Video Content and SEO
Jun 07, 2016
An argument both sacred and profane
Our youngest attends a primary school where they’re producing their own weekly news videos, live streaming and using green screens. Those eleven and twelve year olds are already totally immersed in visual storytelling both as consumers on their mobile devices, and content producers with their cameras and edit software. The future isn’t waiting for anyone so if you’re in business please take heed.
Whether your company is large or small, whether you are focused on B2B or B2C, your future customers are more likely to be online searching for their needs, than reading newspapers or sitting passively blasted by television ads. Speeding the change from traditional to new media is the rise and rise of mobile devices and online video viewing.
In response, the advertising spend with traditional media is in serious decline as business shifts an increasing share of its marketing money online. McKinsey predict that by 2018 the Internet and mobile will have become largest digital advertising category. (1) So online is busy place, everyone’s fighting for attention, which is why inbound marketing utilizing quality video content and good SEO is so important to you and your business. Inbound marketing draws attention to your brand by focusing on what matters to your potential customers. Here’s a list of essentials.
Discovery:
content customers want to know and will lead to your business.
Engagement:
content that is interesting, educates and draws people in.
Sharing:
content that can be repurposed for social media platforms.
Ownership:
your content, your story, your website.
The emphasis is providing discovery for those who are searching by “using your marketing to bring potential customers to you, rather than having your marketing efforts fight for attention. Inbound marketing is about creating and sharing content with the world.” (2) And there is no more effective way to reach out than with video content that captures your audiences needs. Video content that provides useful information and takeouts, that builds trust through authenticity and emotional connection.
Video content doesn't just sit inactive on your website waiting for someone to stumble across your offerings, you need to actively engage with your audience sharing your visual content across social media platforms, blogging and finding ways to connect with issues that will interest.
Chrissy the mobile vet nurse is a good example. The social media clip recently posted draws attention to her business by sharing useful information, something unusual, that creates a meaningful connection with pet owners. (3) The story was picked up by national media and shared again, because great stories are always worth sharing.
http://www.stuff.co.nz/life-style/cutestuff/80716535/Christchurch-groomer-keeps-cats-calm-using-pegs
Every business has a different story and therefore video content needs to capture that uniqueness for good SEO
“By creating videos that are useful to your audience, and making them easy to find through (SEO) you’re laying the foundation for a clear discovery path between potential customers and your business. (4) Mix good storytelling with great optimisation and watch the results. “Developing quality, optimised content is hugely important for SEO. Good content that engages the viewer and encourages them to share it is great for visibility and getting higher rankings in the SERPs. Consultants will also often create content specifically to address a keyword area or to build a resource that they can try to get linked to from other websites.” (5)
The message for 2016 is that if you’re not using a combination of SEO and video content for marketing you’re standing still. Visual storytelling has become a must have in the post-millennial marketing toolbox. Somewhat perversely my skill-set as a former television journalist is now increasingly important online. Broadcasters wage a daily battle to hold their audience while still ensuring they communicate the facts in a credible and authentic way and that’s what good storytelling is all about!
For those still looking at proof of performance there’s deluge of information available on the power of visual storytelling and the impact of video online, below are just a few.
- Using the word “Video” in an email subject line boosts open rates by 19% and click-through rates by 65% (6)
- Social video generates 1200% more shares than text and images combined. (7)
- Marketers using video receive 41% more web traffic from search than non-users. (8)
- A significant 60% of marketers use video in their marketing (9)
Authenticity and emotional connection have become buzzwords in the world of content creation. But these are hardly new concepts, connecting with your audience has always been the backbone of effective storytelling. “Storytellers may be invited into bigger marketplaces and brands to help sift through all the products and shape stories that differentiate products — storytellers may become sellers. “ (10) Mariam Naficy, CEO of Minted.com & Yelp Board Member
I don’t know about storytellers becoming sellers but I agree that visual storytellers combined with excellent SEO are the future. “As we near the mid-year mark of 2016, consumers are increasingly vocal that their preferred medium wherever they are is video. It’s also clear that both traditional media publishers and new players in digital media need to deliver it to them on their terms. “ (11)
That’s what the children at our primary school are now doing, using the latest technology and techniques to deliver content that their audience will want to watch, It's no different for businesses your audience and customers await.
8. Aberdeen (via Vidyard)
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