The world has already woken up to the importance of video content in inbound marketing. You must also have heard of educational videos. However, not everyone who knows the formula is yielding the same results.
Educational videos are a unique mix of information and entertainment, but they only work when the information is relevant to the target audience and solves their purpose. It is not unnatural for marketers to feel lost among so many content ideas and varying customer interests.
So, we decided to share some practical tips on educational videos and their use in inbound marketing. They will help you get started with campaigns and focus on the areas that hold the most importance.
But before we get into the execution, let's discuss and define the various purposes that educational videos serve.
What Purpose do Educational Videos Serve?
Established and Improves your Brand Authority
The content of your educational videos reflects how much knowledge and expertise you hold in your industry. If you can consistently publish valuable and informative content, it will automatically build your credibility in your industry and develop trust among your audience.
It helps Simplify Complex Topics for Consumers
Videos are many times more effective in conveying messages, even when they are covering different subjects. Internet users retain 80% of information by watching a video, while only 10% by reading a text. Educational videos are a great way to clarify complicated processes or strategies.
Encourages your Audience to find out more
It can help your Entire Marketing Funnel
Even though educational videos are mostly published for leads in the awareness stage, we can assure you that they can be beneficial in the advanced stages of your marketing funnel as well. You can use them to engage leads, train existing customers, resolve their queries, etc.
It Addresses Audience Queries and Engages them
If your audiences share their queries and straight-up asking for your assistance, you have to address them. By publishing educational video content, you not only address their question but engage them in an informative yet entertaining way.
Five Tips that will help you make the most of Educational Videos
Marketers must define a specific goal before running their campaigns. Using educational videos in inbound marketing demands the same. So, before you jump into the following tips, make sure you have a clear agenda and a target audience niche defined.
Publish helpful content
We must remember that the ideology of inbound marketing is growth-oriented. As marketers, we need to offer something valuable and useful to our audiences. Now, you will find various topics to create educational videos. But before you embark on the creative journey, make sure you have done your research.
The first step, as already mentioned, is creating a buyer persona. The next is to understand them. Use comment sections in your website and social media handles or use review forms to find out what your audiences need help with. A/B testing is another effective way to gather information about your audience.
If you want your how-to educational videos to engage the audience, you have to know your audience like the back of your hand. Once you understand their pain points, you can create relevant content that they will not just engage with but also share with their peers.
Don't get too Promotional
The main difference, as we know, between outbound and inbound marketing, is the approach. In inbound marketing, we don't believe in selling our products. Instead, we believe in helping people. You must remember this while creating your educational videos. We advise you not to be too sales-oriented.
For instance, your audience or buyer personas are looking to learn more about character animation, and you decided to create an educational tutorial. Instead of covering the topic on a surface level and recommending them to hire you or buying your product, discuss topics that will teach them about character animation.
Here are some examples:
Often, the audience is impressed by the in-depth knowledge you exhibit and quickly moves from the awareness phase to the consideration phase without hammering marketing techniques.
Be creative with your Branding
As previously mentioned, blatant and rigorous tactics used by traditional marketing are failing to generate results. Even when you are promoting your brand, you must be subtle about it. In the last point, we asked you not to be overly sales-oriented. However, branding is something you can utilize.
To keep the content of your educational video generic and tie it back to your brand simultaneously, you can use your brand colors in your informational video's palette and include your logo.
You can add the logo at the top of the video and include an animated version at the beginning and end of the tutorial video. This way, you can use branded content in a way that is not invasive.
As a result, your target audience will remember you as a source of reliable information and relevant solutions that didn't try to sell you anything. This works as a positive reinforcement for your viewers.
Focus on the Quality of the content
No matter what kind of marketing content you are creating, you must pay attention to its quality and authenticity. From accurate data to professional video elements, everything should look sharp. Remember, quality and trust come hand in hand.
You can not publish a low-quality video and expect people to trust you, the information you provide, let alone your product. If you want your target audience and prospects to recognize you as a high-performing and reliable brand, you need to ensure that each and every content you provide is impeccable.
Although you should know that creating a compelling video needs a compact team of professionals skilled with scripting, storyboarding, animation, illustration, and voice acting. If you don't have a team that big, you can always outsource your video production services.
Another solution is to use character animation software or template-based apps for your videos. However, you must consider the chance of stock content with these apps, as they are often open-source.
Choose the right Style for your Videos
From animated videos to live-action, there are plenty of options in terms of video styles when creating educational videos. It is essential that the type you choose reflects your brand appropriately and communicates its message accordingly.
One of the advantages of animated videos is that they can seamlessly blend with your brand's vibe and use characters that look like your target audiences. This inspires a sense of identification in them, and they feel inclined to associate with a brand like you.
With animated educational videos, your imagination is the limit. You can use any character, pick any topic, and use any tone to convey your message. By following these useful tips, you will not only feel satisfied with your video content but also witness the scalability of your business.
So, create splendid educational videos and reap the ripe fruit of ROI.