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Video content to play big role in 2016

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With content marketing being high on the agenda for 2015, I would also envisage that video will play a big part in the digital marketing mix.

I find that there is a divide between corporate focused video and video to entertain. Why is that? Corporate video is more serious, ensuring you cram every last bit of information whilst at the same time ensuring the reputation of your company is intact.

What I mean by 'video to entertain', typically means your documentaries and films. And the difference between that and corporate video simply is the goal to attract their audience and keep them entertained.

With corporate video it is more about the audience wanting something and going shopping, what you try and do in your typical corporate video is ensure that your product or company comes off better than the competition.

Similarities can be seen within content marketing, sure it is essential to have a product directory, but generating quality content that can draw a potential customer in is being seen in the marketing world as the next big thing! AZoNetwork, has done that from day one, over a decades worth of unique content that in today's world of content marketing is valuable.

The same process should be followed with video. In years passed we used to go around each tradeshow and shoot video after video of the latest products at each booth. Valuable in 2009? Yes. What about now? Not really. With the emergence of video, the tradeshow video represents a low cost alternative to a slick product video with an expiry date. Would you have a tradeshow video from 2009 with a product manager who no longer works for your company on your website? Or would you have a series of product videos that follow the same tone and have the same consistency and can be played at exhibitions?

Moving back onto video content, thinking creatively, you can create something that is both interesting and at the same time promotional to your products and brand. How do you do that? I can't tell you all of my secrets, so you'd have to ask, but within that, we have a media pack that outlines what we offer with video services. However, that's just a guide to put some 'bones on the meat' so to speak. Each company, product, application and market place is different and your videos should be different to whatever is out there and it should be unique and interesting whilst at the same time promotional.


Always up for a chat and discussion on the subject so please drop me a line if you have any questions on how you can create video content that is bespoke to your company.

Posted by Kris Walker

Kris has a BA(hons) in Media & Performance from the University of Salford. Aside from overseeing the editorial and video teams, Kris can be found in far flung corners of the world capturing the story behind the science on behalf of our clients. Outside of work, Kris is finally seeing a return on 25 years of hurt supporting Manchester City.

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