VIDEO Content types

Video is one of the most powerful ways to reach and convert your customers, but a great video alone isn't enough. Different kinds of content perform better at different stages of your marketing funnel, and most businesses only plan for two of the three stages.

It's the middle and bottom of the funnel that tend to get all the attention, with case studies, testimonials and ads that end on a clear call to action. This content can work, but not to its full potential, because it skips the stage that makes people want to watch in the first place. The top of the funnel is where trust gets built, and without it, the rest of the funnel has less to work with.

Here's what good video content looks like at each stage.

Top of funnel - Building Trust

This is the stage most businesses miss, largely because no one's ready to buy yet, so there's no obvious call to action and it gets left out of the plan altogether. But this is where the best brand content lives, in stories behind the brand and short, funny films, or an advert that sticks with someone long after they've watched it. There's no ask here, it’s just a chance for someone to get to know your brand.

Middle of funnel - showcasing your product or service

Once someone knows who you are, they start weighing up whether you're right for them, and this is where case studies, features and testimonials earn their place, provided they don't feel like too corporate. Keep them honest and keep them enjoyable to watch.

Bottom of funnel- CTA

By now, people recognise the brand and probably the content too, so often this stage is simply a cut-down of the film from top of funnel, repurposed with a specific ask this time round, whether that's booking a call, visiting a site, or getting in touch.

Successful brands don’t just make one video and hope it works everywhere. Skipping a stage means asking your audience to skip steps they're not ready for, and getting the funnel right means every piece of film earns its place.