Let’s face it, the days of getting by with just a good website are over. Now, especially with the ever diminishing attention span of most website visitors, content on your website needs to be more than just a logo and some text on the screen. It needs to draw in, engage and captivate your audience.
One way to make your website more dynamic is video. Videos engage site visitors, often times delivering information that isn’t available or easily understood through text. Shareability is another huge advantage to video. Visitors will be able to share your content easily, helping to increase your brand awareness and credibility with potential clients.
Online video is all the rage right now, and it’s only increasing in popularity. According to Cisco, by 2019, 80% of the whole internet will be online video. And no, we’re not just talking about cat videos (which by the way, 15% of all internet traffic is connected to cats) or that video of the baby giggling when his mom blows her nose (which is now up to over 61 million views). Video is now crucial in web content marketing.
Not only are videos great to have on your website, they are proven to drastically improve email campaign results. According to Forrester Research, when marketers include video in an email, the click through rate increases by 200-300%. And let’s not forget about mobile – by the end of 2019, mobile video will account for 72% of total mobile data traffic.
So, should you be using video in your web content marketing? All signs point to YES.
Now, you may be thinking, “Ok, great! So, what now? How do we start making videos – we don’t have any experience in-house, and we definitely can’t afford to hire outside help”. The truth is, you really don’t need either. There are some fantastic tools out there to help with creating video content. For example, here are just a few of the different types of videos we create at SAI.
For this product video which features our Acadia Performance Platform, we used GoAnimate, a simple- to-use video animation tool to help even the most amateur of users create a fully functional, engaging video. So, why animation over real people? Above all, this is a very budget friendly approach to video; there are no actors and no camera is required. And it’s a step up from just providing screenshots. This is an easy and effective way to showcase a product and explain its use cases, especially considering videos increase people’s understanding of your product or service by 74%.
Videos are also great as blog posts – or if you want to get fancy, you can call them Vlogs. Try one out by discussing 3 quick tips on a specific topic that would interest your audience. Just make sure you include the transcript in the body of the blog as well. For the video below we used a Canon 5D Mark iii with an 85mm lens. For the slide content in the video we used PowerPoint and then used Camtasia to produce the screen captures.
SAI created this video last holiday season. Sure, we could’ve just sent out holiday cards, but we thought that taking a more personalized approach would give our clients a better sense of who they are working with on a daily basis. This type of video is probably my favorite. It features short video clips, images, voiceovers and music and ultimately tells a story in a way that text and static images cannot. You can really get creative with content, camera angles and improvisation. This video was shot entirely with an iPhone, and it still looks decent right? Better yet, it’s very authentic!
Video marketing doesn’t always have to be for external audiences. Another type of video that’s fun to do, useful, and helps with feeling comfortable on camera is internal video. We started pushing out video announcements every week and call it the SAI Weekly Update (we’re so very clever, aren’t we?). This is a quick and easy way to communicate with the whole team without having to type out an email. For this video we used a Canon 5D Mark iii with a 50mm lens.
Although the task of creating video content may seem daunting, you really just have to take that first step. Be creative and open-minded, and make sure your content delivers a clear message to your audience. Check out these resources that have helped us along the way.
GoAnimate – GoAnimate’s mission is to enable businesses, schools and individuals to make videos – quickly and easily. They offer a free trial for 14 days, and if you love the product you can get started making unlimited videos for as low as $39/month.
Camtasia – A powerful, yet easy-to-use screen recorder, Camtasia helps you create professional videos without having to be a video pro. Easily record your screen movements and actions, or import HD video from a camera or other source. Customize and edit content on both Mac and Windows platforms, and share your videos with viewers on nearly any device.