{"id":16531,"date":"2023-12-14T10:54:39","date_gmt":"2023-12-14T10:54:39","guid":{"rendered":"https:\/\/new-blog.artlist.io\/blog\/?p=16531"},"modified":"2026-03-31T09:35:58","modified_gmt":"2026-03-31T09:35:58","slug":"video-strategy","status":"publish","type":"post","link":"https:\/\/new-blog.artlist.io\/blog\/video-strategy\/","title":{"rendered":"How to integrate video into your marketing strategy"},"content":{"rendered":"\n

According to research by HubSpot<\/a>, and senior director of marketing and audience development, Kyle Denhoff, says, \u201cThere are two changes in the market indicating a need for more video content. First, the search landscape is being disrupted by AI. Second, we\u2019re seeing a shift to a video-first consumption of content for audiences.\u201d<\/p>\n\n\n\n

Unsurprisingly, businesses and marketers are keen to take advantage of this versatile form of content. <\/p>\n\n\n\n

If you\u2019re looking to stay ahead in video marketing, this guide is for you. We\u2019ll walk through why video should be central to your marketing strategy, how to build an effective video plan, and how to make the most of Artlist\u2019s powerful creative tools \u2014 from royalty-free music and sound effects to footage, templates, AI voiceovers, images and video, powered by the latest generative AI technologies.<\/p>\n\n\n\n

The role of video marketing today<\/h2>\n\n\n\n

Video is no longer just a brand-building tool \u2014 it\u2019s one of the most effective ways to connect, educate, and convert. While YouTube still dominates as the world\u2019s largest video platform, audiences are consuming video content across nearly every channel, from Instagram and TikTok to LinkedIn and even in email campaigns.<\/p>\n\n\n\n

Video can power more than just top-of-funnel awareness: it supports every stage of the customer journey, from consideration to purchase to loyalty. Businesses now use video for product explainers, walkthroughs, behind-the-scenes stories, and authentic introductions to their team and mission.<\/p>\n\n\n\n

According to industry research, over 90% of marketers say video delivers a positive ROI, and 87% report it directly increases sales. With tools like AI voice generator<\/a>, image, and video, plus quality footage and music, creating video has never been easier or more accessible \u2014 making this the perfect time to elevate your video strategy.<\/p>\n\n\n\n

Crafting your video marketing strategy<\/h2>\n\n\n\n

The first step is creating a video marketing strategy, but knowing how to start can be tricky. Producing video can be costly and time-consuming, and you’ll need a strategy for the best ROI.<\/p>\n\n\n\n

What is a video marketing strategy?<\/h3>\n\n\n\n

The first mistake many businesses make when starting their video marketing strategy is to think about what the campaign will look like. While being creative in your approach is good, there are far more important aspects to consider.<\/p>\n\n\n\n

Step 1: Define the purpose<\/h4>\n\n\n\n

First, ask yourself what you want to achieve. As with all marketing materials, you can only know it’s successful if you know what you want to achieve. You may want to increase signups to your newsletter, get more followers on social media, or get more visitors to your website. Your video marketing strategy should state the purpose of the video and indicate how you\u2019ll measure its success.<\/p>\n\n\n\n

Step 2: Identify the target market<\/h4>\n\n\n\n

Your video marketing strategy should target a particular audience. Consider the intended viewer when you choose the messaging and platform you share it on. One social media platform might be better than another to reach a particular audience. For example, LinkedIn has a more professional audience, whereas TikTok skews younger. If you intend to put ad spend behind these videos, each social platform also has tools to help find and reach a relevant audience.<\/p>\n\n\n\n

Step 3: Think about brand messaging<\/h4>\n\n\n\n

It\u2019s also essential to consider your brand and messaging within your strategy. The most successful campaigns offer consistency to their viewers through themes and stories. Along with your visual branding, you should consider your messaging, tone of voice, and music choices as a part of your brand identity. <\/p>\n\n\n\n\n\n

Types of video content for business<\/h3>\n\n\n\n

Once you understand what you want to achieve from your video marketing and have defined your audience \u2014 you can plan out branded content your audience will engage with. There are many different types of video content businesses can use, like:<\/p>\n\n\n\n

Cornerstone content<\/h4>\n\n\n\n

Your cornerstone content is anything that tells the viewer who you are and what you do. You’ll often see these videos on businesses’ homepages, explaining who they are, what they offer, and why you should choose them. <\/p>\n\n\n\n

Resource content<\/h4>\n\n\n\n

Resources are one of the most shareable types of online content, covering everything from baking vlogs to maintenance how-to videos. For your business, resource videos allow you to show off your expertise and build trust with your audience.<\/p>\n\n\n\n

Testimonials<\/h4>\n\n\n\n

Testimonials and case studies are vital content types for any business and can be fantastic tools for marketing your products and services. Testimonials are an opportunity to have your happy customers talk about how great you are, reassuring potential customers they’re making the right choice to buy from you.<\/p>\n\n\n\n

Behind the scenes<\/h4>\n\n\n\n

Behind-the-scenes videos are a fantastic way of building engagement online, and many brands use this form of content in their video marketing strategies. Letting your viewers see your business in practice can help them build trust and identify with your brand. Behind-the-scenes videos can be about company culture, a production process, introducing your team, and much more. <\/p>\n\n\n\n

Promotional content<\/h4>\n\n\n\n

While all your video marketing content aims to promote your business, there is one type of video that is necessary but easy to overdo. Content such as promos, adverts, are great for sharing your product and service message, but it’s a good idea to use them sparingly.<\/p>\n\n\n\n

Audiences want to see variety from the brands they follow, and continuous sales messages can come across as spammy. Instead, ensure you’re offering a good mix of these 5 different types of video content.<\/p>\n\n\n\n

Setting goals and measuring success<\/h3>\n\n\n\n

In any business activity, it\u2019s essential to set goals and understand how you\u2019ll measure the success of any campaign. If you want a good ROI for your marketing efforts, you must measure achievements and understand the failures.<\/p>\n\n\n\n

Most platforms will have in-depth analytics that allow you to see how many views and engagements your content has, and your website should be able to see where visitors are coming from. Each business will have different goals for its marketing, and as such, the way to measure success may look very different. You should always refer to your marketing strategy to remember the purpose of your video \u2013 it’s not all about the views. For example, if your goal is to book more consultations, a video with 10 views and 1 booking is more successful than a video with 1000 views and no bookings.<\/p>\n\n\n\n

Using Artlist for high-quality content<\/h2>\n\n\n\n

Once you\u2019re ready to start producing, Artlist is here to make the creative process as smooth as possible. Artlist offers a vast library of assets that can help you achieve a high-quality and professional look without needing to pick up a camera. Creating video marketing content has never been easier with Artlist’s range of\u00a0AI music<\/a>, video, templates, sound effects<\/a>, AI voiceovers, image and video.<\/p>\n\n\n\n

Many successful video marketing campaigns have been produced with Artlist assets. You may remember this fun Laughing Man Coffee commercial<\/a> from a few years ago featuring Hugh Jackman and the voice of Ryan Reynolds. Still, you probably didn’t realize that the music track 137 by Jay Ray was chosen from the Artlist library<\/a>.<\/p>\n\n\n\n

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