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Creating video content

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Online video is quickly becoming a key way for people to satisfy their information and entertainment needs.


Why have Video Content on a Website?


Online video is quickly becoming a key way for people to satisfy their information and entertainment needs. It is estimated that by 2017 video will account for 69% of all consumer internet traffic. If small businesses don’t include it as part of their Content Marketing plans then they risk losing business.


Consider how popular video is already.  YouTube has over 1 billion unique visitors each month.   Done well, video is engaging, provides information in an easy to digest way, and in the era of information overload can almost seem relaxing as it takes less energy than reading.


Video content can be created to suit a range of budgets. Some options include engaging a video production company to produce content for you, or using an online tool to produce your own.


With the progress of technology, and the ability to record video becoming almost ubiquitous on smart phones, production costs can now be created to suit a range of budgets, making it an accessible medium for the smallest business.

Incorporating multimedia elements into your content enriches the quality of your website. In addition the inclusion of video improves the amount of time visitors spend on webpages as well as increasing social sharing.


Ideas for Content


When planning video content you need to consider your audience and ensure you video will be relevant to them. Following are some examples of video content that might be useful for businesses:


  • Product demos - great when you have just released a new product or added a new feature. You could show your product in use, or how to properly maintain a product. It can also be easier to show different applications of a product than explain them.


  •  Detailed explanations – Sometimes it can be a challenge to communicate a complex concepts succinctly, this is where a short video may be preferable over a 5 page document.


  •  Training tutorials – Videos can be create for conveying instructions, such as assembling a product or using it. Think of following a recipe vs watching someone bake a cake – which conveys more information and is most likely to get a similar result.


  • Personalise your business – people often trust what they can see. If they see that you are a ‘real person’ speaking directly to them they may be more likely to trust your business. You can convey your business’s personality. Establish yourself as an expert in your industry by answering questions or providing tips and tricks. You could even interview industry experts. Customer testimonials can mean so much more when the endorser talks about a product or service, rather than just seeing quoted test on a page. Or, you could even do a ‘meet the team video’ or a virtual tour of your physical site.


  • Vlog it – a regular quality video blog that provides the customer with useful information can be a good way to get customers revisiting your site and keep your brand ‘at front of mind’.


Tips for Creating Video Content


  • Ask why?


  •  Why am I making this video? Why would someone want to watch it and share it? (If it’s hard to think of a reason, then you’ve got it wrong – go back to the drawing board).


  • Market it.


  • Once you’ve made it, don’t forget to market it. Promote your video across multiple channels, e.g. on your website, social media, blog posts, resource centre. Don’t be shy about having it in several locations on your website.


  •  Don’t make it too much like an ad.


  • People watch videos because it entertains or informs not because they want a sales pitch.


  •  Don’t stop at one.


  • A video is a bit like a blog post, on its own it’s good, but if there are many it can be great. What you are trying to do is create a loyal bunch of followers who keep coming back for information.



  • Make sure it adheres to and complements your content strategy. Consider your audience, where they ‘hang out’ online and ensure your audience and ensure your video is relevant to them.


  • Make it shareable.


  • Ensure you have made it easy for viewers to share your video (the ultimate would be for it to go viral). Some of your videos should be ‘bite sized,’ that is under 30 seconds so they can be shared easily on social media sites. (Consider your audience and which social media they use (e.g. LinkedIn, Flickr, Facebook) as different social media has different video limits e.g. Vine 6 seconds, Instagram 15 seconds).


  • Optimise it for SEO.


  • Put keywords in your video file names, video titles descriptions and tags.


  • Consider having a channel.


  • A channel is a way of keeping all your videos together, providing a short description of your business and a link to your website. Your channel will have a web address that you can then promote on your website or in emails. Potential customers can subscribe to your channel. Two of the most popular video hosting sites are YouTube and Vimeo. Here is an interesting article for businesses on the pros and cons of YouTube vs Vimeo.


Getting Started


Initially the thought of creating a video for your business may seem daunting, but has some great tips for getting started.

Some examples of online tools that assist with video content creation include:







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