It's almost December, and you know what that means. It's time for businesses to have their annual discussion about how they can take things to a new level or continue to compete in the next year. Content marketing has to be part of that strategy. In this audio blog, I share some thoughts and insights on what can work in 2018.
These days, one of the most powerful content marketing tools you can use is video. It's an even better tool if you can showcase several of them on your YouTube page. Once you start showcasing your content on your channel, you'll want to create custom thumbnails to make each one stand out. You can also use them to create some uniformity and give your channel some eye-pleasing organization.
Anytime you upload a video to YouTube, it will create a set of stills to serve as your thumbnail. This is the image people see before clicking on the content. Once you've verified your account, you'll see a Custom Thumbnail option in the upload/edit page.
There are several free graphic design programs out there, but I like to create YouTube Custom Thumbnails on Canva. They give you some really nice templates that allow you to quickly produce an engaging image. You can choose one and easily swap out images or adjust the text. You can also choose a blank format and build one from scratch.
You can see some of the ones I've created on my YouTube Page.
In the first episode of the Content Call Podcast, Chris Brogan talked about how people read an average of 19 minutes of text per day (blogs, text messages, news, etc), but hours and hours of videos are viewed/downloaded each day. This was a key reason he decided to start vlogging and including video in his content marketing efforts.
Another important point was to not limit your content to "talking head" video. It was good to hear him say this because I too have suggested this to businesses. I think you need to do some of it in order to humanize your brand, let people get to know you and offer the audience good value (by answering customer questions, etc). However, I also think you need to mix it up a little bit and maybe add some creativity into your video content. I understand that can sometimes be easier said than done depending on the business. So, here are some examples to help get you inspired.
Michael Dubin, the guy you see on camera, knew that people remember things presented in the form of music. In his view, COMEDY is a form of music. Granted, they had a budget ($4,500 to be exact), but that isn't the point here. The point is the creative approach used to do one thing - sell a razor subscription. Even if some people didn't sign up for the product, odds are they still shared the video with others.
If you don't always have the time to shoot these types of videos, services like Animoto, Moovly and GoAnimate can help you focus on music, text and animation.
So, you have plenty of options to make some engaging videos that can drive traffic to your business. You can really optimize your potential by finding a variety of ways to be creative and effectively engage your target audience.
The folks over at Animoto, just conducted a survey of 1,000 customers about how they're responding to web video. An impressive 64% of them said they made a purchase after watching a marketing video.
You can get the infographic HERE.