Augment Your Content with Video
The numbers show that more and more people consuming content online are turning their eyes to video, and that video is making an impact:
- According to Cisco’s Visual Networking Index, which forecasts IP traffic and service adoption, online video will account for 80 percent of all web traffic in 2019.
- Research from Hubspot shows that 45 percent of people watch an hour or more of online video per day.
- Organizations that use video in their content marketing mix show a 66 percent higher average website conversion rate—which means they get 66 percent more qualified leads per year.
So whether your organization’s strategic goal is to attract prospective members, engage and educate the professional community, or showcase the thought leadership of your members (or all of the above), it’s clear that video can be a big help.
But diving into a full-fledged video content strategy can be intimidating for any organization—primarily because video is perceived to be costly to produce.
While quality and production value is critical to high-value video content, adding video content to your mix doesn’t have to break the bank. Rather than focusing on longer-form video production initiatives at first, consider starting with video as a complement other content your organization is producing. And remember that your association’s members are your in-house subject matter experts—so tap into them to produce raw intelligence that you and your video production partners can turn into relevant, engaging content.
Here are some ideas for how to begin introducing video into your organization’s content mix:
- Welcome messages. As new people and companies join your organization, ask them to record short videos that showcase who they are and what they intend to contribute as members. It’s a great way to both showcase the expansion of your membership and educate members about interests and initiatives they may have in common with their peers from other companies.
- “Bonus” interviews. If your content team is producing a longer-form piece of content (like a written feature article with multiple sources, for example), conduct short video interviews with one or two of the sources via a platform like Skype or Zoom—or ask the sources to record themselves answering a number of questions. You’ll still need to “wrap” the content they provide to give it a more professional production feel, but you’ll be enhancing the effectiveness of the written content and extending its reach. (One possible variation: Ask the author of a contributed article to supply a one-minute video discussing what the article is about.)
- Commentary. Is there an important or even controversial issue currently having an impact on your organization? Chances are there’s a member or members in your organization’s ranks that not only are experts on the topic, but also have strong opinions. Ask them to record a one- to two-minute video concisely stating their views and sharing their expert opinions. Your team or video production partner can add intros and outros, music and other enhancements to dress up the contributed video content.
Remember that quality matters, even if you and your video production partners are collecting contributed video clips from members and others and then editing them into a more professional-quality montage. So be sure to provide members with a clear and complete set of instructions about lighting, orientation, sound quality and more so that the video content they contribute is consistent and high quality enough for your team to leverage.
Finally, be sure to develop a customized strategy for distributing your association’s video content into your email and social media campaigns. You don’t want valuable video content to not be seen—so push it out via newsletters, on LinkedIn, of your YouTube channel and through other social media outlets.
Jason Meyers is Senior Director of Content Strategy for SmithBucklin.
SmithBucklin Content helps you position your organization as an authoritative source of timely, relevant, comprehensive and engaging industry intelligence. Contact us to learn about partnering with SmithBucklin Content to create a customized content strategy for your organization.