In 2017, no inbound marketing strategy is complete without video marketing. The stats speak for themselves as to why this is.
For starters, the much-cited Cisco white Paper – VNI Forecast and Methodology, 2015-2020 – predicts that “Globally, IP video traffic will be 82 percent of all consumer Internet traffic by 2020, up from 70 percent in 2015.”
Other studies, too, reveal the growing usage and consumer demand for video marketing content. Here are a few highlights to chew over:
- YouTube has over 1.3 billion users (FORTUNELORDS), who collectively watch more than 500 million hours of videos on the platform every day (Buffer)
- 82% of Twitter users watch video content on Twitter (insivia)
- 500 million people are watching videos on Facebook daily (tubular insights)
- 60% of all marketers (B2B and B2C) used videos in their social media marketing in 2016, with 73% planning to increase usage going forward (Social Media Examiner)
- 87% of inbound marketing professionals use video marketing (Hubspot)
- 96% of B2B organisations use video marketing, with 73% reporting positive ROI (return on investment) (Hubspot)
(Image source: Hubspot)
Get the (moving) picture?
When it comes to inbound marketing, if there’s one tactic that can no longer be ignored, it’s video marketing.
You no doubt know this already. However, like a lot of marketers, you may struggle with getting to grips with video marketing. Indeed, research from Buffer reveals that 83% of marketers say that they’d create more video content if there were no obstacles like time, resources and budget in the way.
(Image source: blog.bufferapp.com)
Of course these obstacles exist – producing content for video marketing requires a certain skillset that not everybody believes they possess. However, that being said, the process is constantly being democratised, with new SaaS solutions like Shakr, Moovly and Animaker emerging to help even the complete novice create compelling and professional-looking video marketing content with relative ease. (Check out our reviews of these apps and others in our previous posts ‘Easy-to-use Tools for Creating Video Marketing Content’ and ‘The Importance of Video Marketing in 2017 (And How to Get Started)’).
Getting to grips with these tools is essential to be successful at inbound marketing in 2017 and beyond. For, not only is video marketing content what consumers want, but it has huge inbound marketing SEO value as well.
A Guide to Video SEO for Inbound Marketing Content
In terms of video marketing SEO, there are essentially two metrics that we must consider. The first is improving the SEO value of each piece of video marketing content itself, and the second is the SEO value that the video marketing content adds to your whole site.
Below we detail how you can do both.
Video Marketing Content Adds Value to Your Site
It most certainly does, and this is the core reason why an inbound marketing strategy should incorporate video marketing in the first place.
Video is perhaps the most engaging type of content that there is. It is often said that a single picture is worth a thousand words – but the fact is that video is worth even more. How much more? Well, according to Forrester Research, one minute of video equates to approximately 1.8 million words of written text. (The 83% of marketers who don’t think they’ve got time to create a 60-second video should consider how long it would take them to pen 1800 blogs at a thousand words a piece.)
Why such a huge figure? Well, research has revealed that 90% of information transmitted to the brain is visual, and those visuals are processed 60,000 times faster than text.
(Image source: infogr.am)
Nice stats – but how do they equate to video marketing adding value to your website?
Research from the IAB in association with UKOM reveals that the average internet user spends just six and half minutes per day reading blogs and news. That equates to only 3.75% of the nearly three hours they spend online every day. We’ve already discussed above the sheer dominance of online video (82% of all IP traffic by 2020). And so, bearing all this in mind, we can see that if we want to convey information in a way that captures and retains user attention, then it’s video marketing that we must turn to.
Though the written word of course contributes hugely to SEO value, so does the number of visitors our websites receive, and the amount of time they spend on them. Video marketing, therefore, adds tremendous value on this front.
Last year, Search Engine Land brought us news confirming what all inbound marketing practitioners have intuitively known for a long, long time – the two most important SEO ranking factors are content and backlinks.
Here’s their Periodic Table of SEO Success Factors so you can see how everything fits together.
(Image source: searchengineland.com)
With links so important to SEO, we need to create content that people want to share and link to, and video marketing content is the stuff.
As with all inbound marketing materials, however, we must remember that the key is to use video marketing to provide education, as only this way will we be able to create those all-important backlinks from it.
Making videos that are entertaining, informative and helpful will generate those shares and the links that come with them. In both the B2B and B2C realms, people know that videos present lots of information in a short, clear and concise fashion, and are looking for video content that does just that – so provide it for them.
Just be sure, however, that you embed your video marketing content right into your site, as opposed to linking out to, say, a YouTube page, as it’s your website’s SEO that’s important.
Improving Video SEO
When it comes to improving the SEO of each piece of video marketing content that we publish, there are number of steps to take. We bullet point them here for your convenience:
- Metadata: Help Google (and other search engines) index your videos by focussing on relevant keywords in the title of the video, its description and the metadata in the thumbnail. Also ensure that file names are relevant, as this will give your videos a little boost as well.
- Consider the thumbnail: The thumbnail that you choose for your video will go a long way towards making people click on it – and more clicks = better SEO. Thumbnails are the stills that are shown in search results next to the video link (examples below).
- Include a transcript: Writing out a full video transcript helps search engines learn more about each piece of video marketing content you produce. This is especially useful in terms of keyword optimisation – another hugely important inbound marketing SEO ranking factor.
- Share and promote on social: All inbound marketing initiatives are backed up by strong social media marketing tactics – and video marketing is no different. Share and promote your videos on social and you’ll generate interest in your brand, enjoy more traffic, and watch your SEO value climb.
- Optimize for page load times: Another important ranking factor is page load times, which Google considers in its algorithm. The reason is that page performances affect user experience – slow times are annoying and cause people to click away. Indeed, 57% of users abandon a site after just 3 seconds of waiting for it to load according to Radware. Your inbound marketing agency will make sure that your videos aren’t slowing things down.
Back to You
Video marketing is not a “nice to have” but a “must have” tactic to keep up your inbound marketing sleeve in 2017 and beyond. In terms of SEO, your video marketing content is amongst the most important at your disposal, and no inbound marketing strategy should be without it.