Video Content Rules

People love video content, and more of it. Return on investment is high, and SEO factors abound. Follow these tips to self-produce great marketing videos.
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Are you using enough video content in your marketing?  

Consumers love video.  Search engines love video, too. For these reasons, video content bring excellent return on investment.  

There are many types of video marketing opportunities. Several of them could make an important difference for your organization in the tumult of 2020. You can absolutely self-produce great video content, and we’ll list the best practices for doing so.  

Video Marketing Brings Great ROI

Let’s face it, with so much economic hardship this year, no one can afford to be complacent or out of touch. Amid all the uncertainty, your focus needs to be on controlling what you can control. We all need to up our marketing game to create better opportunities to reach our target audience and convert business.

So what’s your best bang for your buck?  52% of marketers say video content brings the best return on investment.

This 2020 report on video marketing statistics takes the ROI argument even further. 89% of video marketers said that video content gives them a good ROI.

Check out these eye-opening results from that same report:

  • 87% say video has increased traffic to their website
  • 81% say video has helped increase the average time-spent on page
  • 83% say video helps them with lead generation
  • 80% say video has directly helped increase sales.
  • 95% say video has helped increase user understanding of their product or service.
  • 95% plan to increase or maintain video spend in 2020.

The Future is Here:  More Video Content

Think about how much video we are all consuming these days. As social distancing has reshaped how we work, virtual presentations and video marketing are the norm now. Consider that 71% of people watch more video than they did a year ago.

Many of our clients have had no choice but to cancel major fundraising and marketing events. Their only option right now is to replace with virtual content. And who knows if we’ll see in person conferences and workshops return to “normal”?  It’s plausible that people will have grown so accustomed to and accepting of virtual events, that the cost/benefit ratio of in-person events will never be the same. 

This trend to video has been growing for years, by the way.  Experts predict that video will capture 82% of internet traffic by 2021.  The COVID-19 situation has only accelerated things.

The Wyzowl survey asked respondents how they’d most like to learn about a product or service.  By far, most preferred to watch a short video.

  • 66% said they’d prefer to watch a short video.
  • 18% prefer a text-based article, website or post 
  • 4% prefer viewing an infographic
  • 3% prefer downloading an ebook or manual
  • 3% prefer attending a webinar or pitch
  • 2% prefer receiving a sales call or demo

Video Content is Also Great for SEO

Videos are immersive experiences full of sound, movement, and creativity—the keyword being ‘immersive’.  Combining body language, graphics, onscreen charts, and spoken word, you can cover more information, faster, than you can convey textually. For that reason, marketers love how it engages and connects with the audience. It captures site visitors’ attention quicker, and holds it better, than a chunky page of words.

People spend 2.6x more time on pages with video than pages without video. 

This signals expertise, trust, and authority for the website housing the video content. Search engines tend to boost websites with good dwell time in search rankings.

A correlating factor to increasing dwell time is lowering bounce rate. Video content synthesizes and concentrates messaging that would otherwise take a long time to explain. Busy users will leave a page within seconds if they don’t immediately find what they’re looking for.  But they might watch a video, as a shortcut. 

People also tend to click on search results that contain videos. And that’s really important, even though increased click-through rate is not a direct ranking factor. You need them to click on your SERP, so that they go spend some dwell time on your site.  See this illuminating discussion about direct vs indirect ranking factors, and why the both matter.    

Finally, people share videos that they like. Your video circulating on the web helps you build backlinks, which are golden ranking helpers for the page that the video originates from.  

What Type of Video Content Works for You?

If you’re wondering what type of video content makes sense for your organization, take a look at these common types of marketing videos. Some will be slam dunks, others you may need to think about, and some may be more intimidating to you, technically speaking . But remember the ROI on video content is generally high, so don’t shy away from the challenge. 

Brand Videos

Showcase your company’s mission, products and services. Creating better awareness in your target audience about who you are, what you do, and why it matters.

Demo Videos

Step through how your product or service works.  A virtual tour of your offering, in action.  

How-To / Educational Videos

Create instructional videos that teaches your audience a new skill or important concept. These videos can double as sales and service assets.

Explainer Videos

Help your audience better understand your product or service. Think of a core persona in your audience with a common question. Then answer that question in some depth.

Animated Videos

Produce animated video content for less tangible, more abstract concepts that need strong visuals to help you explain them.

Event Videos

Cut a highlight reel from a fundraiser, conference, round table or workshop. Give your viewers a behind-the-scenes look at the event. 

Expert Interviews

Interview experts from inside your organization, or thought leaders in your industry. Share a point of view that your audience will engage with. 

Case Study and Customer Testimonial Videos

Develop a format to show how your product solved a specific problem for someone. Bonus points if you can feature one of your satisfied customers speaking on camera, advocating for you.  

Live Videos

Live-stream interviews, presentations, and events.  They are great for engagement.  Viewers spend end up to 8 times longer with live video compared to video-on-demand.

Could you record an explainer video by yourself, in the comfort of your own work space? Of course you could. What’s really so different about a zoom call, versus producing one of the videos mentioned above? Maybe not so much. There’s a level of polish that you should strive for, but keep in mind that ROI is high whether you invest a lot, or a little.  

How to Make Your Own Virtual Presentations

You may already be quite adept at presenting online, so much so that you can cut an effective video in one or two takes. Try it!

Most of us will need to practice and learn from our mistakes, and having a good plan to start with is fundamental.  A good topic and knowledge of video content best practices will put you well on your way, though.  

Check out Hubspot’s video on how to turn your blog posts into video content.

Recommended Tutorials on Creating Virtual Presentations. 

Hubspot’s Ultimate Guide to Video Marketing

This guide is full of excellent info to make the business case for more video content, as well as how to develop, market and measure  it. Be sure to read the section on making your video, which covers (in depth) how to:

  • Plan your video
  • Script your video
  • Understand and use your cameras
  • Set up your studio
  • Prepare your talent
  • Shoot for the edit
  • Organize your footage
  • Edit your video
  • Choose your music
  • Record your voice over

Shopify’s How to Build and Launch an Impactful Online Workshop

This guide gathers all the tools and strategies you should consider as you build and launch your first of many future online workshops.  Especially helpful is the emphasis on forming a repeatable strategy. You want to be able to create a template that you can keep coming back to, and perfect. Also, you want to pick the right topics. As they explain:

If you can, choose to focus on content that your clients and audience will be able to act on immediately but that can also function as “evergreen” content, meaning the topic will still be relevant to your audience months or years later. This way, you’ll be able to repurpose the content more than once with minimal revisions, saving time and energy.

“Choose a topic that is specific enough to be impactful,” Samantha Renee, Shopify Business Tutorials Producer says. “It’s better to attract a smaller group of highly engaged people than a lot of disengaged folks.” 

Consider a Business-Grade Video Platform 

As video marketing has matured, video platforms for businesses have emerged as alternatives to Youtube and Vimeo.  Of course you can record a demo or how-to video and upload it to YouTube or Vimeo in service of your video marketing strategy. Each platform has its advantages. But you should know about a few software-as-a-service solutions that will help you navigate the process in a more marketing oriented way.  

Vidyard and Wistia are two popular hosting platforms that support robust video content strategies. Both offer a free tier with pricing options that go up, correspondent to features.  Some say that Wistia is better for the absolute beginner, while Vidyard is better at scale.  Read a great comparison of the two services here

Both can help you with:

  • Automatic Optimization
  • Enhanced Engagement
  • Video Analytics and CRM Integrations
  • Sales and Service Team Opportunities
  • Enhanced Lead Generation
  • Personalization
  • Support & Scalability

One advantage for Vidyard deserves a special call-out.  Vidyard automatically transcribes the audio, which is a huge help. Each video you upload will have an embedded transcript, plus other video metadata, present on every page where you embed the video. That’s a major win for accessibility and SEO.

Parting thoughts

To survive and thrive in the current marketplace, we must become masterful with the evermore popular video medium. Content is still the king, but video content rules!

Investing time and resources to learn skills for producing video content is well worth it for your business. It’s easy to embed video in WordPress or Drupal sites, and we’re always here to help you with any of your content strategy questions!

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