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Types of Video Content for a Successful Video Marketing Campaign


To boost your marketing campaign, one of the best things you can do, is to use video content. Why? Because video is one of the most powerful marketing tools right now– it’s what makes a marketing campaign moving forward. But, hey, this is not another simple compilation of video marketing tips: today we’re going to talk about the real deal:

Which types of video content you should use to make your marketing campaign even more successful?

And, more importantly, when should you be using them?

You see, not all types of video work for every moment. You must learn to identify these moments, so you can use video content in an effective way. But, first, let’s talk about your inbound marketing strategy.

A Successful Marketing Campaign: Inbound Marketing

Video content has to be the center of your inbound marketing strategy. But first, do you know what inbound marketing is?

Inbound marketing is all about making your clients come to you, and using video to achieve this means that the right customers will be attracted to your brand in an organic way.

This is extremely important: as they’re the ones coming to you in the first place, then they’re giving you green light to engage with them.
So, yes. your videos are the center of your inbound marketing campaign, because video content is engaging, interesting and effective. But that’s not all. You need to know the types of video that you can use, and, just as important: when to use them.


Because it’s all about timing you see! You must learn how to identify the key moments for your marketing strategy, and in order to do that, you have to know three things:

#1. You must know your audience

Your goal here must be to fully understand the audience you’re targeting: their needs and characteristics.

#2. You must know your client’s pain points

Analyzing your client’s pain points means that you will know how you can solve their problems with your product; and how can you use video, in an effective way, to show this to them.

#3. You must know their buyer’s journey like the back of your hand!

Your buyer’s journey is the active process that makes a visitor become a customer. There are three stages of your buyer’s journey (awareness, consideration, and decision); and there are some types of video that work best for each stage.

Let’s go through this with more detail, shall we?

The Three Stages of your Buyer’s Journey

Awareness Stage

This is the beginning of your buyer’s journey: your prospects are starting to realize that they have a problem that needs a solution. They’ve come to you when doing some research about it — through social media, search engines, or the recommendation from a friend.

Right now, your job is to give them the best first impression that you can. It’s time to catch their attention with the right type of video.

  • Commercial Ads

Commercial ads always work, but the problem is that advertising is expensive. Paying for youtube ads, google display ads, Facebook promotions, all of them have high prices.

It’s more of an outbound technique, but if you need quick results, it is a great idea.

But remember, when you stop putting money into them, they will disappear. It’s not often that commercial ads reach higher positions in search engines like youtube or google videos.

Here’s an example that we made for Tortilla Land:

  • Educational Videos

Educational videos are not only interesting and fun, but they’ll actually offer real value to your leads: you’re giving them information, and making their lives a little bit better!

Your prospects are starting to realize that they have a problem, and if you’re the one providing the solutions, you’re meeting their specific needs in a smart way.

Let me show you one of our educational videos:

(This one is one of our most popular videos, with more than 150,000 views, and it’s positioned on top of YouTube and Google Video searches using the keyboard, “explainer video”. What does this mean? It means that educational videos are fun, helpful, and easily shareable; they’re also very powerful for your business!)

Consideration Stage

During the consideration stage, your job is to retain your prospect’s attention. In this stage of the journey, you’ll let your prospects know how they can integrate your product into their lives; and more importantly: how it will solve their problems and make their lives better.

  • Explainer Videos

Your prospects know that they have a problem that they need to solve, and with an explainer video, you can show them how you’ll be helping them.

How? Well…

An explainer video introduces your prospects to your business, explains to them what your brand is all about and lets them know why they need you. They work well for the consideration stage, because they’re interesting, engaging, and powerful.

Let me show you an example! This is one of our animated explainer videos, by Yum Yum Videos for I’m Here (Mobile App):

The cool thing is that there are a lot of different types of explainer videos, and you can choose the one that fits your brand best!

  • How-To Videos

Use How-To videos as a way to educate your audience in an engaging way. This is done by talking about your product, and more specifically, how your product will solve your leads’ problems.

During the consideration stage, your audience still has some questions and doubts, and with a how-to video you have the power to get ahead of that.

Look at this example!

As you can see, how-to videos can be really fun. And also, there are a lot of ways you can make a how-to video, like this one I will show you, for example, which is a cartoon animation video!

  • Product Videos

Nothing is better than using a product video to show your prospects how great your products are. It’s time that you show your product in action: to encourage your leads to convert, it’s very powerful to help show them your product being used by a real person.

But live-action is not the only way to make a product video!

In the case of digital products, you can use screencast video (a digital recording of a screen, paired with an audio narration) or it could be an animated marketing video!

Decision Stage

The decision stage is the moment of truth: the point when your prospects are analyzing their options to see if they’ll buy the product they need. Also, will they buy it from your brand, or will they prefer your competitor’s product?

It’s your job to make them know that the right option is to choose you. Give them a gentle push in the right direction by using the right type of video.

  • Customer Testimonials

Of course, you believe your product is amazing. You’re the one who’s created it! But what customers really want is to hear it from someone else too. Why? Because customers trust their fellow customers more than anyone else. They’ll want to know the opinions of people, just like them.

So, this is the moment to show them that it’s not only you who thinks that your product is great; your past buyers think that too! This is done by using a testimonial video.

With testimonial videos, what you want is to be authentic. You want your customers to give you real answers and use their own words, so keep it human! This will help you generate a real connection with your prospects.

  • Company Story Videos

Company Story Videos are the ones that will show your leads why your brand is exactly the one they want to get involved with. This is because what they want is to feel like they really know the brand they’re about to purchase from, and with about us videos, you’re giving them just that.

A real glance of the magic behind the scenes: Show them the real people behind the products they love, the real team that makes everything possible.

Look at this example from HubSpot:

As with the Testimonial videos, remember to keep your About Us videos authentic: you want real people giving real answers.

In Summary…

There are lots of types and styles of video content, but not all of them work well for every moment. This is why, to create a successful video marketing campaign, you must learn to identify the key moments in your strategy, so you can deliver the correct content at any given time

To identify this, you must know your customers and their pain points, like the back of your hand. Then, you have to get familiar with the three stages of their buyer’s journey (the awareness stage, the consideration stage, and the decision stage).

After that you’re ready to choose the types of video that fit better with your brand! It’s so simple and interesting, and you’ll be ready to boost your inbound marketing campaign in no time!

If you’re interested in how to use video content, and which videos to use so you can get the best results, take a look at our free video course on Smart Video Strategy. I’m sure you’ll find it very useful!

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