It’s time to face the truth: relying solely on old-school marketing techniques is no longer enough to grab and hold the attention of your audience, and the importance of implementing multi-media content into your strategy has become too big to ignore.

In this article, I’ll cover the reasons why multi-media marketing content is now a must-have for marketers, especially when you’re building your owned media strategy.

By utilizing the power of multi-media content like captivating videos, and engaging podcasts, you or your brand can open up new possibilities for audience engagement, brand expansion, and building lasting customer loyalty.

Captivating Audiences with Video Content

Video content has become a need-to-have tool in your content strategy for a variety of reasons. For one, its ability to tell stories and evoke emotions is unmatched by other forms of content. Additionally, video has the unique power to highlight your brand or products in a way that can be difficult to achieve through other methods.

From a marketing perspective, video can be an incredibly effective tool for creating content that engages, educates, and motivates audiences. Whether it’s showcasing brand stories or demonstrating the benefits of a particular product, video has the potential to leave a lasting impact on viewers.

Of course, no one wakes up one day and creates visually compelling and engaging videos right away. It requires intentional preparation and planning, from storyboarding and scriptwriting to filming, editing, and post-production. Each step in the process plays a unique and vital role in ensuring that the final product is something that viewers will want to watch and engage with.

Investing your time and money into producing high-quality video content can drive results and be well worth it, but it’s not always necessary to spend a lot on equipment and talent to achieve success. There’s one crucial step that I’d argue is THE most important part of creating successful videos, more on that later…

Establishing Thought Leadership Through Podcasting

It’s also no secret that podcasts are a great way to connect with audiences in a personal and intimate manner. With the rise of new AI-powered tools like Descript, it has never been easier to create and distribute high quality audio content to a global audience.

Brands can use podcasting to share valuable insights, participate in expert discussions, and establish themselves as thought leaders within their industries. By intentionally creating engaging and informative content, you and your brand can build a loyal following and increase visibility over the competition ensuring that you stay top of mind when your buyer is ready.

The convenience of podcasts makes them an excellent medium for reaching busy, on-the-go audiences in ways that no other medium can. Podcasts can be listened to while commuting, exercising, or even mowing the lawn, making them the perfect medium for multitasking audiences. In addition, podcasts often have a loyal and engaged fan base, which can help brands to build a community around their content.

If you want to dive even deeper into exactly the how behind to creating a podcast, you can check out this step-by-step article I wrote called, “How to Start a B2B Podcast.”

Measuring and Optimizing Video and Podcast Content

In order to succeed in multimedia content marketing, it’s important to use a data-driven approach that establishes key performance indicators (KPIs) and closely monitors engagement metrics.

By analyzing metrics like viewership, listener behavior, and feedback, marketers gain valuable insights into the effectiveness of their video and podcast content. These insights can then be used to improve the content and tailor it to audience preferences, resulting in higher engagement and better outcomes.

For video metrics, don’t just look at a vanity metric like views, make sure you’re also paying attention to viewer retention and CTR (click through rate) on your thumbnails. These things paint a bigger picture into why someone is watching your video and how long it kept them interested.

For podcasting, the point on vanity metrics its the same, your number of downloads is important but not the metric you should be relying on. You should be looking at the number of reviews or ratings the podcast gets on platforms like Apple Podcasts and Spotify, or how many subscribers to your other content streams are coming from a CTA later in the podcast.

Consistently assessing and refining multimedia content is crucial for marketers to make progress and build a loyal following of engaged and satisfied viewers and listeners.

By using a data-driven approach, you can fine-tune your content and create a more positive experience for their audience, which can lead to increased content retention, brand recognition and overall success in this noisy world of content.

Storytelling: The Most Important Step

It doesn’t matter if you’re creating videos, recording podcasts, or producing any kind of marketing content. Mastering the art of storytelling is in my opinion the most crucial skill you need to become a master of to achieve success and drive results in multi-media marketing.

Everyone says you need to become a good storyteller in marketing, but often don’t tell you how, I recommend starting to study the raw structure of how good storytelling is built. I recorded a 60-second explanation for one of these structures called, “The Hero’s Journey” which you can check out here.

Effective storytelling allows you to captivate your audience, engage them, and ultimately leave a lasting impression. And it’s important to continually reimagine the impact of your storytelling and refine your message to ensure that it still resonates with your audience. By honing your storytelling skills through feedback and measuring real data points as I mentioned before, you’ll be able to elevate the effectiveness of your multi-media content and cultivate profound and meaningful connections with your audience.

Wrap Up

When crafting a successful owned media strategy, incorporating a variety of multimedia content can be an impactful way to establish yourself as a thought leader, engage with your audience, and foster growth for your brand.

Through the creation of compelling video and podcast content, marketers have the opportunity to build trust with their target audience and position themselves as industry experts.

With a thoughtful and strategic approach, combined with a commitment to ongoing improvement and innovation, marketers can fully leverage the power of multimedia content to create meaningful connections with their audience and achieve unprecedented levels of success for themselves and their brand.

Want to host all of your content in an on brand experience where you can finally prove the impact of your content marketing efforts on pipeline? Check out AudiencePlus.

Nolan McCoy | About the Author

Head of Video and Creative Content, Chili Piper

Nolan has been a hands-on creative in photo, video, and audio creation since 2009, and has a college degree in Film and TV production.

In 2019 Nolan entered the B2B marketing space working at companies to strategize and scale creative efforts throughout their marketing. Since then he’s helped launch and produce two B2B podcasts, assisted in delivering 2,000+ individual videos, and driven 3.8 million organic video views.

Nolan McCoy is currently the Head of Video and Creative Content at Chili Piper, a B2B inbound conversion platform.