Video marketing is huge. Godzilla huge.

Research has demonstrated that having a video or videos on your company’s landing page can increase conversion rate by 80%. Furthermore, a whopping 97% of marketers feel that videos help their customers to better understand the products that they are selling.

Without a doubt, in the right hands a video can be a powerful marketing tool. However, one key aspect of a successful marketing video that many companies often neglect is the concept of a core message.

What is a core message? Simply put, it’s the main idea that you want to convey to your viewers. In fact, it involves the very purpose for the video’s creation in the first place! And in order to make your content effective, you need to stick to that message throughout the duration of the video.

What are some ways that you can stay focused on one core message for every video you produce? The following 4 suggestions can help.

Keep Your Desired Outcome in Mind

First and foremost, it’s important to clearly understand your primary objective in creating the video.

For instance: is this video designed to educate or instruct? Should it foster discussion around a product or service? Should this video highlight the benefits of doing business with your brand?

Here’s a good rule of thumb: if you can’t describe the central concept of the video in one (non-run on) sentence, then you need to trim some more fat before you begin production. This is especially true if your video will only be two or three minutes long.

Consider Your Audience

Who are the most likely viewers for your video? What do they already know? What do they want or need to know?

Videos that retread old ground will likely bore your viewers and drive them to seek out other sources of information. However, videos that meet the specific needs of your target demographic will enhance your company’s image, and foster feelings of brand loyalty in those viewers that received real value from your content.

For example, a company that sells tax software may keep video content basic for the general public. However, in videos aimed at professional tax advisers they may provide a more detailed look at how their program can help navigate corporate tax law.

Only Use Auxiliary Points that Support Your Theme

As you begin work on your video script, you’ll probably have a wealth of resources from which to cull facts, figures, statistics, and anecdotes. However, don’t get carried away by pet facts or sensational figures that have nothing to do with your main thesis. Only use supporting evidence or arguments that actually supplement your overall theme.

Videos are primarily a story-telling medium. To make your story clear and memorable, edit out unnecessary tangents that detract from the flow of the narrative.

Make Good Use of Repetition

You can implement repetition in a number of ways: by means of an overview at the start of your video, a review in the conclusion, or by presenting your points in a numbered list and then periodically referring back to them.

Repetition is an excellent memory aid. Moreover, judicious use of repetition can impress your core message onto your viewers’ minds and consciousness for days or weeks afterwards. Don’t be scared to use it.

As the above points demonstrate, successful video marketing is not something that can be left to chance. It takes forethought, careful planning, and skill to craft engaging and profitable video content.