In this video I’ll share a couple of insights on the what and why behind JP Morgan’s video content marketing strategy. And don’t forget to subscribe for more strategy insights and mini case studies.
JP Morgan recently started sending email campaigns to clients with video tips like how to keep your financial resolutions, and I’ll include a link in the comments to check it out. They’re very professionally produced, scripted, shot in a studio, and even include motion graphics to jazz things up. This is at the high end of what video content marketing can look like, of course.
They also have an increasingly active YouTube channel, recently posting a few videos a week with topics like personal finance tips, but also introducing some of the people working behind the scene to humanize banking. One video a week is the minimum you can do for Video Content Marketing, and 2-3 a week is ideal.
So why are top companies putting an growing amount of their resources behind Video Content Marketing? I’ll highlight 3 reasons but there are probably more:
- YouTube and Google are transcribing videos automatically and indexing them so they will start appearing on the front page of Google’s organic search results more often throughout 2019. Videos will be getting more and more free traffic organically. So make sure a) you post video content regularly to get a good ranking, and b) you SEO-optimize your video script, which you can do with a tool like Yoast SEO.
- They’ve probably looked at the massive data that they have, and it’s telling them they have to shift from white papers and blog posts to video content marketing.
Pretty much nobody reads their emails and blog posts anymore, but they’re watching videos. I know because I clicked on it and it was the first time I engaged with their content. And I immediately thought – wait a minute, video really works!
The cool thing is that once you’ve developed written content, it’s just another step to convert it into video content and then market it properly. But the impact in terms of reach and engagement with video content marketing is 10-fold or more.
And 3. There’s a big first-move advantage to win over YouTube channel subscribers and precious “watch time”, which is a major metric that YouTube algorithms use to rank your videos organically. The more watch-time your channel builds up, the faster you will be growing, making it that much harder for competitors to catch up.
Many people don’t realize this but competition for video watch time is heating up. Many companies are realizing that blogging won’t help you win, and video content is where the next battle is going to be fought. The sooner you get started with video content marketing, the better off you’ll be. Leave a comment below about what’s holding you back or if you have specific questions about how to get started.