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How to Boost Your Business With VIDEO Content

By Christopher Tijerino



With the Internet, reaching potential customers has become easier than ever before. Search engines, social media, podcasts, and most importantly VIDEO gives your company access to a massive market of consumers.

One of the best long-term methods to reach that market is through publishing video content online. Video builds your company’s authority, brand awareness, and sales.

By reaching communities through video content, your business can create brand advocates who will purchase your products for years, as well as recommend your products to their friends and family. They might learn from your blog or social media content, share your products with their followers, or make a purchase when you announce a new product line.

Video content can be posted on your website or repurposed across platforms. It can be

sent directly to your audience’s email inboxes. If they subscribe to your podcast, they can receive notifications every time you release a new episode.

Video content helps your business get:

  • Increased exposure

  • Stronger brand awareness

  • Visibility and authority

Video content is the versatile engine to run the online marketing of your business.

Here’s what you need to know when publishing content online:

1. Lead with value. Giving value (free information, advice, tips) builds the credibility of your business and keeps your company at the front of consumers’ minds.

2. Map the customer journey. Video marketing is storytelling that brings customers through different stages:

Awareness. This is the stage when potential customers learn about you and your business. Lead customers from this “Awareness” stage to the next stage with a call-to-action to subscribe to your newsletter. At this stage, the content can be:

  • Tutorial (from searches like Google or Pinterest)

  • Viral post (something people will share or retweet)

  • Expert content or analysis reports

Consideration. At this stage, potential customers already know about you and would consider buying from you. They are already in your circle. Video content can be half educational and half promotional. You can repurpose the video content at this stage to other content formats such as newsletters, case studies, and podcasts.

Decision. At the decision stage, customers trust your business and are considering making a purchase from you. Content here isn’t to educate or build brand awareness. It’s to address the benefits of your products or services. At this stage, the call-to-action leads the customer to either make a purchase or start a free trial.

3. Create a strategy. A strategy is essential to ensuring your team reaches your goals.

  • What is your goal when publishing video content?

  • What is the monetization plan?

  • How are you going to achieve your goals?

  • For every platform, set an audience intent. Does your audience look at Pinterest for inspiration? Instagram for tutorials?

4. Interact with your community. Use video content as a way to interact with and engage your community! Make them feel like they are part of something. Create video content that gets them involved with what you stand for. Post-community-generated content.

5. Become a category leader. You can also use video content to distinguish your business in your industry. How is your business different from the rest, and how can you create video content that reflects that?

6. Have a brand style guide that covers brand voice and tone. A brand style guide ensures that your team stays consistent when you publish. It can also be a frame of reference when you’re thinking about content ideas to publish.

[ Watch the video above to learn how to use storytelling to grow your business ]

When you are educational and helpful, customers move through the customer journey. When you go beyond publishing content about your products, customers start to see you as a part of their everyday lives beyond your products or services. Social media gives us free access to a massive market. Through shareable video content, you can build a timeless brand awareness that goes beyond the products you sell today.


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