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How to Successfully Implement Video In Your Content Strategy

As one of the richest forms of media in a marketer’s content mix, video is capable of combining visual, audio and text together to engage your audience like no other medium can.

Limited resources or a lack of know-how shouldn’t keep you from incorporating this powerful tool into your own content marketing efforts. It’s easier than you think!

In this webinar, we explore:

  • How to get started; when to create videos in-house and when to outsource
  • The types of videos you can create and real use cases
  • Tactics to leverage video content as a key player in your overall content strategy
  • How to incorporate video into your content experience
  • How to measure the success of your video marketing efforts

We had a ton of questions that we didn't have time to answer during the webinar. Check out Kristen's answers to some of the additional questions below! 

Q: Can you describe some of the strategies typically involved in promoting video content?

A: I'd suggest leveraging all the usual channels that you'd use when promoting new content: email, social sharing, asking partners to help promote. You could even consider paid promotion (Twitter or Facebook ads) that point people back to your video.

Q: What budget-friendly equipment, tools, stock music sources, or editing software would you recommend for those starting out?

A: For editing, iMovie is pretty basic, but it's easy to get the hang of. In terms of cameras, I vote iPhone or GoPro. For music, we like Marmoset and TuneFruit. Here's some guidance on using music in your video.

Q: How do I choose Vine vs. YouTube vs. Wistia, etc. for my marketing strategy?

A: Why not use all of them? Just as you'd never choose between Twitter, Facebook, Instagram, etc., you should tap into as many channels as possible.

Q: What are the best practices for leveraging video CTAs?

A: If you want maximum eyeballs on your videos, use a CTA at the end; if you want as many email addresses as possible, put it at the beginning. We recommend using a Turnstile for just email addresses.

Q: How do I choose the right "Cover Frame" for my video?

A: Ideally, pick one that has a person's face on it - preferably a friendly-looking, smiling face. Try to avoid any where the person is making a weird expression. Unless that's "your thing" and you think it would make people more curious to click!

Q: What's the best way to measure the ROI of a video?

A: I like Alyce's perspective here: There are so many ways to gauge ROI, but ultimately, it depends on what your goals are!

Q: Any tips on the actual filming process (getting actors to loosen up, memorizing scripts, lighting, etc)?

A: We have tons of advice, and it's all aggregated here:

Q: Are multiple video hosts recommended? How does this impact SEO?

A: Phil Nottingham is THE expert in this topic. I'd encourage you to watch his excellent talk:

Q: How did you determine when the time is right to start making a regular series for your community (e.g. Wistia’s "Mod Minute")?

A: It's never too early! When is the right time to start writing blog posts? Or start content marketing, in general? Ideally, you'd do all of these things on the day you launch your company so that you're bringing people in with terrific content and getting them to stick around and spread the word.

Q: What types of videos are best for a company that sells services vs. a company that sells products?

A: I don't think there's a clear-cut answer here. I'd encourage all types of businesses to try out all different types of videos. And then let the metrics guide where you go from there! Do more of what works and less of what doesn't.

Q: Any general advice on editing video, software recommendations and whether to edit in-house or outsource?

A: Totally depends on your in-house expertise! If you can do it in-house, you'll have a lot more creative control. But it takes time and know-how, of course. Nonetheless, I think it's worth trying to develop this skillset in-house if you can!

Q: If I’m creating educational videos, is it better to break the topics into separate videos or roll them into one video?

A: Definitely better to break them up! Content is more easily digestible that way, plus, you make it easier for people to find what they're looking for.

Q: What are the best practices for enabling autoplay in videos?

A: In general, we believe in giving site visitors the experience they expect to have. I rarely expect (or want) a video to autoplay. So, we generally avoid this practice. It's a different story, however, when you're sending emails and you implement a thumbnail image with a play button on it. In that case, the person expects to see the video play when he or she  clicks the thumbnail. In this context, I would suggest auto-playing when people arrive at the landing page where the video lives (but only for those people who arrive there via email).

Q: Do you recommend embedding video in email marketing? And, if so, should it play right in the email?

A: Definitely use video in your emails… it'll give you a higher open rate and click-through rate. But do not embed the video itself in your email, or you risk getting blocked as spam. Instead, implement a thumbnail image that redirects people to the landing page where that video lives.

Q: Is there an ideal length for different types of videos (testimonials, teasers, explainer videos, educational videos, etc.)?

A: I think shorter is better for any type of video. But people do seem more willing to watch longer content if it's educational content.

Q: What are your thoughts on interactive videos and what are some ways I can add these elements to my videos?

A: I think interactive video is a cool idea, but you risk sidetracking people if you ask them to do too much. Instead, I'd suggest giving people a single CTA and then nurturing the relationship over time, so that they interact with your company more. Interaction within a single video is not bad. Interaction with your company is great.

Have another question about implementing video in your content strategy? Ask in the comments!