Content is King, or Power to the Community – which important video marketing aspect holds the most value?
We in the online video business know how important –nay, crucial – it is to produce videos with amazing content. But it is also very important to have a great community base in order to extend your reach and grow your audience. So which is more important? Should online marketing video producers focus more on content or community to more efficiently grow their business?
Recommended for YouWebcast: Sales and Marketing Alignment: 7 Steps To Implement Effective Sales Enablement
Content is the thing that makes a video so good that people watch it over and over and share it with their friends. Good content consists of humor, originality, and creativity. It’s often said that content is king, but anyone who has tried already knows that it’s hard to create viral videos over and over – heck, it’s hard to create them just once. Most of those people are just idiots who got lucky – but a lot of them knew what they were doing – producing good content that people like to watch on a consistent schedule will helps to develop a community and therefor a sustainable influx of revenue.
You can’t have one without the other – Content and community go together like Charlie Chaplin and his mustache (or Hitler and Charlie Chaplin’s mustache – Hitler may have made it infamous but Chuck was born a whole four days earlier). You need a community to consume your video content, but you need good content to keep your community consuming. In the case of most videos, personality and individuality are far more important than production value.
So here’s what you do:
1. Focus on creating great video content first to generate viewers, but once you’ve accomplished that you need a plan for keeping them coming back for more – that means producing good videos on a regular schedule. There’s no reason for a consumer to subscribe if there’s nothing more to look at than just one video. Besides, producing several videos increases the chances that one or more of them will go viral.
2. Invest in your community by providing them with regular content and it will pay off. Keep in mind that it doesn’t have to be the most amazing video or look like you paid millions of dollars to produce it for people to like it. The one thing that draws people to your stuff is the content.
3. Remember, It’s a circular pattern: Content creates community, community requires content.