How To Use Video Content Marketing The Right Way
What are the top strategies for using video in your content marketing going into 2022?
Content marketing has exploded over the last decade and is now considered a “have to” for any marketing plan. Video is now the primary form of content marketing that is getting created and consumed. So in 2022, if you’re not doing video, you’re not doing content marketing, with audio being close behind.
Video can be overwhelming to small businesses sometimes because they see it as something that is expensive and very time consuming.
The truth is, it’s only expensive if it’s not bringing you a return.
Video content currently brings the highest ROI, so it’s an investment that’s well worth it.
There are so many ways today to make quality videos on a budget. You don’t need a whole production crew and fancy camera equipment. You literally have a smartphone with an HD video camera built in that you can pull out of your pocket at any moment.
I want to cover some of the key ways that video can be used in your content marketing strategy. You don’t have to utilize each of these all at once. Just start somewhere.
Blog
You should be incorporating video into as many blog posts as possible. Google is now ranking web pages with videos higher than ones with just text because they know the website visitor will be more engaged when there is a video.
Integrating video into your blog builds SEO faster, which is another important reason to start using it sooner rather than later.
Google is also surfacing more videos in search results than ever before. To take advantage of that, you should try to make videos whenever you can on any topic you have a blog post about, and include them on your site.
YouTube
YouTube will automatically become part of your strategy when you’re putting videos into your blogs because you’ll want to use YouTube to embed the video into the blog.
YouTube is the second largest search engine so building video SEO requires that you upload videos there. YouTube is not just a library for your videos but also a place to engage with your target audience and build an audience.
Content marketing is all about building audiences that watch your content or listen to it and then marketing your services and products to that audience that already trusts you.
To take advantage of YouTube, launch a channel, upload your videos there, and then embed those into blog posts. YouTube will help drive traffic to your website and your website will help drive traffic to YouTube. It’s a win-win.
Social Media
You can scroll through the feed of any social media app now and most of what you see are moving pictures.
There’s a reason TikTok exploded: it’s all video.
Video accounts for almost 82% of all internet traffic. What’s more, viewers actually retain up to 95% of a message when it’s in a video, and only 10% when reading text.
So when you’re crafting a video strategy, make sure to include the social media platforms that you’re most active on, and create content formatted for those platforms because each one is slightly different.
Videos in emails can increase open rates by 19% and click through rates by 65%. (Campaign Monitor), so you’ll want to start putting videos in your emails whenever you can.
You can share a YouTube video you published by giving a brief summary of what’s discussed and then linking to it in the email. Or you can embed a video directly in the email or link to a webpage of yours that has video on it.
Either way, it’s a great strategy to adopt.
Website
Aside from posting videos to your blog, be sure to include video wherever you can across your other web pages.
You can include videos on landing pages, next to products, and when advertising your services but for the purposes of content marketing, look for opportunities to educate, inspire or entertain your audience outside of your blog.
This could be right on the homepage or it could be on a page where you’re advertising your services, and instead of just talking about what services you offer, you could provide training.
You don’t have to save all your educational videos for your blog.
For example, if you sell real estate coaching services, you could have a video on your services page teaching a concept related to getting started in real estate.
That allows you to keep your customers engaged throughout every part of your website.
It’s time to get your 2022 content marketing strategy optimized with video.
Remember, just start somewhere.
Whether it’s on YouTube, Facebook, or your blog, just start creating content and don’t overthink it. Turn on the camera and start talking. Over time, your videos will get better and better but unless you do it, you can’t improve it.
If you need help getting started with a video content marketing strategy, connect with us. And if you want to kickstart your education for Video SEO, take this free course.