Video can play an important role in accelerating the journey from prospect to customer, and by now you probably know that video can be much more than just a top-of-funnel asset, more than a brand awareness tool. These days, consumers are craving video content more than any other type.
But when it comes to creating a video strategy - and one that’s particularly suited to your marketing plans throughout your funnel - video isn’t a one-size-fits-all medium.
In other words, different types of videos excel in different stages of the process, and different areas of the journey require different video characteristics, like length or production value. Some videos, like those created specifically for social campaigns, will be early-stage content that require higher-production assets, whereas others, like product demos that are targeting leads closer to purchase can often get by with lower production value.
This post was first published on the Digital Marketing World blog.