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5 Reasons Why Podcasting Should Be Part of Your Content Marketing Strategy

Podcasting is no longer just a fun hobby for creatives and people who love to talk — it’s evolved into one of the most popular content formats around. In fact, over 100 million Americans listened to podcasts each month for the first time ever in 2020. As the demand for podcasts continues to grow, more and more […]

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Podcasting is no longer just a fun hobby for creatives and people who love to talk — it’s evolved into one of the most popular content formats around. In fact, over 100 million Americans listened to podcasts each month for the first time ever in 2020.

As the demand for podcasts continues to grow, more and more businesses are starting to see the distinct advantages of launching a show. And marketers — particularly brand and content marketers — are taking note.

Why? Well, podcasts are content goldmines. They drive high levels of engagement, build loyal audiences, and are easy to repurpose into written or video assets. Podcasts can also work in unison with other types of content to build a stronger overall content marketing strategy for your business.

“Why? Well, podcasts are content goldmines. They drive high levels of engagement, build loyal audiences, and are easy to repurpose into written or video assets.”

This is precisely why we’re firm believers that podcasting is an essential element of a well-rounded content marketing strategy. Instead of siloing your audio content and treating it as a separate entity from other, more traditional content (i.e., blog posts), we feel that all content produced by your brand should work towards a similar set of shared goals.

In this post, we’ll explore why podcasting deserves a spot in your 2021 content marketing plan and break down a real example of how we leverage podcasting at Wistia. Let’s dive in!

Back in the Golden Age of Radio, you needed expensive equipment and a state-of-the-art studio to compete with the best radio broadcasters in the biz. Lucky for us, times have changed.

Podcasts are one of the lowest-lift ways to create new content, which is just one of the reasons why it’s such a natural fit for your content marketing strategy. All you need is a solid microphone and reliable recording software to get started. Sure, you can still invest in expensive equipment and a state-of-the-art studio, but what’s the rush? If you’re new to podcasting, think baby steps.

Start by purchasing a microphone of respectable quality. The Blue Snowball and Yeti are both excellent, easy-to-use options for newcomers at $70 and $130, respectively. If you’re strapped for cash, you can even use most standard smartphone voice recorders to get the job done.

Working on a razor-thin budget? No worries — you too can launch a podcast! But don’t take our word for it. See how Privy launched a show for only $53 an episode.

The next thing you’ll need is recording software. GarageBand is a popular and user-friendly option for many first-time podcasters, and it comes standard on Mac computers. If you don’t have a Mac, Audacity is a great alternative. Both programs are free, which makes them ideal for budget-conscious podcasting beginners.

Once you’ve got your microphone and software, it’s time to tackle some of the creative decisions around your show. What’s the best format for your podcast, how long will episodes be, and how often will you release new content? Once you’ve nailed down the vision for your show, you’re off to the races.

From a distribution perspective, your podcast hosting platform should be able to handle the details of distributing your episodes to various streaming platforms, like iTunes, Spotify, Stitcher, and more (which means less work for you!). Easy peasy!

Overhead costs and time commitments are generally pretty low when you start a podcast, but there’s plenty of room to grow. If there’s more demand from your audience, it’s easy enough to record several podcasts in one day and schedule them to be uploaded in the weeks ahead. Podcasts are inexpensive to create and scale well, a win-win for your content team.

“Podcasts are inexpensive to create and scale well, a win-win for your content team.”

Most types of content, like videos and blog posts, require your undivided attention. But with podcasts, you can listen to an episode, quite literally, anywhere — work, home, gym, you name it.

As the number-one vehicle for podcast consumption, smartphones make this on-the-go listening possible. With mobile consumption at an all-time high worldwide, mobile-friendly content experiences are becoming increasingly essential, and podcasts already lead the charge in that respect.

“With mobile consumption at an all-time high worldwide, mobile-friendly content experiences are becoming increasingly essential, and podcasts already lead the charge in that respect.”

Commuters love podcasts, with nearly 80% of listeners tuning in to their favorite podcast while traveling to and from work. Though COVID-19 has slowed down the number of regular commuters (for now), people also consume podcasts at home. About 69% of people listen to podcasts while doing housework, which likely now encompasses working from home as well.

The sheer freedom listeners have to consume podcasts wherever and whenever they want is unrivaled by any other form of content available today. People can multitask while listening to a podcast, which ultimately increases engagement. Your audience is happy to commit to an episode, knowing they can do the dishes or ride the subway while doing so.

Podcast engagement is exceptionally high compared to other content mediums — and we’re not just talking downloads. Let’s start with the basics.

Americans who consume podcasts weekly listen to over six hours of content each week. Podcast listeners also subscribe to an average of six different podcasts. And when you subscribe to a podcast, you typically get notified when a new episode goes live. Fresh content delivered right to your subscribers regularly means more engagement opportunities and more chances to promote episodes that may attract new audiences on social media.

Beyond that, folks are sticking around to listen. A whopping 88% of listeners listen to an episode to completion. Pacific Content, an agency that specializes in podcast production, measures similar engagement-based metrics for shows they produce. Their clients average 90%+ episode completion rates for shows like Dell Technologies’ Trailblazers with Walter Isaacson and Schwab’s Choiceology. How’s that for engagement?

A key part of why podcasts are so engaging also ties back to their format. A lot of podcasts are simply conversations. A lengthy blog post might require intense focus to read (and retain), especially if the topic or language is dense. Listening to a podcast conversation is second nature — we’re a part of and listen to conversations every single day.

Last but not least, the repeatable format of a podcast gives you the opportunity to do something that’s pretty challenging but highly valuable for businesses, and that’s building relationships. Think about some of the podcasts you currently listen to — doesn’t it “feel” like you know the host of the show? Despite never meeting your favorite show’s host, the repeatable format and opportunity to inject some personality into your podcast allows you to engage and build deeper connections with your audience. Keep listeners engaged and coming back for more, and the next thing you know, that word of mouth engine is firing on all cylinders.

Achieving brand affinity starts with an engaged audience. As we mentioned above, a whopping 88% of listeners listen all the way through an episode (a stat worth repeating). When a listener is truly engaged and loyal to a podcast, they often become its biggest champions.

Just like Netflix shows are incredibly captivating, podcasts also have a binge-worthy quality. People get excited about a new podcast episode coming out, and 79% of podcast listeners will listen to a new episode immediately after it’s released.

If you’re looking for an example of a podcast with genuine brand affinity, look no further than Serial. With binge-worthy episodes that listeners regularly share on social media, the true-crime podcast jumped to 10 million downloads in just seven weeks when it first launched — a podcast record back in 2014. The podcast became a viral phenomenon in large part due to people spreading the word about how compelling the episodes were on social media.

And this success isn’t limited to media companies. Even “boring” industries can emulate this success with storytelling. Consider Command Line Heroes, an award-winning podcast from Red Hat Software. The show explores the open-source heroes transforming the world of tech from the command line up. Aside from being a generally entertaining and delightful listen, the show has had a surprising impact on Red Hat’s bottom line. To date, the podcast has:

  • 2,000,000+ total downloads
  • 644,000+ unique listeners
  • Downloads in over 200 countries
  • A 90% average episode completion rate
  • An average time spent listening of 23 minutes

In addition to these performance indicators, Red Hat also keeps tabs on the marketing metrics that measure more important things than just content performance — namely, brand identification and brand affinity.

“A big benefit for Red Hat, beyond the fact that there’s a lot of people listening to the show for a long period of time, is that 96% of listeners identify Red Hat as the creator of Command Line Heroes. The show is very lightly branded, so our jaws dropped when we found that out because we don’t talk about Red Hat much at all, which was a big risk for us. That was a huge metric to show management — it proves that our brand is actually breaking through.”

“A big benefit for Red Hat, beyond the fact that there’s a lot of people listening to the show for a long period of time, is that 96% of listeners identify Red Hat as the creator of Command Line Heroes.”

Podcasts work in tandem with written and video content to create a unified content front that engages a greater portion of your overall audience.

Think of it as a two-way street. Specific podcast episodes can inspire new blog posts and video content ideas, and you can use podcast transcripts and quotes to create new articles, videos, infographics, and more.

On the flip side, other types of content can provide the basis for podcast episodes. Find a podcast episode topic from your existing content, such as a blog post. You can explore the post at an in-depth level with a full podcast conversation and even ask the writer to appear as a guest.

Let’s take a look at Wistia’s own original series, Brandwagon. We took the content marketing trifecta approach to promote the show with video, audio, and written content. First, we recorded and edited the video show for our short-format interviews. Then, we repurposed the extended, uncut audio content for The Brandwagon Podcast Interviews. Finally, we created robust episode recaps and shared lessons learned with Brandwagon blog content.

Here’s how a single episode looks in different formats:

 

To date, these individual pieces of content have gathered over 80,000 interactions — including pageviews, video views, and downloads. That’s over 80,000 engagements with our brand! Here’s the breakdown:

Video Stats

  • Over 55,500 video views
  • An average play rate of ~70%
  • An average engagement rate of ~30%

Audio Stats

  • Over 6,000 downloads (5,000 unique downloads)
  • Average engagement rate of ~68%

Blog Stats

  • Over 20,000 pageviews
  • An average time on page of 3:36

The podcast was a vital component of this promotion because it unleashed the power of passive consumption. The video show and blogs are both entertaining and valuable, but they also require a certain amount of energy and attention to consume. The podcast extended our reach even further and helped us grow our audience in a way that written or video content simply couldn’t. And, the podcasts had really impressive engagement rates with listeners completing almost 70% of each episode in aggregate.

Whether you’re launching a net new show or looking to repurpose existing content, consider how different formats and mediums can complement each other. What works best for video versus audio? How can an audio episode be repurposed into a blog or social media content? This will help you connect the dots for promotion and ladder these pieces up into your broader content marketing strategy.

Content marketing isn’t just about producing blog posts anymore. A robust content marketing strategy should include various mediums to engage your audience and build brand affinity. People are consuming more audio content than ever before, and now is the time to embrace this shift to meet your audience wherever they are.

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Video Marketing

5 Ways to Make Better Marketing Videos with Psychology

I hear that Slack notification you just got. I see your phone sitting next to your keyboard, buzzing with new texts. It’s okay; I won’t be offended if you check. People are being pulled away all the time, and it’s all too easy to bounce if we get bored. In order for your audience to […]

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I hear that Slack notification you just got. I see your phone sitting next to your keyboard, buzzing with new texts. It’s okay; I won’t be offended if you check.

People are being pulled away all the time, and it’s all too easy to bounce if we get bored. In order for your audience to hear you — and listen — you have to create something they’ll pay attention to despite the distractions.

Videos are one of the best ways to grab your audience’s attention, but they come with a non-negotiable time commitment. You need to convince people to give up a predetermined amount of their own valuable time. To keep them watching, it pays to understand what gets people’s attention on a psychological level.

Let’s take a look at a few basic psychology principles that you can use to make more engaging marketing videos.

Different colors evoke different feelings, and some are better at grabbing people’s attention. By understanding the basics of color theory, you can capture attention and invoke specific emotions with your video content.

In a classic study on color, Satyendra Singh determined that it takes a mere 90 seconds for a customer to form an opinion about a product. And, 62–90 percent of that interaction is determined by the color of the product alone.

How do these associations work? Well, red is often associated with power, energy, and anger. Blue conveys a sense of trust and security. Yellow suggests caution. Black indicates luxury and exclusivity.

But of course, color theory isn’t as black and white as it may seem; contrast, vibrancy, shade, and context can all alter the look and feel of your video and your message. For example, the color red can convey love and passion in a Valentine’s Day ad while also sending a very different message in a political ad campaign.

But in general, it’s essential to be mindful of color associations and to match the look and feel of your video with a color palette that captures attention and invokes strong feelings.

“It’s important to be mindful of color associations and to match the look and feel of your video with a color palette that captures attention and invokes strong feelings.”

Sticking with the red example, let’s explore how McDonald’s uses this color in their marketing. As noted above, red is often associated with energy, passion, and activity. Studies even suggest that the color red can increase blood pressure and heart rate. And, it is widely believed that red stimulates appetite, which might explain why many fast-food brands, including McDonald’s, rely heavily on this color throughout their visuals.

Consider different color schemes and how something as simple as a wardrobe or background change can completely alter the tone and mood of your video. Use color wisely to create the strongest and most immediate reaction in viewers.

Sparking viewers’ curiosity isn’t enough to guarantee engagement; you need to hook them within the first few seconds to get them to stick around.

According to Facebook data, 65% of people that watch the first three seconds of your video will watch it for at least ten more seconds. And another 45% will watch an additional 20 seconds of content. People are wired to seek instant gratification, and if your video doesn’t hook them within the first few seconds, they likely won’t stick around much longer.

“65% of people that watch the first three seconds of your video will watch it for at least ten more seconds. Another 45% will watch an additional 20 seconds of content.”

One easy way to hook viewers early? Play music. No — really! As it turns out, hearing a catchy song activates the nucleus accumbens, a part of the brain responsible for rewarding you with fuzzy feelings when you eat, drink, or exercise. Happy viewers are engaged viewers, and they might just stick around longer thanks to a compelling audio story.

Take this example from the University of Phoenix. This ad tells the story of a woman who feels frustrated balancing work with school, a pain many people can relate with. But, she discovers a flexible program designed for adult learners like herself and finds a balance that works for her demanding lifestyle. The ad doesn’t use a script or formal narration and instead lets the music tell the story.

Nike is another master of music. For years, their ads have been applauded for everything from taking a stand on racial injustice to celebrating women in sports. This particular spot aired in 2020 and was praised not only for the beautifully executed imagery but also the subtle background music that helps change the energy throughout the narrative.

Marketers can take advantage of the effect that music has on your brain. Think carefully about what feelings you want to evoke for the viewer of your video, then choose the best music to make this happen and deliver it in a way that ties back to your message.

Emotions are more powerful than people give them credit for. Many people believe they make choices based on logic, but emotions actually heavily influence or even determine most of our decisions.

Your viewers will pay more attention to how you present information than to the value of what you’re saying. This is called the “framing effect.” It triggers a part of your brain called the amygdala that deals with emotions and decisions — helping you decide whether or not to stick your hand into that piranha tank or even if you should wear high heels on cobblestones.

Create a narrative that shows your viewers that you know what they feel and anticipate what they want to feel. If viewers are emotionally connected to your content, they’re more likely to decide that the message is important.

“If viewers are emotionally connected to your content, they’re more likely to decide that the message is important.”

Car companies are well-known for creating connections with buyers through storytelling, and no brand does this better than Volvo. Their “Moments” ad from 2017 is masterful — but don’t take our word for it.

Did someone cut an onion in here? Just me? Volvo, known for being one of the safest car brands on the market, taps into this feeling of safety by narrating a young girl’s entire journey — which is almost cut short by a distracted driver. The final tag of “sometimes the moments that never happen matter the most” cuts right to the core of parents’ innate desire to protect their children.

Giving a viewer someone to root for is really the way to their heart. (We’re lucky to have our Wistia mascot Lenny, who makes a perfect canine protagonist for our videos.) This Intuit video, “A Giant’s Story,” achieves this same connection by putting a playful, human touch on something that might otherwise feel a bit cold — b2b accounting software.

At the end of the day, people want to connect with other people, and we often do this by sharing feelings that we have in common. In general, video is a perfect medium for sharing — but videos with emotional content are even more likely to be shared. Give your viewers a reason to share and a reason to connect.

The brain can understand visual information in 13 milliseconds, and your visual system activates over 50% of your brain. Science!

Casper took a visual approach for sharing the engineering and design process behind their products. The behind-the-scenes video shows real employees walking through how the mattresses come to life and what exactly makes them oh so special. The video also incorporates animations to simplify some of the more complex or ambiguous ideas they explore, like A/B testing.

GoPro also takes a highly visual approach to their videos. The outdoor camera brand sourced user-generated content for this 2018 ad promoting a new line of cameras. Why tell folks how great their products are when they could let real customers do the “talking” by sharing their own adventures? The ad combines vibrant and energetic submissions from several participants living life to the fullest.

Spice up your videos and keep viewers engaged by adding unexpected visual elements. Even something as simple as a whiteboard can anchor your video and give viewers something compelling to look at, especially if your video relies heavily on someone talking directly to an audience.

Our final tip for leveraging psychology to create catchier brand videos? Use credible video talent to build trust with your audience.

Credibility refers to the amount of knowledge the communicator (aka your video talent) is assumed or perceived to have. This is why brands often leverage celebrities for cameos in their commercials.

You know and trust Matthew McConaughey, who also happens to love our car; you should buy it and be more like Matthew! And in case you’re wondering, this can actually work! Lincoln reported a 25% lift in sales after launching new ad campaigns featuring McConaughey. Alright, alright, alright.

A classic example of a trusted thought leader in video is Moz’s Whiteboard Friday series. For years, Rand Fishkin, an icon in the SEO world, led the weekly series that followed a simple but effective format — explaining complex SEO concepts via a whiteboard.

As one of the most influential leaders in the SEO world, Rand’s video series took off and put Moz on the map for digital marketing decision-makers.

How can you do the same? Leverage well-known, trusted, and likable talent for your own videos — whether that’s tapping external guests or leaning on employees.

We use this tactic at Wistia by showcasing internal thought leaders for webinars, marketing videos, and shows. For example, we put Chris Lavigne, trusted video production expert and storytelling extraordinaire, behind the lens for our (Out of) Office Hours series, which covers all things remote video and audio production.

As a video producer himself, Chris knows the industry like the back of his hand. He’s well-known in the creative community and has a strong and loyal social following that engages with his content.

At the end of the day, people want to connect with other people, and we often do this by sharing feelings in common.

Even in a world that constantly pulls our attention in many directions, you can carve out space in your viewer’s mind. Armed with your camera and a few principles of human psychology, you’ll give your video the edge that will set it apart from the distractions.

If you get your viewers to truly engage and connect with your video, you’ll grab a little bit of valuable space in their constantly-buzzing brains. This is how you’ll succeed in making viewers remember your video and take action on what you said.

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Video Marketing

How to Sell Leadership on Creating Audio Content for Your Brand

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Ever since NPR’s Serial blasted podcasts into the mainstream in 2014, audio consumption has skyrocketed. In 2020, podcast listenership reached an all-time high: according to Edison Research’s Infinite Dial Study, an estimated 104 million people listen to podcasts every month, up from 90 million in 2019.

Brands have noticed the rising interest in audio content, and big names like GE, Slack, and even McDonald’s have launched their own podcasts in the past few years. These series often climb the podcast charts, helping the brands that produce them gain valuable name recognition and strengthen connections with their audiences.

But for many marketing teams, convincing leadership to take the leap and invest in audio content is still a challenge. To get buy-in from above, marketers need to show how branded podcasts drive engagement and build brand affinity without being cost-prohibitive.

If you’ve struggled with selling the value of audio content — we’re here to help. This post will provide some actionable insights for marketers to showcase the value of adding podcasting to their content strategy. Let’s get started!

Podcasts have a huge potential audience. An estimated 75% of Americans are familiar with podcasts, according to Edison Research’s study. They also have the most reach with younger audiences, a valuable market demographic: 7 in 10 millennials and Gen Zers listen to podcasts.

This is great news for brands because podcasts also have an exceptionally high engagement rate. The average podcast consumer spends over 6.5 hours listening to podcasts every week and listens to an average of six podcasts weekly.

“The average podcast consumer spends over 6.5 hours listening to podcasts every week and listens to an average of six podcasts weekly.”

And, unlike other forms of media, podcasts lend themselves well to multitasking; a study on branded podcasts by BBC Global News found that 94% of podcast listeners consumed podcasts while doing other tasks, which in turn made them 18% more engaged with the content than listeners who weren’t doing an activity.

Podcasts connect hard-to-reach listeners to your brand

Across the board, BBC Global News also found that branded podcasts were an incredible opportunity for brands to connect with their audience: They reach people at previously unreachable moments, such as when they’re doing the dishes or walking the dog. Plus, they’re incredibly effective at reaching “ad avoiders,” a valuable and hard-to-target segment.

“Podcasts reach people at previously unreachable moments and are incredible effective at reaching ‘ad avoiders’, a valuable and hard-to-target segment.”

Not only are branded podcast listeners more engaged and more receptive, but they also tune in regularly: When listeners find a show they like, they subscribe to download new episodes to their devices automatically. They also spend more time engaging with that content than they do with other mediums, like text (how often do you read a 30-minute blog post?) and video, which gets the most engagement at or under two minutes.

The BBC study also showed that branded podcasts created positive subconscious associations between the podcast sponsor and words used during the podcast. For example, if a branded podcast used the word “innovation” and “innovative” several times, the brand was subsequently more likely to be considered innovative by listeners. That’s a valuable and low-effort way to influence your brand’s public image.

To get leadership on board, look at podcasts that are performing well in your industry. Then, create a pitch of what a branded podcast would look like for your company. Will you make an interview-style show to highlight struggles and successes like Conga’s Agents of Change? How about a compelling narrative-style podcast like Buffer did with Breaking Brand? Or, something totally original like HubSpot’s Weird Work?

Whatever your approach, have a clear vision for your show format, your unique angle, and how the content can break through the noise to connect with and engage your specific niche.

When marketing teams mention podcasting, executives often get nervous about the potential price tag attached. But the truth is, the days of ultra-expensive audio equipment and recording studios are long gone, and almost anyone can create a podcast with a few basic tools and a little practice.

“The days of ultra-expensive audio equipment and recording studios are long gone, and almost anyone can create a podcast with a few basic tools and a little practice.”

Start with a quality microphone — the Blue Snowball and the Blue Yeti are great budget-friendly options. Then, add some free recording software, like GarageBand if you’re using a Mac, or Audacity for any computer type. Finally, choose a podcast hosting and distribution platform to manage your audio content, and you’re off to the races. The up-front costs are low, and there’s plenty of room to grow as you gain experience and your podcast hits the mark with your audience.

If your company leaders still aren’t convinced, you can show them real-world data: E-commerce sales brand Privy launched a successful podcast for only $53 an episode.

Podcasts will also feed your content creation cycle

Consider repurposing existing content to keep costs down: Can that viral blog post be retooled as an audio narrative? If your content marketing strategy already leans heavily on video, can you turn your video show into a podcast? Emphasizing podcasting’s crossover potential is an excellent way to prove value and show leadership how it’s possible to keep costs under control.

Adding podcasting to your marketing channels is also a great way to bolster your existing content. Podcast clips can be recut and used for social media or blog posts or can even serve as the basis for an ebook once you have enough content to pull from. Rather than siloing your content, add audio as part of your overall strategy, with all of your content working toward shared goals.

Audio is also much easier to execute remotely. While even blockbuster Hollywood productions faced delays and rescheduled release dates because of COVID-19 restrictions, podcasting has been mostly unaffected, with hosts successfully recording great audio content from home. If your team will be remote for the foreseeable future, podcasting is a low-lift way to continue feeding your content creation cycle.

With all the advantages we’ve listed, it’s no wonder that brands are increasingly turning to audio production as a marketing tool. If all else fails, tap into your leadership’s FOMO (fear of missing out) and point out that they’ll risk getting left behind if they don’t take the leap soon.

“If all else fails, tap into your leadership’s FOMO and point out that they’ll risk getting left behind if they don’t take the leap soon.”

After all, brands of all kinds are now using audio content in their marketing strategy, from consumer-focused companies like Sephora and McDonald’s — who launched interview-style #LIPSTORIES and investigative The Sauce, respectively — to SaaS outfits like Slack (Variety Pack) and Basecamp (The Distance).

Many of these brands have had chart-topping success with their audio content. GE’s LifeAfter reached #1 on iTunes and is currently ranked #17 in science-fiction podcasts in the United States, despite being first released in 2015. Duolingo’s popular Spanish podcast is currently #1 in Education.


Content produced by brands can and does top the charts, and more companies are taking notice. Point out to your company leadership that no matter what market you’re trying to corner, chances are, at least some of your competitors have already started dipping their toes in the audio game.

But that doesn’t mean the market is saturated

At the same time, the market continues to grow year over year as new listeners discover and fall in love with the medium. In 2020, an estimated 37% of the U.S. population listened to podcasts monthly, and the average amount of time spent listening weekly increased by an average of 10 minutes per week compared to 2019.

As audio content becomes more popular, devices and technology are also optimizing for audio distribution. Apps like Apple Podcasts, Stitcher, and Spotify make it easy for listeners to download their favorites wherever they go, and devices like Google Home and the Amazon Echo offer listeners a convenient option at home. Even if the market is booming, your leadership team should know that there’s still plenty of space for your brand to find its audience.

We think that 2021 will be the biggest year for podcasting yet. Traditional advertising channels are increasingly saturated, and your audience is bombarded with targeted ads on every platform. And investments in SEO take a lot of time and effort to move the needle.

Branded audio content, on the other hand, offers a unique opportunity to cut through the noise. But if your executive team still needs convincing, maybe these parting words from Dave Gerhardt, CMO at Privy, will do the trick:

“For most companies today, competing in search is really hard and takes a lot of time. If you just blog, you’re going to have to write 100 blog posts to gain only a little bit of traction. I think the better thing to do is not play that game at all. Instead, do something big — make a show, start a podcast, or do an event. That’s how you’re going to get found today.”

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Video Marketing

How to Add Video to Your Content Strategy

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If you’re not already incorporating video into your content strategy, adding it in may sound like a daunting ordeal — but it doesn’t have to be.

Instead of developing a siloed video strategy, try looking at what you’re trying to accomplish from an overall content perspective, and then figure out how you can use video to complement your efforts.

Video content can fit into what you already have planned, help you create lasting connections with your audience, and move your metrics up and to the right. In this post, we’ll go over where and how to begin including video in your content.

The first step to optimizing your content strategy with video is to assess your existing content to see where you stand. What do you currently focus on? What are your goals? How can video help support these efforts?

Figure out which parts of your content strategy could be expanded, which ones may not be as clear or focused as you’d like, and which ones aren’t getting much engagement or leads.

Chances are, your best content will provide a ton of value, have little filler, and get lots of shares and engagement. Anything that doesn’t fit should be assessed — it may need to be repurposed or recreated.

Look back through your analytics to see which blog posts are already getting some love, but have the potential for much more engagement. These types of posts can often serve as great starting points for experimenting with video.

“Look back through your analytics to see which blog posts are already getting some love, but have the potential for much more engagement.”

If you’re looking for other places that could benefit from video, consider one of the following types of content:

  • Older content you’re planning on re-purposing
  • Social media content
  • Webinar registration pages
  • Consistent weekly or monthly content
  • Lead generation campaigns

Consistency keeps your business top of mind for folks who are consuming your content. If an ongoing video series can help you achieve your content goals, it’s worth experimenting with.

To begin, you can repurpose and expand upon concepts you have in other content pieces to create weekly or monthly video series.

With these consistent videos, you can answer questions from your audience, deep dive into different product features, or share recent news, while building relationships and brand affinity. Below is a great example from Rand Fishkin of Moz, who is famous for launching a weekly series on marketing and SEO called Whiteboard Friday.

These videos keep their audience coming back every Friday. They’re widely shared, and they help build trust between Moz and their community of viewers.

If you’re creating content that explains something to your audience, why not cater to all different learning styles with both written copy and video? Why not take the opportunity to liven up the information with a smiling face and some delightful background music? Many are familiar with the phrase “show, don’t tell.” With educational content, you can show your audience something and leave a memorable impression using video.

Product videos

Product videos are incredibly helpful for folks in the awareness or decision stage of the buyer’s journey. In fact, 95% of businesses who use video believe that it has increased user understanding of their product or service.

These types of videos not only clearly convey value, they also give you the opportunity to establish a human connection with your audience and show off your brand’s voice and style. We love this example of a product walkthrough video from Slack:

How-to videos

If they fit within your content strategy, how-to videos can provide your audience with lots of value. If you’re already publishing educational content — such as how to install your latest product, or how to use your product to level up — you can create quality videos for your audience to use, share, and engage with.

At Wistia, we create videos that teach our audience about production and marketing skills, so they can be successful with business video. Take, for example, the following video that’s included in our Library article about shooting overhead video.

This type of video content creates trust between the consumer and your brand. It can also serve as a vehicle for lead generation. With Wistia’s Turnstile feature, it’s easy to gate your videos and create larger campaigns around them.

“This type of video content creates trust between the consumer and your brand.”

Event invitations

Whether you’re doing physical events or online get-togethers, such as webinars or live chats, you can use video to grow your registration count. According to Wyzowl’s most recent video marketing survey, 83% of businesses who use video believe that it has helped them generate more leads. Adding video to your event’s landing page is no exception to this rule. We use promotional videos to add a bit of spunk to our invites and encourage people to register.

You can create a marketing strategy around your event invite video using email, social, and search tactics to spread the word. Plus, you video thumbnail can serve as a CTA in your promotion campaign. Through testing here at Wistia, we’ve found that on average, emails with video thumbnail images had higher click-through rates.

Odds are, you already have a social media strategy in place. You may post your blog content, photos of your team, links to interesting articles, or links to different areas of your site. According to Wyzowl, more than 65% of companies plan to incorporate more video across Facebook, Instagram, and LinkedIn in the next year.

Creating video content for social media platforms can boost your engagement and share counts and spread awareness about your business.

The best social videos are the ones that are tailor-made for specific platforms. You can create short videos that highlight your company culture, introduce your audience to a future event, walk through a product feature, or simply make someone laugh.

“The best social videos are the ones that are tailor-made for specific platforms.”

You can even add social video to your lead generation strategy by gating these videos using a Turnstile and a Twitter Card.

Adding video into your content strategy does not have to be difficult or expensive. You can set up a video studio in your office and work it yourself — no fancy help required.

You can purchase a DIY lighting kit that will make your shots look professional for under $100. You’ll need a camera, but before you start shaking your head at the cost of a DSLR — try recording a video with your iPhone first.

According to Wyzowl, 89% of marketing professionals feel that video gives them a good return on investment.

Once you’ve created your first video — make sure you have a solid promotion plan in place. And, be sure you have a video marketing platform that can help you measure the success of your efforts. From there, you’ll be able to easily track and measure the ROI for all of your video assets. Think through potential lead gen campaigns and how much a qualified lead is worth to your business. Soon enough, buying a quality DSLR for your shoots will be an obvious win-win.



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