You’ve just created an irresistible offer for your subscribers, and you’re just waiting for them to send you the deposit. But, for some inexplicable reason, they aren’t responding to your emails, and you’re starting to feel a little anxious. How frustrating is that? As a marketer, you want to ensure that you’re building ongoing customer relationships and not just relying on cold, hard cash. That’s where video content comes in.

To help you better understand why video content is so important, and how you can best use it to build a business, we’re going to name a few companies that use video content effectively, and then analyze their strategies.


If you’re unfamiliar, HubSpot is a marketing automation platform that helps businesses of all sizes and stages get the most out of their marketing budgets. The tool enables companies to create high-quality marketing material, such as ebooks, webinars and other such video content, which can then be used across various channels, such as email, social media and websites.

Although HubSpot does offer a basic version of their software free of charge, most businesses opt to go premium because of the extensive feature set, including marketing automation, that can be customized and the ability to connect with third-party services to take the functionality to the next level.


Evernote is a cloud-based, end-to-end, digital note-taking application that enables users to capture ideas, photos, videos, voice memos and more, and then organize them into discrete notebooks that can be searched and shared with others.

The tool’s biggest selling point is the ability to remember everything and access your notes from anywhere, regardless of whether you have an Internet connection or not. This makes it easy to access information when you need it, even if you’ve forgotten something earlier that day. What’s more, you can also collaborate with others by sharing your notes, or by editing them in real-time, as if you were sitting around a table, huddled over a notepad.

For those looking to grow their business or looking to avoid becoming homeless, the ability to effortlessly save your work, along with the confidence that comes with knowing you can always return to your previous state, is appealing. Plus, with features like voice recognition and AI-based search, exploring topics and finding information becomes much easier.


Docusign is an e-signature platform that enables businesses to efficiently send and receive documents and agreements over email and secure websites. While there are other similar products on the market, DocuSign offers a unique selling point in that its software operates within the cloud, enabling businesses to collaborate across multiple geographic locations, with minimal to no offline work being required. This makes DocuSign particularly attractive to forward-thinking companies that are striving to reduce operational costs and become more digitized and automated.

Since there’s no physical paperwork involved, contracts and other such documents that are signed digitally are much less likely to be rejected by the legal system, as there’s no question that the parties actually agreed to the terms and conditions. In addition, when legal disputes arise, they can be easily and securely adjudicated with the backing of a neutral third party, which should make businesses that opt for this type of arrangement feel confident that their cases will be fairly and promptly handled. And, if a business chooses this path, they can rest assured that their customers’ and suppliers’ private information will be kept private, as it never leaves the confines of their data centers.


Priceline is an online retailer that sells a variety of goods, from clothing to electronics to travel gear and more, all at discounted prices. Using the email marketing software HubSpot, the company was able to create video content to support their sales efforts and establish a deeper connection with their customers.

The videos, which are shared on social media and incorporated into the company’s website, aim to educate and entertain visitors, while also encouraging them to make a purchase. For example, one of their videos explains how to put together an outfit for a hot Summer night out, using items from the company’s online store. The video does this through a series of short, snappy lessons, which are easy to follow and allow viewers to learn alongside the character (a female fashion guru named Kristi Yamaguchi).

Although this video might not seem like conventional video content, it’s vital that marketers and businesses understand the value that video content creation adds to their marketing strategy. Videos allow businesses to establish themselves as an authoritative source on the particular topic, provide valuable marketing insights into how to improve their bottom line and establish stronger connections with their customers.


Marketo is a digital marketing group that was founded in 2008 and specializes in marketing automation and management tools for digital marketers, content marketers and advertising agencies. The company also offers a free CRM tool, which it dubs a “marketing cloud,” that allows users to store all their marketing-related documents, such as email campaigns, leads, and customer relationships. This makes it easy for marketers to access information when they need it, no matter where they are.

With marketing automation, you’re no longer limited to one or two platforms to manage your email marketing, web content and social media campaigns. Instead, you can use the software to connect the various platforms, and effectively automate the process of gathering leads, engaging with customers and continually improving the quality of traffic you receive. What’s more, since everything is stored in the cloud, there’s no need to keep large, bulky hard drives filled with all your customer data. That’s just the thing that makes this type of information vulnerable to cyberattacks and data breaches.

If you’re looking for a marketing automation platform that can help you generate more leads, qualify them, grow your customer base and improve your conversion rate, then look no further. For a limited time, you can get a free trial of Marketo and see for yourself how easy it is to use.


The takeaway from this brief analysis of video content is pretty clear. With the right strategy, video can be an invaluable tool for any business, large or small. No matter what type of business you’re in, chances are you’ll be able to find a use for video content generation in your marketing strategy. This is especially true if you’re looking to connect with customers on a more personal level or want to educate your audience about your product or service.

The video content that we previously described, along with the other resources listed above, can all be accessed via the Clickfunnels platform, allowing marketers and businesses to build comprehensive email marketing & web content plans, write product descriptions and generate sales pages, along with all the other features the tool offers. Using video content to gain traction with consumers, build credibility and establish organic lead generation is a surefire way to grow your business.