Content marketing doesn’t always have to be about written material; it can include a range of different formats. If you think a picture is worth 1,000 words, imagine the value of incorporating video marketing into your material? It’s now an old cliche that Dr. James McQuivey of Forrester Research believes one minute of video is worth 1.8 million words. That’s 3,600 pages of website content! That might sound extreme, but the point is that the faster our lives become, the less time we have for activities like reading. That means the more content can be consumed “on the go,” the more valuable it’s proving to be.
So, what are some of the ways you can integrate video marketing into your content? Here are a few ideas:
Idea #1: Testimonials
Testimonials from satisfied customers are a very powerful addition to a business website or blog, but just adding a few words written by a “client” who remains anonymous or who consents to use their first name only simply doesn’t cut it. A 50-second video testimonial, however, even if it doesn’t show the client’s personal details, is far more believable, and it conveys significantly more information in a shorter time than if the user has to read through five lines of text.
Idea #2: Expert Interviews
We all love industry experts, but getting them to guest blog for you can be like pulling teeth. Even getting an official comment for your website can be difficult, but if you can pin down an expert to do an interview on camera (or find footage online of a pre-existing interview) there’s no reason why you can’t link to it or embed a chunk of it into your blog post. That way, you can use the same industry video time after time, too. Simply select the bit you need for the post and include that in your topic.
Idea #3: Explainer Clips
The recent rise of the “explainer” video has taken the web by storm. Companies across the board are recording clips that supplement their textual information in an audio-visual format. Usually, the videos promote their products and services, presenting information about the business or its offerings in a simplified way. According to statistics, 60% of online users prefer watching a video to reading copy on the same subject. HubSpot’s State of Inbound Marketing report shows video is continually growing as a priority, and that 48% of marketers plan to incorporate YouTube into their strategy during 2018, while 46% plan to add Facebook video.
Idea #4: Instruction Tutorials
Video tutorials are a really convenient and popular way of providing instructions for users. Instead of difficult, detailed instruction sheets or complex diagrams and explanations, just make a video telling your viewer how to perform the necessary tasks. Whether it’s putting together a piece of furniture, baking a cake or using sophisticated industrial equipment, instruction videos work in every type of industry.
Idea #5: Personal Introductions
Your website’s “About” page is where you would typically introduce yourself and your company to your customers. It can be interesting, or it can be as dry and boring as an annual report. By adding a personal introductory video to the page, you not only bring the page to life but you can leave a profound impression on your viewers. If your business is mainly done online instead of in person, it will bridge the gap and bring you closer to your clients.
Making it Work
Including video marketing in your content doesn’t need to be difficult or expensive, either. Film yourself sitting at your desk, walking through your store or business or introduce your staff members. Video clips are simple to make: just record using a handheld camcorder or a smartphone, upload it to YouTube in 30 seconds, and edit it online with free software. Then embed it into your website and voila! You’re done.
Provide interest and variety in your content marketing by using video to spice up your postings, and see what kind of a difference it makes to your lead generation activities.
