Replacing Content with Videos

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If your company’s website content is a total snore, there’s still hope for you to create an enchanting experience with your would-be customers before they hop off your site and go on to greener pastures. The path to replacing content is a simple one: Add more videos.

Quick and informative videos not only add unique content to your site, they also provide fast content without having to read paragraphs of information. Who has time for that? You may think there’s no way to incorporate videos into your paper printing company or sock manufacturing business (we’ll use these for examples), but here are five easy ways to do just that.

  1. Instructions and tutorials. If you are trying to learn to use/do something, it’s best to show, not tell. Having a link to a video attached to your product will give customers immediate access to your website, Vimeo or YouTube channel, where they can learn how to use your product. For example, if you sell specialty paper, give them a tutorial on how to antique the edges for a distressed look, or how to correctly load transfer paper into their printer. For the sock enthusiasts, give them tips on how to keep them in pairs (pinning in the wash!), avoid blisters, or discuss appropriate wear (such as running vs. dress wear).
  2. Product demonstrations or features. This is the show-and-tell portion of your website. These videos offer an opportunity to demonstrate something about what you’re selling. The paper printing company might demonstrate how their paper is made, or how the printers work in their offices. The sock manufacturer could show the high-quality process of how their socks are made or the staff behind the magic-making in an interesting learning video. These videos also give you the chance to show how your product or service stacks up against the competition.
  3. Drawings or giveaways. What better way to host a drawing or giveaway than to debut a fun and informative video with all of the rules? Have fun with these! The idea is to get as much participation as possible, because ultimately, contests are just another way to market your business. Use screenshots, b-roll and other clips to spice up the video.
  4. About Us sections and company profiles. Rather than talking about yourself, why not show your viewers who you are? These are especially fun for employee bios, which are much more interesting than stiff and generic information next to a Lifetouch-esque headshot (does anyone actually read those anymore?). Embed a short biography video on each employee’s profile page on your website, and give them an opportunity to introduce themselves. Likewise, have the CEO or President show viewers around the office in a video housed on the About Us page.
  5. Media coverage. Don’t forget to show off your media coverage! This is especially important with any television coverage. If you only have print or digital coverage, that’s okay! Simply put together a video slideshow or take quotes from articles you’re mentioned in and create a fun animated text video. Gather some testimonials and sprinkle them in for a boost of validity.

There are a lot of different ways to incorporate video into your website content. After all, a study by Unruly discovered that those who watch videos are 97% more likely to make a purchase after viewing it and become 139% more aware of your brand! For a professional looking video, hire a video production company to shoot and edit it for you. You’ll save time and money.