The Biggest Secret To Killer Content Marketing With Videos

The people over at Moz.com (an inbound marketing software company) do a great video series called “Whiteboard Fridays.”

Every Friday, they get up in front of the camera to talk about SEO-related topics and illustrate them on a whiteboard. Here’s a taste:

And here’s a compilation of all their Whiteboard Friday video posts.

So why are we talking about this video series? Because it’s a great model for your business to copy. Here’s why:

People Like It. It’s Effective Marketing.

The fact that they’ve been running these for seven full years is a good indicator that the company’s time is well spent on the videos.

More than that, though, take a look at the social share indicators from just three of their videos:

Clearly, these are popular.

So the question is:

What Is The Big Secret That Makes These AWesome?

And the answer is:

They’re not about the service. Or a product. Or the brand. They’re educational, on topics related to the service. They help the readers out without pitching a sale.

They’re a collection of interesting discussions. They get people to the MOZ site. And that’s that.

It’s not that they don’t have calls to action. But their calls to action are things viewers should do other than use the MOZ service.

You don’t hear, “For better SEO, sign up for our service.” You hear, “Consider that before committing to a guest post to try to build SEO.”

Providing help without making demands. That’s perfect marketing content.

How Can You Make Your Own Videos For Content Marketing?

MOZ started as a mother-son team in 2004. So even if you are a brand-new, one-horse operation with a tiny budget, you too can create impactful videos for marketing content.

You’ll need basic video equipment (think iPhone, uploaded to YouTube), your own site to embed the videos on (so viewers can look around when they’re done) and some time to plan and produce.

For more detail on how to put together your own videos, visit this post.