Your Marketing Funnel – What Content Goes Where

Graphic of the stages of the marketing funnel

Video has evolved to become one of the most effective tools for marketers in all stages of the customer journey. Where it once was only valuable at the awareness stage, video is now essential for consideration and conversion as well.

We’ve broken down each stage of the funnel and given you the necessities for creating video content at each stage.


Graphic for awareness stage of the marketing funnel


In the awareness stage of your marketing funnel, you want to focus on creating videos such as brand spots, social content, and how-to videos. Share your video content on your website (specifically your homepage), social media (Facebook, Twitter, LinkedIn, Instagram, etc.), and finally link to them in your blogs and other content you are putting out.

Keep your video under one minute in this stage since at this point you are just introducing yourself to your audience – letting them know who you are and what you do but make sure you don’t overwhelm them with information. Keep your call to action subtle and your content ungated. And finally don’t forget to entertain, educate and engage your audience.


Graphic for consideration stage of the marketing funnel


Now it’s time to begin to get serious about the benefits that you offer to your customers, show your audience what they could be getting. In the consideration stage of the marketing funnel, create explainer videos, case studies, testimonials and about us/corporate videos. Share this content across your website, on social media, and through your email newsletters.

Keep your consideration video content between 1-3 minutes since you want to start introducing more information to your prospects while you’re beginning to convert them. Tell them the most relevant information, what makes you different, why clients should work with you, etc. Have a strong CTA and share either gated or ungated content.


Graphic for conversion stage of the marketing funnel


In the conversion stage, you should be showing your leads what it will actually look like for them when they purchase from you. Create in-depth demos, case studies/testimonials, and webinar recordings. Share this content across your website, in emails, and in your sales decks.

Feel free to create conversion content that is longer than 3 minutes, at this stage, you have your prospects’ attention and they just need a final push to purchase from you. This is when you sell your company, your product, and give them all of the information they need to know to buy from you. Here you should have an obvious CTA and keep this content gated.


Want to learn more about video, marketing, and strategy? Check out these articles!

  1. 8 Factors to Consider Before Doing Video In-House
  2. 4 Quick Tips on Starting Your Video Marketing Strategy
  3. 5 Video Marketing Trends That Will Revolutionize Your Content Strategy

The Evolution Of Video Marketing And How It’s Going To Affect Your Business

Photo of old camera

The digital landscape is constantly producing new opportunities to reach and engage with audiences and consumers, and video is the fastest growing medium within this. Video has turned into one of the most effective marketing tools for businesses, with 52% of marketing professionals stating that it produces the best ROI (syndacast).


Header Graphic for the first official ad

Today, we see video everywhere. It is constantly impacting our lives as consumers, although it didn’t start out that way. Marketers have been advertising with video for almost 70 years, with the first ever commercial actually being traced back to a baseball game billboard in New York in 1941 for a brand called Bulova.



Header graphic for the rise of video marketing

After this, video marketing began to grow. The tactics grew and so did budgets. With the launch of MTV in 1981, it popularized and mainstreamed big budget music videos. This gave way to a new form of video marketing, using expression, music, experimental camera techniques and more. MTV opened the door to marketers using more creativity in their advertisements, showing that creativity and marketing can work hand in hand.

After this we saw ads take a turn; more creativity, individuality, and expression was put into advertisements. One of the most popular commercials in history happened at this time, Apple’s 1984 Super Bowl commercial. This ad not only revolutionized the use of commercials in the Super Bowl but also ad creation in general. Apple made their commercial into an art form with clever cinematography and a powerful message.




Header graphic for influence from the internet

As technology advanced so did video; near the end of the 1990’s video was evolving for the digital age (the internet). Brands began adapting to the digital landscape hoping to grow their brand with the increase in internet users. With the launch of YouTube in 2005 brands had a whole other platform to grow their video marketing initiatives on. Brands like Nike took advantage of this by being the first ever brand to reach one million views on a YouTube video.

There has been plenty of innovation within the video marketing sphere and it isn’t slowing down. We’ve stretched from roughly a $9 budget with Bulova (Mashable) to the most expensive Chanel ad, costing the fashion house $42 million.



Header graphic for where are we now

With the continuing shift of marketing from traditional forms to digital, many brands are choosing to spend less on each individual piece of content. Instead of spending millions of dollars on a single TV commercial or ad buy, they are creating multiple digital assets and publishing them across various platforms.

Now that brands are creating multiple videos instead of one large hero spot, they have the flexibility to use them along different points of the customer journey. While video was traditionally used only for brand awareness, we are now seeing marketers creating videos specifically for stages further down the funnel, all the way to conversion and even post-sale.

And with the advanced analytics and targeting that marketers now have at their disposal, we are able to create videos that are even more specific – even down to the customer persona.

We created a campaign with our clients Deltek, that provides an overview video and then breaks down into specific videos for each of their customer personas.



Header graphic for path to personalization

But where is video going? With how fast technology is innovating it’s difficult to predict what’s going to happen in the next 5 years, even the next 2 years. One thing we can say is that the rise of personalized video will be a large component of video marketing. Personalization has the ability to empower your customers as well as catching new leads. The average retention rate for personalized videos is 35% higher than for non-personalized video (vidyard). In a saturated market it’s easy to get lost among other brands but if you have the ability to personalize your content to each user, it’s much more simple to capture your audience.

Want to know more about video marketing and how to get started? Check out these articles!

  1. 12 Game-Changing Stats on the Power of Personalization 
  2. 5 Video Marketing Trends That Will Revolutionize Your Content Strategy
  3. How To Personalize Your Video Content


8 Factors To Consider Before Doing Video In-House

Video is one of the strongest sales and marketing tools. It is also quickly becoming one of the most easily accessible – since the majority of the population is carrying around an HD or even 4K video camera in their pockets (i.e. smartphones). Basic video editing and animation are becoming easier and easier through the use of free, or very inexpensive softwares and online tutorials. For these reasons, and more, many marketers are choosing to do video themselves, resulting in mixed outcomes.

As a content agency who specializes in video, we always encourage our clients to work with a video partner whenever possible – simply put, companies such as ourselves are always keeping on top of content trends and strategies and will help you build out the best content for your needs. However, sometimes you will have a need for a piece of content and for any number of reasons are not able to engage your content partner.

In situations like this, producing content in-house is definitely an option to consider. In this post, we’ve listed out 8 major factors to consider when contemplating using in-house capabilities to produce a video.


1. Who is the audience for this content?

Is your content just going on your website, or will you be pushing it out via email to thousands of subscribers? Who is your intended audience – junior to mid-level purchasers or VP’s and CXO’s? As with all content marketing-related decisions, it is essential to know your audience and what they expect to be seeing from you. Not to say that you would not be able to produce amazing video in-house, but if your main competitors are working with a large agency on all of their content, yours may not measure up.

If you are planning on putting advertising dollars behind this piece of content, we definitely recommend working with a production partner. The right partner will have experience in creating content for paid media and will be able to help you create the best possible content for your campaign.


Link to try Vidyard's GoVideo


2. Do you have anyone with video expertise on your team?

While resources to create video content are readily available to you, it does require some technical know-how and there will be a learning curve for anyone who is looking at creating video content for the first time. If someone on your team has experience in creating video content – either in shooting video or in post-production – this would be a huge benefit to your team when looking to create your first piece of content in-house.


Description and link to try LinkedIn Learning


3. Do you have the budget to create this content?

Many organizations see this as a barrier to entry for creating any sort of content – however lack of budget should never be a barrier to entry when creating content. If your marketing team has time and resources available, I would highly recommend investing some of those assets in creating your own content. If you are able to achieve an ROI from your in-house content, this will help your case to invest more budget into content creation. This can result in continuing to create content internally or to hire external partners to assist you with your content.


Link to Video Marketing Stats Blog


4. What is the actual cost of producing this video in-house?

Many people think that producing video in-house is a good option because of all the cost savings. However, before starting a video project it is worth doing an analysis of all related costs. What hard costs will you have for this project (buying/renting equipment, purchasing props, purchasing software)? How much of your marketing team’s time will be devoted to this project – in pre-production, production, and post-production? What is the effect on the rest of your team? Will anyone in the office be needed or need to be relocated during a video shoot? These are all factors that many companies forget to take into consideration when choosing to produce content in-house.


Link to 6 video tools for marketers blog


5. Is this piece of content one-off or part of a larger campaign?

The larger the piece of content, and the campaign surrounding it, the more I would recommend seeking a partner to help you with this campaign. If you approach a content partner with a campaign and multiple assets – video, graphics, etc. – you would be able to get much better value than if you were creating only one video.

Working with a content partner for all assets related to a campaign also gives you the advantage of ensuring a consistent strategy and look across the whole campaign. If your content was spread out among different production partners and your in-house team, it will be harder to control overall strategy and ensure that everyone is on the same page.


Link to 4 Quick Tips On Your Video Marketing Strategy Blog


6. Are you confident with what you want your video to say?

The pre-production process is one of the hardest parts of creating a piece of video content – figuring out what you want your video to say, and how you want to say it. It’s very easy to create a piece of video content that has all of the information required in it but may miss the mark in terms of delivering that message in an effective format. A great piece of video content must convey your message to your audience in a way that will keep them engaged all the way through. It must also include a strong call to action – what do you want your leads to do after watching the video? If you are not confident that your video’s message will do a good job in converting leads, we would recommend working with a video partner – or at minimum perhaps hiring a consultant to help you shape the idea for your video. No matter how amazing your video turns out, the core messaging has to be correct in order for it to be a success.


Link to 6 Common Myths/Mistakes When Creating Content Blog


7. What other content do you have out in the market right now?

When it comes to content marketing, consistency is one of the most important factors. If you already have professionally-created, polished content in the market, you want to make sure that every piece of content you release is at that level. When you are releasing any piece of content – whether it be created in-house or by an external partner, a final quality-control check to ensure that it’s in line with the rest of your content is essential.


Link to try the video marketing assessment tool


8. Is this content time-sensitive?

Great content takes time to create. And while doing it yourself may seem like a faster option, that is actually not the case – especially for newer content creators. If you work with a content partner, they will have a team dedicated to your project – and when you set a timeline at the beginning of the project, they will work with you to fit your timeline. If you create a video in-house, there are a lot of factors and unforeseen delays that could move a timeline back. Unless you have dedicated content creators in-house, your team will also be juggling your video project with all of their other day-to-day tasks and responsibilities.


Link to Media One Creative's process


4 Quick Tips On Starting Your Video Marketing Strategy

Before creating video, or any content for your brand, it is essential to have a content strategy in place. Having a strong strategy behind your content marketing campaign will play a large role in its success.

If you have never built a content strategy before we understand how this can be intimidating. But don’t worry, we’re here to give you a step-by-step process and show you that building a content marketing strategy may be complex, but it doesn’t have to be as difficult as you imagine. If you go to the core of your strategy, it really just comes down to discoverability. That’s the outcome that every marketer wants for their content, to be discovered. Whether you’re targeting a broad or niche demographic, you just want trust and attention from your audience.

To begin we need to build a roadmap. This roadmap is your strategy and you’re going to outline where you want your content to go and what you want it to achieve when it’s there. And you’re in luck since content is the most effective way to target and connect with clients, prospects, and audiences (basically anyone and everyone with a screen). So let’s get started.


roadmap for content marketing graphic

1. Set Your Goal

Your goal is at the very core of your content marketing strategy. Establishing a detailed goal will give direction when making decisions, help discover what metrics you need to measure performance, and allow for clarity. When making strategic decisions, your goal should always be in the forefront because if you lose sight of your goal, you lose sight of your strategy.

There are many considerations that need to be taken into account when setting your goal. It should revolve around your marketing objectives and seek to either educate, entertain or inspire (or all 3). Remember, content is versatile and allows room for creativity.

Key questions to ask yourself when setting your goal:

  1. What is the purpose of your content?
  2. Who is my main demographic?
  3. What type of content are you making: Educational, entertaining, practical, a mix of all 3? This will depend on the audience that you’re targeting and the tone that will fit well with them.
  4. What do you want your audience to take away from your content? What value are you adding to this content and how is it relevant to your audience?
  5. What is your call to action? What do you want your clients, customers, audience to do after they view your content?
  6. Does the content align with marketing goals?


Quick Tip for Content Marketing Number One

2. Pick the stories you want to tell

Once you have established your goal the next step is to determine what types of stories would best compliment your marketing objectives. Different types of video content achieve different objectives. The traditional approach is to use video content solely for top of funnel strategy; but video is flexible, and luckily, can be applied to all phases of the buyer’s journey.


This is for the top of your sales funnel. These stories can be more focused around company culture, how-to content, and thought leadership content. With this stage, you want to create interest and have audiences learn about your brand.


This is the middle of your sales funnel. These stories will revolve around product demos, client testimonials, and case studies. At this stage you want your audience to be evaluating you as a company.


The bottom of your sales funnel will revolve around customer check-ins, FAQ videos, and instructional videos. This stage is focused around justifying your brand which will lead to purchasing.


Quick Tip for Content Marketing Number Two

3. Decide who will develop your content

The next step in our roadmap is implementation, so ask yourself: who will develop your video content? Understanding who will produce your content can be based on a number of factors. Firstly, you must decide whether you want to produce it in-house or outsource. Whichever one you choose make sure you create an outline of the project with timelines, budgets, roles, etc. This will streamline the process and make it just a little easier.

If you decide to go with an agency or production house then there are quite a few benefits that go along with it. You get the expertise, the guidance, another viewpoint, and less work for you. You’ll be able to give your ideas to the company that you’re working with and then continue on with your day as usual. Trust us, it’s much less stressful than trying to learn how to film and edit a video on your own (also less time).


Quick Tip for Content Marketing Number Three

4. Promote

The final step in our roadmap for your content marketing strategy is deciding how to promote your content. You have many options but you’ll want to pick platforms and promotional strategies that will reach the target audience that you want to attract. You may choose to promote your videos across various social media platforms such as LinkedIn, Twitter, Facebook, or Instagram.

Tips for promoting your video is to:

  1. Optimize your thumbnail.
  2. Set up a publishing schedule for the various platforms you want your video to live on.
  3. Ensure that you are featuring your videos on your website. Think about creating a seperate page on your website specifically dedicated to your videos.



Want to learn more about content strategy? Check out these articles!

  1. 5 Video Marketing Trends That Will Revolutionize Your Content Strategy

  2. 6 Common Myths/Mistakes When Creating Content

  3. The Power of Emotion in Your Content Marketing Strategy

Video Marketing Stats That Every Business Should Know (Infographic)

Video. Everybody is talking about it. B2B marketers are using it almost as much as e-books. 76% of B2C marketers are integrating it as a key part of their content strategies. But are you utilizing video enough in your marketing strategy? 

Below are a list of quick and easy stats that prove that video will have a pivotal impact on your content marketing strategy.

Return on Investment

Our Bold Statement: Video is one of the most successful forms of content when it comes to increasing engagement, boosting brand identity, and securing new leads.

Stats that prove it: 

  1. 52% of marketing professionals name video as the type of content with the best ROI. (syndacast)

  2. 70% of B2B marketers think that video is more effective than any other form of content when converting qualified leads (CMI)

  3. Marketers using video increase revenue 49% faster than those who don’t (Vidyard)



Our Bold Statement: Video captivates. A well done video has the power to add credibility to a brand. As a result, it increases confidence in purchase decisions, as well as improves conversion rates.

Stats that prove it:

  1. 52% of consumers say that watching product videos makes them more confident in online purchase decisions (Digiday)

  2. 64% of consumers say that watching a marketing video on Facebook has influences a purchasing decision (tubular insights)

  3. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Wordstream)


Our Bold Statement: The current video boom has resulted in social platforms pivoting to accommodate the distribution of video. With it’s highly shareable content, combined with its engagement rate; video is allows your message to reach the widest set of audiences.Stats that prove it:

  1. Social video generates 1,200% more shares than text and images combined (Responsive Inbound Marketing)

  2. By 2020 82% of all consumer web traffic will be video. (tubular insights)

  3. Video drives a 157% increase in organic traffic from search engine results pages (Forbes)


Curious on what video can do for you? Let’ talk.

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Want to learn more about what video marketing can do for your business? Check out the articles below!

  1. Video Analytics To Consider When Measuring Your Video’s Success

  2. 3 Ways to Tell Stories Through Video

  3. Three Ways to Use Video To Improve Brand Personality


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