How to use video at different stages of the buying cycle

Video marketing is most effective when it matches the mood and context of its potential viewers. You don’t use the same email copy or calls to action at the different stages of the buying cycle, so why use the same video? You wouldn’t speak to your best mate in quite the same way as someone you’ve just met. Likewise, video content should correspond to where the viewer is in relation to your brand and your products or services.

We call this the ‘content pyramid’.

At the top is a single, emotional brand film. Generally, this video has high production values and is aimed at a very wide audience.

Next is a larger layer of more detailed, but lower cost, content that is aimed at a segment of your audience.

Finally, there should be a good breadth of content that humanises the brand such as video diaries, behind-the-scenes or testimonials. This doesn’t have to look great, but it has …