Just as Alice fell down the rabbit hole into another world, you need to make your website a place where your target audience becomes more involved and enchanted with every click. Discover how a Video Hub can make your website stronger, convert more viewers, and give you better results.
This guide will look at video content hubs on your website as a prime distribution channel. Find out:
-Why content hubs are the best way to deliver a robust and personalized content experience
-How you can maintain branded control, improve search results, and drive more leads
-How companies like Lego and SAP are creating their own video experiences with content hubs
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First 3 Pages
Why Your Website is an Underutilized Gold Mine
Creating a Compelling Content Path
Just as Alice fell down the rabbit hole into another world, you need to make your
website a place where your target audience becomes more involved and enchanted
with every click.
Your site’s path to conversion should be as compelling as a visit to YouTube; that is
to say, one minute folks are watching a video of cats on skateboards and twenty
minutes later they’re still there, happily watching cats chase lasers. The only difference is that your B2B marketing content should map to the buying cycle and turn viewers into customers.
As top brands are discovering, the best way to spark this kind of engagement is with
a dedicated video page on your corporate website. Showcasing your entire video
collection in one place with a video hub or content gallery is a powerful way to
captivate your target audience with videos aligned to their buying journey, and drive
them further through the funnel with every consecutive video they watch.
But why build a video content hub?
As brands continue to adopt the habits of media companies, there’s now an increased focus on ownership over branded content and the captivating ways in which you can display your owned content. When placing your digital assets on a dedicated video resource page, you’re welcoming your audience to go on a journey and become involved in not just a potential purchase, but an experience.
Nobody puts this better than Uberflip’s customer success manager Sam Brennand
who likens your website’s content experience to major retailer IKEA:
“IKEA understand[s] better than most that today’s customer is looking for a great
experience — not necessarily just great pieces of content. How else can you explain
a retailer that welcomes you in with oers of free childcare and a great sit-down
“IKEA knows that by establishing itself as a destination, not just a retail store, it can
better engage, delight, and retain its customers. And while the experience starts
with childcare and great food, the real marketing magic happens when you’re ready
to shop and enter the “natural path” [how IKEA refers to the maze that is their
Your brand should be looking to mimic IKEA’s clever “natural path” on your website.
You can do this by leading website visitors through your solution or ordering with a
video tour that gets more detailed as your audience advances through various
pieces of content. The point of the journey is to guide prospects from fun
top-of-funnel information into more complex educational content that solves their
problems, and finally, to content that helps justify your solution.