Why you should incorporate video into your content marketing strategy

There are many ways in which video content can deliver value as a marketing tactic. The key, as with all marketing activities, is to have a clear idea of what you want to communicate and what you hope the video will achieve. Video production has become much more affordable in recent years, allowing SMEs without multi-million pound budgets to take advantage of it, but as with everything, it’s important to be able to demonstrate ROI.

Video content supports SEO strategies

Google looks favourably on relevant video content. Video is a great way to promote blogs while improving organic search rankings.

Having video content gives your brand a boost in search engines. Google looks favourably on relevant video content, so if you’re looking to improve organic search rankings then adding video updates to a roster of written blogs can be a great way to achieve this. As with all content designed to optimise your ranking in search engines, it should be relevant to the keywords you’re targeting and useful to your audience. A video detailing the technical brilliance of a new product, however much R&D investment went into it, may not be as appealing as seeing that product in use, or demonstrating key selling points, for example. When you’re setting the objectives and parameters for your video, consider what is interesting to the audience as well as what will get you the results you need.

Video content can improve social sharing and visibility

Short videos are popular on social media sites. While a well-written blog can do wonders for your SEO and cement your reputation as an industry expert or boost your PR potential, video is even more likely to be shared across social channels. This allows you to broaden your reach through trackable channels and boost website traffic. Ideally, to appeal to social sharers, the video should be short and to the point, and include text subtitles or headings to get the message across even if someone is viewing without sound.

Ever noticed how there are always videos near the top of your social feeds? Well, the social networks actively encourage and promote video content more favourably (over static posts) in their algorithms that decide who sees what. This means that not only is video content more likely to be shared, but also more likely to be seen at all.

Video can help to build trust in your brand

Video can be a great way to build trust in your brand and your team. The key here is to work with a professional team to get the video produced. We all have the capacity to video directly from our phones, but that doesn’t necessarily create the right impression to your potential customers.

Professional production will mean not only that the video is properly lit and the sound is clear, but also that it is well presented. Guidance on how the video is framed, how much to say and how to say it can all be invaluable. Video is the closest thing you can get to talking directly to customers and potential customers, but it’s not the same as a conversation in real life. If you want to build trust in your brand, the combination of your team’s expertise and winning personalities with some professional production can lead to generating real trust in your brand.

Your videos don’t have to be filmed, of course. There are now plenty of video production software products that make it possible to create image-and-caption-led videos, such as the one we’re using to promote this blog!

Video marketing in the box

With video now so accessible and so effective, we recommend it as part of your marketing toolkit. Our content marketing strategies include video as part of an overall approach combining blogs, social content, PR and other channels to help your business achieve its goals. We’re experts in rooting out the stories that matter most to your business and finding creative and effective ways to share those stories with the world. If you’re interested in finding out how to integrate video into your content strategy, or want to know more about our social and content marketing managed services, drop us a line and we’d be happy to have a chat about how we can help.