Content and Marketing: How they work together

28/11/2024

How can you market your digital content to ensure it has the most engagement and impact? Here’s three steps we recommend.

In the digital age, we often hear the phrase, “Content is king.” This underscores the importance of high-quality, valuable content in capturing attention and driving engagement. But equally important, and sometimes underappreciated, is the truth that marketing is queen—and marketing runs the house.

What Do We Mean by Marketing?

When we think of marketing, the idea of selling something often comes to mind. It can feel commercial or even taboo, especially in faith-based contexts. But in today’s crowded digital landscape, we are all competing for mere seconds of people’s attention. Even the most amazing video won’t have an impact if it’s not marketed effectively.

Consider how blockbuster movies are marketed: beyond the film itself, there are catchy titles, compelling trailers, eye-catching posters, and memorable slogans. Similarly, in digital ministry, it’s not enough to create great content—we must also ensure that people see and engage with it.

Marketing should be the foundation of content creation, informing every stage of the process. Here are three crucial steps to guide your social marketing journey and amplify your message. 

1. The Hook

The hook is the initial part of your video or content that grabs attention and convinces viewers to keep watching. It sets the tone and sparks curiosity.

How to Create a Strong Hook

  • Start with a Question: Pose a question that resonates with your audience’s interests. 
    Example: "Why does Jesus say, 'Do not worry about tomorrow'?"

  • Use a Bold Statement or Fact: Present a surprising statement that piques curiosity. 
    Example: "Did you know God’s promises are unbreakable?"

  • Tease the Content: Give a preview of what’s to come. 
    Example: "Join us this Sunday to hear why Jesus loves us."

Crafting your hook before creating your content helps shape what you film and ensures it connects with your audience from the very first second. 

2. The Thumbnail or Cover Photo

Thumbnails (or cover photos) are often the first thing viewers see and play a major role in whether someone clicks on your video.

How to Create an Engaging Thumbnail

  • Use Your Hook: Incorporate your hook into the thumbnail by overlaying text on an image from your video.

  • Make It Visually Appealing: Bright, inviting, or intriguing visuals encourage clicks.

  • Keep It Relevant: Use footage from the first 3 minutes of longer videos or the first 6 seconds of shorter ones. This reassures viewers they’ve clicked on the right content.

Your thumbnail is like the doorway to your video—make it inviting enough to step through. 

3. The Copy: Titles and Descriptions

Your video’s title and description are critical for SEO (search engine optimization) and viewer engagement. They set expectations and help your content reach the right audience.

How to Create an Effective Title

  • Use Your Hook: A strong hook often doubles as a strong title.

  • Keyword-Rich: Include relevant terms your audience might search for. 
    Example: "How to Grow Your Faith in 2024."

  • Descriptive and Intriguing: Clearly describe the video’s content while sparking curiosity. 
    Example: "5 Lessons from the Gospel of John."

  • Use Numbers or Lists: Titles with numbers often perform better. 
    Example: "Top 10 Commandments for Digital Engagement."

  • Keep It Concise: Clear, concise titles perform best, ideally under 60 characters.

How to Write an Effective Description

  • Start with Key Information: Highlight the most important details in the first few lines. 
    Example: "In this video, we explore five ways to grow your faith in 2024."

  • Provide a Detailed Overview: Summarise the video’s content. 
    Example: "Learn how the Bible teaches us to live purposefully, create meaningful connections, and use our talents to serve others."

  • Include Links and CTAs (Calls to Action): Add links to related videos or resources and invite viewers to subscribe or comment. 
    Example: "Watch our related video about Lent here: [insert link]." 

Putting It All Together

Before you upload your next piece of content, take these steps:

  1. Create a compelling hook.

  2. Design an engaging thumbnail or cover photo.

  3. Write an optimised title and description. 

Final Thoughts

In the ever-changing digital world, great content alone is not enough. To make a real impact, you need to ensure your message reaches and resonates with your audience. Marketing isn’t just about selling; it’s about creating connections and sparking curiosity that leads people to engage with your content.

By mastering these three simple yet powerful steps—hook, thumbnail, and copy—you can amplify your reach, grow your digital presence, and share your message more effectively. 

So, before you upload your next piece of content, take the time to market it well. Content may capture attention, but marketing ensures it has the power to inspire, transform, and build lasting connections. 

 - Luke Smith, Junior Content Producer