January 19, 2016 By: Vignesh Subramanyan
How to Use Video in Content Marketing
We’ve all heard the familiar stats that surround video and why they should be used in our marketing efforts:
"70% of marketing professionals report that video converts better than any other medium" - Vidyard
"65% of executives have visited a vendor’s site after watching a video" - Forbes
"When marketers included a video in an email, the click-through rate increased by 200% – 300%" - Forrester
For more video marketing stats, read this post.
And while that’s all well and good, how can marketers go from just talking about video to actually incorporating video as a part of their content efforts?
To answer this and other questions you may have, we wrote this post that shares concrete examples of how videos can be used in content marketing:
6 Examples of Video in Content Marketing
1) Promote Gated Content
One of the best use cases, and probably the most popular one used by the GoAnimate team, is creating a video to support gated content.
Marketing teams work hard to create gated content (eBooks, whitepapers, etc.) that share relevant insights with their readers and capture leads. But how do you go about effectively communicating the benefits of gated content to your audience? And how do you drive form fills so that your message reaches the intended audience?
The answer is pretty simple: make a video.
It’s a well known fact that videos help increase conversions on landing pages:
"Using video on landing pages can increase conversions by 80%" - Unbounce
"59% of senior executives prefer to watch video, over reading text" - Forbes Insight
"Adding video to an existing PPC landing page meant a 130.5% increase in the number of leads generated by the campaign" - Marketing Tech Blog
Read this blog post for more details on how videos can boost your landing page performance.
So the next time you create a landing page for your eBook, be sure to add a video to it. Here’s an example of how we do it at GoAnimate:
Adding a video to a landing page allows you to:
- Communicate the message in a short amount of time - most of our videos are 60-90 seconds
- Drive clicks and conversions on your landing page
- Grab your audience’s attention using a fun, visual medium
2) Create an explainer video
Another common and highly effective use case is creating an explainer video. Explainer videos, as the name suggests, give your viewers a quick intro about your product / service.
Here’s an explainer video made by one of our customers:
Explainer videos offer quite a few benefits:
- Videos are much more engaging than plain text
- It can convey the entirety of your message in less than two minutes (if done right i.e. focus on the value proposition, don’t list product features)
- Videos increase conversion rates
For more details on why you should use explainer videos, check out this handy guide.
3) Convert text content into visuals
Remember the old adage “A picture is worth a thousand words.” Well, turns out that extends to visuals in general:
"90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text." - HubSpot
A great way to use video in your content marketing efforts is by converting text into images. An example being: add more GIFs to your blog posts.
You know that highly compelling video marketing statistic you want to include in your blog post? Just make it into a video and subsequently into a GIF (or a mini-video infographic). Here’s an example:
Note: If you’re a GoAnimate GoTeam subscriber, you can use the Download an Animated Gif option to do this
You can use GIFs to animate text and add visuals to your blog posts, which in turn:
- Differentiates your content
- Makes it more memorable
- Helps your audience retain the message easily
But GIFs can extend beyond stats. You can also use it to convey important messages.
For example, if you’re a SaaS company that wants to convey that you have great tech support, take a more literal (and fun) approach by animating it:
Note: As an added bonus, you can these use these GIFs in other campaigns or on social media.
4) Create video ads
As a marketer social media can take up a significant chunk of your time, especially if you’re running paid campaigns on various channels. A great way to improve this marketing tactic and drive more conversions is to create a video ad.
Most social channels like Facebook, LinkedIn and Instagram will allow users to create video ads for a variety of purposes. You can share content, increase website traffic, or simply promote your social media page.
But regardless of the channel or purpose of your video ad, it’s a well documented fact that video ads perform better than traditional digital ads:
70% of B2B buyers and researchers are watching videos throughout their path to purchase - Google
Video ads have an average click-through rate (CTR) of 1.84%, the highest click-through rate of all digital ad formats. - Business Insider
75% of executives said they watch work-related videos on business-related websites weekly. - Forbes
So why not convert that ad creative into a video? Here’s an example of a GoAnimate video ad:
5) Offer training or share tutorials
Your customers constantly seek more information about your product and how to best use it. Training and tutorial videos offer a great way to get ahead of the curve and proactively help customers.
At GoAnimate, we do this by creating one-minute tutorial videos on various product features. Here’s an example of a recent video we published about adding high-quality voice-overs:
For more one-minute tutorials, check out our Help Center
6) Announce product updates
If you’re like us, then you’re constantly updating your product and adding new features. And as a part of this process, you want to inform your customers of these changes and make sure they’re aware of new features that are available.
At GoAnimate, we’re always adding new assets and props to our videomaker. So rather than simply talk about the new changes, we create a video that showcases the new assets:
Wrapping It Up
Video can help improve all your content marketing efforts - from email to social. And while these are just some of the use cases of video for content marketers, they are highly effective ways of driving traffic, increasing conversions, and most importantly delivering value to your audience.
So start identifying how you can improve your content marketing efforts by incorporating more video. Hint: It’s easier to do with animated video.
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Author: Vignesh Subramanyan
Vignesh is a Marketing Associate at GoAnimate, where he helps business users create professional animated videos. He creates and produces powerful and engaging animated videos both as new marketing content and tutorials for customers. Besides being a video content producer, he is a prolific blogger, social media enthusiast and a marketing operations professional.