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Web Videos Shouldn't Have To Sell...They Should Inform
By: Tristan Pelligrino
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I’ve been a digital content producer for years and work with clients in various stages of video production. In some cases, potential clients start off projects with a statement: “I want a viral video.” Or, “What is your experience with creating something that is viral?”

In my opinion, your content marketing strategy shouldn’t start with an objective to go “viral.” More importantly, you don’t really want to set out to create a video that is viral. Even though a viral video obviously has a ton of views, it may not be the best long-term strategy.

Instead of focusing on “selling” and pushing content onto your audience, take a step back in the development process. Identify ways to inform your audience along the way and share key insights with customers during the sales process. Ask yourself the following questions:
  1. What are some of the specific products or services website visitors are looking for (i.e., closely analyze your website analytics)? Focus on the “long tail.”
  2. What are the biggest questions customers have when you initially get to speak with them?
  3. What other alternatives are there for your product or service?
  4. What are the biggest misconceptions about your services?
  5. What are common challenges your customers face before purchasing?
  6. How is your company perceived in the marketplace? Is this aligned with your business objectives?
  7. Do you have specialized services for industries or other market segments?
At the end of the day, web video content helps to answer these types of questions for customers. If you can make customers comfortable as they obtain more information, then you’re going in the right direction. Your videos may not be featured on the next “YouTube Top 10 list” but you will have a chance to develop long-term relationships and build confidence with customers.

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About the Author
Tristan Pelligrino is a marketing director, producer, blogger and co-owner of 522 Productions and 522 Digital. Connect with him @tpelligrino
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