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How to Use Video in Your Content Marketing Strategy

April 18th, 2013 ::

By Maria Valdez Haubrich

If you’re trying to boost the success of your content marketing efforts, one way to do so is by adding video. Online video is becoming more a part of consumers’ everyday lives, especially when it comes to online shopping, according to a report from Invodo and the eTailing Group.

The survey of over 1,000 Internet users found that the majority (52 percent) regularly watch video during the online shopping process. About one-third say they always watch video if it’s available; almost all (90 percent) watch it at least occasionally. Shoppers are also turning to video earlier in the shopping process—during the research stage—especially when it comes to big-ticket purchases or complex purchases.

What’s important for content marketers to know—whether or not they are e-tailers—is that:

  • Internet users are showing more interest in video compared to prior years.
  • Consumer engagement is greater on sites that offer video.
  • Consumers are spending more time watching videos than in prior years.
  • They are also watching more videos in more product categories than in prior years.

While Invodo’s study focused on ecommerce-related videos, there is a wide range of options for small business video—from an e-tailer’s video demonstrating what clothing or apparel looks like on a model, to an accountant’s video explaining the latest tax deductions.

Clearly, adding video is a great way to engage your prospects. So what can you do to make sure your videos get watched?

  • Make them educational. Create videos that demonstrate your products or services, show past customers talking about their satisfaction with your products or services, or educated consumers about what you do or sell. Invodo found videos with an educational or demonstration aspect were more likely to get watched.
  • Make them easy to share. Consumers eagerly share videos on social media—in fact, they’re more likely to share videos than they are images or photos. Add share buttons or embed codes that enable users to pass your content along, as well as text encouraging them to share the video with others.
  • Consider mobile. Invodo found viewing of videos on mobile devices is on the upswing, so create your videos with mobile in mind. This means simple setups that are easy to see on small devices.
  • Shorter is better. Under two or three minutes is a good length for most types of videos. If you’re trying to cover a complex topic, break it down into a series of shorter videos. You’ll have more content and are more likely to attract views that way.
  • Post in multiple places. In addition to your website, post videos on social media and consider creating a YouTube channel for your business. The more places your videos are available, the more traction they’ll gain.

Image by Flickr user M4D Group (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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