Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity -- after all, it's 40X more likely to get shared on social media than other types of content -- it's a medium worth experimenting with.
In this excellent post, SEO and Digital Trends in 2017, Gianluca Fiorelli writes, "In a mobile-only world, the relevance of local search is even higher. This seems to be the strategic reason both for an update like Possum and all the tests we see in local, and also of the acquisition of a company like Urban Engines, whose purpose is to analyze the "Internet of Moving Things."
For example, let’s say I have a health site. I have several types of articles on health, drug information, and information on types of diseases and conditions. My angle on the site is that I’m targeting seniors. If I find out seniors are primarily interested in information on prescription drug plans and cheap blood pressure medication, then I know that I want to provide information specifically on those things. This allows me to hone in on that market’s needs and de-prioritize or bypass other content.
How to apply: Do some research on what the users prefer to watch, and see how you can create videos that they can connect with. Video creation and production is a different thing in of itself, and requires some good video and sound equipment to pull off. It is also important to make your videos SEO-friendly, as Google shows Youtube videos in their search results. For a more comprehensive guide to Youtube SEO, you can look at our guide here.
A content marketer, for example, can create a series of blog posts that serve to generate leads from a new ebook the business recently created. The company's social media marketer might then help promote these blog posts through paid and organic posts on the business's social media accounts. Perhaps the email marketer creates an email campaign to send those who download the ebook more information on the company. We'll talk more about these specific digital marketers in a minute.