MARKETING

How to Successfully Use Video in Your Content Marketing Strategy

by Thaddeus Gerber | MIN READ

video-content-marketingYouTube, Wistia and other platforms have given businesses an incredibly powerful way to engage their buyers. Unfortunately, simply creating and publishing a video will not get you massive gains in traffic or conversions.

That's because equally important to what you create is how you use it -- nail both of these and you've got yourself a major player within your content marketing strategy. Here's how you can make that happen.

Purpose Before Publishing

video-marketingKnowing what the purpose and goal of the video is before you publish it may drastically change how you publish it. 

For example, if your primary goal is to increase engagement, awareness or simply educate your viewers, YouTube may be a good place to publish your video. But, if the purpose of your video is to convert viewers into leads, a paid tool like Wistia - which allows you to embed forms directly within the video itself - might be a better choice. If you're simply looking to improve your SEO, either may work just fine.

Regardless of which route you go, just consider the purpose long before you publish or write the content.

Use a Simple Script

The writing of the copy for your video is one of the first critical steps towards creating a killer video.

Think about the message you want to convey to potential customers and focus on the key points. Don't try to say too much within one message and definitely don't write out a script that requires you to read it verbatim.

The average attention span of an adult is about 9 seconds...less than that of a goldfish (seriously). So if you have more than one major topic you'd like to get across, it's best to create separate videos for each. This also means you've got to ditch that ridiculous, 30 second intro and get to the point ASAP. 

Cross-Promote Your Content

One of the best ways to drive more traffic to your videos is by cross-promoting them with other forms of content.

One of the easiest ways to do this is by placing links from one video to other pieces of your related content within the video description section. Visitors will be able to click on the link to your other videos or articles that feature similar content -- helping guide them further into your marketing funnel if done correctly.

Consider Animation to Explain Things

The use of animations in video can range from totally unnecessary to totally awesome. The trick is to use animation in the right context, which is typically for...

  • explaining steps
  • processes
  • related features
  • relationships between things (like feature equals benefit type stuff).

By making good use of animations in explainer videos and other types of content, you're practically guaranteed to increase viewer engagement.

Include a Call-to-Action

Some people leave out one of the most critical elements in their videos (or any form of content for that matter): the call-to-action. The call-to-action is hands down one of the most critical components of any content marketing campaign.

Don't assume people will do something just because it appears to be "obvious." Sure, you don't necessarily want to underestimate the intelligence of your viewers but you do want to tell them what to do after they watch the video -- like visiting your website, purchasing a product, or signing up for your blog/newsletter.

Make It Socially Shareable

video-contentWhat good is an amazing video if no one knows about it?

People can't search for a video they don't know about and search engines won't rank that video if it lacks any engagement, so you've got to put the word out. Better yet, you've got to enable others to help you put the word out. Adding social media sharing buttons to your video is the easiest way to do this. If you're hosting or embedding the video on your website, be sure you add these social sharing icons next to the video on that page. Bonus points for adding an email sharing icon as well!

Video: A Tasty Slice of the Content Marketing Pie

The primary message here is that while videos are an incredibly powerful means of marketing your business, they are still but a slice of the larger content marketing pie.

By optimizing, integrating and promoting them within your overall content strategy, you'll multiply your likelihood of reaching your traffic or lead generation goals.

Related Articles:
10 Content Marketing Tips that will Boost Your Sales
How Content Marketing Creates Lower Cost Per Lead

Originally published August 31, 2015. Updated October 13, 2017.