Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

5 Video Content Marketing Myths that Need to Go Away Forever

5 Video Content Marketing Myths that Need to Go Away Forever Blog Feature

Marcus Sheridan

Keynote Speaker, Author & Partner, Author of ’They Ask You Answer”, Presented 250+ Sales, Marketing, & Communication Workshops Worldwide

July 10th, 2015 min read

It has been said again and again—We are officially a visual society. Whether it’s photos, video, live stream, etc—we want to see it, not just read it.

And while textual content may be slowing down in its efficacy, video (assuming it’s good), continues to explode.

This being said, there are still many businesses that don’t truly “get” the power of using video in their content marketing efforts. Furthermore, much of what they read in terms of “How to” is simply inaccurate and harmful to one’s success.

Recently, my business partner at River Pools, Jason Hughes, produced the following video of our newest pool shape (we are manufacturing these days)—the Oasis. And at the risk of sounding biased, this video will be a sales-inducing machine for that pool. Why? Well, in order to understand, you really need to watch the video. And don’t just watch the first minute either. Watch him get in the pool. Watch him swim in front of the camera. The lessons here, despite the utter simplicity of what he did, are profound. Furthermore, they align perfectly with something I’ve been meaning to discuss for awhile, which is bad video marketing advice.

Specifically, this video demonstrates, and at the same time dispels, some major myths and misconceptions when it comes to successfully using video to grow your business and increase sales.

5 Video Marketing Myths that Really Need to Go Away

1. All Video Should be Less than 2-3 Minutes Long

This “best practice” drives me crazy. Why? Because the idea that a consumer won’t watch a video over 3 minutes is simply absurd. The fact is, what actually dictates how much time someone is willing to spend watching a video comes down to 2 main factors:

1. The quality of the content

2. Where the consumer is in the buying process

Let’s look at it this way. Assume you’ve just decided you are interested in possibly getting a pool installed in your backyard. Right now, in a marketing sense, you’re at the very “top” of the funnel. And during this period of research, chances are you’d rather consume shorter content as you’re in “fact-gathering” mode.

But then let’s assume you start to get very serious about choosing a pool. In fact, you’re at the point where you’re trying to choose which shape would be most ideal for your yard, family situation, etc.

Do you think you’d be willing to watch a 10 minute video at this point?

Of course.

At River Pools, we have videos that last 30 seconds, 3 minutes, and 30 minutes.

Each one has their place. Each one represents a different spot in the buyer’s journey.

And this is exactly why the myth of “less than 2-3 minutes” really needs to go away.

2. You Need a Production Crew to Create Good Video

I’m not sure if you noticed, but Jason made this video ALONE. The guy turned the camera on, put the mic next to him while he was in the pool, and started talking.

How’s that for a production crew?

(Note* I'm not saying some video doesn't necessitate a production crew. For example, a major product or service video that is highlighted on your company homepage likely needs more attention and production than one going in a blog post. This being said, the majority of video companies produce should, if they truly want to dominate, be of the quick/fast/nimble mentality.)

3. You Need to Have a Memorized Script

Do you think Jason had a memorized script for this? Of course not. And the reason you know this is because his tone and style were incredibly conversational. It was like he was simply talking with a customer. Now granted, I’m not espousing you just “wing it” when it comes to video, but the fact is, if you can talk to your customers when they ask you questions in an intelligent manner, you can surely talk on camera the same way-- assuming you don't overthink the process.

4. It Costs a Lot of Money to Make Effective Video

Most viral videos you see on YouTube cost little to nothing to make.

What’s funny is all these teenage stars you see on YouTube understand this. Their equipment, at least at first, is oftentimes an iPhone and a few simple free editing apps.

In the case of this video with Jason, the camera and mic together cost less than $1500.

5. Your Videos Must be Creative, Innovative, Original, Blah, Blah, Blah

In life, great teaching starts with simple communication. That’s why this video is so good. It’s not complex. It doesn’t speak over the head of the consumer. It’s not gimmicky and has no pomp and circumstance.

It’s just an honest guy talking about a swimming pool.

And that’s what makes it great.

The Time to Embrace Video is Now

Whether your business is already embracing the power of video or has yet to produce the first second of footage, the time is now to start giving the consumer what he or she wants. Get started. Don’t over think it. Put yourself in the shoes of the consumer and ponder every question, fear, concern, or decision they might have.

Then address them on camera.

By so doing, you’ll earn more trust.

And when all is said and done, every business, regardless of what they do or sell, comes down to that simple 5-letter word: Trust.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE