Why Video Content Is The Future of Marketing

Video Content

Why Video Content?

Video content has grown tremendously in the past few years. The number of businesses that have come to realize the strengths and the true potential of video content have also significantly increased.

To put it into perspective, Video content dominates online activity compared to other form of content marketing; 78% of people watch videos online every week, and 55% of them watch videos online everyday. If you don’t already have a video marketing strategy in place for your website and social media platforms, you’re most likely missing a big opportunity to reach and engage with your audience.

A new Animoto survey reveals how marketing professionals are keeping up with today’s rising consumption of video content on the social web, also knоwn as the golden age of online video. And that is, by finding ways tо be rеѕоurсеful. A whорріng 92% оf marketers ѕау that they rерurроѕе existing соntеnt аnd аѕѕеtѕ to сrеаtе vіdеоѕ, mеаnіng that very few mаrkеtеrѕ need to pick up a саmеrа to shoot рhоtоѕ or fооtаgе, оr to сrеаtе new ѕtоrіеѕ frоm ѕсrаtсh when іt соmеѕ tо mаkіng vіdеоѕ.

Of the 500 marketers surveyed whо work аt companies thаt have сrеаtеd at lеаѕt twо videos іn thе past 12 months, 47% are publishing fоur or more mаrkеtіng vіdеоѕ іn an average mоnth аnd 27% report сrеаtіng mоrе thаn ѕіx.

Unlike other forms of content marketing, video can ring out evoke feelings in the end user, such as:

  • Trust: The human touch it brings to product names.
  • Curiosity: End your Videos with a teaser about what to expect in the next video.
  • Confidence: With a Video testimonial, your audience can identify the person in the video, thus getting rid of any apprehension that they may have.

Why are Marketers Creating More Video Content?

Thе frequency аt which mаrkеtеrѕ аrе рublіѕhіng vіdео соntеnt оnlіnе іѕ nоt ѕurрrіѕіng whеn уоu consider another fіndіng of the survey, which іѕ that 60% оf thе 1,000 соnѕumеrѕ ѕurvеуеd ѕау they wаtсh brаndеd videos on Fасеbооk every dау. Moreover, 64% of consumers’ ѕау watching a mаrkеtіng vіdео оn Fасеbооk hаѕ influenced a рurсhаѕе decision in the last mоnth.

In addition to mаrkеtеrѕ ѕееіng rеѕultѕ оn Fасеbооk, YоuTubе іѕ a сlоѕе ѕесоnd. On the consumer side, Fасеbооk аnd YouTube also lеd thе еngаgеmеnt саtеgоrу. And whіlе Fасеbооk holds the top ѕроt when іt comes tо whеrе consumers аrе wаtсhіng vіdеоѕ daily, Inѕtаgrаm Stоrіеѕ took the second ѕроt followed bу Snapchat.

Intеrеѕtіnglу, when іt соmеѕ tо lіvе vіdео, 52% оf соnѕumеrѕ rероrtеd рrеfеrrіng еdіtеd vіdео соmраrеd tо 48% for lіvе vіdео.

Content Marketing Infographic
Content Marketing Infographic

Why Is Video So Important in Content Marketing?

Thе benefits оf vіdео іn соntеnt mаrkеtіng саn bе amazing. Not оnlу wіll уоu ѕее an іnсrеаѕе in traffic, but аlѕо a hіghеr ranking іn ѕеаrсh engines, and lоtѕ of “аnсhоr text” backlinks. Thе mоѕt іmроrtаnt bеnеfіt is the іnсrеаѕеd truѕt аnd kudоѕ уоu wіll gіvе tо уоur online profile.

Vіdео іѕ іmроrtаnt in content mаrkеtіng bесаuѕе:

  • 82% of marketing professionals found it to be an effective tools with 41% of US adults actually watching the video.
  • By merely mentioning the word ‘video’ in the subject line of an email campaign blast, the click through rate will increased by at least 13%
  • Video соntеnt will сrеаtе a relationship with роtеntіаl сuѕtоmеrѕ much mоrе rеаdіlу thаn traditional text оr audio bаѕеd соntеnt alone.
  • Amusement: An intriguing video can separate you from your competition and others in your industry.

Currently, vіdео іѕ the Intеrnеt’ѕ mоѕt consumed content format, аnd іt’ѕ growing аt a rаріd pace. Incorporating vіdео іn уоur content mаrkеtіng strategy wіll nоt оnlу amplify уоur mеѕѕаgе but wіll get уоur mеѕѕаgе асrоѕѕ tо a brоаdеr аudіеnсе. Mоѕt ѕосіаl networks іnсludіng Fасеbооk аnd Inѕtаgrаm push video, еѕресіаllу lіvе vіdео, tо thе tор оf thеіr аlgоrіthmѕ. The tор 100 leading nаtіоnа аdvеrtіѕеrѕ run dаіlу video саmраіgnѕ оn уоutubе. The tор 500 brаnd сhаnnеlѕ on Yоutubе average each 884,000 vіеwѕ on a monthly basis. Yоutubе rесhеѕ thе 18-34 adult аgе brасkеt more ѕо thаn cable network TV.

Should Business Owners Invest in Video Content?

Yes! If you really want to create awareness for your brand or product, and you want to record more sales, then you should consider investing in Video Content Marketing because:

  • Videos on Facebook Business pages increases end user engagement by 33%
  • Embedded videos in website can increase traffic up to 55%
  • Customers watch on average 13.2 Million video ads per day
  • 76% of marketing professionals plan to use video to increase their brand awareness campaigns.
  • 75 million people in the US watch online videos every day.

Using vіdео іn уоur content mаrkеtіng strategy will іnеvіtаblу attract thе аttеntіоn of іntеrnеt uѕеrѕ. Social media users аrе vеrу fond of quаlіtу content and аddіng video to уоur various соmmunісаtіоn mеdіа, wіll brіng mоrе vіѕіbіlіtу to уоur buѕіnеѕѕ on the wеb.

 

Don’t create content that doesn’t help you to grow!

SEO & Content Marketing

Don’t just create content to fill in your blog or other content channels. Instead be smart and use content that can help to enhance your business. Social media and SEO (search engine optimization) goes hand in hand. SEO data helps you to improve your social media efforts, whereas social media can help to increase your search rankings. Why writing something that doesn’t even help you to attract more traffic to your social media channels or website?

SEO SEO target audiencedata should be the source of your content, since it provides bunch of information about your target audience: who they are, how they search for things, what keywords they’re using and what sites they’re surfing. The goal of your content creation is to provide the information that your target audience needs and searches for!

 


Keywords – Do you know what they search?

In order to increase your brand presence and visibility in the Google ranking you need to understand which terms are being used. These terms are the ones that interests your target audience therefore your content should cover these terms. This is where SEO gets into the game. It is important to know the most frequent search queries related to your brand.

Right toolsMost of the time, the best insights come from discussions about your niche on general, but not a specific product. That is to say that, you need to search for the keywords you want to target in organic and paid search and use them in your content in order to get social media awareness.

When you discover these keywords, you can set alerts to do a daily search on various social networks like Twitter and Facebook to get interesting insight from your niche. Then it is just to build content around these keywords.

Tools to learn about your keywords  MOZ or Mention.


 

Competitor insights- Why reinventing the wheel?

Sometimes the wheel could be invented by your competitors. Determine who your competitors are, and which companies have a similar audience with an effective content strategy. By analyzing how your business ranks in your niche, you can easily set goals for your social media campaign.

There is many tools that will help you to define where the best competitors write about and where it’s getting shared the most. This approach allows you to not only build your content strategy, but also improve your social media efforts.

Tool to look at your competitors SEranking


Viral trends-2

Trends- Google offers all the hot topics

There is lots of data available to use for marketers. When creating content take a look at the trends and identify what topics are hot for a specific period of time. You should modify your social media content based on most popular queries, this will help your content to stay relevant for your customers. You will be able to design your content in a more fun and attention-grabbing manner.

Google is making lots of its data available for everyone, Google Trends, Google Trends for Websites as well as Google Insights for Search.  These are just few tools you can use in order to stay up to date.

Look at one of the many trend tools from Google trends


 

 

 

 

Blogging- 5 ways to channel your internal content

content-for-blogs

The Content in YOU

blogging-content-how-to
You are full of Content!

Blogging relevant content can seem like a daunting task full of writer’s block. I want to focus on my 5 ways to make blogging easier by channeling your internal content.

 

 

 

 

  1. You are a blogging expert

Yep, that’s right. You are an expert at something. During your journey through life you have obtained knowledge, skills, and abilities that some people just don’t have – this makes for an easy blog. So, think of a recipe that was handed down from Grandma and share it. Maybe you know how to tune a Grand Piano. Perhaps you have opinions on going to grad school for Marketing and if it’s worth it. You may be surprised when you offer how to do something, or advice on a topic, what the response may be.

 

  1. Mingle

Get involved in activities that you are interested in and check out meetup.com or the like. You can learn from others relating to your interests and continue researching if needed to share your new found relevant knowledge. Maybe it’s dog training meet ups, photography techniques, marketing strategies – you will be surprised at how much fun these meet ups can be, and how much information and content you will walk away with for your next blogging adventure.

 

  1. Current News

Everyone loves controversy and current news flashes can give you a lot to blog about. You may already receive those annoying Bloomberg News Alerts – so go ahead and dig in. Find something where you see a contradiction, a false statement, or just a really Bad idea that’s been released through the news. It’s up to you how much of your own opinion and where your opinion lies with in the topic so try to not make it too HOT – but don’t be scared to put yourself out there.

 

  1. Start Conversations

I meet people everyday – could be at the dog park, standing in line at the post office, the grocery store etc. A conversation starts, usually a relevant observation, an opinion and soon enough we are sharing and asking questions from each other. It’s really that easy, you just need to pay attention and think of the conversation as future content for blogs. Remember, everyone likes to talk about them selves – you just have to ask.

 

  1. Try Something New

blogging-content
Would you read about a parachuting dog?

Do something daring for the first time in your life and document it for fun and easy blogs. Maybe you have been looking to jump from a plane, or a wild zip-line is more your style. Maybe you are shy and today is the day your are going to start a conversation with a stranger at the book store. This would be a great opportunity to share your blogs with a Before and After. Hey, I would read it.

 

These are easy ways to think of blogging because it comes from you, and really dosen’t require a lot of research. Writer’s block will become a thing of the past and you will probably be kicking out interesting blogs in 30 minutes or less.

Tips for Optimizing Content

 

Tips for Optimizing Content

 

Tips for Optimizing Content

SEO is king in the world of content marketing. Quality content begins with SEO because it allows users to find you and your website. Where do you even begin? How should you best utilize SEO to make sure your content stands out? How do you create content that will speak to consumers?

Let’s break it down into smaller segments!

Optimize Your Search

Consider the impact of your content with SEO image optimization. An image contains a lot of information that can impact your search-engine ranking. The SEO value of a page may change with a simple edit to the image name.  If you use a keyword phrase like “Madewell black t-shirt”, you will focus on the brand attached to the product. Stay away from abbreviations when naming your image. Be concise when possible and take out non-essential details. Utilize alt text to describe your image. Include a call to action in the image title to gain more user engagement. Add captions to your images. Remember to anchor text to guide user to images and other visual information. SEO is key to differentiating yourself from the millions of similar brands and products available online.  

Madewell Black T-shirt Google Search Result
Madewell Black T-shirt Google Search Result

 

Black t-shirt Google Search Results
Black t-shirt Google Search Results

Understand Target Audience Attributes

As the idiom says, “walk a mile in someone’s shoes” to understand their perspectives and experiences. If you want to craft relevant content that speaks to your target audience, you need to get into the mind of the audience. Answer questions that your ideal customer may have and provide solutions. You want to tell a story and create an authentic relationship with your audience. Personas help you understand and visualize consumers as archetypes in your target audience. If you think about the Smurfs, you think of Papa Smurf as a fatherly  and protective figure. On the other hand, Smurfette would not have the same specific qualities you associate with Papa Smurf. Each persona has his or her unique attributes. See the Moz blog for more information on creating personas.

Keyword Persona Smurf Visualization
Keyword Persona Smurf Visualization

Use Natural Language Search

Users are employing semantic search and asking questions with search engines. With voice recognition technology available nowadays, users will ask questions to obtain direct answers from search engines like Google. To ensure your content ranks high, answer specific questions for your ideal audience. Keep in mind that search engines rank content based on how many users found it valuable. You want to be relatable to your audience.

Semantic Search
Semantic Search

Format Your Content

While content is essential, it is also important to display your content in a way that users can follow and scan for relevant information. Pay attention to formatting the H1, H2, and H3 header tags to help guide your users. The most important tag should fall under the H1 headline tag. Make sure your format is consistent across all content on different platforms. Your headlines should be questions that your ideal audience is asking.

Conclusion

To optimize your content, you want to stand out in the search engine results. Create personas to understand your target audience attributes. Employ natural language search and format your content to answer questions that your ideal audience is asking.

Sources:

http://contentmarketinginstitute.com/2017/04/content-best-practices-found/

http://contentmarketinginstitute.com/2017/01/seo-website-image-optimization/

https://moz.com/blog/personas-understanding-the-person-behind-the-visit#personas

5 Types of Content That Will Boost Your Traffic

 

Blog Title - Content That Will Drive Your Traffic

What Types of Content Will Successfully Boost Your Traffic?

When it comes to running a business with an online presence, it’s a must have for every company to have an engaging, well-written content. The way how you communicate with your customers determines whether they want to stay with you or not. And everybody knows how valuable loyal fans are. However, your content should be always driven by things that you want to achieve. So, if your goal is to drive more traffic to your site or blog you are in a good place. Here are 5 types of content that people love to see and share.

1. How-to Articles

Explaining how to do something isn’t anything new but yet still attracts a lot of people. It’s easy to read and well… it’s helpful – as long as it gives solutions to the problems that your customers are really looking for. Moreover, it also has a great long tail search potential. Think, how many times have you written “How to” questions in a search engine. Bingo! How-to articles will boost not only your traffic but also your SEO efforts. Just remember to write about popular and current problems that your audience is facing and keep it simple and easy to read – break the text up by checklists, bullets, diagrams, pictures, etc.

Check out the “Just Be You: Inspirational Quote” project on the Michael’s website:

Boost Your Traffic Example: Micheal’s How-To Article
This how-to article not only explains how to do DIY project in an easy to follow steps but also has great CTAs.

2. Infographics

Do you know that 90% of information transmitted to the brain is visual? No wonder that infographics (graphic visual representations of information, data or knowledge) are 30 times more likely to be read than text. We are visual creatures and it’s easier for us to process information that way. Infographics are appealing, easy to understand and have a great viral potential. You can communicate almost every idea with them – especially share the data, research, findings and statistics. However, keep in mind that infographics aren’t cheap and nowadays, everybody uses them. If you want to distinguish your brand, you have to come up with something really good. Have you heard about gifographic (animated infographics)? Check out the examples: Cheetah by Jacob O’Neal or How Google works by Quick Sprout.

Boost Your Traffic Example: National Ocean Service’s Infographic
Here you can see a conventional example of infographic from National Ocean Service website.

3. Memes

Are you looking for a fun and creative way to communicate with your customers? Well, say hello to memes. They are easy to make (use Meme Generator or Quick Meme), people love their hilarious humor and they can easily go viral. It’s a simple and effective traffic driver. Generally, you don’t want to use them on your website but social media? Yes, yes, yes. Twitter, Facebook, Instagram and other platforms will help you spread the memes to the broad audience and give you a lot of likes and shares. Just don’t overuse them. Memes can sometimes carry a low value and when you use them wrong, they can backfire.

Let’s take a look at a meme created by Ruffles last summer:

Boost Your Traffic Example: Ruffles’ Meme
The potato chip company launched a campaign pairing their salty snack with barbecue. They encouraged their audience to post photos of their grilling tips, tricks and fails using hashtag #GrillChillEntry.

4. Lists

Don’t you love reading articles that includes a list? “Top 10 Reasons to Move to San Diego”, “20 Things You Should Not Tell Your Mother-in-Law”, “5 Types of Content That Will Boost Your Traffic”. Hey, you are reading the last one right now. No matter if they are fun or serious, positive or negative, with round or odd numbers. Numbered lists are popular, easy to read and very likely to be retweeted, liked and shared. And one more thing. People like them because they know from the very beginning what they’re going to get. Have you ever seen the title that had nothing to do with an article and its main goal was to trick you into clicking? Horrible, right? With lists you know what the article will be about and how long it will take to read it – more or less.

Take a look at the most read articles from The Chromologist website:

Boost Your Traffic Example: The Chromologist's Lists
Top 3 most read articles? Lists!

5. Videos

Do you know that 78% of people watch videos online every week? Nowadays, we don’t have time or we’re just too lazy to read super long articles or product descriptions. Videos are ease to consume and are able to keep your attention longer. For that reasons, the use of video in content marketing is growing. It’s projected to represent over 80% of all Internet traffic by 2019 (for the US – over 85%). Well-done video can be really persuasive and memorable. Remember,  it’s not only about moving picture, but also about a valuable content itself. A good script is essential – keep it interesting, relevant and not too long. Take a look at REI’s Osprey Kyte 46 Pack – Women’s Video. Instead of reading long product description, we can see a backpack “in action”.

Conclusion

Content should provide some kind of value to your audience so they want to stay with you longer. It should make them feel that they’ll miss something if they don’t engage with you (click, read, watch, like, share). You’ve read about 5 types of content that will help you drive your traffic. Do you have to implement them all to your strategy? Yes, no, maybe some. It all depends if they suit your brand. Think about your audience, think about your company’s values, the messages you want to share. The more types of relevant content you use, the more you can gain.

Check out the “5 Types of Content That Will Boost Your Traffic” presentation:

Sources:

Visual Content Success in 3 Steps

Visual content rules
That’s the word on the street.

What Makes Great Visual Content?

Creating successful content that engages your audience and grabs their attention is not always an easy task. Sometimes it can get frustrating figuring out the best way to really reach your target. We often hear visual content rules. But what does that really mean?

Everyday we are exposed to more information and it is getting increasingly difficult to stand out from the crowd and get your message heard. By following these tips from experts you will learn how to get the attention you need by using visuals that provide easy to digest content while tapping into the real wants and needs of your audience.

Statistic on visual content
People remember what they see not hear!

1. Make It Authentic

“Visual content that works most effectively never feels corporate, inauthentic, or like it’s a stock visual.”Rand Fishkin, Moz founder 

The first real obstacle in creating authentic visuals for your content is knowing your actual audience. Know their questions and where and how they search for answers. Figure out what they really desire and need so you have a real idea of what moves them.

Using original photography and graphics whenever possible is a good way to show your authentic self. At the very least, make sure to customize images to make sure they further communicate your key message and show a unique point of view.

Don't hassle me I'm a local t-shirt

Gain further trust by thinking of visuals as a second headline. Try going local and using points of interest and locations easily recognizable to the that audience.

Using infographs is another great tool that can communicate boring or hard to understand data. It can help inspire thought and sharing on a topic that might normally be ignored. This can also help build authenticity since sharing info of real value shows expertise in your field.

“Infographics are “liked” and shared on social media 3X more than other any other type of content.” (Source)

infographic showing statistics about infographs
Yes, an infograph about infographs.

2. Stop Them in Their Tracks

Pugs in line in a snow behind a corgi.
Well, you got my attention now.

“Great visual content should be clean, aesthetically pleasing and quick to read.”Lina Wang, CEO at Eight Shots 

In order to separate from the masses, you must be creative yet still provide value. Make sure to keep it simple, clear and focus on clearly communicating one key message.

Try not to get distracted.  Youtube.com

The popularity of Micro-videos (:05 – :30) are growing and they are a great tool that can work for all business sizes. They can provide an easy way to share how-to demonstrations of a complex topic. Live video, especially on Facebook and animated gifs are other visuals that add interest to your content.

One thing to remember when using video is it must be mobile friendly. To interrupt your target market and get their attention, you must give them what they want-where they need it!

3. Finish The Job

“Creating effective visual content is a combination of using the right tools and testing the content on different networks.”Jeff Bulles, Founder of JeffBullas.com 

Creating the content is just the first step! Know your marketing goals and know how to measure them. Once you have established what you want your content to accomplish, whether it is sharing, commenting, gathering emails, signing up for newsletters, etc… You will need to constantly evaluate them by measuring social engagement, longevity, bounce rate, traffic rate, traffic source and other metrics. This will allow you to evolve with your customers and make sure you are still providing them valuable, useful information.

Graphic of 90% of information to the brain is visual.
Again with the statistics. Have I made my point yet?

What Does it All Mean?

In reality, including any visuals with your content will help engagement. But remember- visual content is like a first impression. If you make a good one, it can help quickly gain trust and authenticity with your target audience. If it is a bad one, well, you may just get remembered for all the wrong reasons!

Since we are talking about visual content, check out and share this slide show below.

Sources and resources:

42 Experts Tips for Creating Stand-Out Visual Content [E-Book & Infographic]


http://fifthstory.com/en/power-compelling-visuals-social-media/
http://inspirationfeed.com/inspiration/infographics/55-striking-data-visualization-and-infographic-poster-designs/
https://blog.hubspot.com/marketing/visual-content-marketing-strategy
http://www.kpcb.com/internet-trends

10 Visual Content Marketing Statistics to Know for 2017


https://www.domo.com/blog/data-never-sleeps-4-0/
https://www.nngroup.com/articles/photos-as-web-content/
http://www.brainrules.net/vision
https://www.socialmediaexaminer.com/wp-content/uploads/2016/05/SocialMediaMarketingIndustryReport2016.pdf
http://mammothinfographics.com/why-infographics/

4 Steps To Meaningful Content

Meaningful Content

Meaningful Content?

How does one define Meaningful Content? How do companies connect with customers today on a meaningful level? What is the best medium to create meaningful content? Is it enough to “just sell” product over the internet? Do customers feel like they have to be emotionally connected to their purchase? These are many questions companies ask themselves over the course of creating their brand content.

For some companies, content is the end all, be all. Their identity is defined by the content they produce. Most companies that focus on their content prove to be successful. Below illustrates the top 4 steps to enhance meaningful content in today’s society.

Step 1: Have An Authentic Story

Most brands exist to fill a need.  A small subset of those brands have a story to tell why they are around. Creating an authentic story, to create meaningful content, takes your brand to the next level. Meaningful content creates stories that make the company more than a brand and end up connecting with the customer on a deeper level.

Take Toms for example, while they have many products in their line, they are most known for their content around their story. Most everyone can connect with their story of one for one. You buy a product, they will give a product away to a person in need. This story is bigger than the brand itself.

Meaningful Content
1 Cup of Coffee = 1 Day of Safe Water for a Person in Need

You might not know that Toms sells coffee, but you would assume that every coffee sold, something is given to someone in need. This perception is based on their effective content.

Step 2: Grow Awareness

The next step to enhancing meaningful content is to grow awareness of your brand’s story. Not everyone is going to know your brands story at first. There are many different mediums to start growing awareness; social media, blog posts, YouTube, etc. Focusing on your brands story creates trust and thought. You could be a new brand, or a brand that has been around for years, trying to find a new meaningful message that connects. Growing awareness requires meaningful content.

Take Cadillac as an example. During the 2017 Oscars, they debuted a new commercial aimed at connecting Americans through times of political adversity. The commercial focuses on where Americans persevere together, rather than tear each other apart, while only mentioning the brand,Cadillac, at the end. Watch here: Cadillac’s “Carry”.

Step 3: Make A Connection 

While sharing your companies story is a great way to start to embracing the brand culture, it is not enough. Engaging customers and making a connection with them is the next step to creating meaningful content. One never knows the depth of their content without hearing from others.  Connection, or engagement, can be found in many different forms -social Media interaction, shares, likes, and comments all show engagement at the highest level.

Creating meaningful content, creates authentic connection and commutation between the brand and consumer.

Step 4: Make A Difference

Finally, to enhance your meaningful content, you must be actively trying to make a difference. This must be visible and relevant to the consumer, so there is no question what your message is. Content can range from a simple Instagram post, like the below, to a full blog stating the companies initiatives.

100% of Black Friday Sales go to grassroots Environmental Groups
100% of Black Friday Sales go to grassroots Environmental Groups

In Conclusion…

Creating meaningful content proves you are an authentic storytelling brand. With this, you will gain and retain a customer base that fully follows and trusts your vision for the future.  They become customers for life believing you will make a difference. Meaningful content can be hard to create, but once the voice of the brand is found, the meaningful content will last with the customer forever.

Meaningful Content