Over 90% of online searches go through Google. Therefore the majority of websites are optimised for that search engine and it is a fact of life that Google change the algorithms they use for identifying which particular websites match the search criteria. Content has over the years become one of the most important elements for good optimisation. Many websites that you may visit are somewhat dormant. No new relevant content has been added in many years and as a result rankings in searches are not particularly high.
This is where content marketing comes in. Ensuring regular content or updates are added to your site will help to ensure better search engine positioning but importantly will offer your visitor a better experience and will encourage them to revisit in future. This in turn will help convert the casual visitor to a customer. But what sort of content is relevant? Well typically most people use things like Blogs or Social Media updates. These are simple to implement and provide a regular ‘change’ to the website which helps SEO. But increasingly video is being used which tends not only to increase the number of hits received (particularly using something like You Tube to host the video) but also improves engagement with the visitor. A good example can be found here
Research shows that consumers consider companies that use videos to be more trustworthy and creates a connection between the visitor and the company that words alone cannot do.
There are however numerous pitfalls to this approach and there are some key questions that you need to consider:
- DIY or professional? Modern video equipment and smart phones with simple editing software means that many people can and do develop their own videos cost effectively. However professional video makers while more expensive provide a higher standard of product suitable for all platforms enhancing the brand image
- How long? Attention spans are getting shorter particularly if your customer base comprises mostly of the under 30’s. If you can get your message across in 2-3 minutes that would appear to be optimum. However do not be afraid to produce a longer video if you are telling a story and do not be afraid to make it humorous if it calls for it.
- Be yourself. Do not create a ‘persona’ that does not reflect the brand or company
- Like all marketing, planning is essential. Storyboard what you want to say and the points you need to get across. Develop a script, find the right locations that will enhance and not detract from the message. And finally remember do not be afraid of making errors or ‘fluffing’ lines; they can be edited after using simple software readily available (iMovies for instance)
If you want to find out more or want to discuss Content Marketing please contact us by email or call Bob Francis at 07941 426807