The Future is Video: 7 Tips for Using Video in Your Content Marketing Strategy

Posted under Content, PR, SEO, Social Media
Video content marketing tips

It’s January and the marketing world is buzzing with predictions for 2015. AS we’re busy keeping track of them here at Media Matters, time and time again we’ve heard that 2015 is going to be the year of smarter content.

Forget the 200 word blog posts, churned out at a rate of knots, and the two-sentence news stories. Users, and search engines, are looking for content that stands out from the masses as informative and genuinely useful.

After Google’s Panda algorithm update in October 2014, we’re seeing more emphasis being placed on quality over quantity. It’s great news for marketers who have been dedicated to adding value with their content from the word go!

That means businesses need to be creating content that has taken time and skill. Think whitepapers, infographics, research based blogs, interviews, downloadable resources and…

video.

Video has been a hot topic in content marketing for a while now but it’s becoming a more diverse medium by the day. With research showing seven out of 10 people said their perception of a brand was positively altered after seeing interesting video content, you’ll be wise to include video in your content marketing strategy.

Here are my tips on making the most of video in 2015:

1) Let your PR feel the benefits

It’s no secret that publications are introducing digital formats to distribute news and content. And video is a big part of that move.YouTube

In the US it’s claimed that 36 percent of American adults watch news videos online, with that rate rising amongst younger viewers too.

In the UK we’ve seen The Times introduce video that can be watched in-app, with a specific feature dedicated to videos that have gone viral in the last 24 hours. The BBC news website is now filled with videos from live coverage to tips for viewers.

Not only that but a lot of the major UK news outlets now have journalists dedicated to sourcing and providing video content. It’s these tech-savvy journalists that you should be pitching your newsworthy videos in to. Or, if you’re pitching in an interview, don’t be surprised if the journalist requests a video too!

2) Keep it SEO friendly

Videos on your website are a fantastic way of making your website more interactive. The experts suggest that having a video on your landing page increases the amount of time visitors stay on your website, whilst also increasing the number of conversions your website sees (for more helpful nuggets like this, read Kissmetrics’ post The Secret Guide to Video and SEO).

If your video includes speech, and you’re featuring it on your website, make sure you include a video transcript alongside the video. This ensures that those who don’t turn up the volume on their device will still be able to understand the video, and it’s also important for when Google crawls the page.

Video content and SEO
To make the most of getting links from your video content, consider hosting the video on your website. This means that any links to your video content will point back to your domain and thus beneficial for your website’s SEO.

However, always consider your objectives. If you want to encourage social shares and get the content in front of as many eyes as possible host your video on YouTube or Vimeo and then embed it on your website. It can be tricky to choose between the two here, so have a read of this Moz Blog as a starting point: An SEO’s Guide to Video Hosting and Embedding.

3) Be ready for Twitter

Twitter is leading the way in video – both for advertisers and consumers. With promoted Twitter video advertisers can make the most of pay-per-click options and advanced targeting options (including TV targeting to get your brand noticed when a show is trending). Plus experts are predicting that autoplay ad previews will be coming soon, along with suggested content at the end of videos to enhance brand storytelling.

If you’re thinking about promoting your video via Twitter, have a read of Twitter’s guide to promoted video.

For consumers, we’re looking forward to seeing Twitter introduce native video. That means every Twitter user will have the ability to record, edit and post video all within Twitter. It promises to be a lot of fun and a great way for marketers to create quick, simple and interactive content perfect for the platform.


4) And don’t forget Facebook

Social media pros will already be familiar with auto-play videos in Facebook News Feeds after Facebook introduced its native video player. However, this article via Mashable suggests that the traffic Facebook drives to videos is increasing rapidly, with suggestions that it may overtake YouTube. However, right now keep posting your videos on YouTube but uploading directly to Facebook too.

Don’t forget – YouTube still attracts more than 1 billion unique users every month!

5) Know your viewers

There are so many different types of video content, applicable to both a business and consumer audience.

Business-to-business videos could focus on:

  • Problem solving
  • Explaining complicated systems or services
  • Useful tips and advice
  • Providing information to help businesses with their day-to-day job

Consumer facing videos on the other hand could:

  • Entertain with humourous clips
  • Grab attention with a recording of a PR stunt
  • Promote a particular ethos of your business (like this one by Chipotle)
  • Educate your audience
  • Offer tips and advice

Of course, these ideas can cross over and be applicable to both audiences if they’re done in accordance with your brand.

Videos needn’t be complicated. Just keep them targeted at the audience you want to attract. BrewDog, for example, know that their target consumers love their beer and have an eagerness to understand more about beer – either so they can show off their knowledge to friends or to help them enjoy their beer that little bit more! Have a look at BrewDog’s Instant Beer Expert video series.

6) Integrate!

Video is a wonderful medium because it is so diverse – especially with its popularity on mobile devices. In 2013 Ooyala suggested that a tenth of all video plays happened via a mobile device – and it’s safe to assume that that trend has increased as we use our mobiles and tablets more and more.

Advertisers have recently jumped on to the possibility of integrating this mobile video viewing in their campaigns. Keep an eye on the trend of synchronized dual screen ads – although it’s only very recently been launched (November 2014, with this Durex advert) it could be a clever way for advertisers to provide a direct call-to-action, previously difficult to establish with TV advertising.

Make sure your social media, email marketing and PR campaigns are all integrated with video too! You’ll want to promote your video content using all of these channels at the right times and in the right way. 

7) Scatter the video seeds

You may have heard of the term video seeding before and rightly so because it’s an important part using video in your content marketing strategy.

As with any piece of content you need to get video in front of the right eyes, and that’s all video seeding is. Just like a PR pitch, video seeding combines a number of techniques to get your video seen by as many people as possible with the hope of getting it to go viral.

Try techniques such as social sharing, paid-for promotion, pitching and sending to influential blogs. It’s a fine art, getting something to go viral and getting it seen by the right people. It’s always worth considering getting a PR expert in to do the job. Especially after you’ve made the wise investment to create the video in the first place! Have a read of this PR Daily article for more tips on video seeding. 

Video is so big at the moment that even radio stations – a traditionally audio only medium (obviously!) – are jumping on board: more and more radio stations are driving listeners to ‘watch online’ or share video content that’s recorded whilst on air. Video really is becoming the ultimate way for us to digest our news, entertainment and information. Will you be making the most of it? I’d love to hear your thoughts!

Louise Barrett

An English graduate from the University of Exeter, Louise has worked for PR agencies in London and Leeds, with in-house marketing roles at Merlin Entertainments and Care.com.

Loving the challenge that comes with spanning both digital and more traditional marketing channels, Louise has a CAM Diploma in Marketing Communications and is an Associate of the CIM.

An avid ice hockey and football fan, Louise spends many of her weekends supporting her teal and green teams. In the off-season, you’ll find her shaking off those match day nerves with yoga and outdoor bootcamp classes!