When people go to your website, they don’t want to just see a bunch of blog posts created by members of your company (although that doesn’t hurt!). Think of children walking into a candy shop – they want to see variety! Different colors, shapes and flavors to please the eye.
In the Digital Age, this translates into video. Think about how much time you spend on YouTube every day. You know the appeal of video content, so why haven’t you integrated it into your company strategy?
Even if you already have one or two videos on your business' website, there’s always room for improvement. Take the following tips into account to make sure you’re marketing video content efficiently and giving site visitors what they want.
1. Look at what other people are doing
When you go to a company’s website and watch one of its videos, what do you find appealing? What keeps you from clicking beyond the video? Watch one of your favorite company videos and take notes – recognize which aspects you enjoyed. Then, apply these notes to your videos as you create them.
2. Discuss with your team
Talk to the rest of your marketing team to determine what works (and doesn’t work) in terms of video content for your company. A brainstorming session can help you create the best content possible.
3. Be mindful of compliance
When you’re developing video content, make sure that you’re always compliant and mindful of your company’s message. Look back on some of your existing content – whether it’s on your home page or company's blog – to help you fall in line with these guidelines.
Once you create a defined strategy for crafting video content, consider mocking up a document that outlines all of your steps. House it in a content management system where you can keep it up-to-date in the cloud.
Videos can take an ample amount of time to generate, but the payoff can be big. Don’t rule out this type of content as more people seek variety.