Tuesday, August 6, 2013

Content Marketing: Why You Can't Ignore Video

When it comes to content marketing for SEO, diversification is key. Creating blog posts and other SEO focused articles have been the go-to strategy for search engine marketers for years, but if your SEO provider isn't utilizing video as part of your content marketing strategy, your program isn't going to realize its full potential.

Video marketing is an underutilized content marketing channel, but has proven to be an incredibly powerful source for inbound traffic and link building. Videos can drive traffic after being optimized for organic search rankings and from being shared socially and in other blog posts.


According to a recent study, 17% of internet users spend an average of four seconds skimming a website’s content before they decide whether what they read is significant or not. In contrast, many internet surfers are willing to spend 2.7 minutes watching videos.

In fact, a research conducted by Software Advice on B2B Demand Generation Benchmark Survey for 2012 reveals that Internet users prefer to watch videos over reading articles, case studies, and live demonstrations. Susan Weinschenk, Ph.D. is a widely respected and admired brand consultant who worked with various mega corporations like Walt Disney, Amazon, and Walmart to name a few.

According to Dr. Weinschenk, the human brain is the key why video marketing should be part of any content marketing SEO strategies. Scientifically speaking, Dr. Weinschenk says that the human brain is hardwired to focus on a human face when gathering information and establishing believability. Also having a believable face and an authoritative, plausible voice can easily convey meaning and message compared to a written product review.

Videos can subtly evoke emotions better than other means of communication. Videos that are expertly crafted and have a very significant script and story line are effective in instilling desired emotions to their viewers such as curiosity, encouragement, and happiness. Positive results can lead to desired actions, like conversions and increased sales.

Put simply, utilizing videos in your content marketing strategy enables your brand to establish a human connection with your target audience. You might be thinking about the extreme production costs that come from creating videos that you can use, but you can utilize sites such as Screencast, Animoto, and Bravo Video to help get you started at a lower cost to you.

Each of these concepts should be gripping for SEO marketers and business owners who are promoting products/services online. If you're not utilizing video as part of your content marketing strategy, start creating a diverse and effective off-site SEO program that gets results!