As content marketing becomes more of an integrated effort, it takes more than one form of outreach to get to people. Remember, the inbound methodology is about reaching people where they are. These days, a lot of people are on video based platforms. Google estimates that YouTube gets 30 million visitors a day, and many of them are already looking for the content you are putting out. They’re just looking for it in a different form than you’re delivering. To reach these people and attract them to your funnel, you have to be producing video content.
Why Video is Suddenly Necessary
Back in the day, media was somewhat siloed. Writers wrote, and reporters or hosts or whoever appeared on camera. But not anymore. These days, content creators have to wear many hats, and sometimes “Face of the brand” is one of those hats. If you really hate appearing in front of the camera, or aren’t confident in your ability to get your point across in person, there are a few techniques you can try to avoid the camera:
- Do an animated video that features a voice over in the style of an explainer video
- Slideshows with little to no narration do well on Facebook and other social outlets where viewers are likely to be scrolling by with the sound off
- Lead a demo of how to do something on your computer, and post the recording of your screen
If you have some money to invest in a YouTube campaign, consider pairing with a channel or influencer who can work your content onto an existing channel with built in subscribers. This can be a much faster way to have a presence in video than building your own channel and drawing traffic to it organically.
How Video Can Help You Repurpose Content
Creating a video doesn’t mean that you need to start from scratch and develop a whole new idea. Video is one of the best ways to repurpose your content without investing a ton of time or resources. Try one of these approaches to leverage a blog post you’ve already written:
- Host a panel discussion with friends, industry experts or special guests centered around the points raised in your article
- Expand on the points you listed in the article by talking about real world experiences or related news items
- Create a step by step video tutorial of a process explained in writing. While some people prefer to follow a written set of instructions, others are visual learners, and need to watch someone doing the steps before they can replicate them.
Low Cost Video Content Creation Options
If cost and effort are the main factors holding you back from trying video, live streaming on an existing platform is a great way to get started without a ton of preparation. Social media platforms, like Facebook and Instagram Live, are designed for exactly this. You can take questions from fans and followers, or cover some recent news in your industry.
Just like any other type of content you create, your videos should be part of an overall strategy and tell the story of your brand. They should slot into your overall content creation plan, along with blog posts and promotion on social, to help visitors identify the unique value you can offer.