Content is evolving. This world gravitates towards multimedia content now more than ever, and according to reporting by Cisco, come 2020, over 82 per cent of all web traffic will come from video.
Studies show that marketers who use video:
- Receive 41 per cent more web traffic from search than non-users
- See 27 per cent higher click-through rates
- Grow revenue 49 per cent faster than non-video users.
Video is a marketing mainstay, and it doesn’t have to be limited to your homepage, you can use video across your customer’s entire buyer's journey.
If you’d like to create more video content, but aren’t sure where to start, the answer may be as close as your favourite blog. Had you considered turning your old posts into videos? Bloggers have increasingly started using video to foster engagement.
Video blogs, or as they’re more commonly known, ‘vlogs’ are an informal, conversational way to get your message across to potential customers.
It makes sense to repurpose written content, especially if it's evergreen. The idea is already there, your research is complete and the optimisation has been refined - all that's left to do is alter the platform!
Vlogging makes the most out of your content and opens up traffic generation from an entirely new segment of people willing to consume your content.
It’s true that many people would rather watch than read. According to a white paper by Digital Sherpa, 80 per cent of users are happy to watch a company video, whereas only 20 per cent will read the entirity of a blog.
Never mind the fact that one minute of video is worth 1.8 million words.
Blog to vlog
So much to say, so little space. Ever felt that way?
Many content writers struggle with blogging as they have a desire to get across detailed, specialist knowledge but understand that online attention is fleeting.
Often, you may be forced to cover a complex idea in severely compacted sentences. In the same way that you create links to support your writing, video can be used to expand on information and direct users to supplementary content.
This is especially pertinent to inbound marketers, who strive to be respectful of readers, their time and usual inclination to conduct research in their own good time.
As with blogging, the purpose of your video should be crystal clear. A clear and focused objective will help you grow that elusive following known as ‘subscribers’.
A strong video content marketing strategy should outline:
- Your target audience
- Core messages and mission objectives
- The desired tone of voice
- Topics to discuss
- The amount and frequency of content you intend to publish
- How to make your videos stand out from your competitor’s
You will need to decide the scope of your blog: will it take the form of a simple visual presentation, a 'talking head' or animation? You can either read or summarise your post directly to the camera, or narrate it and share relevant photos and graphics.
However you proceed, keep your script short and break the content down into a problem, solution and accompanying CTAs.
Viewers appreciate concise lines and clear outcomes.
You will need to edit your written content for brevity, as video should ideally be less than 180 seconds long. Convey all of the necessary information and get viewers interested in taking the next step - then provide a specific call-to-action that will help them progress along the buyer's journey.
Depending on your delivery style, you can read your edited text verbatim, or take a freestyle approach and ad lib.
Keep in mind that written word sounds different than spoken word; you may have to adjust your language to keep the video conversational. Use personal expressions like “you” and “we”, and don't be afraid to pause. Addressing viewers directly builds an emotional connection and holds attention.
You will also have to decide whether to further embellish your video with music, captions, graphics and stylised editing. To add more personality to your videos, you can download free stock music from these sites.
Remember, blogs are not the only written source you can utilise. If you have published an eBook, you could further explore topics by creating a video series that features key points in each chapter. Again, either a talking head or off-camera approach would work.
Turn your Bio into an 'About Us' video
A common website feature is the “about us” page and a handful of employee bios. Why not spice up that text by doing a video version that you can upload to your site page?
It’s more personal, more engaging, and a lot more effective at building trust.
Where you should post
Looking for a platform?
Take advantage of Youtube - it is considered to be the second largest search engine on the web. 3.25 billion hours of video content is watched on YouTube every single month.
The majority of bloggers out their simply use their company title, you don't need to come up with a catchy channel name. Just make sure you remain consistent with your current branding.
Make sure your YouTube channel and presentation style is consistent with branding and that the messaging is more or less consistent with that of your blog.
Link related videos together by way of annotations (cards). This will add interactivity to your videos. Cards can point viewers to a specific URL, show customised images, titles, and calls to action.
Do so sparingly, and only where relevant and helpful- else you will deter viewers with a spammy aesthetic.
Make sure that your logo and website are featured on the video so that people will be able to associate the content with your brand, and include the original blog post title.
For social media video, I would advise against opening with a sting. The first 3 - 10 seconds of video are the most important, so get straight to the heart of your message.
Including video on your site pages can push up pageviews and push down bounce rate.
Perhaps you want to embed your video in your blog.
If a video appears in the middle, or towards the bottom, of a post the reader may feel that there is more to learn and choose and to view the video.
You can encourage this by introducing the video through text - for example, “here’s more information”.
Going it alone
If you are not ready to approach an agency, there are websites that help bloggers turn their posts into video.
Wibbitz automatically summarises posts in video format. However, as with most automated tools, it does have limitations. Commissioning your own video give you control over an aesthetic that isn't incongruous to your brand.
Video is a great opportunity to reach new audiences. It is estimated that 65 per cent of people are considered “visual learners". Vlogging is one way to share information in a way that your target audience will find more digestible.
Transforming your written content in this way is an easy task, ideal for your first foray into video.
Enjoy increased viewership, brand awareness, and customers down the line.