We all know that every business needs video, but knowing what type of video your business needs can be confusing. The Ice Cream Model Video Marketing takes the complexity out of the equation breaking down all forms of video into four easy to understand categories. Cornerstone, Resource, Bragging Rights, and Active.
Resource videos should provide visitors with helpful information, tips or advice. By answering commonly searched for questions in your field, potential customers can find you organically, helping you become a reliable and trustworthy source of information. For example, if you're business involves health and beauty products, why not share some skin care techniques or makeup tutorials.
Resource videos can increase both return visitors and referral traffic. So, here are three tips to keep in mind when approaching your Resource Videos.
1. Accurate Infomation
Unlike most of the other video types, a Resource video can last as long as the information is useful and relevant. Naturally, restrictions should still be imposed (try to keep to 5 minutes, for longer topics divide into chapters), but you have much more flexibility. However, the length of your video should be secondary to the accuracy of the content. It sounds basic, but you'd be surprised how much inaccurate information out there, so when quoting statistics make sure you've double checked.
94% of people who share posts do so because they think it might be helpful to others, making Resource content highly shareable. 70-80% of users ignore paid ads and only focus on organic results, so find out what your target audience is searching for and create content specifically for them.
It is also worth noting that as data is updated you need to make sure you're updating those statistics in future Resource videos.
Consistency is a word you'll hear a lot when talking about video as just like all things internet based, it's great for your SEO. Regular quality content is what will drive traffic to your site and bring more potential customers to your business. Whether you're releasing Resource content weekly or monthly, stick to a schedule that's realistic for you, but more importantly sustainable. You want people coming back to your site time and time again for more useful information, so it's a good idea to map out multiple videos before releasing the first one.
3. No Selling
Just like your Bragging Rights videos, this isn't the place for direct sales. Sharing your expertise in your field to potential customers is what these videos are all about, you can have a call to action at the end, but that's all you need. It might go against everything you think a video for your business should be, but this indirect approach helps people see you as more than just a business.
So there you have it, three simple tips to help you get the most out of your Resource Videos. For more information on The Ice Cream Model, you can download our free video marketing guide right here.