Video and the Future of Content Marketing
What can you expect for the future of content marketing? It has certainly evolved in format since it first started with John Deere’s magazine The Furrow in 1895, but the purpose is still the same – build trust with your consumers.
In addition to one-page leaflets, we now have branded magazines, blogs, podcasts, social media posts, and videos too.
People watch 85 percent of Facebook videos without sound. They’re still interested in reading (and value their silent time), but visuals are a nice addition. The two complement each other quite well.
Imagine watching an hour-long video on how to create a successful content strategy – no thanks! Wouldn’t you rather have a 10,000-word blog or eBook you can quickly come back to and reference? I would take notes the entire time if I watched a video or listened to a podcast that long. Give me the blog, please!
Video Will Bolster The Future of Content Marketing
As a proponent for the written word, I truly believe that video will not eliminate written communications. According to new research from Clutch, “33 percent of B2B audiences read blogs or articles about business-related topics.” People are sharing blogs with others because they think it will be useful and it’s helping to generate leads.
[bctt tweet=”#Video won’t eliminate written #content, but there is value in using video to reach more people.” username=”meaghanmae”]
B2B marketers using blogs get 67percent more leads than those that don’t. Social Media Examiner even reported that more than half of marketers believe that “original written content” is the most important type over images, videos, and infographics. However, I know the value of using video to reach people. Look at the facts, and you’ll agree.
- 72 percent of people prefer video to learn about a product or service when they have the option of text or video on the same page.
- Most people have viewed explainer videos to learn more about a product or service, and 81 percent say it has convinced them to purchase.
- 500 million plus people watch video on Facebook daily.
- Over 80 percent of Twitter users watch video on the platform.
- You can increase conversion by 80 percent by adding a video to your landing page.
Types of Video to Use in Your Content Marketing Strategy
Now that you understand why you need to create videos for your brand, let’s take a look at how to get started. The first question you likely have is what you should create videos about? Here are a few ideas to get you started:
- Create explanatory videos about your product or service.
- Answer FAQs. Almost half of businesses surveyed by HubSpot claim that video helps them lower the number of support queries they receive.
- Short teaser clips within your article of a few of the main points can encourage the viewer to read more. 80 percent of marketers say video increases the amount of time a viewer stays on their website.
[bctt tweet=”#Video increases the amount of time a viewer stays on your website. #marketing” username=”meaghanmae”]
- Repurpose your current content. Identify content (blogs, eBooks, white papers) that have performed well in the past and add more mileage to the idea you’ve already developed with a video. It will also help with SEO (search engine optimization) of that topic on your website.
- Share “behind the scenes.” Give your prospects and customers a taste of what life is like in your business. Share clips from around the office that show the company culture, host interviews with employees or customers, explain how to make the product, or crowdsource questions to answer on a video.
Tips and Best Practices for Video Marketing
Recording and sharing video doesn’t have to be difficult. All you need is your smartphone and an idea. Remember these tips and best practices as you develop your video strategy.
- Short, two-minute-long videos get the most engagement (This does NOT apply to live video, see number two).
- Go live. At Social Media Day Jacksonville 2018, live video expert Luria Petrucci said to aim for a minimum of 20 minutes when using live video to get the most engagement.
[bctt tweet=”To get the most engagement from your #livevideo, @luriapetrucci says to aim for a minimum of 20 minutes. #contentmarketing #videotip” username=”meaghanmae”]
- Create a series. In her book, Vlog Like a Boss: How to Kill It Online with Video Blogging, Amy Landino suggests creating a video series. It gives you an idea for the next video to make and builds a sense of anticipation among your audience.
- Share on Instagram or Facebook Stories.
- Upload videos directly to Facebook, don’t share YouTube links. Native videos get a ten times higher reach.
- Engage with viewers.
Are you among the 81 percent of businesses that use video in your marketing? If not, it’s time to get started. Grab your smartphone, develop a strategy or outline for your first branded video, and hit record!