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5 Easy Ways to Incorporate Video in Your Content Marketing Strategy

By Zachary Houle on Aug 2, 2017 9:18:46 AM

Remember when video killed the radio star? Well, today, the Internet is totally killing it by augmenting the video star. Video is an integral part of our lives, and it’s becoming more and more commonplace to encounter videos online -- and we’re not just talking about the latest Beyoncé visual album, but video content in general. Consider the following facts. At the end of 2016, video views on Twitter had grown 220 times from the previous year. Ninety percent of those Twitter video views were happening on mobile. Plus, 76 percent of companies who used video have reported a direct business impact. More video is uploaded to the Internet in a single month than television networks have produced in the past three decades!


So, if you’re not using video as part of your content marketing strategy, you’d better start doing it now or risk getting left behind in your competitor’s dust. But how do you actually make video production a part of your content marketing strategy? Read on.


1. Use Facebook Live 360

This is a great tool to use in your content marketing at events where you might have visuals that are interesting enough to cause viewers to take a quick swipe and look around. For instance, using a 360 live video during a conference can put viewers right in the thick of things. A round-table discussion allows viewers to put a question into a comment and then zoom around to watch the person who answers.


These videos are also great for offering behind-the-scenes content that enables viewers to see what’s going on behind the curtain, not just at what the camera person is pointing at. And, of course, broadcasting from a ski slope or sailboat offers viewers a full sensory experience -- all the more reason to use Facebook 360.

 

2. Develop Animated Videos

If you’re trying to attract and keep viewers’ attention with your videos in your content marketing strategy, a boring talking head won’t do. Internet users have tiny attention spans, so, if you use animation, you will have an emotional piece that will resonate with viewers. Animation can be used to demystify complex topics. It also brings back memories of sitting around the TV set on Saturday mornings. Plus, it works for just about anything: product explainer videos, blog posts, infographics, and release announcements.


Animation is not cheap, but it may be less costly than spending thousands of dollars searching for a spokesperson and actors, and then shooting and cutting film. So animation is definitely something to consider for your content marketing needs.

 

3. Position Native Video on Social Media

Video content plays automatically on Twitter and Facebook, so posting videos there is a good way to attract people amongst all of the clutter of newsfeeds as a part of your content marketing efforts. According to Twitter, customers were more likely to prefer these autoplay videos, watch them to the very end and then remember the content within them. Best of all, you can film a video directly using the Twitter app -- so it’s easy to create these videos. You can also upload a piece of existing content, too. Whatever method you use, be sure to have a presence on social media to reap major benefits by gaining eyeballs.

 

4. Leverage YouTube

YouTube is a search engine, not just a video playback site. In fact, it is now the second largest search engine behind Google. Yes, Google owns YouTube, naturally, which gives you a double shot of search engine optimization -- videos on YouTube rank really well on Google. So be sure to create videos around topics that people are abuzz about on YouTube -- anything from what’s currently viral to commonly asked questions. In doing so, you’ll be accessing the three billion searches on YouTube a month, which is larger than the search volume on Bing, Yahoo, AOL and Ask.com all put together.

 

5. Put Videos in Your Emails

Yep, people still look at emails, so using videos in your emails is a great content marketing strategy to stay at the top of everyone’s minds and stay in front of customers, since the email will go directly to those that you target. Video emails stand out -- it hooks the viewer and speeds engagement with them. Plus, it’s a great way to help your video go viral on the Web, and that leads to better search engine optimization, since sharing on social media can give you some much needed Google juice. Plus, according to one source, using the word “video” in your subject line increases open rates by 19%, click-through rates by 65% and reduces unsubscribers by 26%. Videos in emails can sure be powerful.


Contact Cyan

Need more help with video production for your content marketing strategy? Don’t be afraid to pick up the phone or drop us an email. We’re here to help with your content marketing needs, so don’t delay, contact Cyan today!

 

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Topics: Content Marketing Strategy, Video Production

Zachary Houle

Zachary Houle

Zachary Houle is a resident of Ottawa, Ontario, where he blogs for a number of clients. As a sometimes writer of fiction, as well, he is the recipient of a $4,000 arts grant from the City of Ottawa for emerging artists and a Pushcart Prize nominee. His fiction and poetry has been published in countless online and print literary journals and magazines in Canada, the United States and the United Kingdom. He enjoys blogging about books on Medium.com, and was recently named one of the Top 50 writers on the topic of books on Medium.