Video was recognised for its potential in marketing activity early on and there have been drastic changes in its use along the way. It was often the case that making a professional video using the latest cinematography techniques with a skilled video production expert could make a dent in the healthiest of marketing budgets.
However the video revolution of recent years has taken the Internet by storm and for businesses, it means that making and sharing videos has never been easier. Huge improvements in the accessibility of equipment for capturing and editing high-quality video have catapulted video to being a crucial part of online content marketing.
The key to 21st century content marketing is communicating with customers without appearing to be selling, and a great way to achieve this is with a blog.
Blogs are great tools for keeping website content fresh and relevant. They are a powerful platform if utilised correctly and can be used to brand you as an expert. The independent success of video and blogs has culminated in a unity between the two known as ‘vlogging’ (video blogging).
Video blogs can be integrated into websites and shared on social media platforms. It’s vital for reaching customers using mobile devices who prefer video. An impressive 92% of mobile users say that they would share a video with others. The stats about video continue to impress, and the video hosting platform YouTube now boasts over 1 billion unique user visits each month, consuming 4 billion hours of video.
People respond to the audio and visual stimuli of video, and harnessing this power for online audiences improves the communication of brand messages - helping to define your image.
It is widely agreed that video blogs can be an excellent tool, but only as part of a wider marketing and digital strategy. To really measure the impact of activity such as video blogging there needs to be clear objectives and effective strategy and planning in place.
Once you’ve decided to venture into video blogging it’s important to consider a number of practicalities: style, location and subject. The decision about style comes from the type of business that you operate and your target audience. 75% of senior executives watch videos on business sites every week and it’s unlikely they want to see an intern discussing their exciting plans for next week.
They are a great way for CEOs and senior management to communicate directly with the audience and discuss topical issues relating to the company. A well-produced video blog can have an impact on lead generation and brand awareness. Businesses of all sizes can take advantage and benefit from this trend with very minimal investment.
Social media has been widely adopted across various sectors and its use varies greatly. An effective point of differentiation is hard to establish online and a well-maintained video blog can be a cost effective way to stand out from your competitors.
This type of content can be uploaded to YouTube and shared on Twitter, Facebook and other relevant channels. Content that generates shares and social engagement is great for SEO. Links and traffic from YouTube will help to boost your company’s webpage ranking on Google.
Posting your expertise and sharing industry insights contributes to the image of your business as a leading voice in your industry. Building a community of people who trust your expertise is a good thing and will improve your reputation as a thought leader. This can provide new opportunities for your business and could appeal to others wanting to appear as guest bloggers - making your blog the go-to hub of knowledge.
Video is here to stay and vlogging is growing in popularity. Interesting and interactive ways of communicating with your target audience have never been more accessible. It does not have to be expensive to create an excellent video blog styled to suit your brand and it’s well worth the effort.
By Katie King, Managing Director of Zoodikers.
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