How to use video in your blog posts to enhance engagement
A guest post by Callum Mundine.
Videos are rapidly becoming one of the most popular forms of online content. Research shows people are spending 2.5 x more time on pages with videos than on those without, so if you’re not using video in your blog posts, you could be missing out.
Incorporating video into your marketing strategy is a great way to connect with your customers and expand your online presence. There are several ways to go about this, depending on what your goals are.
Using video in your blog posts isn’t limited to creating unique videos every time you write a new post.
Whether you’re looking to drive more traffic to your site, enhance engagement or increase brand awareness, there are different ways to capitalise on video content.
About Us page
After the homepage, About Us is the most visited page across all websites. Adding a short video here (best kept under two minutes) can showcase who you are and what you do. It will also give your visitors something to remember.
It’s worth investing in professional video production to show your brand’s personality. First impressions count if you’re telling your customers the story behind your brand.
Many people find visual learning easier than verbal. Creating video tutorials is an excellent way to get your message across, or to educate people in an easily accessible format.
These types of video are relatively simple to make. There are many tools available to help simplify the production process. You can use video tutorials as a standalone WordPress post, or combine video with text to create a more comprehensive article.
Video summaries and vlogs
Videos are a great way to summarise the main points or expand on some of the ideas in your article. Short videos tend to be the most engaging and can appeal more to users on mobile devices.
Create a short YouTube video to pique your audience’s interest. Then provide the link to the expanded version on your full post. This could drive traffic to your blog and increase engagement as well as expanding your online presence.
Another way to integrate videos into your posts is to use a vlog format. This consists of breaking up an article into several short vlogs to maximise engagement and keep bringing viewers back for more.
Share video reviews
Although video reviews have probably impacted businesses mostly in the health and beauty sector, they have become an important marketing asset in many industries.
If you’re selling a product which has received video reviews, maximise their potential by sharing them on your own website. You can use them to create a single blog post or add them to the About Us page I mentioned earlier.
If your brand or product hasn’t received any video reviews, you might be interested in influencer marketing. This is where social media influencers review your product in return for a free sample or other forms of compensation.
How to add videos to your blog posts
One of the most popular ways to integrate video into your blog posts is by embedding YouTube videos (or from other video platforms). You can, of course, host videos yourself, but this can quickly lead to high hosting costs.
YouTube is a cheaper and more convenient option to access to useful SEO and analytics tools to help you grow your online presence. Building up your own channel will also help drive highly targeted traffic to your site and expand your reach to potential new customers.
WordPress makes it incredibly simple to embed a video into a blog post. All you need to do is paste the URL where you want to embed it, and it will automatically convert into a live video block. Just remember to save your post as you’re editing.
Do you use video in your blog posts?
Including video in your blog posts can help increase engagement and grow your reach through social sharing. There are several ways of integrating videos, and the best one for you will depend on your marketing goals and the industry you’re in.
Researching the way other businesses in your sector are using video is a great way to get ideas to help you create high-quality content.
Let us know in the comments below how your content strategy has improved by embedding video in your blog posts.
About the author:
Callum Mundine is the head of marketing at Warble Media. They are a boutique website design and Search Engine Optimisation agency based in Dubbo, NSW, Australia. If you have any questions about marketing, feel free to contact him on firstname.lastname@example.org
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