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Content Marketing Campaign of the Week: Home Depot Videos

If you’re in the retail home improvement business, one thing for certain is your customers are looking for help and advice. Whether it’s the single woman determined to fix it herself, the wannabe Tim “The Toolman” Taylor tackling a renovation, or a stay-at-home-mom looking for a craft project, this target audience is looking for tips and tricks to make their home fixes and projects easier. That’s exactly what Home Depot did with its videos and even their Vine account.

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The Home Depot video page is broken into 12 common home improvement categories, and each category has simple yet informative videos that range from DIY projects like how to install a ceiling fan to evaluating products and how to select a pressure washer. These videos are short (typically 2-5 minutes) and easy to comprehend. Not only do the videos provide knowledge to customers who are actively seeking it in the stores, but also for those who are searching online.

For example, one of the most commonly typed Google searches for “How to install” is for toilets. Depending on your personalized history, the Home Depot video for Installing a Toilet should pop up in the top 10. On mine it was number five – sorry Home Depot, there’s a Lowe’s a mile from my house and Google knows. Despite that though, Home Depot’s video is broken down step-by-step and also transcribed. Not only do they benefit from the video content, but the copy on the landing page. This is just one of hundreds of how-to videos they’ve done, and they’re seeing results. According to Reuters, Home Depot has first quarter sales that are better than expected.

Not only has Home Depot posted videos that help their customers, they’ve also taken to Vine. The description they lead with on their home page is, “Let’s do what it takes to go from to-do to done. Get the latest tips and tricks to unleash the doer in you. Tell us what project you are working on. #LetsDoThis.” With visually stimulating, six-second videos that show projects from start to finish, they’re giving creative ideas to DIYers everywhere, standing out among their competitors.

Even better is the fact that fans and customers are creating content to share through this channel. For instance, @Khoa has shared several Vines for #SpringMadeSimple (including my favorite for an upright garden) that combine visual content with a purpose. REI Digital Engagement Program Manager Paolo Mottola agrees saying, “I’m a big fan of content that provides utility.”

So what can we learn from Home Depot’s video content marketing strategy that you can start doing tomorrow?

  1. Ask what your customers are asking in the “how to” department and answer those questions. This serves two purposes:  helping your current customers and potentially getting ranked and recognized by new customers.
  2. Make it easy for your customers and clients to share projects they do that involve your company, its products or services. Anybody can have a boring testimonial page. Your customers and brand advocates will surprise you with what they can contribute.
  3. If you’re making videos, make them short, to the point, and helpful. People only have an 8-second attention span when deciding if they’ll stay on a landing page. Do you think they’ll sit through 10 minutes of video?

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