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10 Ways to Incorporate Video in Your Content Marketing Strategy

One of the fastest ways to improve your content marketing is to add video.

Video gets results like nothing else. In fact, it’s so compelling that including video on a landing page can increase conversion by 80 percent. Companies that implement video into their strategy get 41 percent more web traffic from organic search than their peers who don’t.

So how do you get results like that? How do you incorporate video into your current content marketing strategy? We’ve got ten tips to help you bring your content strategy into the present.

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Tip #1: Put Video On the Home Page

Do you want to show visitors that you recognize the value of video as soon as they arrive on your website? Incorporate video in your home page design. People are more likely to purchase a product or service if they see it in action— a whopping 90 percent of users say that they find product videos to be useful when it comes time to make a decision about which product or service they want to purchase.

Tip #2: Create an About Page Video

What better way to introduce yourself and your team to prospective customers than an “about us” video? This is particularly effective among Millenials. They’re more interested than previous generations in getting a clear understanding of the culture of the companies they do business with; they want to know that they share a similar viewpoint and a commitment to the issues that are important to them.

Tip #3: Add Video to Your Landing Pages

As we said before, incorporating video in your landing pages yields big results. A simple video captures the attention of users, leading to 80 percent higher conversion rates than landing pages without video.

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Tip #4: Use Video in Emails

The average person receives 121 emails every day. Close to 50 percent of those emails are considered spam, so we’ll estimate that most people get around 60 relevant emails per day. How do you stand out from the crowd? Video.

Embedding an engaging, entertaining video to your email will capture the attention of your audience like nothing else.

Tip #5: Video Testimonials are More Effective

You’ve probably heard the saying, “Don’t tell me— show me.” Nowhere is this more appropriate than when you’re sharing glowing reviews from satisfied customers. Sure, you can ask them to write up a paragraph or two, but filming the testimonial will better convey the customer’s delight than words ever can.

Tip #6: Use Video to Increase Social Engagement

As customers scroll through their Facebook feed, what better way to capture their eyes than with a video? Whether it’s a quick tutorial on how to use one of your products or a video sharing your company’s vision, video is far more likely to get attention than a photo or plain text.

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Tip #7: Explainer Videos Give Customers Insight Into Using Your Product or Service

To you, your product or service is simple. After all, you’ve been working with it since it was just an idea. But to your customer, it might be more complicated or intimidating, which could keep them from placing an order. Creating an explainer video will give your prospective customers some insight into what sets your product apart from the rest, as well as a quick tutorial on how to use it. This will allow them to buy with confidence.

Tip #8: Video Improves Your SEO

Every content marketer knows the importance of search engine optimization, or SEO. Incorporating carefully-researched keywords into your content helps boost it up the search engine results page (SERP). Posting your video on YouTube will accomplish the much the same thing but to greater effect.

Google loves video, so you’ll get preferential treatment for posting on YouTube. As long as your video contains an effective call-to-action, prospects will end up on your website and you can take it from there.

Tip #9: Video is Perfect for Time-Sensitive Promotion

If you’ve got a promotion that’s running for a limited amount of time, it’s important to grab your customers’ attention quickly. Video will get your message across faster than anything else; you can embed a video in your e-newsletter, send a quick email, or post it on social media— whatever makes the most sense for your particular audience.

Tip #10: Video Lets You Engage With Customers One-on-One

Technically, you’re talking to EVERYONE in your audience through video, but it feels far more intimate than a rote email. Do you want to explain a new feature of one of your products? Address an issue that might have arisen? Discuss some ways that your product or service could be used that might not naturally occur to them? Video allows you to speak directly to your customers, with no confusion about tone. Additionally, you control the pace of the content, emphasizing the points you feel are most important. You have ultimate control over the message.

Are you ready to make your content marketing strategy more effective than ever by incorporating video? Next Thought Studios can help. We’d love to talk with you about it. Contact us here or give us a call at (405) 689-5486 to discuss your video needs today.

 
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About the Author

Janelle Bevan, M.A.

Janelle has produced and project-managed a wide array of videos ranging from corporate commercials to long-form documentaries. While completing her Master’s degree at the University of Oklahoma, she served as the graduate assistant to the department chair for the Creative Media. Janelle has worked with many nationally recognized organizations, creating documentaries for the National Association of Broadcasters, designing and editing instructional videos for the Federal Emergency Management Agency, as well as producing the 2015 Broadcast Education Association awards show in Las Vegas. Janelle is a six-time Telly Award winner and won a 2016 Emmy for her documentary featuring a collaboration from three executive producers of AMC’s The Walking Dead. Janelle has since served as NextThought’s Director of Post-Production and Media Management and helped facilitate over 1,000 videos in the last year.