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1. How-To Guide
Selecting Content Types for Videos
By Kristen Maida, Research Analyst
January 2014
EXECUTIVE SUMMARY
“If a picture is worth a 1,000 words, than a video is worth a 1,000 words,
25 times a second” (www.distilled.net). As we have all experienced,
images speak louder than words. Is this because an image produces a
more powerful message than words? Not necessarily. However, due to
the actual time invested in viewing an image versus reading a page of
text, our brains are able to process the meanings and emotional responses
associated with viewing an image much faster.
Video content functions in much the same way; with much more depth
and complexity than a single image. Videos string together a potent
combination of elements (ammo) – audio, cast/speaker(s), images,
graphics and text. The addition of each element in a video exponentially
increases the power of the video itself, which explains why a one-minute
video is worth 1,500,000 words.
While the production elements (ammo) are critical to a video’s success,
video content must be engaging and relevant to your viewers in order to
make an impact. For this reason, selecting the proper video content to
align with your target viewing audience can be the most powerful ammo
for your video.
This How-To Guide discusses how to align your video content choices
with your audience, the most successful types of video content and the
benefits associated with each content type.
© 2014 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide
UNDERSTANDING YOUR AUDIENCE
The key to selecting the proper content type for your video(s) is to truly
understand the needs and behavior of your target audience. Many
organizations conduct demographic studies to understand key target
markets for their product/service. The information retrieved from those
studies is very useful for the purpose of marketing your video content.
However, it is even more important to take those demographics a bit
further to understand the behaviors and personas of your clients and
prospects.
Here are some key questions you and your video marketing project team
should ask yourselves about your target audience at this stage:
 What does your audience need? Do they need information,
education, advice and/or fun/diversion?
 What are the key challenges your viewers are trying to address?
 At what stage in the buying process are the majority of your
viewers?
 What buyer persona(s) will you encounter through this video?
 What are the media (Internet, TV, radio, etc.) habits of your
audience?
 What are the social media habits of your viewers?
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© 2014 Demand Metric Research Corporation. All Rights Reserved.