The 4Es of Video: How to Align Your Marketing Content Strategy With Buyer Expectations

Today's buyers have new expectations of brands, including wanting a sense of connection and friction-free experiences. Video is a powerful content format that offers new ways to show how your product or service can help, and can create meaningful connections. The 4Es of video are: Education, Engagement, Emotion, and Empathy. It is a great way to educate audiences and engage them with visuals, audio, music, and creative storytelling. It can also stimulate an emotional response, and showcase empathy to create a human connection.

Inbound marketing is a staple of modern marketing, and the role of content has expanded to meet new expectations. It is important to use a variety of content formats to reach audiences, and video can help people learn on their own time. Marketo swapped "Talk to Sales" with "View a Product Tour" and it increased their conversion rate more than 1,000%. Video can also be used for onboarding customers and it demonstrates a commitment to delivering the best possible experience.

Video content marketing can align your strategy with buyer expectations. It is important to create helpful online content to attract new visitors, and to use video to educate, engage, evoke emotion, and showcase empathy. Video can also help customers learn on their own time and provide a better customer experience.