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Why Your Blog Needs Video Content
Blogging for business purposes can be beneficial in a number of ways. It can drive organic traffic to your website, boost your SEO performance and help you establish your authority in your niche.
But in order to make the most of your blog, you need to consider carefully how your audience interacts with your content.
Are they sticking around long enough for the message to be absorbed? Are they reading every word of the text? Are they simply scanning for key points and bailing after a few seconds?
Truth is, we’ve long since passed the point where there’s any real doubt as to the limitations of textual content. More specifically, textual content that is not broken up with a visual content.
Videos in particular are ideal for boosting the attractiveness of blog posts. The longer the posts you publish, the bigger the impact of video content to break up the text.
Major Improvements to On-Page Time
Figures vary from one study to the next, but research nonetheless suggests that video content can increase average on-page time by as much as 100%. It can also lead to an increase in organic traffic from search engines more than 150%, with the added bonus of a significant boost to conversion rates.
Millennial audiences in particular are known to respond more positively to video than any other form of content. As a uniquely tech-savvy generation with a very short attention span, video is where it’s at for younger demographics.
Blog posts that feature video content are more attractive in the first place and more likely to hold on to the attention of the viewer for longer. Something that applies to the vast majority of demographics – not just the younger visitors to your website.
The Key to Creating Engaging Videos
Of course, it’s not quite as simple as just throwing any random video content into your blog posts and expecting miracles. The value, relevance and quality of your video content will ultimately determine its performance.
A few important pointers to steer you in the right direction:
1. Create original video content
Content that is original and authentic is the most appealing and engaging of all. The goal should be to provide your audience with quality video content it cannot already access elsewhere. Tutorials and instructional videos, testimonials from customers, behind-the-scenes ‘About Us’ clips – all great places to start.
2. Limit your clips to 2 minutes
Short and concise content is sharable content. It’s also more attractive and engaging content, given the limited attention span of today’s typical web user. As a general rule of thumb, it’s best to aim for video that comes in at 2 minutes or less. Bear in mind you’re using videos to complement your written content – not replace it in its entirety.
3. Keep things polished and professional
A low-grade video shot on a shaky mobile phone doesn’t exactly scream professionalism. Nor is it an appropriate accompaniment to an otherwise fantastic blog post. The same tone, voice and general ‘feel’ of the post should be reflected in each video clip you add. If you’re not completely happy with the quality, shoot again until you are.
Here’s a brief rundown of the eight most engaging types of video content to consider adding to your blog:
1) Vlogs
As the name suggests, this basically involves swapping a written blog post for a video blog. Whatever you were planning to say in your post you can direct straight at your target audience in your own voice. Vlogs are often more authentic and relatable than written blog posts, therefore definitely worth considering.
2) Behind-the-Scenes Shots
As mentioned in the previous post, shots that take the viewer behind the scenes at your place of work can be hugely engaging. Along with giving your target audience an indication of how you do business, behind-the-scenes shots build a sense of honesty, transparency and authenticity.
3) Q&A Sessions
Take a bunch of questions and comments submitted by your customers, set the camera rolling and answer them in a Q&A clip. While doing so, invite all those watching to submit their own questions, comments and recommendations for your next Q&A session.
4) Customer Reviews
Encourage your customers to record and submit their reviews of your products and services. This kind of user-generated content (UGC) can be more impactful than any message that comes straight from your business. It’s also a great way of tapping into the power of social proof for free.
5) Tutorials
Instructional videos can be ideal for demonstrating the value of your products and/or services in a real-life setting. Rather than simply telling them about your products, you show them exactly how they work and why they can’t live without them. Again, with the added weight of user-generated content, if available.
6) Guest Speakers
A guest speaker can be more or less anyone, just as long as they have something of value to share with your audience. A staff member, a representative of a supplier or partner business, an influential figure in your field – the options are endless. This can be a fantastic way of bringing diversity and variety into your content, to keep your audience engaged.
7) Sneak Peeks
It’s always compelling to get a sneak peek at something ahead of time. Every now and then, treat those viewing your videos to an exclusive snippet of something on the horizon. A new product, a new service or anything of genuine interest happening at your company.
8) Live Streaming
Last up, it’s fair to say that not everyone is cut out for live streaming. But if you think you can handle it, live streaming can be more engaging than any other type of video content. The fact that it is happening in real-time makes the whole thing so much more appealing. Give your viewers a reason to think they’ll miss out on something if they don’t tune in and you can rest assured they’ll turn up!