How to Begin Adding Video to Your Content Marketing Strategy
No doubt, you already know that video is important when it comes to creating your content marketing strategy.
So important, in fact, that Cisco predicts 82% of web traffic will be video by 2021.
An article by Forbes reports that YouTube is seeing growth of 100% every year, and from an ROI perspective, 64% of consumers are more likely to purchase after watching an online video about a product.
Similarly, Inc. states that 90% of users report that their decision to purchase is made easier when they can watch a video about the product.
There’s no doubt about it. Video is one of the most powerful tools in the content marketers arsenal, and it is only becoming more powerful and more necessary every day.
But video can also be one of the most highly intimidating mediums, especially when you’re just starting out.
If you’re trying to get the ball rolling creating video marketing strategy—or want to improve on what you have—here are a few things to consider to help you get started.
How Important Is Quality?
We’ve all got smartphones in our pockets. The fact is, those smartphones can let us shoot videos—some of which look pretty decent.
A fully professional quality can, in fact, be achieved with a smartphone. Bon Appetit demonstrated this with their March 2016 issue, and the 2015 Sundance Film Festival feature Tangerine achieved critical acclaim with no less than an iPhone 5S.
So in many ways, it’s not a matter of equipment. When placed in the wrong hands, even the most up-to-date, advanced equipment isn’t going to get you good results.
In the end, however, the ROI on video is worth the investment. You want your final product to reflect your brand, achieve the correct level of professionalism, and create engaging storytelling.
To do that, you might need professional help. If the budget is tight, consider using an in-house team to take footage with a phone, then turn to a pro for the editing.
How Do You Get Ideas?
When you’re beginning a video marketing campaign, you want it to stand out from what you’ve already created. What’s the point of the investment if you’re just going to rehash what you’ve already stated?
But by virtue of being video alone, the content will stand apart.
In fact, the Forrester researcher Dr. James McQuivey has estimated that a single minute of video is the equivalent of 1.8 million words. That certainly takes the old saw “a picture is worth a thousand words” to the next level!
It also means that the written content you’ve already created is a great place to turn for ideas. Look for content that has a definite narrative structure to make the transition to video easier. Take some of your most popular posts and turn them into videos.
Also, consider returning to less popular content. Perhaps it was highly informative or very much on brand, but much to your frustration, it didn’t get the engagement you wanted. Transforming it into video might be able to get your message across in a way that will take off.
You already knew that video is a powerful marketing tool, but now, what might have seemed to be an intimidating form should feel more approachable and attainable.
It takes time to become fully fluent in using a new method, but it is more than worth the effort. You’ll certainly be using a powerful enough medium to achieve incredible results.
Alexandra M is a writer and content strategist for WriterAccess, who specializes in understanding a client’s needs and creating the perfect voice for the intended audience.