Many companies see the challenge of generating content as something that’s overwhelming, and from that stems the thought ‘with so many forms of content out there, how can I be everywhere, all at once?’ But we’re not advocating for more content production, instead, we’re advocating for content diversity.
Platform Dependency Is a Real Business Risk
You are at risk of losing potential customers if your lead generation strategy is focused on a specific type of content working effectively on one platform. One major algorithm change and you’re screwed. The latest Google update already pushed your organic search results way back? Not our problem. Facebook decided to deprioritize media content like the one we produce? Tough luck.
We could go on and on. The fact is, most companies out there still rely almost exclusively on social media, blogs, paid ads or word-of-mouth leads, exposing themselves to risks they are not even aware of. A more balanced strategy, up-to-date with the latest digital marketing trends, with multiple format and channel options, contains the damage of one lost source.
Video Is A Trust Mechanism, Not Just A Content Type
The right words can indeed capture what you’re capable of. But it’s showing those capabilities in action that really wins over clients and customers. More companies now use video in their marketing than those who don’t, with video claiming responsibility for around 70% of all consumer purchases.
A snappy two-minute explainer video might do the work of what would otherwise take five weekly blog articles. Video does a huge amount of heavy lifting in a very short space of time. It does this because we live in an instantly visual age. If it looks pretty and professional, it’s often assumed what’s said is also on point. This, of course, is a sweeping statement. But it doesn’t make it any less true.
In our region, local companies often give up competitive ground by not investing in the quality of their video. Video production Canberra allows local companies to compete visually with the big nationals that are likely vying for your client list. Buyer behaviours have changed. The internet has made sure that trust is built on initial appearance. A visually stunning video showing off a typical day in the life of your business is going to appeal more than an in-house PowerPoint presentation in muted tones.
Content Diversity Directly Affects Your SEO Performance
Average time spent by a visitor on a specific page of a website (dwell time) is a behavioral factor many algorithms use to determine if a page is a good or bad result for its given search intent. Video-engaged pages will always outperform text-based pages on this metric, making dwell time a good way to measure content quality. The longer someone is on a page, the likelier it is that the content is relevant to them, and the more valuable they will find it. This feedback loop is how user engagement signals quality to search engines, and gets you better rankings over time.
The wrap-up here is an easy segue. Embedded video content with a solid transcript and caption is likely to outperform a written article in search across a variety of metrics. A quality video will help your bottom line in terms of visibility and search traffic in a few ways, in that it gives you “extra credit” for SEO accessible content.
The Repurposing Equation And What It Does To Your ROI
The most costly aspect of creating content is the ideation – the planning, the writing, the concept development. However, once this is completed, the cost of deriving more content from it should be relatively low.
For example, a single video interview can be reimagined as a series of short quotes for social media, a blog post with embedded clips, a podcast, and an infographic with your favorite stats. You’re not doing more, you’re just reusing the original in multiple forms.
This approach of reusing content helps those with small creative budgets remain active on multiple fronts without spending exponentially more for each. The businesses that succeed with content are not always the ones creating the most new content, they’re often simply the ones expanding most on what they already have.
It shifts the question from “what can we make this month?” to “how many ways can we reuse what we already made?”.
Matching Format To Where The Buyer Actually Is
Various types of content are suitable for different parts of the customer journey. For example, blog content is useful for creating awareness and interest in the early stages. Video testimonials are very effective in the consideration and evaluation stages when potential buyers are comparing your solution with others. Short social media content can be used to remain top of mind in between purchase cycles.
If you are only creating one type of content, you are only engaging with prospects in one of those stages. Content is what pulls prospects through the journey. If you don’t have the right content, they may not move through the journey at all.
It’s not enough to just be aware of a product anymore. Customers need to be educated to make a decision, and nurtured for repeat business and references.
