Creating high-performing videos is easy when you've got great copyIt’s no secret that video content is a huge component of modern online marketing and that trend is set to grow in 2023. With 91% of businesses using video as part of their marketing strategy and 82% of internet traffic driven by video content, it’s a huge slice of the digital pie. If you’re one of the 70% of brands planning to take the plunge into video creation this year, here are some of the ways a copywriter can help make your content stand out from the crowd. 1. Time and experience Yes, fair enough, those are two separate things, but together they make up almost 50% of the reasons why brands can be reluctant to get started with video. According to Wyzowl’s report on 2023 video marketing statistics, 30% of organisations surveyed felt they lacked the time and a further 18% said they had no idea how to get started. Hiring a copywriter fixes both of those issues. For one thing, we’re not taking time out of the million-and-one other workplace demands to try and squeeze in a bit of content creation: creating engaging content for your brand’s video output is our job. Plus, we have the knowledge and expertise to help you craft your content so that it speaks directly to the customers you want to connect with. With a script that brings together your brand personality, your message, your offer and an irresistible call to action, you have a firm foundation for creating the content your ideal clients want to see. (We also bring our passion for the craft of writing, which is the kind of secret ingredient that can’t be faked. We love what we do, and we bring that to the copy we write.) With a script that brings together your brand personality, your message, your offer and an irresistible call to action, you have a firm foundation for creating the content your ideal clients want to see. 2. Nailing your brand voice On the subject of brand personality, you want your video content to align seamlessly with the rest of your marketing ecosystem, and that’s where a skilled copywriter can save you all kinds of headaches and wasted energy. Maybe you don’t have a clear idea of your brand voice yet. A skilled copywriter can help you to clarify your company persona and create a tone of voice guide that your team can use over and over again to keep your message coherent across platforms. Maybe you know your brand personality inside out but you’re not clear on how to translate that to video content. A copywriter has the objectivity and expertise to take a big-picture look at how your brand voice might best present itself in the videos you produce. “Video content provides a unique way to show rather than tell the value of your product,” writes Bryanne DeGoede of BLND Public Relations “Marketers can prepare by first nailing down their branding and key messaging to showcase via video content in creative and relevant ways.” Bringing in a copywriter is your first step towards making that happen. 3. Different content for different formsWith that said, video content is not a monolith. This infographic from the Digital Marketing Institute shows the top fourteen types of video content produced in 2022 – from the perennially popular explainer video to onboarding new hires, via the likes of video advertising, product videos and teasers. And this is just across the top three sites (YouTube, LinkedIn and Instagram) – add to that the continuing popularity of Facebook reels/short videos and TikTok’s new improved advertising dashboard for 2023 and you’ve got a hefty array of potential forms, markets and platforms. Different content is going to play better to different demographics – what works for TikTok is not likely to be the same as what works for LinkedIn. A copywriter can help you adapt your tone of voice and content to leverage the strengths of each audience. A tantalising teaser for TikTok? An explainer for YouTube? A product demo (with testimonials) for LinkedIn? We can help you create the script for all of them, and make sure they’re all still recognisably you. Different content is going to play better to different demographics – what works for TikTok is not likely to be the same as what works for LinkedIn. 4. Telling a storyCustomers don’t like being “sold to” on social media. They like to be educated, entertained, entranced, encouraged – and if your brand can achieve that, you’re more likely to get them engaged and primed to purchase. It’s a subtle dance of words, but it all comes down to finding the story you want to tell. “Video is no different than any other content,” writes The Digital Marketing Institute. “It has to tell a story, not sell a brand or product. It takes thought to come up with a story worth telling and knowing your brand is the best place to start. Think of customer pain points and tell stories that show how your products solve them, without coming right out and saying it.” Using story to speak to your customers is a copywriter’s job (and Fabula Copy’s speciality). Bringing in a professional will save you time, energy and heartache – and, since your content will be optimised to speak to your ideal customers, it’s an investment that pays for itself. 5. Keep it brief (without losing meaning and impact)If digital marketing had a word of the year, 2023’s would be "short." “With short-form video taking over and attention spans constantly dropping, businesses have a bigger challenge than ever,” writes Krista Neher for Forbes. “Businesses must be able to communicate in short, quick soundbites to earn attention on mobile devices.” But how can you be sure that you’re packing all your pertinent information into such a trimmed-down message? This is where a copywriter comes in. For a start, “short” is what we do. It’s our job to work with those short consumer attention spans and find the word-alchemy that makes your customers stop scrolling. Attention-grabbing copy has to be short, otherwise it can’t grab attention. As a result, we’re trained to cut through the filler and get straight to the point. Which is as kind a way as I can find to say that what you, the person who has invested hours of passion and entrepreneurial vision in building a brand you’re proud of, sees as “pertinent information” might not, in fact, be the information that connects with your customer. Bringing in a copywriter, who has the objectivity and skills to find your core message, means you can be sure that your short-form content is engaging and to-the-point, without overstaying its welcome. Customers don’t like being “sold to” on social media. They like to be educated, entertained, entranced, encouraged – and if your brand can achieve that, you’re more likely to get them engaged and primed to purchase. Video content really doesn’t have to be a struggle. And with 84% of consumers saying they’ve been convinced to make a purchase as a result of video marketing, it’s an element of online marketing that effectively pays for itself. If you’re ready to add it to your marketing strategy in 2023, give me a shout and let’s talk about how we can tell your story to the customers waiting to hear it.
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