Did you know that more video content is uploaded to the Internet in a single month than TV has produced in three decades?The world of content marketing and search engine optimization (SEO) might be complex and constantly evolving, but one thing is certain: video continues to become a larger driver of traffic. How can you use video to strengthen your content marketing strategy and SEO?
Leverage the World’s Second Largest Search EngineYouTube is not simply a website; it is a search engine. YouTube’s user-friendliness, combined with the soaring popularity of video content, has made it the second largest search engine behind Google. With 3 billion searches per month, YouTube’s search volume is larger than that of Bing, Yahoo, AOL, and Ask.com combined. If YouTube’s user base were a country, it would be the third largest in the world. And, since Google owns YouTube, video content hosted on YouTube ranks well on Google. One of the best ways to capture search traffic from YouTube is to create videos around topics people are searching for or talking about, from viral phenomenons to commonly asked questions.
Drive Social EngagementIn addition to platforms such as YouTube, social networks are increasingly promoting more video content. I am sure you have noticed that your Facebook News Feed is dominated by video content from friends, paid advertisers, and the brands you follow. Consumers are hungry for engaging video content. It is critical that your business is creating content that users will want to view and share. *Pro-Tip #1: Make sure your video has subtitles if you are sharing on Facebook. Users are very likely to be scrolling in an environment where they don’t want sound but may still want to watch your video. Don’t miss that opportunity to engage with them!
Showcase Video on Your WebsiteVideo is a great way to quickly and easily explain your business’ unique value proposition and showcase your company culture. Explainer and intro videos are really strong tools for your homepage or “How it Works” section on your website. Don’t assume that people want to read through your services or scroll through a bunch of products. Make it easier for them with video.
Email, Email, Email!Yes, email marketing still works. You must always be providing value. Email is a terrific way to stay top-of-mind and in front of consumers, because it goes directly to them. Also, consumers on your email list have likely opted-in at some point, so it is a warm audience that is ready to hear from you. There are tools that allow you to embed video directly into email campaigns, but video can be just as effective in email if you simply tease the video in the email and push users to your website. Those who are interested will click through. The key to successful email marketing is to create content that provides value.
What Type of Content Should My Business be Creating?You are probably now wondering, “Ok, I know where my video content should live, but what content should I be producing?” Here are a few ideas for types of impactful video content:
- Answer Common Questions
- Engaging / Funny Videos
- Behind-the-Scenes / How it Works
- Tutorials / Explanations
- Go Live! (Social Media)
- Webinars / Presentations