If content marketing were a high school, video would be sitting at the cool kids’ table.

Data from Wyzowl’s The State of Video Marketing 2017 report showed a majority of businesses are now using video as a marketing tool. Ninety-nine percent of this group will continue to use video throughout 2017. And 82 percent will spend more on video during the year.

Long story short, video marketing is being fitted for a letterman’s jacket and is in the running for prom king. But why? The simple answer is it works.

A majority of surveyed businesses said video:

  • Improved user understanding of their products and services.
  • Boosted traffic to their websites.
  • Increased sales.
  • Reduced the number of support calls they receive.

That said, video comes in many shapes and sizes, from animated explainers to onsite corporate promos to video blogs. It’s that last example that many businesses may find as their ideal starting point for a video marketing strategy.

Maximize the value of your video marketing.

Beyond blogs

Blogs are the bread and butter of content marketing, offering businesses a chance to enhance search engine optimization while generating awareness and building trust among prospective customers.

Video blogs represent the next step.

It may be helpful to clarify exactly what we mean by the term “video blog.” Allow Brafton Project Manager Eric Rubino to enlighten you.

“Brafton video blogs are an enhancement to your editorial strategy,” he said. “They are presenter-led videos put on your blog with the express purpose of driving engagement and conversion. They are around a minute long and can cover everything from products to breaking news to evergreen tips.”

More important than what video blogs are, however, is their benefits.

Ultimately, it’s an engagement tool,” Eric said. “Once somebody is on your web page, it gives them more content to interact with, more value for their click. It’s also a great way to break up copy so readers aren’t bored. You can use them on your website and on social networks.”

Videos also lend themselves to conversions.

“They can tease gated assets, like an eBook or whitepaper,” Eric said. “Also, a video blog can easily explain a product or service and be put on a landing page.”

Not sure where to start with your own video blogs? With so many options, there’s rarely a wrong answer.


The video blog buffet

Let’s start with standard blog posts. Incorporating video blogs into articles is easy and effective. A minute-long video in the middle of your copy can expand on a specific point or term, offering an easy way for consumers to learn more. Better still, it affords marketers the chance to avoid writing long, drawn-out explanations that may turn off readers who are already familiar with your industry. Finally, it helps visually break up your content, creating a more aesthetically pleasing web page.

Many businesses opt for video blogs to be the star of the show, with a minimum of copy sits below the video player for SEO purposes. These are especially ideal for business-to-consumer companies hoping to provide quick, digestible content for readers on the go.

Another option is making video the bookend of an email drip campaign. Say you’re planning to send out a series of emails to explain a complicated topic. You can use video to introduce the campaign in your day-one email, as well as close out the campaign with a video summarizing the information you’ve shared and encouraging recipients to request more information about your product or service.

Other options include inserting videos into landing pages to help explain your value proposition, or sharing them on social media to generate interest and lead traffic back to your website.

What all these options have in common is a low barrier to entry in terms of cost.

Big impact for little spend

Some businesses avoid video marketing due to misconceptions regarding price. Marketers assume paying for equipment, videographers, actors, sets and editing will break their bank. Luckily, this doesn’t have to be the case.

“Thanks to Brafton’s proprietary software and internal teams, we can offer video blog production for a low cost,” Eric said. “It’s a great way to test the waters and see if video would work for you. Unlike with other types of video, you don’t have to commit to a huge production. And at the end of the day, it creates a better site experience. People stick around longer and click more. There’s no harm in that.”

While video blogs can be used for pretty much any purpose, it does pay to consider if it’s the right format for what you’re trying to accomplish.

“If you’re talking about things that don’t translate well to video, it might not be the best option for you,” Eric said. “Sometimes you need to take a much deeper dive with text.”

It’s also important to remember that certain situations may call for a different video format.

“It has to do with the message you’re trying to convey,” Eric continued. “Is this something you need visuals to explain? Is it something going on the front page of your website? If so, you’ll probably want something flashier. Video blogs are more supplementary.”

The power and popularity of video is only continuing to grow. If it’s not part of your current content marketing strategy, now is the time to make a change, and video blogs are the perfect place to start.

Want to learn more about Brafton’s video marketing offerings? Check out our services here or…

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Eric Wendt is a writer and editor at Brafton. He discovered his love of words after realizing he was terrible at math. If he's not updating his Tumblr with poetry he's too embarrassed to share, there's a good chance he's out in search of the perfect pale ale.