Content marketing and social media marketing aren’t exactly the same thing. But they are symbiotic. And that means when consumer preference changes in one arena, it impacts the other.
One evolution in the social media arena should be evident to anyone with a Facebook or Instagram account:
Video content is on the rise.
While growing SEO presence and generating fresh blog content continue to be the focus for most marketers, there’s no denying that consumers are clamoring for more video content to engage with their favorite brands. And companies are taking notice.
According to a recent HubSpot survey, nearly 50% of marketers planned on adding YouTube and Facebook videos to their social media marketing mix in 2017. And 33% of those surveyed intended to make online video creation their TOP marketing priority. There’s a good reason for that.
Online video drives engagement.
According to Vidyard, marketers who use video get 41% more traffic and see 27% higher click-through rates than those who don’t. In addition, a new Cisco study predicts that over 82% of ALL online traffic over the next three years will come from video. Even the most conservative marketers would agree that’s just too many potential customers to leave on the table.
So where do you start? The most natural way to start incorporating video into your marketing mix is via your blog. Video can be a great social media tool to drive blog traffic—as well as make your blog content more engaging and relevant to today’s consumer.
Here are 3 simple ways to enhance your blog with video content:
1. Blog Summary Videos
You don’t need to come up with entirely new content to add video to your blog feed. A video summarizing the content of the written blog beneath it can go a long way toward increasing engagement and driving traffic. Cover the top-level points of your blog in the video and encourage viewers to check out the written blog to go more in depth. Post your video summaries on YouTube and in your social media marketing to encourage click-throughs to your blog page.
From a live talking-head approach to slideshows and animation, there are a variety of format options you can use for this type of video that are relatively simple and inexpensive to put together. You don’t need a fancy camera and production tools, but make sure your finished product looks professional. Today’s home office technology and video editing software is sophisticated enough to enable you to produce sharp-looking, well-edited videos on a shoestring budget.
2. Video Tutorials
YouTube has become a go-to outlet for how to do almost anything. And no wonder, a majority of us are visual learners and studies have shown video information has a higher retention rate than text. Video tutorials are a great way to entice clicks, build customer loyalty and establish yourself as an expert they can return to again and again for advice in your field.
First, determine they type of tutorial your customers need. Do they need instructions on how to use or get the most out of your products? Do your customers have a common set of problems they need help solving? If you are a service-based industry, don’t go so far in your videos as to teach people how to do your job without them. Simply give viewers enough top-level tips to trust you as an expert in your field.
3. About Us Videos
If you don’t have the time or resources to make video summaries or tutorials on a regular basis, how about making one really good video you can include with all your blog posts? An “About Us” video is simply a visual distillation of the About Us page on your website. It’s a great way to tell your brand story and engage your blog readers at the same time.
Whether you use a simple slide show approach or create a more robust live video featuring employees or commercial footage, shorter videos tend to see greater engagement so keep it under two minutes. Most importantly, as this video will be used again and again, make sure the video captures your company’s personality and delivers the critical information readers need to trust your brand—and your content.
These are just some of the simple ways you can create and use original video content in your blogs to boost inbound traffic. Whatever you do, make sure you make it clear up front to readers that a video is included—easily done by adding “(VIDEO)” in front of your title. And don’t forget to add a call to action within the video—whether that’s to hit the like button, subscribe to your blog, download your white paper or go to your website for more information.
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