Coming up with an idea for a new video can be tough. With so much work involved with brainstorming, writing, finding a producer and then delivering a product to your audience, creating video content is a definite time hog. But alas! Why not look to the source of some of your most engaging content on your site: Your blog! In this article, I will share a few ideas on why it’s important to re-purpose your already created blog content with video.
Summary: Advantages of Re-purposing Blog Content with Video
- Great for boosting blog posts’ Search Engine Optimization
- Unique way to further connect and show off your company personality with your audience
- Low risk place to start if adapting a video strategy
- Higher probability for audience interaction
1. Add (More) SEO Value
While it makes sense to just go into your blog and choose a recently posted article to base your video on, take a little time to research which one of your posts is performing really well on your site. There are a few tools you can use to determine this, including Google Analytics, which breaks down which page on your site gains the most traffic and time spent on it. If you don’t have access to this, it’s simple to sign up for and can offer a great snapshot as to what visitors are doing on your website. In the mean if you don’t have Google Analytics, choose an article that has some of the most comments or social shares.
“Think about continuing to gain traffic organically through search engines rather than gaining immediate visibility on your site.”
2. Showing Off Personality
It’s easy for a business to say that it is personable and customer oriented. We often see messages like “100% satisfaction guaranteed,” and “award winning service,” but how often are we proven this claim? Video provides a transparent representation of how a business communicates with it’s audience, and gives them more of a reason to come back to your site.
A ReelSEO study found that 71% of consumers say video leaves a positive impression of a company.
Diving deeper in to blog videos, that same study stated that 89% of all the respondents claimed that they are likely to share a video if they consider it educational. The effects of a shared blog post can have a massive impact on your business, even if it’s something as small as a social media post. The fact is is that your content has the ability to be endorsed and appreciated for your effort to educate, which can go a long way for your marketing efforts. As Joe Pulluzi of Content Marketing Institute puts it, “the more we educate[our audience] or entertain them, the more they don’t mind being sold to.”
3. Trying Out Video
As said before, video isn’t necessarily a two-day process. There is a lot of planning, writing, and execution that goes behind each project, so initially committing to a production can be daunting for those unfamiliar with the process. An already created blog post contains mostly all of the writing necessary for a video script, which usually is most time to craft. Blog videos are usually far less expensive than a promotional video or testimonial video too, being that there are less people and time involved.
And don’t forget about the actual production of the video as well. You or someone on staff is going to have to stand in as the lead narrative for this project, so it’s always a good idea to ease him or her into the role with a low-pressure content piece rather than a widely publicized promotional video for your company.
4. Video = Engagement
Are you posting to your blog on a regular basis are aren’t getting the response you thought you would? Video could be that extra step for visitors who ordinarily don’t speak up to voice their thoughts, responses, and gratitude for your content they’re digesting. Video has a warm way of making people feel at home and part of a community, so seeing familiar faces regularly can make your audience want to respond to your content and share their ideas.
“Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.” Content Marketing Institute
To see more of the benefits of how personality and familiarity affects your audience, read this blog post by Wistia.