is not always easy. It requires a thoughtful approach to adapt the original content to fit different formats and platforms without losing the essence of the message. This may involve reworking the content to include different visuals, editing for length, or adjusting the narrative to suit the context of the new medium.

How does the concept of a 'funnel' need to be rethought in light of changes in content marketing?

The traditional, linear funnel model is no longer sufficient for the complex and multi-channel consumer journeys of today. Marketers need to adopt a more fluid and dynamic approach to the funnel, recognizing that customers may enter and exit at various points and consume content in non-linear ways. This requires a more integrated and cohesive storytelling strategy across all touchpoints.

What is the significance of the 'top of the funnel' in content marketing?

The top of the funnel is critical for building brand awareness and attracting potential customers. It involves creating content that captures attention, sparks interest, and introduces the brand or product in a compelling way. Effective top-of-funnel content sets the stage for potential customers to engage further with the brand and move down the funnel.

How can brands ensure their video content stands out in a crowded digital landscape?

To stand out, brands must focus on creating high-quality, engaging, and authentic content that resonates with their audience. This includes developing a strong point of view, leveraging storytelling effectively, and ensuring that the content is tailored to the preferences and needs of the target audience. Additionally, strategic repurposing of content across different platforms can help increase visibility and reach.