[Infographic] 18 Types of Video Content for Every Marketing Goal You Have


Video has become a highly powerful weapon for marketers in the last decade, with more users demanding and consuming more video content each year. YouTube alone has over 1.5 billion users consuming more than an hour of video content each day. That doesn’t even include other platforms like social media, blogs, and other sites on which people find videos to entertain and educate them.


Marketers, entrepreneurs, business owners, and advertisers already know they need videos to propel their brand forward. But with more videos being created and published online, it’s getting harder for marketers to determine which types of videos will help them stand out from the noise.


Before you outsource video content services, it’s crucial for you to know the different types of video content for each marketing goal. You may think that the end-goal of every video you publish online is to sell your products and services. But, great marketers know that’s not always the end-all, be-all of video marketing.


Why You Should Use Different Video Content for Every Marketing Goal

For any digital marketing effort to be successful, you need to understand your target market and deeply familiarize yourself with the buyer’s journey. Once you determine these two fundamental principles, you can create goals that can be addressed by your marketing strategies.


The same is true for video content. Each video you create should address a marketing goal for a particular stage in the buyer’s journey. Ask yourself who the video is for and what stage they are in the buyer’s journey. Are they just starting to discover that they have a problem, are they already looking for a particular solution, or have they already discovered what they need, and they’re just deciding which service provider to choose?


The answers to these questions can help you determine which stage of the buyer’s journey you need to create the video. You can then tailor the content according to the goals you set for that specific stage.


Here are the different types of video content you can consider, according to each stage in the customer journey.



Types of Video Content for Every Marketing Goal

Awareness Stage

The awareness stage is also known as the “Top of the Funnel.” During this stage of the buyer’s journey, your target market is just beginning to realize that they have a problem, although they can’t exactly pinpoint what the problem is. They’re starting to put their pain point into context. They’re also figuring out which problems or opportunities need to be prioritized.


They most likely don’t know anything about your brand yet, nor are they familiar with your products and services. If they do know about your brand and products, they don’t know they need it yet.


Naturally, the videos you want to create will be those that increase brand awareness. You’d want to connect with your target audience by letting them know that they have a problem, and you know exactly what they are.


You’ve probably come across video ads of big brands that made you cry. It reached out to your soul and you connected with it because you’ve felt the same emotions that the characters in the video are portraying. Basically, it touched you.


Video is a great way for you to tell your brand story and show them the values that your organization holds dear. Now that your target audience has seen your brand awareness video, a new relationship is initiated.


Building Existing Relationships with Customers

The next stage of the buyer’s journey is often the middle of the funnel where you need to build on your existing relationships with your prospects and customers. Slowly and indirectly, you’re pushing them toward purchasing your product or service.


During this stage, they’ve already identified the problems they’re facing and looking for appropriate solutions to their problem or strategies to help achieve their goals. Start demonstrating why you think your product or service will help them reach their desired goals or eliminate their problems.


Let’s emphasize here that email is an excellent platform for lead nurturing and that embedding a short video in your email can increase click-through rates by 200-300%. You can also use live videos such as webinars to generate new leads and convert prospects you’ve been nurturing.


Offer helpful content that both highlights your value proposition and helps them find solutions to their problems. Product review videos, testimonials, company culture videos, and event videos that highlight the benefits you offer will help push them in the right direction – and that’s to choose your brand.



They’re at the bottom of the funnel! Your prospect has finally decided on a solution category to their specific problem. They’re intrigued about your proposition, weighing the pros and cons between different brands and service providers, and they’re about to make a decision. Of course, they still need a little push.


Your goal now is to get them to buy your product or schedule a service. At this stage, it would be helpful to your goal if you provide them with tutorial videos about how easy it is to use your product.


FAQs, product demos, and personalized videos will help you lead them to the purchase. If you’re offering software, for instance, highlight the benefits that paid users are entitled to versus free users. Vlogs and live webinars, in addition, are great opportunities for you to keep your prospect’s attention without worrying about other content that can steal their focus from yours.


After the Purchase

Your relationship with your customer doesn’t end the moment they purchase your product. In fact, this is probably the most important stage in the journey. It’s a well-known fact that happy customers lead to reduced churn rates and higher customer lifetime value.


Show your new customers your appreciation by sending them short but sweet thank-you videos. This can be in the form of animated videos or fun GIFs. Delight them and they’ll most likely share your onboarding or welcome video with their friends and peers, spreading the brand love even further.


Additionally, it’s very common for customers not to maximize the use of your product simply because they don’t know how to use it to their greatest advantage. So, give them easily digestible instructional videos, even without them asking for it.



Choosing the right type of video content is essential for any video marketing strategy to be successful. When outsourcing video content services, it’s important to know exactly what goals you want to achieve, so you can create video content that addresses that specific objective.