When copywriting isn’t enough to jumpstart your marketing
It might surprise you to know that not all content needs to be written. In fact, a Nielsonwire’s Global Report notes that watching video content on computers is just as common as watching video content on television. And mobile video consumption growth is biting at computer consumption’s heels.
Think about it. After a long day in the office, staring at mountains of text-driven documents, you open your Google Reader and have a choice between visually stimulating videos and photos or more text. Add a bustling subway ride and the choice is clear. Video wins. Entertain me. Don’t make me work for this.
Video-driven content marketing, though lacking the ever-important keywords, gives you an opportunity to tell your story. And though Google swears it doesn’t give ranking preference to video content on say, You Tube, my experience has been that it kinda does.
Types of video content
Your video, like your blog, can cover different territory. Changing it up keeps your content interesting and allows you to be creative, straightforward or business-like.
Emotional video content
Emotional video content focuses on experience. What experience does your product or service promise? This goes beyond peace of mind. Think lifestyle. What might your client be doing instead of worrying about not having your widget? How will their life be better. Show this story using texture rich images. Here is an example of a low-budget but very effective emotionally-rich video by Cyclopedia of Redding:
Interview video content
Interview video content can be one-sided or two. For a one-sided interview, activate your laptop or iPhone video and start talking. Do check your lighting and background image but don’t worry so much about it being professional grade filming. Just talk. Tell why you do what you do. Be human. Here is one of my earliest and most popular video offerings.
Testimonial video content
Similar to interview content, ask your happy clients if they would be willing to let you film them using your product. Intersperse clips of them telling why they made the decision to go with your company–what did they get with you over your competition, how did you solve their problems?
Here is a great example of a testimonial video for a local high school:
The Shasta Experience by Carson Schmeck
Instructional video content
How-to video content can be one of your most valuable tools. If your product isn’t tangible, consider how you might show your steps using PDF screen shots. Or, simply make your video using Prezi, a free presentation tool.
Variety is the spice of life. Give your readers some visual delight. They’ll thank you for it and you might just find your video posts, because they are so engaging, inviting, humorous, relevant or interesting, go viral.
What do you think? How might you use video blogging to enhance your content strategy?