Why Video Should Be A Part Of All Your Content Marketing
Write some blog posts, assemble an infographic for an outreach campaign, make a few guest appearances on some relevant podcasts, then produce one or two videos. That sounds like a reasonable approach to content marketing, doesn’t it? Most businesses would welcome this kind of strategy because it casts a wide net and seemingly covers a lot of bases.
When you’re operating with a limited budget (as is the case for most companies), you don’t have the funds to invest fully in every option, but you also don’t want to stick to one specific tactic and end up missing out on myriad other opportunities. So is this indeed the right tack?
Well, it’s mostly going down the right path. You certainly do need to factor in various content types and diversify your production to ensure that you’re not just doing the same thing over and over again. But where it goes off the rails is in its treatment of video as just another ingredient. Video is far too important to be lumped in with everything else.
It’s more impactful, attention-grabbing and enduring than other forms of content. Instead of using it in isolation, you should make it a through-line for your general strategy: making video a part of all your content marketing. Allow me to explain why in greater detail.
It can easily be embedded in visual content
Perhaps the most obvious reason why you should work video content into all your content marketing is that it’s so easy to embed. Once you’ve created a suitable video on a suitable platform (most likely YouTube, but Vimeo is also a solid option), you can simply grab the automatically-generated embed code and drop it into any other piece of visual content.
That means blog posts, articles, tutorials, FAQs, infographics, marketing emails, and even PPC ad campaigns. If you have various pieces covering a particular topic, you can embed the same video in multiple pieces without causing any SEO problems whatsoever. For this reason alone, you have every reason to deploy your marketing videos more liberally. If you think producing video is too expensive, make your own.
It can expand upon points or add context
It isn’t just about throwing in videos for the sake of it, though. What makes a video such a valuable addition to other forms of content is that it can expand upon them in interesting ways. Take a marketing email, for instance: composing a great email that delves deeply into the features and benefits of the highlighted product is an excellent start, but the average consumer gets plenty of bland emails. Adding a potent visual element can give it a meaningful edge.
That visual element can consist solely of high-quality product photos from numerous angles, but the potential buyer might want to see the product in use — so why not include a product tutorial? Product tutorial videos are extremely effective for content marketing: they work well embedded in emails and product pages and viewed separately on their video channels.
It’s fantastic for cross-promotion
Getting people to follow links is always tricky, because we’re naturally lazy and prefer to stay where we are. Video is a great medium for promoting your other forms of content because it allows you major creative freedom for setting up your links and adding your end screens. Additionally, setting up playlists (and leaving autoplay enabled) can push someone who lingers on one of your videos to watch more videos — even straying to other topics.
It also bears noting that videos can work exceptionally well as outreach assets. Bloggers are often looking for new pieces of content to drop into their posts — and while focus often goes to infographics, videos are also fairly easy to sell given how easy they are to embed (and how low-risk they are from an SEO standpoint).
It gathers invaluable analytics data
One other big reason why video makes sense as the core of your content marketing strategy is how useful video analytics can be. Anything you do online can be tracked and analyzed to some extent, sure, but there are major restrictions: for instance, heatmaps used to see where people go on websites (and what they look at) are fundamentally limited and reliant upon mobile views.
Marketing videos, though, seamlessly collect detailed analytics data that allows you to form a much keener impression of how they’re being received. You can get as granular as looking at when video viewers pause or close the videos. What’s the average view time? Which parts of the videos are best holding attention? Knowing these things allows you to improve your process much more easily than you could when dealing with another form of content.
Through content repurposing, you can also use this to assess the value of your blog posts or podcasts. Simply record a video version of a selected piece of content, set it live, and see how people respond to it. There’s admittedly going to be a difference in the value of the piece (you might have some content that works well in writing but less well in the form of a video), but the insight you glean from this is still going to prove useful.
Any forward-thinking business should already be using video as a core part of its content marketing scheme, but it isn’t enough to stop there. Instead of viewing video as another ingredient like any other, consider working your marketing videos into every part of your campaign: for all the reasons we’ve looked at here, it’s a good idea.
A special thanks to Kayleigh Alexandra from MicroStartups.org for contributing this post.
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