When it comes to content marketing, you should spend at least as much time promoting your content as you spend creating it. Figures may vary (some say the rule really should be 20/80) but the bottom line is the same: Without promotion, your content won’t perform as brilliantly as it could.
Chances are, you are already promoting your content on social media platforms or through email newsletters. Add another powerful tool to your arsenal – video. Posts with video get more engagement and 50% of viewers want to see more videos of the brands they follow.
Here are 7 easy ways to find out how video can help you promote your blog content.
1. Film videos for the most popular blog posts
Often times, marketers just don’t know where to start with videos. In fact, as we discovered in our recent study, this is the number one reason marketers fail in video.
If you want to get the best results from your video marketing effort, start by creating videos for top performing blog posts. Since they already generate significant traffic, this is a sign that they are well written and are of interest to the public.
To find out what your top performing content items are, go to Google Analytics, then choose the report Behavior> Site content> Landing pages and filter by blog pages.
Creating videos from blog posts is a great tactic because you already have all of the content. Just repurpose the text of your article in a script and record a talking head video. If you feel uncomfortable in front of the camera, use a tool like Wave.video to make a video online.
Once your video is ready, post it to YouTube and add a link to the original blog post from the video description. This way, you give your viewers a chance to learn more about the topic and drive traffic to your website.
2. Embed a GIF in the email
While technically GIFs aren’t videos, they sure look like a short video clip. They are fun, engaging, and show your audience that you speak their language.
GIFs are marketers’ best friends. Not only are they cute and eye-catching, but they also help you improve click-through rates and conversions.
The next time you send out a newsletter with a new article, try incorporating an animated GIF. Don’t forget to include a link that will take you back to the article. If the post has a video, be sure to add a Play button to the GIF. This way, your readers will immediately know that there is a video that they can watch in the article and that they are more likely to click.
3. Create a short teaser video and share it on Twitter.
On their corporate blog, Twitter revealed that tweets with videos get 10 times more engagement than tweets without. To take advantage of this great opportunity, be sure to accompany at least some of your blog promotion tweets with a video.
Videos you create for Twitter don’t have to be long. In fact, the ideal length of a Twitter video is no more than 45 seconds.
Here are some ideas on how you can create a teaser video for your blog post:
- Share the article title and a powerful quote
- Add the article’s captions as text on the video, to give your viewers an idea of what they might find in the blog post
- If you have featured a guest author in your blog post, add their photo to the video with a quote
- You can even record a short video of yourself where you can briefly talk about the main idea of the article.
4. Shoot a talking head video for Instagram
Another underrated social media platform that can help you redirect traffic to your blog posts is Instagram. While most of us know it as a visual platform for sharing images and videos, it has certainly surpassed this feature by default.
Videos generate more comments on Instagram than images. They create meaningful personal relationships with your followers.
If you want to drive more traffic to your blog posts with the help of Instagram, a talking head video could possibly work the best. It helps your audience connect with you on a deeper level. Plus, people love to see a real person behind a brand.
You have several options to post a video on Instagram: in-feed, Stories, even a live video. Whichever option you choose, don’t forget to add a call to action: swipe up to learn more, check out the link in the bio, visit my website, and more.
5. Create a video for LinkedIn
While LinkedIn was one of the last social media platforms to introduce native video, the power of video is also true on LinkedIn. Videos were found to have been shared 20 times more than any other type of content.
In fact, when our visionary chef Kate Skavish finally got the opportunity to post live videos on LinkedIn, she got huge results. His first post received an impressive 15,660 views and 68 comments, all without any paid promotion.
LinkedIn is one of the social platforms where you can still achieve amazing results with video. The space isn’t as crowded as it is on Facebook or Twitter, and it’s easier to get noticed.
6. Make Facebook Live
It’s no secret that organic reach on Facebook is declining. Apparently, the social media giant wants us to allocate some budget to our posts so that they can at least reach our own audience.
However, there is one trick that can help you see your content better, namely live videos. In one of their experiments, Agorapulse discovered that the Facebook reach of live videos was 222% higher than downloaded videos (not to mention posts without any visuals).
To promote your blog content on Facebook, you can start a live video where you can briefly talk about the content of the article. You can also share interesting quotes or stats from the article. To spark a meaningful conversation, don’t forget to ask questions and encourage your viewers to comment.
7. Embed video in blog post
A good search engine ranking is a sure-fire way to get a steady stream of traffic to your blog posts. Once you manage to get to the first page of Google, your articles will continue to attract new visitors on autopilot.
While there are many things that contribute to SEO, wait time (that is, the time people spend on your website) is one of the important ranking factors. The longer people stay on your website, the more interesting the content they find. This gives the search engine a signal that your content is good and therefore worth putting higher on the results page.
Embedding video in your blog posts helps you increase dwell time. On average, people spend 2.6 times longer on pages with video than without.
When promoting your blog content, be sure to take full advantage of video as a promotional technique. Try creating short videos for social media or embedding an animated GIF in your newsletter. The results will amaze you!