Video is hotly tipped to become the content marketing method of choice. Already rising in popularity amongst B2B marketers, a study looking at B2B 2013 content marketing benchmarks, budgets and trends shows that the use of videos as a content marketing tactic rose from 52% in 2011 to 70% in 2012.
Furthermore, new data released by US media mobile advertising company Celtra reveals that half of all web traffic on mobile devices is video related and internet traffic globally is expected to be nearly 55% video by 2016.
Given the ease with which video can be produced and distributed online, not the mention that plenty of people find videos more interesting to view than text, professionally produced short films can be an extremely effective method to raise brand awareness, drive traffic and increase click-through rates. Especially as Google – who own YouTube – now display several different types of content (‘blended search’) in results, from images to news articles and videos.
But as with any online content, how do you make sure your video stands out from the crowd?
The answer is, of course, SEO copywriting.
Using SEO copywriting techniques in online video content and supporting copy can help boost its appearance in organic search results, as well as enhance and contribute to your overall SEO strategy.
SEO copywriting for Video
Step one – deliver engaging content
As with SEO copywriting creating valuable, worthwhile, shareable content is critical to success. Whilst there is value in inane and funny video content to improve your chances of going viral and gaining an overnight global following, if devising a video to reflect your brand values and raise awareness, professionally produced, informative film is the way forward.
Research subjects your target audience wants to know about and aim to create (or commission) short, well shot videos that educate and inform in visually interesting ways.
Step two – define your goal
Just as with SEO copywriting, it is important to have an end-goal for your video. What is it that you want to achieve? High quality authority links from other sites to your web site or increase conversions?
As an example, it is all very well creating a beautifully shot four minute video on how to choose a wedding dress but what do you want the viewer to do – share your video with others? Visit your stand at a local wedding fair? Call to arrange a free consultation and fitting? Hopefully, all three.
To avoid creating an aimless, floating video that users absorb and then instantly forget, always have a clear idea of what you want viewers to take or ‘call to action’. This should be weaved into the video’s narrative or presented on a closing slide.
Step three – SEO your video files
To boost your appearance in organic search results use SEO copywriting tactics in your video’s supporting text:
Keywords and phrases – As well as making your video title as enticing as possible, be sure to include relevant keywords and phrases in the title tag.
Depending on where you upload your video, you may also be given the option to use meta tags and add a short summary of what your video covers. Again use appropriate keywords in this copy as it is likely to make a difference to your video’s ranking on sites such as Google and YouTube.
If you upload a video to your website or another media platform, such as YouTube and Real Player, always add captions or a text transcript. This allows users with hearing difficulties or who have no access to audio to see what your video is about. Also as this information is collected by search engine spiders it will help the search engine to analyse and index your video content.
With video content marketing on the rise, apply SEO copywriting skills to your video to make it as shareable and search-friendly as possible.
Have you found the key to great content video marketing? Please share the love with your top tips in the comments below.