Whereas we reside in a video world, blogs aren’t going wherever. As Cindy factors out in her publish about the future of blogging in a video-obsessed world, there’s nonetheless area for blogs and written content material in a world dominated by short-form movies. As TV hasn’t precipitated the demise of books or newspapers, there may be room for written and video content material in internet advertising. Let’s learn how to combine your video and weblog methods.
A distinct expertise
The core distinction between video and on-line writing is shopper expertise. Written content material requires energetic participation from the reader. They have to decide which sections to deal with and at what tempo to take the knowledge.
Video is a extra passive type of consumption, the place the creator determines the operating time and controls the expertise. You possibly can’t skim-read a video. It additionally performs throughout conceptual, visible, and aural colleges, whereas textual content solely connects with us on a conceptual stage.
In as we speak’s mixed-media world, the perfect use of blogs and movies is an built-in technique. In such a technique, every type influences the opposite and works collectively.
There are a number of methods you may take into consideration getting began.
Flip your weblog posts into movies
Sure posts are ultimate to transform into movies, giving them further life past your weblog. You possibly can publish these on YouTube and social media. As well as, you should use these to reinforce and enhance the standard of your weblog posts.
The weblog posts that are likely to work finest as movies are these with a powerful particular person editorial perspective. We all know these as “op-ed” sort content material in conventional journalistic language.
When the publish is written with the voice and experience of a person, listening to from that particular person on digicam helps so as to add authenticity and credibility to the publish itself. It ensures the core message may be distributed throughout social media extra successfully.
The best manner to do that is to plan for a speaking head video after writing the publish – both as a monologue or an interview.
Firstly, reverse engineer your article to find out the theme (core message). Discover the factors that assist discover and clarify the theme.
Write these down, after which sit in entrance of a digicam. Speak your manner by them, or construction a extra formal interview the place an interviewer asks questions on every level to get you (or the author) going.
These movies can then be edited to incorporate branded visible components, textual content overlays, and cropped for the optimized formatting of various platforms.
Typically, it’s higher to shoot 16×9 horizontally, with the expertise’s face within the middle of the body. From there, crop these to create vertical movies for TikTok and Instagram.
Flip your movies into weblog posts
Do you will have a YouTube channel that’s driving numerous views? Do you appear to get numerous engagement together with your video posts on LinkedIn? Take into consideration how these movies would possibly be capable to be tailored to a written type.
Typically, you is perhaps creating a fast video primarily based on an concept, and lo and behold, it appears to resonate together with your viewers or choose up numerous views from a YouTube search.
Maybe it’s then value desirous about whether or not there’s a blog-style execution of this concept that will work. Examples of this is perhaps an inventory of step-by-step directions for a tutorial concept or a number of slides and pictures with supporting textual content explaining what they present.
A easy approach to get going right here is to drag out the transcription of the video. Upon getting that, reformat it into plain textual content, after which use this as a foundation to edit. Instruments like Descript are nice for pulling the transcription from any video, and you’ll then export it to Phrase or Google Docs.
In case your video is rambling or unstructured, you should use ChatGPT or one other LLM AI to summarise the core factors in additional of an article type.
Keep in mind that the character of media varieties on the net is way more fluid than ever. Weblog posts can embody video embeds, pictures, audio, interactive components, and extra.
Take into account situations the place a mixed-media strategy could also be preferable to only pure textual content. Discover out the place the totally different media varieties can help each other. Recipes, for instance, are sometimes nice once they embody lists of substances, a abstract of the strategy, some supporting copy, a picture of how the ultimate product is meant to look, and a video demo.
So, as you intend out a content material calendar, take into account earlier than drafting the opportunity of video as a part of any posts you’re writing, and bake that into the artistic course of. Even when you don’t have manufacturing sources to do greater than a easy speaking head video, it could assist with EEAT components. You possibly can reveal authenticity and use the private connection supplied by video to construct belief.
Don’t overlook to implement Video search engine optimization
One of many nice advantages of including video to your weblog posts is that these pages can rank in video search and Google natural search.
By implementing Video search engine optimization — which Yoast Video SEO for WordPress automates — your weblog posts can seem within the “movies” tab in Google and typically as video outcomes with a wealthy snippet in common internet search.
This implies you should use video to enhance consumer expertise and drive extra site visitors to your weblog!
Phil Nottingham is a advertising strategist who specialises in video search engine optimization and model technique and SEO.
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