How to include the video format in content marketing

How to include the video format in content marketing

If you usually use social networks, you have already realized the boom that video marketing is experiencing. Facebook and Instagram have given more prominence to this type of content with their stories and live formats, and YouTube is living a golden age.

One of the reasons for this trend, is that we usually consume content while doing other tasks such as driving to work, travel by public transport, and even while cooking or showering.

And, the stories with a good copy , and videos in general, we love them because they are very easy to consume anytime, anywhere.

For this reason, and to drive your content plan , in this post we will see how you can integrate the video format in content marketing and, thus, apply a multi format strategy.

Potential benefits of Video Marketing

Producing high quality and long-lasting videos may require more time and investment in equipment. However, the videos that work best are those that are below 5 minutes (there the success of the 15-second story format).

“Include the video and follow a multiformat marketing strategy, is the key to give your brand a current and transparent image.”

This type of content will bring you benefits in different areas of your strategy:

  • Attract more web traffic:  Either from a YouTube channel, or from Instagram’s own stories by calling users to visit your bio link or swipe up (if you have more than 10 thousand followers or advertise on Facebook Ads) , including videos with hook in other channels will allow you to bring qualified traffic to your website.
  • Improve your positioning: You will need to use new platforms, such as YouTube, that will increase your search results on Google. In addition, the increase in traffic will affect your SEO.
  • Improve reputation and brand recall: It is quite usual for a user to remember better something he has seen or heard than something he has read. By offering content in all formats you will reinforce the brand memory.

How to use video and follow a multiformat strategy

The trend has long been to follow an omnichannel and multiformat content strategy. That is, it adapts to all those channels in which the target audience is and that, in addition, offers the information in different formats.

In recent years we have seen brands and professionals have opted for  webinars , info products or info graphics (among others), while video became the domain of specialized agencies and You Tubers.

Now, thanks to the stories, the live broadcast and even the possibility of hiring the writing of a script for video , we ran out of excuses not to include the video in our content marketing strategy.

➽ Recycling of content and blog posts

A great way to start applying video marketing is through the recycling of content that you have already offered.

Do not limit yourself to updating the content evergreen to always give updated information, think that these extensions can multiply your content by giving them another format.

When you are ready to update the contents of your blog, it can be a good time to include explanatory videos and give them another chance to succeed. Oh! And remember to insert them in your posts and upload them to your YouTube channel to give it double visibility.

➽ Segmentation of information

Another strategy that works very well is the segmentation of the information in small video capsules. That is to say, to divide an extensive and deeper content that you have developed in text and to record small videos giving more concrete explanations.

This will help you make the content more viral and share it in different phases with each video. The user who is really interested will go to the full text, and the rest will continue to consume your videos to have a basic information, thus reaching a larger audience.

➽ Extra content

Raising the use of video marketing is already a big step in your content strategy. In addition, it also means a great opportunity to think about what new features you can offer your users.

In this sense, you can use the different video formats to give an extra to your content. For example, with video interviews you have the opportunity to invite an expert to offer a new point of view to your content.

➽ Video animations

Video content does not have to be limited to recording a person explaining a topic. Keep in mind that there are many other options, such as animated info graphics, videos made with texts and illustrations, etc.

If so far you have made different graphics to provide visual support to your content, now you can do the same with animations or animated video animations with tools like Piktochart, Infogram or Animamaker .

As much for new posts of your blog as for those that already have some type of extra graphic content, this will give a much more modern and current image of your brand.

➽ Vlogging

It is the most obvious option, but no less interesting. There are many bloggers who combine blog posts with video blogs (vlogs).

In my opinion, the key is finding balance and maintaining both channels of communication. For example, if your frequency is to share content once a week, you can leave room for a vlog once a month.


Video marketing is one of the favorite content of users today, and that’s what brands know. Therefore, more and more people are betting on this format within their strategies.

If you do not want to stay behind and want to stand out from the competition, it’s time to consider how to include videos in your marketing plan. The options are many, and choosing one or the other will depend on your target audience; what they like, what they need and what you can offer.

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