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.

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13 Comments

  1. Loved loved loved this video Jason. Thanks so much for sharing. Highlighting authenticity and the long term return is brilliant and the folks at Moz have a real nice touch.

    2/20/2014 3:50 pm
  2. Where can I see older white board friday?????? very usefull!!!!

    2/20/2014 7:25 pm
  3. The first time I saw this is on Frank Kern’s list videos. The key is to have amazing teaching and speaking skills. This way, you can teach complicated stuff into simple terms on camera. It works because people get what they need.

    2/20/2014 8:28 pm
  4. Taking the hard edge of transactional to caring transformational is the most effective trust building relationship building exercise.

    2/21/2014 4:15 am
  5. “Providing help without making demands. That?s perfect marketing content.”

    I definitely agree with your statement here! That’s exactly why the Moz is so smart about content marketing. They don’t push their services on anyone. In fact, the only thing they promote are the discussions you mention, and the fact that those discussion congregate experts is what makes the site a gold mine of information.

    2/21/2014 11:59 am
  6. So all I need is my iphone and a youtube channel! Genius! Will get my employees on this idea asap.

    2/22/2014 4:45 pm
  7. Video marketing is a great strategy for all small business owners. I only have about 20-30 YouTube videos online, but I’ve been able to drive a lot of traffic to my website and have gotten a lot of good business from it. Thanks for the post to remind me to keep working on videos!

    2/27/2014 12:23 pm
  8. Really video marketing is a asset in today’s world full off marketing.Video marketing is really a great strategy for all small and big business owners.They?re a collection of interesting discussions.

    3/5/2014 4:37 am
  9. @Rachel You don’t really need a lot to do video marketing. And with the technologies nowadays, it is now easier to shoot some videos even without heavy machinery.

    3/11/2014 9:32 pm
  10. That?s an interesting idea. I know that video and multi media style are the new way to get attention but for many industries it is very hard to find something interesting to put on a video. Great if you have products to display, but if not, you just need to try and be really entertaining or no one will stay to the end.

    Another challenge to be overcome.

    3/27/2014 7:38 am
  11. I love whiteboard videos. I’ll be definitely taking lessons from Moz on how to do an effective whiteboard.

    3/30/2014 4:07 pm
  12. Great info for marketing , I found it very helpful . Thankyou

    5/28/2014 3:58 pm
  13. Awesome videos thanks for being a great teacher!

    5/28/2014 4:01 pm