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How to use video in your content strategy

There are so many companies out there fighting for some of the online spotlight. If you want to get noticed then your content strategy must be constantly evolving in order to deliver exactly what your customer wants and needs, and it has to be easy for them to find. So you could post on Facebook or Twitter a couple of times a week, but with videos now so famously being referred to as ‘worth 1.8 million words’ maybe it’s time to get visual.

It’s been proven that using video in your content strategy can boost your sales, with comScore documenting that 64% of website visitors are more likely to buy a product online after watching a video, and visitors who watch videos stay on sites an average of two minutes longer than those who don’t.

With this in mind, we’ve listed five useful ways you can use video in your content strategy…

1. ‘The Elevator Pitch’

You’ve got 60 seconds to explain your company…Go!

It’s not always that easy to make things interesting with just the use of words alone. With 60 seconds of video, however, you can get your objectives across in a clear, interesting, and easy to digest format that is much more likely to capture your customers attention. Take this example from — a short video for a simple Estate Agent company has been made really interesting and easy to watch through the chirpy animation and amount of sheep puns squeezed into a video just over a minute long.

Not only does it get the message across simply, the characters (Ewe-an, Ewe-nice, and Baar-bara) stay clear in the mind.

2. Reach More People

You can use video in your content strategy to reach a vast amount of potential customers with very minimal cost and effort from yourself. With the cost of animated videos falling and the number of people viewing videos online rising, it’s a no-brainer.

It’s been estimate that around 100 million internet users watch an online video ever day. Findings from Shutterstock can back up this figure stating, ‘If you link to a video in an email, there’s a 96% greater chance that the recipient will click through, rather than ignoring it…’

3. Improve Your SEO Ranking

Just like a well-developed content strategy, the formula for determining a high Google PageRank is forever evolving. However, there are two surefire ways to always ensure that your SEO ranking is improving: consistent linkbacks and relevant content.

Linkbacks occur when another internet user mentions your content on their social media site or blog (such as your super-cool video) and creates a link back to it so that viewers can find your original content. This helps drive traffic back to your website and results in higher rankings within search engines.

Relevant content is obviously important too because it is useful, and search engines love useful — it is, after all, their job to find exactly what the internet user is looking for and hand it to them. If a search engine sends a user to your site and it is crammed with lots of irrelevant, complicated data, the user isn’t going to like that, and so neither will the search engine.

4. Brand Awareness

Linking back to ‘The Elevator pitch’, sometimes whatever you are trying to sell (products, apps, a service) can be exactly what an internet user is looking for but they just don’t understand what it is you are trying to express. Videos can take something that is hard to explain and break it down whilst still maintaining entertainment value.

5. Get People Talking

Introducing video to your content strategy will give you something to share on social media, creating an interaction between yourselves and potential customers. If your video is fun and gives viewers an incentive to share their details with you then you can essentially create a lead generation campaign from this. From just one interesting video you can gain the potential to contact an abundant list of customers, and if you’re lucky enough to go viral then the publicity created through word-of-mouth alone could be priceless for your company.

Hopefully, these tips have given you more of an insight into just how beneficial videos can be to your content strategy. Here at Wyzowl, we have made more than one thousand videos like the ones mentioned above and love every second of creating one-of-a-kind animation videos for companies like yours. As you may have read in recent blog posts we have expanded as a Content Marketing Agency and now offer even more fun and shareable things like infographics, ebooks, and posts on blogs and social media sites.

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