Data from Wyzowl indicates that when both video and text are available on the same web page, 69% of consumers would prefer to watch the video to learn about something.
Even if your business is already creating website content on a regular basis, chances are a lot of that content is text-based. While text-based content can be useful for bringing people to your site via search engines, it's video-based content that will get visitors' attention once they're on your site.
Here's the good news: the investment in a video content marketing strategy probably won't require as much creative energy as you think it will. Here are five simple ways to get started:
1. Embed short introductory videos at the top of pages with written content
As mentioned above, most consumers prefer a video aid when learning about something new.
Especially if you're a B2B with a product or service that's difficult to visualize, having a video to accompany your copy can keep your visitors engaged.
That's exactly what TD Ameritrade did to help explain and promote its RIA (registered investment adviser) program.
2. Use video teasers to encourage click-throughs from social media.
Social's shift toward video has been remarkable. In just the past two years, all the big players in the social media world determined (correctly) that video is the online consumption medium of the present and future. Consider the following events:
March 2015: Twitter acquires Periscope before it even launches
December 2015: Desktop traffic to YouTube.com outpaces desktop traffic to Google.com for the first time
Year end 2015: U.S. video ad spend increases 46% in one year
April 2016: Facebook Live available for all users. As part of its roll-out, Mark Zuckerberg says, “[I] wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.”
June 2016: Year-long Buffer study reveals Facebook posts with video get 3x as much engagement as photo posts, 2x as much engagement as link posts
Clearly, video is no longer a "nice-to-have" when it comes to social media. An easy way to start weaving video into your content promotion strategy is buy filming short intro videos when you have a new piece of content you'd like to promote.
Instead of sharing the link to Facebook, share the short video, embed a link to your content, and consider promoting the content with a small ad budget.
My favorite social media video marketer is Ezra Firestone, who has mastered targeting prospects at different parts of the buyer journey with relevant video ads, as he explained in a recent video blog post.
3. Repurpose your best-performing written blog posts as video blogs.
If you want to integrate video into your content strategy but don't know where to start, turn to what's already worked.
If you're already creating content regularly, you probably know a few of your top-performing blog posts without even looking at the data. These posts can be repurposed as video content in the form of webinars, interviews, or whiteboard sessions.
Joe Pulizzi from Content Marketing Institute regularly gives webinars on the essentials of content marketing, something they've covered extensively in their blog.
Create a video blog series to supplement your written blog content
Video blog posts are a great option for businesses that rely on busy executives for content. Even if your boss doesn't have time to help you write a blog post every week, he or she might have an hour to talk in front of a camera once or twice a month.
You can even get footage for multiple pieces of content in one shoot if you plan ahead of time. Once this cadence becomes comfortable for you, you can start to think about a regular video blog series.
My favorite video blog series is Rand Fishkin's Whiteboard Friday.
Use videos to promote events
What better way to bring your event to life that by using a video?
If you're lucky enough to have video content from a past event, that's an obvious place to start when promoting a future one. You can also conduct interviews with speakers, tell past attendee success stories, or simply shoot a quick video of you or someone else describing the benefits of attending.
And don't stop when the conference start. You can broadcast live from your event to increase its reach, and use content from it to add value for attendees or promote a future event.
Naturally, video software company Wistia does a great job promoting its events with video.
Getting started with video doesn't have to be a chore. There are plenty of ways to bring your content to life with video, and that's more important than ever, given that smart phones and video technology have made the medium ubiquitous.
B2Bs arguably have the most to gain from an investment in video, and its never been easier to get started.