Why Your Site Needs Video and Audio Content
  • By Mark Harrison

    Copywriter

When it comes to online marketing, content is key. Your written copy will always be essential, but with video and audio content becoming ever more popular, you should have at least one of these to bolster your branding and marketing activities too.

Video traffic is projected to make up 80% of all consumer internet traffic in 2019. Audio content is also growing in popularity and comes with its own advantages over other media.

You may be daunted by the standards of production required for audio and video content. But on a basic level, these mediums are more accessible to producers than they ever have been, and yet only a handful of marketers currently have a strategy for both.

Whether you collaborate with an external production company or create content using the technology available on your smartphone, we’ve put together this handy rundown of the different types of content you can create and the advantages of exploring multimedia in your marketing.

 

Audio Content

Audio is on the rise for a number of reasons. Studies have found that users remember information they hear for longer than any other kind of marketing, which makes regular podcasting an appealing method of engaging customers.

Podcasts lend themselves to regular content planning, offering a repeatable format that holds the audience’s attention without being too demanding. Many of us listen to podcasts while doing housework, going to the gym, or commuting to work.

It is this aspect of audio, specifically the benefit of being able to consume it while multi-tasking or undertaking other activities, that make it so effective and accessible as a marketing tool.

In terms of production, most of your devices already incorporate microphones, so it’s about figuring out which device will yield the best audio quality. You will definitely notice an improvement in quality if you invest in one of the microphones that are now readily available to consumers, but if needs must, you can record podcasts using your phone.

Create and publish regular podcasts of around 15 to 20 minutes in length each, and then use analytics data to measure your success in reaching new users. Popular audio formats include:

Conversations

Sit down with a colleague or an employee and choose a topical or otherwise relevant subject for you to discuss. Most podcasts take this format, so it’s helpful to mix up topical conversations with other types and formats, especially if you’re posting new content regularly.

Interviews

Reach out to peers and influencers to arrange an audio interview. Whether you record over the phone or in person, interviews are always interesting to your users. Make sure your subject gets a link to share with their own followers!

Event Reports

Generate content by recording events related to your business. If you go to a conference, get some of the guests on a recording, talking about your industry, and providing insights that your customers will want to hear.

Audio Courses

Create a step-by-step “how-to” guide in order to teach your site users something they don’t know. How-to guides are massively popular in all mediums and audio courses have the aforementioned advantage of accessibility.

Repurpose Existing Content

You’ll never be stuck for ideas for audio content. Adapt your previous blog posts or written copy into audio content, and by the same token, generate blog posts by transcribing your podcasts, thereby ensuring accessibility for those who would prefer to read rather than listen.

Audiograms

If you don’t feel that you have the capability to produce video or you want to lend a visual dimension to your audio content, audiograms allow you to lay the audio over a single, static image, bridging the gap between audio and visual content.

 

Video Content

Far more commonly utilised by modern companies, video is by far the most shared form of content on both Facebook and Twitter. In terms of search listings, Google has prioritised video results since they bought YouTube in 2006, elevating the video-sharing site’s search engine to the second most-used on the web.

While audio is a growing medium, most users favour video as a format they can either quickly scan or fully engage with. From 60-second social posts and ads to longer video blogs and webinars, your video content puts a face on your brand.

Thanks to the functionality of apps like Instagram and our ingrained cultural understanding of how editing works, video is even easier to put together using your smartphone camera. Free apps are also available to help you create captions/subtitles for your videos, so that people who are just browsing can understand without the volume.

Get your colleagues involved in filming videos and show the human side of your company. This shows users that you are open and forthcoming, rather than just trying to sell them a certain product or service. Popular video formats include:

Explainers

Covering everything from brand introductions to FAQ videos, your explainer is all about who you are, helping you to generate brand awareness and simplify complex ideas about your company and your industry. Identifying problems and providing solutions, your explainer videos will position you as an expert in your field.

Commercials

While videos will boost your organic reach, commercials and adverts allow you to speak directly to your audience. Tell a story about your company and whatever you do, whether it’s through your colleagues or your customers – testimonials make especially good adverts.

Social Media Platforms

Social videos are shown to generate 12 times as many shares as text and images combined. Ensuring that your video is optimised to the platform of your choice, you want these videos to be around 60 seconds long, with a major hook in the first 5 seconds. Tailor your videos to the way in which we browse social media, and you’ll drive more visitors to your site.

Webinars

As with your audio “how-tos”, webinars provide step-by-step instructions through one aspect of your business. Offering this information freely will show that you are willing to give back to your customers and, in the long run, will boost subscriptions and search rankings.

Video Blogs

While audio is generally more suited to regular posts, a regular video blog is another sure-fire way to generate subscriptions and bring more visitors back to your site. Your videos should encapsulate your brand’s personality and make your customers care, whether you’re answering FAQs or providing footage of conferences and events you have attended.

 

5 Top Takeaways

  • Good production value is a must. Even if you’re using apps and smartphone cameras to capture your content, learn how to edit and present your audio and videos.
  • Create content that is useful to your customers, whether you’re answering their questions, showing them something new, or even repurposing your existing content.
  • Build an audio content plan that takes advantage of the regular and repeatable nature of the podcast format.
  • Optimise videos for casual browsing on various different platforms, with subtitles and/or transcripts for scannability.
  • Storytelling is paramount – use video or audio to create a memorable story that will make your site users care.

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