With YouTube often referred to as ‘the number two search engine in the world’ and a third of all online activity apparently being spent watching video (via Digital Sherpa), you’d be crazy not to include video in your content portfolio.

Video brings a whole new dimension to your content, allowing you to connect with time-pressed prospects and, of course, those that can’t be bothered to read reams and reams of text.

Where do videos work in the sales funnel?

sales funnel_2Videos can be very effective throughout the entire buying cycle. Due to their shareability, fun videos are great for increasing brand awareness and getting people into the top of the funnel.

Educational videos work best in the middle of the funnel where prospects are looking for solutions to their problems. Then, towards the bottom of the funnel, video footage of, for example, how you have helped companies, can be very persuasive when someone is considering which supplier to run with.


So, what value do videos add to your content portfolio? We ask some of our team what they think:

Steve MastersSteve Masters

Video is a great way to share information quickly and in an engaging way. What you can say in a three minute video may take someone ten minutes to read, if you write it out. And, of course, it’s easier to add tone, pace and emphasis with speech, whereas the strength of the written word relies on the understanding of the listener. Aside from that, the popularity of video as a content medium is growing so much because people are now sharing videos almost as much as they share pictures. It is more fun to share something and say, “Watch this,” than it is to say, “Read this.”


Laura Varley

As we all know, videos are hugely popular online and account for a huge proportion of global web traffic. Check out this infographic on The Drum about what happens in a YouTube minute – you can see it totally makes sense to make video content part of your marketing strategy. People love quick bites of content they can view on the go, but they also love visual content. Video is a combination of both of these things, which is why it’s so popular. Not everything can, or needs, to be said via text or an infographic and sometimes a video is best for getting your point across quickly and easily.

LarissaLarissa Hirst

Video allows companies to demonstrate their human side to a wide audience, enabling them to engage on a different, slightly more emotional level.

The Internet is awash with content right now, but videos are catchy and unique. Just some music and colourful images will stand out against every other blog post that resembles a bland piece of paper.

However, videos still have to be relevant to your marketing and content strategy or else they can look a little untidy and out of place. A good place to start is to check out Powtoon where you can create presentations and animated videos for free (with more actions and images available at different pay points).”


Graeme Parton

With mobile displays getting better by the day and Wi-Fi networks increasing in size and quality, consumers have all the tools they need to watch video content wherever they are. The stats show that most are making the most of the opportunity too; YouTube now has one billion unique users every month, for instance. Not only is it easier to grab someone’s attention with great videos, they’re extremely shareable too – engage the viewer and the clip could end up being sent from social network to social network, reaching thousands of new potential customers.


Elizabeth Smythe

It’s always a good idea to provide a wide variety of content. People get bored easily and sometimes don’t want to have to think. That’s where video comes in. It’s perfect for communicating a message in an easy, engaging way that couldn’t be achieved using words. It also injects some personality into your content, which is always nice for the audience to see.

Join us in a fortnight’s time for another ‘Ask The Journalists’.