This article was co-authored by Clifton Johnson Jr. from SocialSEO.
SocialSEO and Influence & Co. joined forces to carry you a webinar on how one can unlock extra results from content marketing by implementing video into your technique.
In the webinar, we talked about:
- Video’s position in content material advertising.
- Results that video can drive for companies.
- The varieties of video content material that may be useful at every stage of the customer’s journey.
- How you possibly can maximize your funding in content material advertising and video.
- How you possibly can check video in your advertising technique at this time.
But we could not get to the whole lot in such a short while. So we have compiled some nice questions that attendees requested and can do our greatest to provide the context you might want to make video an efficient a part of your content marketing technique.
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Didn’t get to attend the webinar?
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8 Questions About Video Marketing, Answered
1. How can I determine which content material to repurpose into video?
Audience engagement is crucial consideration once you’re deciding which content material — akin to weblog posts, whitepapers, infographics, and many others. — to repurpose into video content material.
Which weblog posts are attracting essentially the most visits? Which ones do your guests spend essentially the most time on? If you may have commenting enabled, which of them appear to fire up essentially the most dialog? Is any of your content material attracting numerous backlinks from different web sites?
Gary Vaynerchuk additionally suggests getting a pulse on which sections of a chunk of content material are partaking your viewers essentially the most to decide which micro videos to create. For instance, for an extended video he is launched, he’ll take a look at which era stamps his viewers has referenced essentially the most and create shorter movies round these particular matters.
“As a way to engage with my community more, my team and I have been telling our audience to comment with a timestamp to a section of the video that they liked! This makes finding community insights in my comments much easier and allows me to make the content that my audience wants to see.”
Beyond engagement metrics, additionally zoom out and take into consideration which factors of your gross sales, advertising, and customer support experiences may benefit from video. For instance, do you get numerous questions all through your consumer onboarding course of? Do leads appear to be confused about any of your particular providers? Are you making necessary updates to your services or products that you don’t need your clients to overlook? Short, partaking explainer movies might meet these wants.
2. How can video enhance web optimization?
Video has turn out to be an necessary consideration for Google when figuring out which content material it is going to serve as much as searchers.
SocialSEO put collectively a blog post explaining how video can impression your web optimization, however we’ll summarize a number of key factors right here:
- Searchers usually tend to click on on listings that include a video thumbnail.
- Google prioritizes search outcomes with video above outcomes with out video.
- Video helps bolster two of crucial metrics for web optimization: time spent on web page or website and the variety of backlinks to your web site.
3. What are finest practices for together with video in emails?
Unfortunately, the most important electronic mail purchasers — Gmail, Yahoo, and Outlook — do not help embedded movies in emails. So in the event you determine to embed a video, your subscribers both will not be capable of watch the video throughout the electronic mail, or they will not see your electronic mail in any respect until they dig by means of their spam folder to seek out it.
HubSpot wrote up some directions on easy methods to embrace a nonetheless or GIF out of your video and hyperlink out to your video from the e-mail. Read more about how to do this here.
4. What’s the perfect size for movies throughout every stage of the customer expertise? What varieties of video content material and platforms are finest for every stage of the customer’s journey?
The purchaser’s journey is split into three principal components: consciousness, consideration, and determination.
At the attention stage, you are merely making patrons conscious of your model. These of us do not know you, and they’re often on the very early levels of trying round and gathering data to resolve a ache level. So your movies needs to be brief and attention-grabbing. According to Lemonlight, movies focusing on folks within the attraction stage of the customer’s journey needs to be not than 60 seconds. Consider creating brief movies to share on social platforms, akin to blooper reels or how-to movies providing suggestions and tips.
At the consideration stage, folks find out about your model — and most probably your rivals, too. Now is the time to have interaction these folks with invaluable insights by way of an interesting video that provides them extra details about your choices with out fairly doing a tough promote. At this level, movies might be one to a few minutes lengthy. Try creating case examine movies, staff movies, and occasion recaps which you can publish in your web site and YouTube and share throughout social channels.
Lastly, you may have the choice stage. At this level, folks have gathered the data they want and are weighing their choices to make a ultimate determination. In these movies, it is best to cowl your distinctive worth proposition and embrace a name to motion detailing the steps viewers have to take to finish their buy or signal on to your providers. At the choice stage, movies needs to be not than two minutes. Great video codecs at this stage can embrace product demos, tutorials, and testimonials which you can publish in your web site and YouTube.
5. How can I edit video content material shortly?
If you are searching for a fast and straightforward approach to edit movies, look into Canva. Canva’s video editor permits you to minimize, splice, trim, and break up movies. And in the event you’re searching for some inspiration that will help you get began, you need to use one among Canva’s customizable templates. You also can add textual content, transitions, graphics, music, sound results, voiceovers, and extra.
6. Should I divert sources from the written features of content material (weblog posts, whitepapers, case research, and many others.) to help video?
Absolutely not. A video technique shouldn’t take out of your written content material efforts and vice versa. These are complementary methods that ought to go hand in hand and help one another.
For instance, you would not have to sacrifice written case research to be able to create video case research. A simpler technique could be to publish a written case examine in your web site and additionally create a video model. This would assist you to have interaction varied studying kinds, attain a wider viewers, and place your self optimally in search outcomes.
7. How can I make abstract movies part of my weblog content material creation course of?
Publishing a brief abstract video on the prime of a weblog put up to supply another technique of consumption is a good concept. You can have interaction folks in a wide range of studying kinds by providing each video and written content material in your weblog. To make this part of your course of to your weblog content material, designate somebody to be chargeable for creating and enhancing these movies and guaranteeing they’re delivered to the one who uploads weblog posts to your content material administration system.
For instance, your course of would possibly seem like this:
- Blog put up is written.
- Blog put up is edited.
- After weblog copy is finalized, a brief script is written for the abstract video.
- Summary video is recorded.
- Summary video is edited.
- Blog put up and abstract video are uploaded into content material administration system.
- Blog put up is scheduled for publishing.
Just be sure that each step and related job is documented in your venture administration system so nothing falls by means of the cracks.
8. How do you get buy-in from higher-ups who do not see the worth of video advertising?
Showing proof that video works can actually assist achieve buy-in from management. Here are some statistics which you can sprinkle into your communications:
- The quantity of on-line video folks watch has nearly doubled since 2018.
- Nearly 90% of video marketers say video offers them a optimistic return on their funding.
- Nearly 90% of video marketers say that video has successfully generated leads.
- Over 80% of marketers say that video has a direct and optimistic impression on gross sales.
- Nearly 90% of people say they’ve been satisfied to purchase one thing by watching a model’s video.
- Nearly 80% of people say that they’ve been satisfied to purchase or obtain software program or an app by watching a video.
- On common, folks watch 19 hours of video on-line every week.
We hope this has offered some useful perception as you navigate including video to your content material advertising technique. Still have lingering questions that weren’t answered within the webinar or this text? Reach out to Sara or Clifton on LinkedIn!
Didn’t attend the webinar? Click beneath to hearken to the recording to be taught how one can add video into your content material advertising arsenal.
Clifton Johnson Jr. is a digital advertising strategist at SocialSEO. Clifton focuses on understanding the customer’s journey and figuring out easy methods to leverage omnichannel advertising for firms to maximise their model extension whereas capturing extra certified leads. Bridging the hole between information and emotion is his specialty, and he thrives on maximizing alternatives and serving to manufacturers stand out from the gang.