Why Video Should be a Vital Part of Your Content Marketing Strategy

Written by
Lizzie Davey
Sep 14, 2016

If you didn’t know that video is the next big thing, you’ve probably been living under a rock – or, at least, very far away from the internet.

Gone are the days of short, vague pieces of content that don’t hit the spot at all, and instead we are welcoming an influx of deeper content that’s ten times more visual.

So why is video so important in this day and age?

According to a study by Forrester, a 60-second video has the same value as a one-million-word article – that’s the equivalent of the whole series of Harry Potter wrapped up into a 60-second video. Impressive, right?

And in a time where we’re seeking more value in less time, the fact that video can portray a similar amount of information as a 7-book series is a no-brainer.

But there’s more. 59% of senior executives would rather watch a video than read an article, and they’re not alone. Tonnes of people from all different walks of life would rather click a simple “play” button than have to scour through reams of text to get to the point.

And, in a study by Cisco, it is thought that video traffic will account for 80% of all consumer internet traffic in 2019, up from 64% in 2014 – that’s a huge increase that shows just how much video is on the rise.

Still not convinced? What about if I told you that when email uses video, engagement rates increase by 200-300%?

These positive results we’re seeing from video have been assigned to a neurological theory called dual coding, because video appeals directly to both the auditory and visual senses. This gives us dual stimulation which, in turn, helps us to retain 68% of the information we’re presented with via video.

To show you how powerful this is: when only the auditory sense is stimulated, we struggle to remember 10% of information.

Now, you might be thinking, “but I’m a small business! I don’t have the resources, time, or money to make videos.”

That’s why videos are so great. There’s this myth that videos cost the earth to produce and that you need a studio full of high-tech equipment to do it right, but that’s far from the truth.

In fact, it’s never been easier for small businesses (or any business) to create videos because:

  • They can be cheap
  • They are more accessible to create than ever before
  • There are so many different options

Just whack out your smartphone and film an interview, or use a free screen-sharing tool like QuickTime Player to record a tutorial.

So now you know just how awesome video is and how easy it can be to create, let’s dig into how you can include video in your content marketing strategy.

1. Boost Time on Site with Introduction Videos

As humans, we create connections with other humans, so placing an introductory video on your homepage that tells your story instantly creates a connection with visitors. Not only will they want to find out more (because we’re curious beings), but they’ll stick around longer too.

This is because the relationship has already started to build, and they want to find out more about you and what you can offer them.

Make it work for you: a simple 2-3 minute video on your homepage sharing your face and a bit of information about who you are and what you do will increase the time visitors spend on your site and encourage them to find out more about you.

2. Hook Visitors with Tutorials and Explainer Videos

The vast majority of people learn by watching someone else do something rather than reading an instruction manual that leaves all sorts up to the imagination.

This means that by presenting tutorials and explainer videos, you’re showing your audience that you are the expert and you’re allowing the information to sink in. Plus, your audience are more likely to come back for more if they feel like they have learned something from you.

Make it work for you: is there a tricky process you love or does your product do something amazing that can’t be shown simply through pictures and words? Create a tutorial video that shows you running through that process or create a short explainer video that shows your product in action. Make sure the viewer comes out with new knowledge or skills at the end of it.

3. Build Trust with Video Testimonials

Testimonials are a great way to show your audience that others have enjoyed your product and services in the past. But it’s not really enough to just have a line of text singing your praises. Instead, you want to create connections with potential customers.

This is easily done through video, where you encourage past clients and customers to review their working process with you. Again, this taps into the idea that humans crave connection with other humans, and it acts as a form of word-of-mouth marketing – still the best kind of marketing even in the age of all things digital.

Make it work for you: have you received a great testimonial from a client or customer? Ask them if they’d be so kind as to create a short video revealing what exactly they loved about working with you. To make this easier on them, you can always record a Skype call with a screen sharing program.

4. Generate New Leads with Webinars

Webinars are hitting the big time at the moment because they give your audience a chance to interact with you in real-time while you’re teaching them skills and knowledge they need to solve their pain points.

The great thing is that people love free content and, since most webinars are free, you’ll get loads of new leads signing up to get involved. Once they’re in the virtual “room” with you, they have first-hand access to your expertise and you can instantly start building that trust factor – something that’s so important in an age where everything seems to be done anonymously online.

Make it work for you: add Webinars into your marketing mix every month. Focus on a specific topic or theme in your industry and focus on providing serious value and expertise for an hour or so. At the end, you can add in a short pitch for your product, which will convert well with your already highly-engaged audience.

As you can see, there are loads of ways you can incorporate video into your content marketing strategy, whether it’s by hosting live webinar events, creating video testimonials to build trust, or adding in tutorial videos to an extra appeal to your products and services.

And remember – videos don’t have to be complicated or expensive to create. In fact, I’m willing to bet you have all the equipment you need on you right now.

Ready to start adding videos into your content marketing mix? Mapout can help you take the first steps.

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