Think of a video you’ve recently watched on YouTube or another social media site. Was it a how-to, recipe, or maybe a promotional video? Chances are, it was a form of content marketing. When it comes to creating content marketing materials, they can range from infographics to downloadable whitepapers and ebooks and everything in between; however, according to HubSpot’s 2016 State of Inbound Report, 48% of marketers are planning on incorporating YouTube into their content strategy and 39% are trying out Facebook video in the upcoming year.
As a business owner, you can use content marketing as a way to draw in consumers and grab attention. In today’s digital era, video has become one of the most useful marketing tools available to businesses and has proven to be one of the most effective additions to a business’ content marketing strategies.
Before we get to the best ways to implement video, let’s talk formats. Your videos don’t have to be 10-minute long, high-production masterpieces shot in 4K HD or animation qualities that would rival the best of Pixar and Dreamworks. While you don’t need to spend an arm and a leg for each of your videos, they do need to be high-quality and relevant to your consumers’ needs. Luckily, you can achieve this through a number of formats, including:
- Videos shot with an HD camera (think YouTube)
- Videos shot with a mobile device (think Vine and Snapchat)
So, knowing the different types of videos you can post, what’s the best way to implement them into your content marketing strategy?
Inbound, Inbound, Inbound
If your business is present on the web, you’ve most likely created a strategic inbound plan with landing pages and gated premium content. After clicking a call-to-action link, your landing page is the first thing a potential lead sees of your business. Luckily, as consumers, we humans love video. It immediately grabs and holds our attention better than most other mediums because it engages more than one of our senses. According to HubSpot, adding a video to your landing pages increases conversion rates by 80%.
You’ve Got Mail
Check your email inbox. How many of your recent messages are from businesses? Are there any specific emails or content etched in your memory? Emails containing videos have 200-300% higher click-through rates, meaning consumers aren’t just opening and trashing your emails. Rather, they’re actually doing what you want them to—engaging with the content you’re sending them! Brafton reports that 72% of companies including GIFs and other videos in their emails have higher transition-to-click rates.
Social media is overflowing with video content and the most popular networks are becoming more and more video-friendly. Scroll through Facebook, Twitter and Instagram and you’re likely to see more than one video on your feed. There are even some social platforms like YouTube, Vine and Snapchat that are built primarily for sharing video. HubSpot research found that after watching videos, “64 percent of consumers are more likely to buy a product online.”
Take a glance around the office, the restaurant you’re eating dinner at, or even a nearby street corner. How many of the people you see are using a mobile device? Almost every consumer owns a mobile device of some kind, whether it’s a cell phone, tablet or other digital device. Mobile devices are one of the best media to implement video in your content marketing because they reach all other platforms—websites and landing pages, email, social media and more. It makes sharing your content even easier because consumers are more likely to see it.
Content marketing draws in consumers with clever, relevant materials. Adding video to your content marketing boosts your reach overall and can help engage your consumers even more. Video naturally attracts the eye better than simple graphics or plain text. Luckily incorporating video can be done easily with a camera or digital device! So grab your mobile phone and start filming!