Creating a Successful Video Content Marketing Strategy in 2023

Video marketing is a new content marketing strategy that is gaining popularity fast. Videos can help organizations build stronger relationships with their audiences. New data for 2022 shows that 86% of organizations leverage video marketing to increase sales. 92% of marketing teams believe videos are a marketing tool that must be prioritized.

They create a better way for increasing engagement. Digital video marketing informs audiences about products and is useful in their purchase decision-making processes. To get the best success, marketers need to create workable video content marketing strategies.

Decide whether your business needs to adopt a video content marketing strategy

Creating a basic video campaign can cost about $1,200, while a premium video campaign can cost up to $50,000 or more. The benefits, however, outweigh the cost in a big way. Before you add a video to your content strategy, you need first to weigh the pros and cons. It is not every business that requires to include a digital video marketing strategy in its campaigns.

Some need to use other marketing tools to grow their audiences first. Some other types of businesses need to seriously consider using videos to significantly boost sales. Here are some business sectors that cannot ignore using high-performing video content in marketing.

  • Manufacturing: 81% of marketers in this sector use video content to explain to customers how their products work and their benefits.
  • Real estate: Real estate organizations leverage high-performing video content to gain traction and convince customers to make a purchase decision.
  • Finance: This sector uses explainer videos to walk users through various transaction-making processes, such as deposits and payments.
  • E-commerce: E-commerce requires an effective digital video marketing strategy for a better shopping experience.
  • Healthcare: Healthcare sector has different players, such as health insurance providers, doctors, public health departments, and nutritionists. Video explainers are important to them when walking customers through creating a detailed picture of the smallest details.

Determine the purpose of your video marketing strategy and clarify what goals you want to achieve

Purpose can be multi-dimensional depending on the level of growth your company has achieved. If you are a startup, you need to add videos to your content strategy to help you build a strong contact list. You can use free stock video footage to create compelling stories

Another company might have a long list of contacts but a low level of product awareness. Another marketer may want to do a sale promotion to increase sales. If your purpose is to explain how a product works, you may need to learn how to record a screen with a sound to make your video easier to understand. Another use is when writing a tutorial as part of your video content strategy. You will keep them informed when you show them how you do things.

Success in your strategy requires the use of strong video content marketing metrics measuring tools from your team. They need to know engagement level, conversion rate, click-through rate, view duration, and audience growth. These goals are important but you need to make them clear. If you want to increase product awareness, be clear about how you will do it, where, when, and to who.

Different categories of video purpose

  • Educating and informing audiences: Your video content should help audiences understand your products. The more products there are in the market, the more choices consumers get. Information creates a positive perception of a product. The marketing team can tell from the video content marketing metrics whether the content is creating a good perception in the minds of viewers.
  • Remaining competitive: Competing is increasing daily and it is never easy to stay above the competition.
  • Increasing conversations: Videos not only keep your audiences informed but also help convert them to customers. If this is your purpose, you need to learn How to craft your video content marketing strategy to convert viewers to customers.
  • Ranking higher on search engines: Your purpose could be to rank higher on search engines by use of keywords.

Types of marketing videos that exist for various customers

During any phase of growth, your business will handle different types of customers. Some will be entirely new in your business field, while others will be drawn from your competitors. Research shows that 50% of clients move to your competitors because they perceive the competitors are offering better products or services.

Before creating a marketing video, you should create better ways to define your buyer’s persona based on research.

You also need to research information that will provide you with text video content creation tips to help you create videos fast and without much effort. Before purchase, customers are crucial to the growth of your business.

You should focus on creating awareness videos for this type of customer. They will begin to build trust with your brand and will eventually make purchase decisions. Here are other types of consumers:

  • Window shoppers who compare products from different brands.
  • Discount seekers who seek to save money on discounts
  • Researchers who are looking for the best buying options
  • Impulse buyers to buy first and think later
  • Undecided customers who are not sure of what they want
  • Migrating/dissatisfied customers seeking better brands
  • Loyal customers who stick with your brand no matter what happens
  • Referral customers who learn about your brand from other users
  • Lapsed customers who moved away but may still consider returning

When defining your buyer’s persona, you should have in mind all these types of customers. The next thing will be to define the type of video to use to reach them. You may decide to use any of these types of marketing videos.


These types of videos tell the type of problem the product is intended to solve. Its purpose is to help customers learn more about the product.


These videos explain to customers how to use products. It helps build trust and brand credibility.

Case study videos

Their purpose is to explain the successful use of products. That is, how the products have benefited various categories of customers. It creates a conviction in customers that the product will meet their needs.


Marketers choose a topic that is relevant to the brand and create information that educates audiences.


They highlight unique features of specific products that make them different from other competitor products.

How to figure out which type of content fits your business the most

Although there are different types of marketing videos, your video production team needs to choose the best type to use. An explainer video may fit better with a manufacturer than a retailer. If you choose to use social media video marketing strategy, you need to understand each social media channel has its special features. Due to this, you cannot apply a video content marketing strategy to all the platforms in the same manner.

The main consideration to make when deciding the type of video to use is the purpose of your campaign. If you want to increase contact lists, you can choose to use educational or explainer videos.

The video marketing funnel you choose should help guide the customer until they decide to subscribe or give their contact details. Your target market or demography will also determine the type of video content to create.

Where content marketing team can get references for their videos 

Video marketing may look complex at the beginning but a lot of information that your video production team can use is available from different sources. They only need to explore the sources and use the ideas learned to create attractive video content.

Learn for your competitors

Your competitors are always creating new videos to keep them on top of the market. Visit their website and other channels often to get inspired by their content.

Look beyond your industry

You could be in the health industry but get ideas from the manufacturing industry too. Get inspired by their video marketing funnel and follow their customer journey.

Use hashtags and keywords to search on social media

Social media is full of micro-videos that can inspire your video production team.

Browse YouTube videos:

Nearly every organization posts marketing videos on YouTube. Keep your eyes on videos that can add value to your content.

Learn from your saved videos

Some of your past videos might have recorded significant success. Learn from them to create better future videos.

Learn from TV commercials

TV channels air video commercials daily. Use them as inspiration for your content.

How to choose the right platforms for distribution of your video content

There is a long list of video distribution channels that you can use. You need to understand the online behavior of your target audiences to decide the most relevant platform to reach them. The main channels used by marketers are

  • Emails
  • Blogs
  • Websites
  • Social media
  • Video hosting services

Some of the platforms can be more relevant than others, depending on the season, product, and target market.

Whether you choose to use social media, blogs, or other platforms, it is necessary to consider these points.

  • Numbers: Success in marketing is highly dependent on numbers. Choose a platform that will give you the advantage to reach big numbers.
  • Platform infrastructure: The platform needs to be well networked, managed, and resourceful.
  • Ability to monetize: The platform should allow marketers to use the content for monetization.
  • Streaming capacity: The platform must have enough plugins or applications that allow video streaming.
  • Cost-effectiveness: The platform should offer reasonable charges
  • Video analytics: It should provide detailed and quality video analytics
  • Mobile gadget compatibility: Users should be able to use the platform on both mobile phones and computers


Video content marketing provides organizations with multiple benefits. They help retain users on company pages for longer. Videos attract better user attention because they are captivating. Companies use them to improve their SEO strategies and to increase conversion rates.

Effective video content helps increase revenue and product awareness. Marketers need to consider leveraging different video marketing strategies to improve business visibility online.


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