Internet Marketing Digital_marketing_for_dummies | Page 364

Video Marketing and Production
Video marketing is a niche of content marketing strategy, but make no mistake — nothing
tells a story quite like a video, and companies know it. That’s why video marketing is a
specialized skill that will never go out of style, because nothing tells a story quite like
showing a story. New features like YouTube Cards and Facebook Video make video more
engaging and accessible than ever. Understanding the strategies around video marketing is
a must for digital marketing efforts.
Video marketers know how to leverage interviews, testimonials, demos, and other
storytelling styles to fit the needs of the target audience. They strategically examine
available platforms and apps to ensure that the content is on the right channel. In addition,
they know how to optimize video for search engines using keyword-enriched descriptions
and tags, as well as possess a deep knowledge of video editing, production, and animation
that enables them to tell stories in the most engaging way.
Video marketing is one of the most powerful digital marketing strategies that exist, and the
technical, analytical, and creative know-how is in demand. Being able to leverage visual
storytelling to strengthen emotional connections, engagement levels, and understand how
all these aspects fit into a content marketing funnel is a valuable skill that companies
actively seek.
Video production specialist
If you seek a job as a video production specialist, you can expect to be positioned on the
technical side of video marketing. Production specialists direct, organize, and facilitate a
company’s video initiatives. Tasks include planning the content, filming, editing, mixing,
compressing, and all other aspects of physically preparing the content and getting it out to
the masses.
Production specialists must be able to take an idea and turn it into a compelling visual
story. They often work under deadlines, so being able to effectively manage projects is a
must. Great production specialists are also friendly, because a disarming personality can
do wonders for nervous video subjects. Video production specialists tend to earn $49,000
to $73,000.
Video marketing manager
Similar to production specialists, video marketing managers often handle the technical
side of content creation, with the added responsibility of communicating the content’s
unique value to the target audience. They concern themselves with things like publishing
frequency, analytics, and determining exactly where the video content falls in the content
marketing funnel.
Great video marketing managers are tactical, research oriented, and have knowledge on
the cutting edge. They approach video content creation strategically so that they can