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  • Writer's pictureReynel Suarez

Content Marketing - Using video content to reach iconic status

While most kids in elementary school spend their days playing with friends, Gary Vaynerchuk a Babruysk, Belarus emigrant spent his free time selling flowers, baseball cards and operating a lemonade stand franchise. During his teenage years, Vaynerchuk joined the family liquor business and executed on a tactic he uses till this day "underpriced attention." Vaynerchuk increased the revenue of the family liquor store from 3 million to 60 million on the backs of email marketing and Google AdWords, which he considered underpriced attention at the time. In 2006 Vaynerchuck saw a new opportunity in content marketing: Video.

The discovery of video

In 2006 Vaynerchuk hit the screens with his episodic youtube show WineLibraryTV. The 20-minute show was uploaded to youtube practically every day and featured Vaynerchuk as the show host offering his unique take on wine. Vaynerchuk's charisma and consistency brought the show much success, such as interviews on local news channels and guest appearances on national talk shows.

In 2009 Vaynerchuk closed the chapter on WineLibraryTV and along with his brother AJ founded VaynerMedia. Vaynerchuk leveraged the social media celebrity status acquired through the creation of video content to fast track his next venture. The fact that he was considered a marketing ninja with a proven track record of understanding and leveraging attention led to the early acquisition of large accounts like the NY Jets. Vaynerchuk replicated the successful video content strategy he used to expand the family liquor business and created the #AskGaryVee show. On the show, Vaynerchuk talks entrepreneurship and offers practical advice to callers. Today Gary Vaynerchuk has a reputable personal brand and a massive social media following that will contribute positively to any project he launches in the future.

Gary vaynerchuk - wine library tv - content marketing
Shooting the episodic show Wine Library TV.

Harnessing the power of video

Its 2019 and video is everywhere. A video is an easier way for internet browsers to consume content, and while not every person prefers video, it would be wise to have the option for the majority that does. 78% of people watch online videos every week, and 55% view online videos every day. Regardless of the information, you may be seeking; there will most likely be a video that offers a solution. The YouTube platform is the second biggest search engine in the world, and it contains everything from instructional videos to entertainment. A content strategy that allows you to upload videos to YouTube and relevant social media platforms grants you a reach that would otherwise be impossible. People buy from people, and videos can add a face to an otherwise faceless brand.

Don't be short-sighted

Good content is essential, but even good content needs time. If you take Vaynerchuk as an example, you can determine that consistency is probably as important as the content. Seeking to be an authority figure within an industry is excellent, and video can be the tool to do just that, but like anything else, it takes time. One video is not enough to establish you as an influential industry figure; it will require months of putting in work. The video must be perceived as a communication tool as opposed to an easy path towards the goal. A video is not a pill taken for instant results; it is a process that requires proper structure and consistency. The relevant and intimate connections made with viewers through the use of video is second to none as seen with Vaynerchuk. On episode, one Vaynerchuk was just a guy talking about wine. On episode one hundred, he was not only a guy you sought for expert wine advice but also a genuinely cool person who formed one half of a cyber relationship.

Video with a side of "value."

The content created should be of value to the viewers, not the creator. Video content needs to provide the viewer with a utility such as enlightenment, practical solutions, or entertainment if not, why watch. Gary Vaynerchuk has a motto that has served as the pillar of his businesses and adorned the cover of one of his books "Jab, Jab, Jab, Right Hook." The reasoning here is you give three times before you ask to take. Influential status is a bridge you build brick by brick, and eventually, it will be a sturdy bridge people trust crossing. Video content is simply the latest and greatest tool to help build that bridge.


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