Many brands look at video and blogging separately. They know that it’s important to have a video marketing strategy and a blogging strategy, but aren’t exactly sure how to combine the two for positive results.
The Role of Video in Blogging
Let’s be frank about one thing: If you aren’t currently using video in your blogging strategy, you’re missing out on a huge opportunity. Video content produces results – period. Here are a few statistics to back that up.
- Brands that use video garner 41 percent more web traffic from search channels than companies that don’t.
- Having a video on a landing page can increase conversions by as much as 80 percent. Homepage videos increase conversions by roughly 20 percent.
- 70 percent of marketers report higher conversion rates with video than any other form of content.
- Video directly drives a 157 percent increase in organic traffic from search engines like Google and Bing.
There are plenty of other statistics just like these, but we figured this sample would give you a quantifiable look at the impact video has on blogging – and marketing in general.
Three Tips for Better Video Usage
So, how can you begin to incorporate video into your blog posts to deliver a better overall user experience for your visitors? Well, it starts by heeding the following advice.
Always Indicate That There Will be a Video
This is an honest mistake that most bloggers make without every realizing it. If you’re going to include a video in a blog post, make sure you’re giving readers some indication. You can do this by specifying that there will be a video in the title by including “[VIDEO]” before or after the title.
Another option is to simply include the video above the fold. This directly diminishes bounce rates since users immediately see the video without needing to scroll. This page from Austin wedding band The Grooves is a perfect example.
Include a Textual Content
People often assume that if you’re going to post a video on a blog, you just upload it and you’re good to go. While you can technically do this, you won’t get the best return on your time. It’s always a good idea to include some context. This could be a couple of paragraphs before and after the video – such as in this example from Lavendaire. At the very least, you should include a transcript of the video. This ensures you get some SEO visibility.
Embed Videos (Don’t Upload)
One question bloggers often have when just getting started with video has to do with embedding versus uploading video. They want to know why they can’t just upload videos straight into WordPress. Well, you can – but it’s not ideal.
“Most smaller blogs are on shared-hosting accounts and videos take a lot of server resource,” the WPBeginner editorial staff explains. “If your video got tons of traffic, your site is more likely to crash. Second, you are missing out the traffic from YouTube users.”
There aren’t very many benefits for the average blogger to enjoy when it comes to uploading videos directly to the website. It’s far easier to let YouTube (or any of the other video hosting site) do the heavy lifting.
Are You Utilizing Video?
Are you maximizing the opportunities you have in front of you? If video isn’t a major part of your blogging strategy, then you can’t honestly answer positively. While textual content still plays an important role in blogging – both from an SEO and lead generation standpoint – video is gaining prominence. Find a way to subtly marry standard blog content with video content and enjoy the results. You’ll wonder how you ever did without!