How Financial Marketers Can Use Video, Part 2

Content marketing is a type of inbound marketing in which a business creates content that’s both relevant to their offerings and informative to their target audience. A popular form of content marketing is video. Every video you produce is an opportunity to captivate your audience. Using video in your content marketing strategy gives you a chance to educate, provide value and engage with customers like never before. It provides a much more effective and fun way to market your message. Below are a few content ideas to spark some inspiration.

1. Brand Story

Each person has a story and so does every business. Tell yours because let’s be honest, who doesn’t want to hear a good story? Begin with the excitement and challenges that you faced in the beginning stages. To the highs and lows, the learning curves, and what you overcame in the middle. The end of the story should leave us in the present day and with a glimpse of the future.  We created a brand story piece for our partner, EVERFI, for their 10 year anniversary. This video is a great example of telling the story of their company. EVERFI went from three individuals with a vision to the company that currently employs hundreds in their Georgetown headquarters.

2. Brand Message

What is your brand message? What does your company stand for? Educate and connect with your audience to tell your brand message through a video.  The message Wealthsimple is conveying is straightforward with “Tomorrow Begins Today.” In this one minute piece, they visit multiple scenarios where everyday people need to think about investing in their future.

3. Product Explainer

Who else Google’s “how to” videos? I know it’s not just me! Video allows even the most complex financial products to be understood in a much simpler way. Show your customers how to use a new product or system with a clear  and concise how-to video. Here is a perfect example with PayPal using actors and graphics to visualize how to set up a new account. 

4. Product Launch

Create excitement and awareness with a launch video for your new product or service. The tone and style of the video can be a promo, teaser, or explainer piece. Using video can assist in answering questions while introducing the new product to your customers.  In this example video, the Navy Seal Foundation and EVERFI partnered to launch Honor Code. Honor Code is an online training program for bullying prevention. EVERFI hosted an event to showcase this new digital course. Our team was on the ground for the launch event to capture kids in real time using the product and interviews with their partners.