In today’s SEO landscape, the term “content marketing” has almost completely replaced the term “link building.” While content marketing is primarily used to create organic branded back links, there are many more factors that go into creating a content marketing strategy than just the anchor text link to use. One of these factors that is becoming increasingly important is video.
YouTube provides a great place for people to find existing content to share, but with content marketing being so brand focused, creating your own video types is one of the best ways to connect with your existing and potential customers. This naturally leads to the following questions—what types of videos should you create and what types of videos are effective?
To help answer these questions, here are a few content types that you should use in order to build your brand, capture leads, and build a reputation with your viewers/customers.
1. Animation/Explanation Videos
People are visual learners, meaning that if they can see how something works or applies to them, they will be much more likely to understand what it is you do. Using typography and animation has always been a popular way to reach customers as it can help the viewer to connect on an emotional, logical, and educational level. When used as an addition to a content piece, you can truly create something that really helps the reader feel like they have learned a concept or idea.
Many businesses shy away from this video type due to the fear of how much it will cost to create. The great thing is that if you don’t have a large budget, there are animation services out there that create the basic foundation animation that you can then edit or change easily to fit your brand. One such service that we personally use often is videohive.net, which offers a wide range of After Effect projects that cover a myriad of industries.
Here is an example of a video we created using a foundation project found on Video Hive:
Yes, people still care about what other people think about your services or brand. While testimonial videos are looked at as “cheesy,” the reason why testimonials should be created in the form of video is that it brings a sense of “realism” and legitimizes the services or brand you offer.
There are too many fake written reviews online, but a video testimonial is harder to fake, and customers appreciate knowing that others have enjoyed working with you to give them the confidence to pick up the phone and contact you.
3. Company Culture
Everyone likes to know they are dealing with “real” people, and one of the best ways to convey this is by creating video content that showcases the people and culture you have at your company.
This video type should show off your team, the secret sauce of your company, and the way you help customers and the community. This not only is a great way to generate positive press, but it’s a key way to create a positive brand reputation.
If you aren’t using videos to complement your written pieces, now is the time to start! I know I only mentioned a few video types above, but what other video types have you seen success with in your content marketing efforts? Let me know in the comments section below.
Greg Secrist is the CEO and co-founder of BKA Content, a full service content creation company.