As businesses continue to build their digital marketing strategies, sales funnels and subsequent content plans, there is typically a high demand for a key valuable and scarce asset - more content. As businesses are learning more of the power and engagement of video (and other rich mediums), this becomes the targeted output to articulate value proposition, brand and key calls to action. If it exists at all, appropriate video budget is often applied to some of the more pointy protrusions of the strategy, such as key advertisements, hero products, brand communications etc. This often leaves small to medium businesses scraping the barrel budget wise to keep up with recommended and slightly aggressive cadences of content required across key social platforms i.e. 5-10 posts a week. Hence we arrive at The Content Paradox - OK, perhaps dilemma is more appropriate, but nonetheless there is a demand, a need and an expectation to produce engaging, high value content on the regular.
For most businesses without dedicated resources, it can take a lot of time and effort to plan and develop high value, video content. When you are utilising (or promoting) specific profiles within the business, there can also be varying degrees of on-camera experience and confidence, which also affects the scalability of content development, not to mention having the right equipment, set up and know how if production isn’t being outsourced (which again eats into precious dollars).
Without going down the rabbit hole of video best practice (I’ll save that for another post), we are finding that businesses already have a wealth of knowledge and content in the form of various mediums (documents, reports, links, images, posts, videos etc.), that have often been deployed for a specific purpose, never to be seen again with minimal ROI and key IP not being leveraged.
With interactive video we often refer to a taxonomy of content and a curated journey for the viewer. This is where associated and relevant content of any kind is integrated within a video of any kind - product, branding, profile, reports, properties etc. to provide key and relevant information to the viewer (improving their experience) which keeps them on your platform, page etc. for longer (increasing their engagement with your content). The same approach can be applied to social media where video posts can be supported with additional assets (links, images, reports, additional videos etc) to support your messaging. Within property sale videos, by including interactive access to additional assets such as floor plans, additional images and agent contact buttons we see increases in engagement by up to 300% and click through rates of over 55% on average.
It may seem obvious, however virtually all of the businesses we deal with struggle to keep up with the demand for content. By adding additional assets to support your content (especially when combined with interactivity) you are taking the experience from a single, linear experience to something more compelling and extensive which often involves using existing IP and assets within your business.
So to summarise, review what existing content you have within the business regardless of medium and use it to support your videos. Often we find the rediscoveries of existing content leads to the development of new content, even if it is simply to introduce and summarise these existing assets or historic IP. Enhance the user experience by providing additional relevant content and I guarantee you will expand your content plan out and see an increase in engagement as a result.