Content marketing via video

Videos are one of my favorite forms of content marketing, as they can convey so much information very quickly. Well-produced videos demonstrate thought leadership while sharing the brand message. A video I recently came across accomplishes both beautifully. What I especially like about this video is the unexpected—and memorable—connection to the beached whales. The brand identification is saved until the end, which provides credibility for the overall message, and the content focuses on educating and motivating the viewer instead of selling treatment services. By taking this approach, The Florida House Experience is building trust and engaging its audience. 

What's your story?

Behavioral healthcare is an emotional business. People enter this field not for the fame or the fortune, but rather for the opportunity to make a difference. It's the perfect market in which storytelling can be particularly powerful.

Everyone has a story about why she is in this business, including vendors and the companies themselves. These stories can be the heart of a content marketing campaign to show prospects and remind customers that you're here not just to "get heads in beds" or sell IT software. Good stories are memorable and help foster relationships, which are key to the long selling and referring cycles in the treatment field.

The short video below brilliantly describes the power of storytelling.

The Power of a Business Story: Details from Tim Keelan