In today’s climate, people are spending more time than ever before on the internet. That’s great for digital marketers, but we are 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. That’s where video comes in. 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 that you can use in your video marketing program that will help you get more mileage out of the content you are creating.
Make Good Content
This may sound simple or silly, but it’s the first — and most important — step in getting results from your video marketing program.
Most of the slick tactics or hacks you’ve heard about like, pattern interrupts or flashy graphics may get you short term results. But the one thing that will give you long term growth and success, is content that your audience cares about.
The best way to succeed with your video marketing program is to create videos that people want to watch — and watch all the way through. In a word, it’s all about value. If you’re unwilling to provide value to your viewers, you won’t see results from your content marketing strategy. It’s that simple.
Value can be defined as Impact divided by Time Spent.
If you want a viewer to invest time in watching your content, it has to have an impact on their life or business. They have to learn something that they can take away and apply.
- High Impact, short time investment? That’s valuable.
- Low Impact, high time investment? That’s not valuable.
How do you gauge what’s valuable for your audience? Talk to your prospects and past customers. Find out what keeps them up at night. Use that to inform your video topics. Lead with value and let everyone else depend on tricks and hacks.
Use YouTube Tools to Increase Engagement
Watch time is one of the most important viewer engagement indicators. The longer that someone watches your video the more interested they are in your content. If someone is highly engaged, they are more likely to open more of your videos. This is important for 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.
A YouTube Card is a banner type of notification that will appear in the top right corner of your video. This will alert the viewer to a related piece of content. Think of cards as the video version of internal links in your blog posts. You are directing viewers to relevant videos that explain the topic further.
The YouTube End Screen is prime real estate for your most engaged viewers. Not only can you promote other videos that are related to your current video, you can also prompt the viewer to subscribe to your channel with one click of a button. You can also use End Screens as a lead generation tool to send viewers to an external website, like a landing page with a unique offer.
Use Blogging to Support Your Video Content
Blogging should already be a part of your overall content marketing strategy. Try writing a blog post to accompany each new video. This will give you more chances to rank organically in Google, Bing, or YouTube. This will also give those readers that do not like to watch videos a chance to consume your written content.
Since you are already spending time on your video, it’s simple to take it a step further and write a complete blog post on the topic. You can also transcribe your video into a blog post, and then just flesh it out a bit.
Video is evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests.
Embedding a YouTube video at the top or the end of a blog post is an effective way to tell Google and Bing that you’re going the extra mile to provide value to users, and search engines will reward you for that.
Focus on Your Audience
Creating value for viewers always takes precedence over everything 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 different. Does producing unique, high-quality content guarantee thousands of views every month? No, it doesn’t — there are additional steps you need to take in order to succeed. But without a foundation of truly valuable content, nothing else will matter.
On that note, go make a video!