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By Ana Gotter    

When you think of the term “content marketing,” what pops into your head? If you’re like most people, you likely think of blog posts. Maybe some ebooks or extended guides. If you’re also like most people, you likely won’t think “video”– but you should.

While video has been used more for other types of marketing in the past, it has a solid place in content marketing. Videos are incredible mediums for storytelling and relationship building, after all, and though those features can enhance an ad, they also speak to the core purpose of content marketing. Copy is meant to sell; content informs and build relationships.

So what exactly is the role of video in content marketing? In this post, we’re going to discuss why video is so vital to content marketing and how you can use it to improve the results you’re already getting in every way.

Why Video Should Be a Vital Part of Your Content Marketing

One thing I want to clear up really quickly is the difference between copy and advertising and content marketing.

Copy and advertising focused on selling something immediately. It’s meant to drive immediate action. It’s brief and to the point.

Content might still encourage you to take certain actions, but it’s more about storytelling, informing, and establishing relationships. You’re providing value and drawing customers in that way instead of going for the hard sales pitch.

A lot of businesses focus on video exclusively in advertising. They create hard-hitting explainer videos meant to drive sales instantly. This is obviously effective, and we write about it a great deal on this blog. But it’s not the only way to use video.

Video is an outstanding medium for content marketing, and I’ve argued in the past that video is so content-oriented that YouTube should be approached as a content marketing platform instead of a social media one. It can be used to provide exceptional value in a quick, digestible way that audiences will be happy to engage with and share.

It helps that video is a compact form of content. Instead of copy/pasting an entire blog post and its supporting images into a Facebook post (which no one would ever do), people can just share your video with a simple click.

How to Improve Content Marketing with Video

Video has a lot of benefits and a lot of diverse use cases. Let’s take a look at the four biggest ways you should be using it to improve your content marketing campaigns across the board.

Create Standalone Video Content

We’re seeing more and more long form content being shared across multiple platforms, to the point where we’ve even seen an emergence of platforms like IGTV.

Video content that’s meant to engage with users, teach them, or offer value to them in some other way is a great way to enhance your content marketing. You’re adding a new medium of content that’s engaging and easy for users to process quickly.

And sometimes, video can capture a subject more efficiently than even the best-written blog post ever could. Instead of writing a blog post about how to fix the engine of the car, for example, it would likely be a lot more effective to watch a video going over the same thing. It’s easier for people to understand, and it can often get the point across much more quickly.

Sometimes video tutorials are more beneficial than text-based how-tos. In this case, you’ll see videos appearing high in the SERPs.

Your standalone video content can truly standalone, existing in separate campaigns from your blog or lead magnets, but it can also work alongside it. Cover similar topics, and then send users back and forth from your videos to your blog and vice versa.

Embed Videos in Blog Posts

Once you’ve got that video content up and running, embed them in relevant blog posts. Are you talking about overall car maintenance? Insert that video showing how to change an engine in the appropriate section, embedding it into the post. This adds value for your readers, it makes your content more engaging, and it even gives you a new type of goal to track in Google Analytics; (you can actually see how many users click to play your videos).

Videos appearing in blog posts do count as additional media, and the more thoroughly you’re able to cover a single subject, the happier your readers will be.

Use .SRT Files to Improve SEO

We already know that captions are important to include on videos, especially with 85% of videos being played on Facebook without any sound. Including closed captions to counteract this trend is important, but they have another great use, too.

When you use .SRT files to create closed captions for your video, you’re also giving your video content a big SEO boost that will help you to attract relevant traffic. Google can’t crawl videos, but they can crawl .SRT files, which are essentially text transcripts that you embed into the video.

This gives you an enormous SEO advantage, because you can hit a lot of keywords you weren’t even targeting directly and show up in more relevant feeds.

If you’re not sure how to create an .SRT file, it’s easier than you think, especially if you use YouTube. You can see how here.

Create Videos to Promote Your Content

Even if you’re most comfortable sticking with blog posts as your primary form of content, you can still use video to send more traffic your way.

As a part of Shakr’s content marketing strategy, we create short announcement videos for our blog posts using our high-performing video templates. We feature the blog title in short, 5-second-long videos that we share on social media. Since videos are often favored in feeds and immediately suck you into watching, it’s been an effective strategy that we’re sticking to (at least for now!).

Conclusion

Blog posts are the staple of most brands’ content marketing strategies, but that definitely doesn’t mean they should be the only part. Video can help your marketing efforts by enhancing the content itself, providing new content available to you, helping you connect with your audience, and making it easier to promote the posts you already have. It’s a valuable and flexible asset, and it should be treated as such.

Feature Image Credit: Free-Photos / Pixabay

By Ana Gotter    

Sourced from Business 2 Community

By Ted Kitterman

Good video is a big investment.

Even if you buy cheap equipment and avoid costly styles that require heavy planning and editing, your videos are going to cost money. Couple that with the expense of distribution, and you might have some execs asking whether an expensive video campaign is worth the effort and expense.

More and more, PR pros are having to prove ROI on their efforts—including video.

This infographic from One Productions details how to assess whether your video content is having the desired impact.

It includes:

  • View count
  • Engagement
  • Conversion rate
  • Social media sharing

See the full infographic to learn why video is such an important part of your marketing mix, along with tips on how to convince others that the cost is worth it for your organization.

 

By Ted Kitterman

Sourced from Ragan’s PR Daily

Facebook is a social media giant, best known for connecting world events (e.g. sports, politics, entertainment etc.) into a common space and giving people the power to connect with family, friends and kindred spirits around the world. From its founding in 2004, it has became the place to share experiences, knowledge and opinions about what matters to them.

Increasingly, Internet marketers are turning to Facebook to achieve their video marketing goals.

Here are the reasons why Facebook video marketing has become a viable option in such a short period.

1.  High Volume Traffic that cannot be Ignored

As the second busiest website in the United States and globally as measured by Alexa (behind Google.com), Facebook offers online entrepreneurs a super opportunity to define and pursue target audiences based on “ideal candidate” criteria. Each of Facebook’s half a billion active users come into the social network with hungry eyes, even if being sold is not necessarily on their mind.

Even a short fifteen or thirty (30) second video clip can be enough to trigger interest and follow-up.

 

2. Fantastic Opportunities to go Viral

After YouTube, Facebook houses the most source referred videos on the Internet. This means that making a good impression with even a few people can mean exponential exposure via sharing in a matter of days, if not hours.

Learning to market with Facebook videos can work whether your aim is educational, instructional or social (relationship-oriented).

3. Facebook Embraces Mobile Marketing

Over one-hundred fifty million people carry Facebook with them on their mobile devices, which makes it especially important to reach this active demographic whenever they go. Mobile device growth far exceeds that of desktops and laptops, making Facebook ideally positioned as a “goto” app to connect with prospects via mobile-friendly video.

4. Advertising Optimization for Multiple Goals

Facebook supports a number of video marketing goals that are self-contained within the website itself:

  • Boost your posts.
  • Get installs of your app.
  • Get video views.
  • Increase conversions on your website.
  • Increase engagement in your app.
  • Promote your Page.
  • Send people to your website.

5. Strong Level of Actual Face Time on Website

The average Facebook user remains on the site for over twenty-one minutes per session, and views about thirteen pages. You can take advantage of this devotion by offering valuable content that hooks visitors and encourages them to share your content with others (see above).

With up to twenty (20) minutes per video, cater the length to your target audience and the type of message you want to send.

6. Visibility that Leads to More Conversions

Today, Facebook videos are visible within Google searches which adds credibility to your marketing efforts. In addition to search engine optimization (SEO) benefits, you have keyword or hashtag capabilities similar to what Twitter offers. In order to encourage visitor action, you can add triggers at strategic moments of your video presentations.

Facebook video marketing can be a boon to your online business efforts, regardless of your current level of marketing experience. It is the behemoth among social media websites, offering both advertising and relationship-building chances on an ongoing basis.

Regardless of platform (desktop, laptop, tablet, mobile) Facebook deserves to be a part of your video marketing mix.

Feature Image: Jose Luis Pelaez Inc/Blend Images/Getty Images Prestige

Sourced from the balance

It seems that Facebook is trying to muscle in on YouTube territory.

By MediaStreet Staff Writers

Facebook is indirectly becoming a solid source of user-generated content, often replacing time otherwise spent viewing similar videos on YouTube.

A new report from the UXS group at Strategy Analytics has been investigating the needs, behaviours and expectations of consumers regarding video consumption. The result? While consumers look to Facebook to see what friends/family are up to and to gain information overall, videos are being increasingly consumed as a part of this experience.

According to the report:

  • Social platforms are becoming the main source of consumption of ad-hoc short-form video. Sites such as Facebook and Instagram are increasingly sources to communicate new content availability; while sites such as Snapchat, IG stories and Boomerang are leading the drive towards social video creation and sharing.
  • Socially shared and discovered ‘viral’ content not only serves as entertainment on its own but can impact an unintended direction for users and their video consumption.
  • Ongoing live video streaming and posting of temporary ‘stories’ across Facebook and Instagram are also driving users to return.

Says Christopher Dodge, report author, “Content is ‘finding’ the user within social media: consumers no longer have to search for videos themselves. Furthermore, new ‘live’ video, along with countless shared video content, is shifting behaviours and resulting in more unintended video consumption.”

Chris Schreiner, Director of Syndicated Research, UXIP, agrees. “Identifying Facebook as a solid source for video – inclusive of professional, user-generated, and ‘viral’-type videos – not only makes Facebook’s experience even more compelling for users, but also drives advertisement revenues for this platform.”

There’s plenty of ways to use facebook video to advertise products.

But will they take YouTube’s thunder? Perhaps this is wishful thinking at this point. But, stranger things have happened. We will stay tuned.