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In today’s environment, people are spending more time online than ever before. This is great for digital marketers, but we’re still dealing with the fact that most people have very short attention spans and it can be difficult to get them to engage with your content. This is where video comes in handy. Video, when done well, is clear and concise and more engaging than written content. It’s a marketer’s secret weapon. Here are three specific tactics you can use in your video marketing program to help you get the most out of the content you create.
Make good content
It may sound simple or silly, but it is the first and most important step to getting results from your video marketing program.
Most of the tricky tactics or hacks you’ve heard of, such as pattern interruption or flashy graphics, can give you short term results. But the only thing that will give you long-term growth and success is content that excites your audience.
The best way to succeed with your video marketing program is to create videos people want to watch and watch until the end. In a word, everything about value. If you don’t want to deliver value to your viewers, you won’t see the results of your content marketing strategy. It is so simple.
Value can be defined as Influence divided by time spent.
If you want a viewer to take the time to view your content, it must have an impact on their life or business. They must learn something that they can take and apply.
- High returns, short term investment? It’s valuable.
- Low return, high time investment? It’s not valuable.
How do you evaluate what is valuable to your audience? Talk to your potential and former clients. Find out what keeps them awake at night. Use this to communicate the topics of your video. Lead with value and let everyone else rely on tricks and hacks.
Use YouTube Tools to Increase Engagement
Watch time is one of the most important indicators of viewer engagement. The longer someone watches your video, the more interested they are in your content. If someone is very interested, they are more likely to open more of your videos. This is important to your ability to nurture your audience until they buy from you. YouTube – the most popular video sharing platform – has several tools that can help you increase engagement.
Postcards
The YouTube card is a banner-like notification that appears in the top right corner of your video. This will alert the viewer to the relevant piece of content. Think of cards as a video version of the internal links in your blog posts. You direct viewers to relevant videos that explain the topic in more detail.
End Screens
The YouTube end screen is the best place for your most active viewers. Not only can you promote other videos related to your current video, you can also invite the viewer to subscribe to your channel with the click of a button. You can also use end screens as a lead generation tool to direct viewers to an external website, such as a landing page with a unique offer.
Use blogs to support your video content
Blogging should already be part of your overall content marketing strategy. Try writing a blog post to accompany each new video. This will give you a better chance of ranking organically on Google, Bing or YouTube. It will also give those readers who don’t like watching videos the opportunity to consume your written content.
Since you’re already wasting time on your video, it’s easy to go one step further and write a full blog post on the subject. You can also transcribe your video into a blog post and then just flesh it out a bit.
Video is indicative of quality content, and as part of the site’s media mix, it helps send signals to search engines that your page or site has rich media content that is relevant to search queries.
Embedding a YouTube video at the top or bottom of a blog post is an effective way to let Google and Bing know you’re doing your best to provide value to users and search engines will reward you for it.
Focus on your audience
Creating value for viewers is always more important than anything else. Don’t create videos for search engines – create them for the people who watch them. What do you want your audience to learn? Good content is the most important part of any content marketing strategy, and video is no exception. Does creating unique, high-quality content guarantee thousands of views every month? No, it’s not – there are additional steps you need to take to be successful. But without a foundation of truly valuable content, nothing else matters.
On this note, make a video!
KWSM has its own video team to help you humanize your brand and achieve the results you’ve been looking for.
CONTACT US to learn more about adding video to your digital marketing strategy.
