A Lesson in Content and Video Marketing That All Builders Should Heed

Contrary to what some “experts” like to say, traditional advertising and marketing aren’t dead.

But one thing’s for certain: Consumers are increasingly wary of traditional ads.

What’s more, they are also wary of approaching sales people, at least not until they’ve done a fair amount of research and/or content consumption.

Our experience in video production helps our client stand out.

That’s what makes content marketing an area well worth exploring.

Focused not on selling, but on simply communicating with customers and prospects to deliver consistent, ongoing valuable information, content marketing can help you achieve several important goals. For example:

•            It can enhance your brand by portraying your company as caring and willing to provide useful content,

•            It allows you to tell a story that consumers are open to (at least when compared to a traditional ad), and

•            It gradually nudges consumers to a position where they are more likely to buy from you (a recent Forrest Research study found that buyers are anywhere from two-thirds to 90 percent of the way through the buying process before they ever contact a vendor or sales person.)

Don’t believe me? Watch this stunning Chipotle video which at the time of this writing had garnered well over 6 million views. And it hasn’t achieved that despite it not even mentioning the brand — it’s achieved it because it doesn’t mention the brand.

Beyond useful

For content marketing to work, the content has to be useful and entertaining to your consumers — that’s a given.

But the medium is also very important. And since Canadians are the third biggest viewers of online video on the planet, it makes sense for BAM and our clients to focus on video content as well as blogs and social media.

(Having championed multimedia content creation for our clients for years, including video, social media, and interactive touchscreens and site plans, we know a thing or two about it.)

Putting it all together

If you’re a builder, content marketing will help you stand out among the competition, especially if you use video.

Our expertise in multimedia content creation and content marketing will definitely be a plus for you, and  the end result will be educational, engaging, and hugely appreciated by consumers.

Of this, I am positive.

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