In the age of A.I. content marketing, telling a compelling story is now a video experience
Author: Mark Daniel
AI (Artificial Intelligence) is enabling a new toolset for marketing that promises to increase your visibility with potential customers. People walking by your business or some location selling your products will soon be getting a message or informational video selling them on the benefits of your goods and services and perhaps offering them a special discount.
While there has been a huge investment in perfecting these AI offerings, most businesses still have difficulty telling their story once they have an audience. If the person gets an informational video that doesn’t make sense, takes too long to tell or is just plain boring, customers will probably remember NOT to buy from that vendor in the future.
Businesses need to learn how to communicate with their potential customers in the digital world before they make mistakes that can ruin their brand. Many are turning to professional video and filmmakers to tell their story. Unfortunately, most of those filmmakers don’t know how to tell your story and will produce a useless and sometimes harmful video that sets your business back instead of moving things forward.
Finding The Story
Lights, Digital, Action - Before you think about producing a digital video for your sales and marketing efforts, you need to know how to build your story:
- What is the problem that your goods and services solve (people are hungry for a tasty sandwich)
- Why are your goods and services the right solution for them (Our sandwich is tasty, quick to buy, inexpensive and easy to eat on the run)
- What are the benefits to the customer (You’ll stop being hungry while loving the sandwich you are eating. In fact, you may want another!).
Sounds simple, right? Then why do so many businesses put out confusing or uninteresting
videos that do nothing to generate interest in their products?
The reasons are many, but one of the biggest is that telling the right story in the right way can be hard for most people. Also, much of the messaging done today, especially video, is done in a manner that cannot be quickly and easily absorbed by the customer. Videos become longwinded explanations best suited for trade shows or become too quick and cryptic to allow the customer to understand why they should bother with you in the first place.
Positioning The Story
AI is helping us move beyond the “search and find” world of the internet and moving to
becoming our personal concierge. The way that happens is to make content available to the
customer without waiting for serendipity to happen.
To position the content in the right way, every message you create must be accompanied with detailed metadata to will allow the AI tools to pick the right messages for the right people.
Today’s content is usually metadata poor and cannot be used to target interested customers. It’s the metadata about the story that helps find the interested potential customer and the story itself that helps get the business.
It really is no longer a matter of putting a video out on YouTube for the customer to find or to be linked to from your web page.
Most informational videos will soon be pushed to the viewer through AI. Those viewers may never go to your web page ever. That’s good news for you if you have the right story ready for them. It’s bad news if you have the wrong story.
Ready to find your right digital video blockbuster? For advice and digital strategy for more effective engagement, Let's talk!