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Why Video Needs to Be Central to Your 2023 Content Marketing Strategy

woman recording herself in a video via a phone on a tripod

Why Video Needs to Be Central to Your 2023 Content Marketing Strategy

One of the biggest things I hear small business owners complain about is creating video content whether it’s for TikTok, Instagram Reels, client tutorials, Facebook or in general for their email marketing & SEO efforts. In any case, video seems to be a big hurdle for people to overcome.


If you are in a service industry though, video marketing should be your best friend. It takes your service providers from 2D to 3D. Video allows you to convey so much more than written words ever will. As the saying goes, “actions speak louder than words.”

Humanize Your Brand

After all, the logo or website copy is not what people will be working with. Customers will be hiring the person (or team) behind that logo and website.


What’s the fastest way to know if you believe someone truly knows what they are talking about? By hearing it directly from the horse’s mouth.


Even if you script out your video, the nuances of tone and body language convey so much more authenticity and humanity than the written words. (Remember: professional writer over here who creates those logos & websites and still, I am encouraging you to do video 🙋🏻‍♀️ )

Show Don’t Tell

The old writing guidance of “show don’t tell” is what all written marketing should aspire to do. What do I mean by this?


Instead of telling you:


“Hey, My name is Channing and I am good at teaching small business owners how to do their marketing efficiently & effectively,”


I show you I am good at this by:


creating videos and writing articles walking you through the ways to make social media posts faster, optimize your website, repurpose content and hone in on your ideal client.

My Favorite Benefit of Video

The biggest reason I love video is this:


It works faster than other marketing formats.


Yep, it’s true. Even though I continue to beat the drum of email marketing for conversions and social media for brand awareness, video qualifies leads faster. The subtleties of expertise & personality that can take multiple digital touches to resonate, can be conveyed in just mere minutes in a video.


Think about the last time you watched someone else’s video online. Got it in your head? I am willing to bet you had one of three reactions to that video:


  1. OMG yes! This person is my kinda humor/person/etc. 
  2. Oh goodness no! I can’t deal with this. 
  3. Eh. 🤷🏻‍♀️


Here’s how each reaction translates to marketing:


Option 1. Moved you from Know to Like in the “Know Like Trust” matrix in a matter of minutes!

Option 2. Immediately disqualified you as a potential lead or customer, thereby saving that person wasted time of marketing to you without you ever intending to buy.

Option 3. You got to Know, but you need more to get to Like. (AKA Lead nurture!)


Each of these is worthwhile and beneficial in their own right. But doesn’t it seem great to have Options 1 and 2 rather than only Option 3?


Welcome to why video is awesome friend! Now get it factored into your 2023 content marketing strategy and you’ll be converting followers to fans to customers faster without wasting time on those with whom you don’t resonate and therefore will never buy.

Channing Muller is an award winning marketing & public relations consultant and the principal of DCM Communications. She works with event professionals and business owners to grow and scale their businesses with refined marketing strategies developed through one-on-one and group consulting, customized marketing programs and public relations. She has been named a "25 Young Event Pro to Watch" by Special Events magazine and "40 Under 40" by Connect Meetings. Channing is an avid runner, lover of labrador retrievers, good food, delicious drinks, and an advocate for the American Heart Association. Follow her on Instagram @ChanningMuller.

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