Undoubtedly you’ve heard the rhetoric that a business needs to invest in video marketing in order to best be seen and heard amongst the online noise. 

Frequently thrown around statements are: video creates a lasting impression; video catches attention in today’s short attention span society; and search engines (and customers) love video. 

While all true, the trouble with these statements is that it leads many business owners to think, “Ok, I need to develop videos,” without understanding what kind of video to invest in.

There are five different types of effective video marketing. Yes, five. Do you have a good sense of which one your business needs?


The brand video.  This is the general who-we-are-and-what-we-do video that reinforces what sets your business apart from your competitors.

The how-to video. A service-based business often uses this type of video to outline the step-by-step process of one (or more) of its services. For example, if we were to explain the ghost blogging process, we would start at step 1 (creating the editorial calendar) and end at step 5 (posting the blog post). A product-based business typically uses this type of video to explain the benefits of a new product.

The case study video. Case studies show a problem, the process you undertook to solve it and the final outcome. By showcasing this in video format, and including a testimonial from the happy client, you’re presenting your expertise and customer service simultaneously.

The vlog video. Short for video blog, a vlog is simply an alternate way to present your regular blog posts.

The news update video. Similar to a vlog, the news update is just that — a business owner, or another employee, speaking directly to the camera with a general update on what’s happening. These updates can cover anything from a product launch to a holiday closure announcement or news about a tradeshow appearance.


Good quality video is an investment. Your reason for making this investment, and which type you choose to invest in depends on your marketing goals, strategic plans and budget. We’ll dive deeper into these answers in our next blog post.

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