The way we share content continues to evolve and people are always looking for new and innovative ways to present thoughts and ideas. While video has been around for a while, it hasn’t been extremely popular for SEO in the past. Previously, there was really no clear-cut way to optimize a video like you can for a blog post. However, in the past few years, more than 90 percent of marketers utilized video for content marketing. As a content medium, video can convey a lot more than words alone. It’s no coincidence that marketers have started worrying less about technical SEO and more about user-experience.
While creating video for marketing goals is all well and good, content is not worth much unless people see it. So how can you ensure that your video content is found?
This is where words still have their place, even in the realm of video marketing. Because the success of SEO relies so heavily on words, video transcripts can add valuable content and, therefore, further the video’s presence with search engines.
How Video Transcripts Boost SEO
Video transcription can give a little more detail than meta descriptions and video tags can. Because search engines crawl text, a transcript gives the search engines more to crawl, and also offers a better experience for the user. A video transcript is a natural way to fit keyword phrases in throughout a page – therefore, someone who is searching for exactly what the video provides will be able to find it. Transcripts are a great way to include many secondary and long-tail keyword phrases that are likely spoken throughout the narrative. Video adds a human element to the world of SEO and offer users a different kind of experience.
Statistics about Video Marketing
- 62% of Google universal searches include video. (Marketingland)
- Video is 50 times more likely to get organic page ranks in Google than plain text results. (Forrester Research)
- Video search results have a 41% higher click-through rate than plain text results. (aimClear)
- You can double your search traffic by having a video thumbnail in your search result. (IQ Visibility)
- People stay two minutes longer on your site if you have video. (ComScore)
- Posts with videos attract three times more inbound links than plain text posts. (Moz)
So while video marketing is a great, unique way to share new content, video transcription is needed to ensure that your videos are found. This only goes to show that while mixed media is a wonderful way to improve your marketing campaign, content still remains king.
In many of my previous posts here on WebiMax.com, I’ve discussed the importance of content. Blog posts, press releases, videos, images and other forms of media on the Web can not only drive traffic to your site; but enhance your brand’s overall reputation, visibility and earning potential as well.
Speaking of blogs, I read a great post on Search Engine Journal earlier today (thanks for sharing, Patty!) which offered some useful insights on how to maximize the value of content. Of course, social sharing is essential, but content optimization goes far beyond that. By repurposing text-based content as videos, podcasts or even PowerPoint presentations, you are able to reach a broader audience while simultaneously improving SEO performance.
While I do agree that it is critical to get the most from your content; my own strategy varies slightly from the one Marcela outlined in the aforementioned SEJ article. The fundamentals remain the same; however, my emphasis on original (yet, supplemental) content provides a more comprehensive experience which incentivizes the user/reader/viewer to remain engaged.
In order to simplify my approach to content marketing, I’ve streamlined it into two phases – Creation and Promotion:
Begin with mapping out one BIG content blueprint. What story or topic is relevant to your brand, interesting to your audience and easily expanded upon? This framework will tell a complete story, but in a somewhat “segmented” fashion.
Start with the basics – a blog post. Although every blog should tell a complete story, it’s important to always leave an opportunity for your audience to interact and remain flexible enough to create unique supplemental content to continue the conversation of the blog across other mediums.
Follow the blog post with a video, podcast or an infographic. While the subject matter should be related, these should also work as standalone content. This will ensure that your audience remains engaged regardless of which “piece” of the content they discover first. Naturally, all of this content can be utilized cohesively, but originality is a must!
After you’ve created several pieces of unique content around a central topic, it’s time to get them online and promote!
Social media is a powerful promotional tool, but there are other options which marketers and business owners have been utilizing recently. Sponsored content placement, PR and digital video advertising are proving to be effective ways to market content across multiple platforms and reach a more diverse audience, as well.
By developing a tiered approach to content creation and marketing, you’re not only able to increase the long-term viability of the content itself, but generate greater brand awareness and an improved user experience for your consumers or clients.
Share your content marketing success stories in the comments below and be sure to follow us on Twitter for more content tips: @WebiMax
Social media and video marketing are increasingly more important in the internet marketing efforts of businesses. More people are online and searching for business information than ever before and videos that businesses create and then promote can increase the exposure businesses get and the ability to build their outward image and communicate a specific message. All of this can be wrapped up neatly in a short video that is tastefully shot and skillfully produced with even small features such as text, images, and transitions.
Businesses have been using this for some time, however, only a limited percentage of businesses have been using them to their fullest potential. Now a joint venture between Google and American Express called My Business Story invites businesses to record a video describing their business’ background and ‘story,’ and helps them leverage it for optimal gain. The initiative offers businesses assistance in the form of an editing tool that can help them put the finishing touches on videos in the form of small features like text.
The idea is for business owners who do not especially have video expertise or video departments to be able to understand the process and competently upload the videos themselves and then ultimately be able to leverage them for optimal marketing gain. The initiative recommends the businesses to post the videos on their company websites, but also social media pages such as Facebook and Google +, and the My Business YouTube Channel Page. From there, businesses can promote the videos and profile it in their communications online. My Business Story follows Google’s Get Your Business Online initiative which I discussed in a previous article, and in a two-part blog post regarding its impact in developing markets. The current initiative follows suit in the sense that it empowers businesses to use the resources that are available to them online, offering them assistance to get started.
The 3 Things Marketers Should Do
Based on the outlook of who the initiative is catered to, the majority of small businesses utilizing the initiative’s offering will not be doing any additional videos. As such, they need to maximize their time and create the most impactful message possible. Stories and background information are very important in creating an emotional attachment and creating awareness. However, in the short time that the businesses have on the video they additionally need to:
- Create a core message, not necessarily a slogan, but a core message that all of the video’s content supports whether its “local at a fair price” or “simply the best…” – the viewer needs to walk away with a concept associated with the company.
- Detail who exactly your customers are early in the video so those who watch it can know immediately how the products and services relate to them.
- Offer valuable description about how your products are great and different than the competition’s products.
It may seem simple, but many businesses will unfortunately miss the mark. The inherent limitations when doing one all-encompassing video force the creators to use the time and video efficiently making it essential to include these three key points. If they don’t, they end up with just an attractive fun video that doesn’t stick with customers. So instead they want to cover the essential elements in an interesting way so customers not only remember your company name, but your central message. After this point, SEO Companies can assist businesses in the marketing of the video on the various website and social pages, as video content now shows in search engine results pages (SERPs) and thus its details can be optimized.
For more information regarding how businesses can best construct a video in terms of proper messaging, how to utilize video marketing, and finally how to optimize video details and posting them for maximum SEO gain, you can reach out to me in several ways – directly via email at email@example.com or twitter @ryanwbudd.