The rising importance of Video Marketing in Online Content Marketing Strategies and SEO

The rising importance of Video Marketing in Online Content Marketing Strategies and SEO

  • Decide which distribution channels are right for the content you’re providing
  • Learn about how large retail corporations are starting to take advantage of video promotions to increase conversion rates
  • Utilize SEO strategies to optimize your content for search engines


If you’re reading this, then hopefully you have a promotional video sitting in front of you, waiting to be seen by everyone. At this stage of the marketing process, your video is complete and now you have to ask yourself; what are you going to do with it? Who’s going to see it? How will you distribute it? Anyone can upload a video these days and call a ‘job well done’, but if your target audience doesn’t have the incentive to go to that YouTube or Vimeo link in the first place, then how will they see it?


Video Distribution Channels

If your market research was comprehensive enough during the initial planning phase, you may already have some idea of what methods of digital distribution will attract your target market. If not, then that’s something you need to find out before moving forward.

No one platform is best for all types of video content, but it’s worth noting the benefits and downsides to each of them. YouTube is the obvious first choice, thanks to its massive user base, accessibility, and variety of available content. Uploading to YouTube is also free and is the most widely shared video platform on the Internet, so the potential for seamless social media integration is already there.

There is a downside, though. As of this writing, YouTube’s own statistics estimate that over 300 hours of video are uploaded to YouTube every minute. That’s a lot of content, and a lot of space to compete with. YouTube’s popularity coincides with its notorious amount of clutter, which can prove difficult to penetrate if you’re a new entity into the market. Other issues such as spam comments and online harassment are also problematic issues within itself.

Vimeo is a much more selective and tight-knit community in comparison to YouTube, and it has become a popular platform for distributing short films and animations. However, their stance against commercial content is strict and that fact alone may diminish any hopes of reaching that audience. Other alternatives such as Metacafe also exist, which encourages content that is short and concise and they haves a rapidly growing user base. If you’re targeting a niche market who regularly interacts with this kind of platform, then it may be well worth investigating.


Retail Success Stories

As of late, more and larger retail companies are capitalizing on the idea of video distribution in order to sell their products. Take Ariat for example, an American clothing company comprised of Western/English style apparel and footwear. When you visit some of their footwear product pages, you can watch videos on how to care for and maintain your boots.

This is one of many examples where digital distribution is creating new ways for companies to interact with their audience, which can potentially lead to higher conversion rates and a more positive brand perception.

Video Marketing in Online Content Marketing Strategies and SEO

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Content Marketing and Social Media

These days, the gap between video marketing campaigns and content marketing becomes smaller and smaller. But what exactly is content marketing? In the words of content marketing educators/service providers CMI (Content Marketing Institute):

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.”

This differs from traditional advertising campaigns. In the case of video campaigns, instead of one or two videos being uploaded and widespread across the Internet, a stream of weekly or fortnightly videos may be uploaded over a long period of time, in conjunction with those select few ‘big’ videos. It is a way to continue being engaged with your audience on a consistent basis, as opposed to merely appearing whenever your commercial or advertisement gets seen.

Social media plays a huge part of this process, which is why it has become so viable in recent years. It enables companies to become ‘humanized’ to their customers, whether it be through thoughtful status updates or sharing of regular content. Customers can interact with companies through social media in the form of opinions, inquiries and much more. Based on positive customer experience through social media, a company can greatly boost their brand image through this technique.



One final point worth covering for video marketing is SEO. SEO stands for Search Engine Optimization and an entire industry exists based on this concept alone. Attaining a good SEO ranking means appearing first in a search engine when certain keywords or phrases (related to your business or industry) are searched for. You may have heard someone boasting about ranking a GMB listing and wondered what exactly they were talking about. Getting a high ranking with a search engine like Google ensures that they receive a lot of attention and from online queries, which means more business. This is a big deal for video marketing campaigns, especially considering that 62% of Google universal searches include video. To represent the importance of Google rankings, here’s a pie chart showcasing the flow of traffic according to each Google ranking, with 1# rankings accounting for 42% of all search clicks:

Video Marketing in Online Content Marketing Strategies and SEO

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Studies show that video content greatly improves a website’s SERP (Search Engine Results Page), based on links related to keyword searches. Online video content also encourages a much higher CTR (Click through rate), a fact that many advertisers take advantage of to promote themselves.

There is also evidence to suggest that video content entices site visitors to stay longer. This is largely due to the visual and auditory experience associated with video and its ability to transmit a message across quickly. Having your visitors stay longer also helps boost your SERP ranking, which is vital for maintaining a strong web presence.

Now that your first video is complete, it’s time to take these points into consideration and get it out to the public. Regardless of what avenues you choose to spread your content towards, make sure it relates directly to your business goals and the type of audience you’re trying to attract. From there, the potential for a growing community and follower base is certainly there for the right content providers.