Video and Content Marketing are two topics that – separately – are hot in 2012, and only going to get hotter as they get bigger. In case you haven’t heard the statistic, Cisco Systems estimates that 90% of web traffic will be driven by video by the end of 2013. And Content Marketing is definitely going mainstream.
What’s strange is that there are relatively few blog posts or articles or videos where the two topics are discussed together. And that’s strange because video should not only be a natural part of any Content Marketing strategy, but also it has several distinct advantages over the kind of content that most content marketers use (which is written content).
Let’s look at those advantages:
1. Video Can Be Syndicated More Effectively
The whole purpose of Content Marketing is to get your message in front of your potential audience. With written content that usually means you can only publish it in one place. Authority blogs in your market area will rarely publish your written content if it has previously been published…so your content gets published once. And that’s it.
Now there are strategies you can use to make sure that content that attracts eyeballs won’t get buried on your blog – you can use sneeze posts, you can link to significant posts in the side bar, you can use ‘Start Here’ pages and if you have a plug in like ‘Tweet Old Post’ installed then periodically you can link to it via Twitter.
And of course your written content can be found via Long Tail Keyword search in Google.
But Video is just much easier to syndicate. And the whole purpose of syndication is to try and get that video in front of as many eyeballs as possible. Here are just a few of the syndication possibilities:
- Post video to YouTube
- Post video to other video aggregators using TubeMogul (e.g. Veoh, Blip, Metacafe,etc)
- Embed link on Facebook Fan page.
- Embed link on OTHER PEOPLE’S Facebook pages(!)
- Embed video on your website
- Get other people to embed your video on THEIR websites
- Post video to iTunes as video podcast
And there are other platforms and ways you can syndicate your videos too. (Currently, I’m about half way through a course called THE CONTENT MARKETER’S VIDEO BLUEPRINT where I’ll lay out my full syndication strategy in step-by-step detail….keep tuning into The Spoon for more details!).
One video. Dozens of places to put it. That’s just the first advantage video enjoys.
2. Video Establishes Your Personality Faster
If your content marketing is built around written content it takes exposure to quite a few articles or posts for new members of your audience to truly start to perceive your personality.
But on video…it’s laid out right in front of them. Even if you prepare a detailed script that you read from some kind of autocue, your audience can see and hear you.
And your personality will come through in the way you speak, the facial expressions you use, the body language you use. That will turn some people away…but the people who are attracted to your message will go to the ‘like’ part of the ‘know, like and trust’ equation a whole lot faster via video than they would via written content.
(If you primarily do screencast videos your voice still gives you an advantage….my personal tip is to intercut your screencast videos with some short live clips of you actually speaking so people can see you as well!)
3. Using Video Differentiates You From The Competition
Although video is established, in most market areas there are still few people using video effectively. This I believe is because there is still an ‘overwhelm factor’ attached to video.
I can’t remember where I read this – so if you recognize this can you tell me, so I can attribute it correctly! – but I once read a marketer say something to this effect:
“To be successful in your niche all you need to do is find out what your competitors are too afraid or too lazy to do. And go and do it. And do it repeatedly.”
In most market areas or niches this is still true. Don’t be part of the 95% who are too afraid or too lazy or too overwhelmed to do video. Be part of the 5% who create significant competitive advantage for themselves and their online businesses.
4. Sometimes A Picture IS Worth A Thousand Words
Two words: video testimonials.
Imagine this scenario – a few months ago Seth Godin mentioned my bass guitar website on the Copyblogger Podcast. Now for US (i.e. people interested in online business/content marketing/blogging etc) that’s a pretty big deal.
But in the world of bass guitar I’d be surprised if more than 1 in 10,000 bass players know who Seth Godin is. But what if I could get a video interview with the bass playing equivalent of Seth Godin – where that guy praises one of my courses, or my teaching methods, or something like that.
How effective do you think that would be?
And video testimonials don’t have to be given by the superstars of your industry either – whatever it is that your industry does, most of your competitors will be publishing bland little testimonials like this:
“Thanks for such a great service, it was professional and delivered great results.” AJ. London.
And most people don’t pay attention to those bland testimonials that if we’re truthful with ourselves we know that ANYONE can make up.
But what if you had 10 or 20 or 30 or more video testimonials where regular folk like you and me are extolling your virtues and what you’ve been able to do for them? How powerful do you think that would be in your content marketing?
(Paul’s Note – this is a note to myself as well as you. I haven’t done this. Yet. But man it’s high on my To Do list. The ultimate social proof…real people telling real stories in their own words. If you’ve got your target profile stuff worked out properly, effective video testimonials will be like putting gold dust on your website).
5. Video Plays Better On Mobile Devices Than Text
The Internet is going mobile.
Already more users worldwide access the Internet via a smart phone or tablet of some kind or other.
Now tablets are Ok for text – but have you tried reading a long(ish) blog post on a Smartphone? The experience is a suck fest. Whereas a video – hit play and let it roll. You can even consume on the move, plug in a headset and then anything that you want to watch you can stop, rewind the bit you need to say, and then move on.
And the experts tell us that the gap between mobile users and traditional desktop users is going to grow.
Have I Convinced You Yet?
Now those aren’t all the reasons you should be incorporating video into your content marketing efforts. But hopefully they are pretty persuasive. Over the coming months I’m going to be talking a lot more about video and content marketing – and although I walk the video walk on my bass guitar website I haven’t done much in the way of videos here at Da Spoon.
Time to change that too….so if you saw my video over at Adrienne Smith’s website last week, expect to see more of those. If you missed it, it’s a video version of last Monday’s post and you can see it here:
How Bloggers And Content Marketers Can Generate Unlimited Video Ideas
Please leave a comment too – as another 20 comments or so will push it onto Adrienne’s sidebar ‘Most Commented On’ posts!
But stay tuned to these posts…we’re going to have case studies, and next week I’m going to talk about a specific brand of content marketing that I’ve personally found to be incredibly powerful. And that’s tutorial marketing.
Summary
Video is a great tool to put into your content marketing arsenal. Today we looked at five reasons why it has distinct advantages over traditional (i.e. written) content:
- Video can be syndicated more easily
- Video establishes your personality (and brand) faster
- Using video differentiates you from the competition
- Two words: Video testimonials. ‘Nuff said?
- Video plays better on mobile devices.
Your Shout
Here’s what I want you to do – if you’re NOT convinced that video should be part of your content marketing strategy….tell me why. Go into length if you have to. This is a debate I want to have in the open…there’s not enough good old fashioned debate on the old Interwebz, so please, if you disagree with me then TELL ME. (But don’t shout! J )
Over to you…
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{ 46 comments }
As you know Paul, you’ve convinced me. My first video post is coming in February, and I’m committing to do 2/month (unless my readers start throwing stones). It’s precisely BECAUSE my focus and expertise is content marketing that I KNOW I need to be using video.
What interesting about your 2nd point is that I’ve had experiences with certain blogs, that I’ve been reading for a while, and then the blogger suddenly posts a video, and it’s like BAM…oh…THAT’S what they’re really like! It is so true – writing is nuanced in ways that make it difficult to see a person’s true nature. But video is very transparent in that regard.
Keep posting about video and content marketing. You’ve lit a fire under my butt!
Ha ha – there are sooooo many jokes I could make with the fire reference!
But I’ll restrain myself…looking forward to seeing how you get on with your videos. And don’t forget video has a long learning curve….so the more you do it, the better you’ll get.
Paul
Hey Paul, i’ve done about 4 video posts. I really like doing them and they have been my most popular posts to date.
so I agree with all your points for doing video. with one caveat. some people shouldn’t do video. Or at least not until they’ve worked out the kinks.
I’ve seen some really bad videos in the last few days that really turned me off to whatever the blogger or business was trying to convey to me. I found myself not trusting them because of the quality of their video. I’m not saying that the video needs to be movie production quality but at least work on the sound quality, don’t show us your underwear in the background and don’t have your kids come through the video unless it’s relevant. I sound petty i suppose but it elicits a certain professionalism like a well designed website.
Hey Annie
I think everyone should do video – and I agree with your caveat. Having great audio is probably the biggest single tip I’d give to anyone starting out – you can buy a reasonable cameras for a couple of hundred dollars and you should spend a similar amount on your microphone. Audio quality is that important.
I’ve written several posts on The Spoon about overcoming the barriers to getting started with video – so if you’re thinking of starting out, then search them out. But the benefits of video more than outweigh the learning curve that’s involved.
Thanks for stopping by.
Paul
Hi Paul,
I totally disagree….. Nah not really. You make a strong argument. And I’m sold on the Idea. Of course we chatted before over at Adrienne’s blog about this very topic. And I dropped that bomb shell that I had come across you with your bass guitar tutorials on YouTube. So I am fully aware of the power of video. I intend to implement some sort of video production on my site this year so I will be watching you closely. I am looking forward to your teachings.
Have a great day.
BTW… bl**dy cold today in the UK eh?
Ed.
Hey Ed
Nice to see you here too!
Here’s a piece of advice for you…set up a ‘practice schedule’ and start getting used to taking footage of yourself talking, and editing it. That way you can start getting used to how you look and sound…initially we all absolutely loathe how we sound and it is something that you really need to get accustomed to by doing some videos and editing them.
Paul
And people tell me its cold…but I swim three days a week, and on days I swim my body temperature seems to go up and I don’t feel it!
I wish this article was in video format as well, good work!
Hey Sumit
Converting it to a video article is a task for later in the week!
Paul
That’s awesome, i would love to watch it.
Hi Paul
I’ve not done a video post and I know I need to move in that direction – thanks for the push. I really needed to read this article. PLEASE keep us updated on what you’re learning in this course. Are you recording your videos via smartphone or MAC, or do you recommend a Flip type of video recorder? I’m such a newbie . . . I don’t even know
Thanks!
Hey LaRae
I’d say the bottom line is to NOT get overwhelmed by the technology – I’m not really a techie kind of guy. When I started I used the built in webcam of my Macbook for my first few videos – those videos delivered immediate results despite knowing nothing about optimization or anything like that. (looking back, I don’t even know how they were found! – but they were!)
Once I saw the results and knew I had to create videos, I knew I had to get better results. So I got the best camera I could afford – which was a Canon HF10. At the time it was around £560 – maybe $700/750 – and it was on sale at Amazon, about 25% off.
I’m still using that….it’s perfectly good for me.
But you don’t need to spend that much – the Kodak Zi8 is a cheap compact HD camera and most importantly has an external jack for a microphone. (THIS FEATURE IS COMPULSORY. When you make video you need to have high quality AUDIO!).
But you can start out with slideshow style videos – using a microphone and Keynote or Powerpoint. You’ll still get benefits using those videos…plus you’ll learn to overcome the biggest problem IMO of making videos, and that’s getting used to the sound of your voice. EVERYONE hates the sound of their own voice on video or audio – and yet, this is how everyone else in the world hears you.
Don’t let the overwhelm get to you, that’s the most important thing. Start doing it….it’s hard to start with. But it gets easier.
HTH
Paul
Thanks so much Paul! I’ll check into both of your suggestions and thanks for the tip about the audio! I really like your idea of starting with slides like keynote and go from there . . . you’ve encouraged me to make this move
Thanks for the info, Paul. I went ahead and purchased the Kodak camera that you recommended but am wondering if you would also recommend a high quality lapel microphone for it? If so, which is there a particular one you would recommend????
#3 – Yes!!! Well put! Competition is much smaller on Youtube than on Google. Also, Google has recently started to show variety in the search result which means you will be seeing more videos on Google in the future. So if you’ve recorded one, chances are you will show up on a relevant search word in both Google and Youtube! That way you can run past your competitors that only have text based websites.
Video Video Video. It’s the wave not of the future – but of the NOW. If you don’t jump onbaord you WILL get left behind!
Video for business marketing on the web is a no brainer. The only reason many businesses still hesitate is because it’s still somewhat of a new concept and people are unsure of where to turn for help with it.
Our company has been producing media for clients marketing on the web since 2002. The challenge then was bandwidth but that’s not the case anymore. Use video to personalize, humanize, capture attention and differentiate your business online.
Hi Diana
Getting professional help can certainly assist people – but most small businesses cannot commit the kind of financial resources necessary to create the kind of consistent film schedule that content marketing demands. And they don’t necessarily need to – in most market areas you don’t need to compete with Hollywood, you only need to compete with the competition. And if they’re not doing anything….well the bar is set pretty low.
I don’t know how much you charge per video – and I’m sure you produce a great end result – but for most small businesses looking to get started in video my personal opinion is that they use that budget to get some decent but affordable equipment and lights and take the time to learn how to produce their own content. And then just as importantly learn WHAT to do with that video content once it’s produced.
The initial idea and then the deployment of the idea are equally as important as the filmed execution of the idea – if you were to offer me a choice between 5 highly polished, professional videos or 200 less polished but devastatingly effective ‘home grown’ videos I know what I would choose. But I’m really interested in your thoughts on this?
Hope to hear from you.
Paul
I’ve started created training videos for effective ways to use Social Media and I’ve been doing it in PowerPoint. I then “Save As” a wmv file. Next, I open it in Camtasia Studio (about a $300 program but worth the $ if you’re serious about a nice video production tool). There are free, less fancy tools available online that can do some of the things that Camtasia does. With Camtasia, I can also record my computer screen so if I’m teaching how to use a particular piece of software or showing how to use a certain web site – people can see exactly what I’m doing as I describe the process. What I really like about this is that My “mug” isn’t on-screen – just my voice and the screen video or PowerPoint video.
Hey Mark
Screen capture videos are a good ‘low cost’ way to get started in video. Here’s something that I can’t prove – but that I passionately believe – if you insert your ‘mug’ into the videos you’ll improve your bond with your audience. Doesn’t have to be throughout the entire video – just at strategic points.
Thanks for stopping by.
Paul
Hi Paul!
Great article! I have been big on video and the more stats I read on it, the more excited I get. Up until it’s time to film a video for my blog. I have about 1012 different video ideas that I write down in my notebook, but can’t seem to pull the trigger and film a video.
It’s funny because I try to educate the importance of video to my clients and some of them ask, “Why don’t you use video?”
I signed up for your newsletter and plan to purchase your webinar course soon.
Thanks again!
Adam
Hmmmm….it sounds to me like you’re struggling with some form of resistance. I know the feeling – back in the day before I recorded my first video I KNEW I had to do videos to get any successs…but procrastinated for around 9 months.
Here’s my advice….work out what the big issue is for you? What’s holding you back? Come back and reply to this and I’ll help you work through it.
Paul
One huge thing I learned in my portrait studio is, “If you don’t show it – you can’t sell it.”
I like to sell wall portrait sized at 16×20 or larger. I have sample portraits in my sales room that are even larger than that. I project my client’s portraits on the wall to 30×40. They don’t usually buy that size but they will get a 16×20 or 20×24.
Other photographers I talk to can sell anything larger than an 8×10 because that’s the largest size they have on display in their studio. They show their clients 4×6 proofs during the sales presentation. The client can’t envison anything larger than the 8×10 because that’s all they see in the sales room.
So what i’m getting at, if you haven’t connected the dots already – is you gotta have Youtube videos promoting your own business if you expecet to sell it to your clients. You’re showing your clients that you beleive in the product enough that you use it yourself. And when you start doing some Youtube videos for your business – you’ll immediately be more confident in video when you’re talking about it to your clients. Most people can sense when a salesperson is confident in their suggestions and respond accordingly.
Some great thoughts there Mark! Thank you for taking the time to post those.
(although I’d have to add that up to now I’ve only produced two videos here on The Spoon…and one of those is Unlisted…however I do have the videos on my main site to fall back on for numbers and proof!)
Paul, one of the most difficult things in the world to do is convince people that they need to be using YouTube. Small business can win SOOO big here.
I think that many people believe that they need to create the next Old Spice video. That’s most likely due to the fact that they have heard the phrase “viral video” over and over again. Valuable content isn’t a commercial. It’s edifying, usable, and it connects with your customers (leads.)
Anyways… Great succinct post about video in content marketing!
Kevin
I hear ya. Agree with you too.
I often talk about metrics to people when I talk about video and ask this question: which would you a prefer, a video with 100,000 views on YouTube that leads to 1000 people going to your website, or a video with 10,000 views on YouTube, but 1500 people going to your website. The whole ‘viral video’ thang is people shooting for hundreds of thousands of views on YouTube. Unless your business model is one where you get paid the more views you get (i.e. you’re monetizing via YouTube’s partner program) then the amount of raw views you get is irrelevant.
More important to get people to your website. Get them onto your subscriber list….and go from there. Trying to get a vidal video is like trying to win the lottery – with similar odds.
Thanks for dropping by.
Paul
I have two attorneys that I am working with and have educated them on the power of video. For one, we are going to have potential clients submit questions via Facebook/Twitter/Email/Blog/Website/etc. and then record a video every other week answering the questions he receives. This makes it a two-way channel of communication. Most attorneys spend thousands and thousands of dollars on tv advertisements pushing out their ads. We’ll be the first (in Vegas) to create context with potential clients.
This post/comments has fired me up and I think I….am going to shoot a video.
Thank you everyone!
You made your own best argument there Adam-the first in Vegas to create with potential clients. Being first is an awesome place to be in marketing/PR. Definitely go for it!
Adam
Here’s an idea that will fire you up even more – document EVERYTHING you’re doing with the Vegas lawyers and try and systemize and make templates for everything you do. Then when you have results you make sure you get the best freaking testimonial anyone has ever got….and THEN you roll that system out to lawyers in every major city in the States. Do it right and you just increased your bottom line by maybe a hundred fold.
If you wanna give me 10% I won’t complain…if you wanna take the idea and run, I won’t complain either!
Paul
Oh and just to add what Cheryl said – and you should listen because she’s right – if you make it regular, by the time the competition cottons on to what is happening (as there will be a period of between say 3 to 9 months before you start seeing definitive results) you’ll be twenty or thirty videos ahead. The way that Google and YouTube’s search algorithym works gives you a healthy competitive advantage that is really hard to claw back.
Sounds good Paul! Yes, I plan to work a system here in Vegas, test it, perfect it, and then go after other cities.
Great blog post! I couldn’t agree more. The return on investment for video marketing is so high, especially when you keep in mind that you can syndicate the heck out of it for free! And if it’s catchy and memorable (as it should be), others will give you free earned media by sharing it with their friends and network.
Great post Paul.
Having spent the last 6 years working in some of the top Search Marketing Agencies in London, I’ve also developed Video SEO campaigns for companies and brands, and I agree that this is just the beginning of a video revolution for business. Forrester Research have reported that “Video increases the likelihood of a front-page Google search result by 96% with proper optimisation”.
In fact I was so convinced that I recently set up my own agency specialising in Video and Video SEO.
The best advise that I can offer is don’t wait for the perfect time, or circumstances, or wait until until you can afford the perfect equipment, or wait until inspiration shines the perfect light on what you’re supposed to say – just start!
Stop worrying about the barriers to entry – most of those are only in our heads anyway.
More often than not the hardest doorstep to get across is our own doorstep.
If you’re passionate about what you do, would you be able to speak about for it for 30 minutes? Of course you could, and that would equate to 10 three minute videos. More than enough content to get started with.
If you need a professionally produced video, these can be produced for far less than you may may think. If doing the first one yourself kick-starts the process, then do it yourself.
I did our first video a couple of weeks ago using a Flipcam HD and you can see the result here: http://www.youtube.com/watch?v=t2IBayCGsr4
This is a rare moment in time for companies to be able to claim first-mover advantage by utilising a medium that best portrays us at our most ‘human’.
And that medium is video!
Hey Gary
thanks for dropping by – apologies for the lateness of the response….been wearing my ‘bass guitar’ hat for most of the week!
As far as I’m concerned you’re preaching to the converted. One thing you said should be required reading for anyone ***thinking*** of starting with video:
“This is a rare moment in time for companies to be able to claim first-mover advantage by utilising a medium that best portrays us at our most ‘human’.”
And yep I totally agree with you that most people ‘overwhelm themselves.’
Paul
Hi Paul,
This is great content! I’ve been saying video is one of the best ways to boost your on line presence…I just don’t say it nearly as well as you have here!
Thanks so much.
Hey Greg
Thanks for the compliment….I’m sure you do say it in your own way!
paul
Paul,
Your idea that video plays better on mobile devices is very significant.
Video producers have been learning to adapt to producing for a 3″ screen. It takes a lot of re-thinking.
We all know mobile devices are where the audience is moving, but what you have pointed out, that on a small screen video is easier to view than text, makes the argument for mobile video even more compelling.
Hey Rick
All the stats are telling us that more people are accessing the web via Mobile devices than traditional computers…that trend isn’t gonna change anytime soon that I can see. And I don’t have a smartphone…but I was at someone’s house and checked out my bass website via their iPhone – man it was an ugly user experience.
But playing the videos….no problems!
Be interested in your thoughts on rethinking video for mobile devices?
paul
Hi Paul,
Great post, as more and more people get access to video cameras even by devices like smart phones it is so easy now to post videos to YouTube and start being seen. I teach the skills to make it look professional. 3 quick tips, put it on a tripod unless you want it shaky for a reason. Sound, use a mike or be as close to the camera mike as possible and keep the wind out of your mike. Start shooting stuff, anything, just get used to your camera and start improving your skills. Happy shooting
Hey Geoff
Thanks for stopping by and thanks for the tips. And I strongly agree that people should start shooting stuff to get used to the camera, get used to shooting – and I go a step further, and suggest people Edit it, and upload it to YouTube (but make it private). So they can get used to the uploading and editing processes.
Paul
Paul, excellent points and I think you’re right on. The things I like about video: there a re a couple 1) your true nature comes through in video especially unscripted (yet planned) authentic video blogs. Personality shines through. 2) A lot of people are too lazy to read but not too lazy to watch something. Shouldn’t surprise us that youtube is the number 2 search engine in the world, just behind it’s parent co google. The seo at least for me isn’t quite as effective though youtube makes it easier… there’s also getting backlinks when you syndicate out via tubemogal. Solid post.
-Kris
Kris
Thanks for stopping by and your thoughts.
I think that you’re bang on with number 1 – any kind of repeat video is going to reveal your personality because it takes an extremely trained actor to come up with a persona and be 100% consistent with it.
The SEO thang….it’s not something I worry about over much. YouTube sends people to the videos and then I try and hook ‘em back to the website. It’s doing its job well enough in my small niche.
Paul
Paul! I’ve been using video more and more and more, and you inspired me to do it.
I created 11 videos in just over a month, and they’re more polished on mot!
I don’t have much numbers for you, but I’ve felt all the concepts you outlined here at work.
P.S. If you talk to Martina, I am still on the target profile interview, it has not been forgotten, I’m aiming for Friday of this week
Jason
Good for you for taking action…be interested in looking over your strategy and tactics at some stage!
Paul
Ps I’ll tell MARINA about your target profile interview!
Actually, I’m glad you brought up strategy and tactics.
I don’t really have a strategy fleshed out except to “add valuable video as often as possible as a primary communication channel in what Ryze offers”. (Not that I wouldn’t enjoy being clearer on it)
My tactics are precise copy-writing, video kinetic typography, and video Q&As.
Do you have any articles about this?
(*Note: Target profile interview has been pushed back til Wed. this coming week
)
Jason
I haven’t written much about video Q&As and I know nothing about Video Kinetic Typography. But would love to learn more….how about you do a tutorial guest post? (And if you didn’t know…I pay $50 for guest posts).
I wrote at least one article on scriptiing which was a subscribers only article. If you’ve not read it, email me and I’ll send you the link and the password.
Paul
Hi Paul, new reader here. I’m really enjoying your writing and advice. What is the URL of the bass guitar site you run? I wasn’t able to find a link to it on this site.
Thanks, Ed
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