How to Create Amazing Blogs out of Your Videos
Brands and consumers both agree that video marketing is rapidly becoming the preferred method of brand communication. Video content is a way for brands to visually and verbally communicate with their audience. Videos can cover a large amount of information in just a couple of minutes, which means they are worth their weight in gold when done correctly.
As most marketers know, there is not one golden piece of marketing to rule them all. Brands typically utilize multiple areas of marketing communication to speak with their audience. If you are investing in video content, your brand should strongly consider adding blogs/articles to your marketing mix.
Blogging has been around for quite some time. It was one of the earliest methods of long-form communication on the internet. It was, and still is, and effective way of communicating with your customers and becoming a thought-leader in your industry.
I’m going to go over some of the main benefits for establishing a blog/article stream for your brand, and give a high-level overview of how to write them. If you aren’t a writer, you can still find some great freelancers on sites like Upwork that will crank them out for you. Even if you are not doing the writing yourself, it is still valuable to read on and learn about what makes them so important and how they are written.
Approximately 70 million blogs are posted every month on WordPress alone, which means there is about 2.5 million blogs being posted every day. Those numbers are only capturing blogs posted on WordPress – that doesn’t cover the millions of blogs that are posted on Weebly, SquareSpace, Wix, Tumblr, and all of the other blogging platforms.
No matter how digital our world becomes, the desire to read will always exist. Blogs and articles are great reference tools for people researching and learning about a topic. When your brand builds a library of reliable and helpful blogs, it can help establish your brand as a thought-leader in your industry. Becoming a thought-leader establishes a layer of trust between your brand and your customers.
Any blogger can attest to the amount of work it takes to write several blogs per month – it can be overwhelming. Over time, you will get better at researching, outlining, developing, and writing your blogs. You will begin noticing that the blog that used to take you two days to write now only takes one day, then half of a day, and so on.
Brands are committed to putting in the hours to write blogs and articles. Writing can bring in two main areas of benefit: establishing your brand as a thought-leader, and boosting your website’s SEO so your brand is placed higher on search engine results. Reaping these benefits depends on how your content is written, and getting started!
In addition to establishing your brand as a thought-leader in your industry, blogging also improves your website’s SEO. Boosting your SEO is important if you want your blog to land on the first page of Google when your audience is searching for a specific topic. This leads to higher website traffic and new potential customers.
Google’s algorithm is complex, but there are certain things it looks for when determining what to place on the front page of its search results. You can get really in the weeds when looking into the best practices for SEO, but I’ll be keeping it brief and simple.
The length of your content is an important element that gets picked up by Google’s algorithm. There are many schools of thought on the ideal blog post length to improve SEO – ranging from 500 to 2,500 words. Writing more is generally better if you want to land on the first page of search results, but the ideal length for your brand will depend on what your audience engages the most with. According to a really awesome breakdown from CoSchedule, the ideal word count is usually closer to 2,500 words.
The frequency of your blog posts will earn you points as well. Similar to the word count, more is generally better. The same CoSchedule study found that brands posting once per week had a 66% chance of getting a customer to land on their website.
Your posts should also include plenty of images. Posting an image approximately every 200 words will improve your ranking on search engine results. Adding images and clickable links will keep it light and easy for your customers to read while also attracting the attention of Google’s algorithm.
From video to blog
Turning your marketing videos into blogs is a lot easier than you may think. A lot of the work is already done – you have a topic and a rough outline for what you’re going to write about. Your video should be used as a high-level guide to accompany your blog post. Placing your video at the beginning of your blog will increase user engagement – for the video and the blog.
Your next step is creating an engaging blog title. Your title will drive the amount of traffic and shares you receive on your blog – it’s important to keep it short, relevant, and engaging. Luckily, there are tools out there to help you create incredible headlines. My personal favorite is CoSchedule’s Headline Analyzer. It looks at your headline and gives recommendations on how to make it stronger. Once your headline is “green”, you are ready!
Once you have your title and outline, it’s time to start writing. Start by getting a script of your marketing video. Your video script will guide your writing points and help you organize your thoughts for the blog. Your video and blog should go together seamlessly – each of them complimenting the other.
Another tool I cannot recommend enough is Grammarly. Even if you are a stellar writer, Grammarly will help you be better at accomplishing your writing goals. It proofreads your content and suggests revisions based on the writing goals you have selected. It also checks for plagiarism so you can rest assured you can keep yourself legally covered with everything you write.
Make your outline
When you are gearing up to write your first 2,000+ word blog post, you’ll quickly find it’s a lot larger of a beast than you originally planned for. To curb that anxiety, just remember how to eat an elephant – one bite at a time. Building an outline for your post will help you visualize the bites you need to take to get finished. After you’ve determined your blog topic, your outline is the next step.
Every blog has three main components:
The first sentence is the hook that grab your reader’s interest. Take a few minutes and make it as strong as possible.
Use the rest of the introduction to lay the groundwork for your blog. Keep the information high-level and get your readers interested to read further.
The vast majority of the content you write for your blog will fall in this section.
Keep your thoughts organized and create sections for your readers. Giving your
Summarize your points and wrap it up
Two paragraphs is the best length
I generally like to keep my intros and conclusions about the same length. The body of your post can be broken out into several different subject areas that you plan on discussing with your readers. Once you have the blog post outlined on Word (or the writing app of your choice), you are ready to begin writing.
Before we go any further, let me give you the best blogging advice you will ever hear – write first, format later. Formatting and editing your content as you write it will only slow you down and hinder your creative juices from flowing. Just write it all out and be creative. When you’ve written everything, you can begin the formatting and editing process.
Putting a word count goal next to each section of the outline is a great way to keep yourself focused on tackling one bite at a time. You can truly focus on each section and write until you’ve met all of your writing goals.
Being yourself when writing is essential for keeping content authentic and engaging. We’ve been instructed to write academically for a large part of our lives. It’s hard to shake that and write “real”. Believe me, it is a lot easier to do than you may think.
When you write in your own voice, it makes your content feel conversational and easy to read. It also makes it easier for you to write which is great when you have a lot of content to write. Personifying your brand is one way to convey authenticity. Consumers prefer authentic content because it is relatable and makes it easier for your audience to connect with your brand.
Having content with authenticity comes with several indirect benefits. Consumer’s engage with authentic content, and are more likely to share it with the people they are connected with online. The more your content is shared, the higher your website traffic and social media impressions rise.
Telling your brand’s story is another way to be authentic. We’re all overwhelmed with the amount of information we see, read, and hear every day. Brand storytelling helps you get straight to the point and communicate why your brand is valuable. Our brains are hardwired to listen to stories – it’s the easiest way for us to process information. Telling a compelling story will captivate your audience and builds trust between your brand and audience.
Use relevant sources
Using relevant sources builds your credibility as a knowledgeable blog writer. No matter how often your industry changes, your sources should always be up-to-date for the topic you are covering.
When I began writing blog posts for the video marketing industry, I was shocked to see how much BS was out there. I found articles that discussed the “important video statistics marketers should know for 2019”, and people were using sources from 2016! Marketing stats from three years prior have no business in a post about today’s marketing statistics.
After making this shocking discovery, I learned my next big blogging lesson – always trace your sources. Referencing a bad source makes your post unreliable as well, and it can happen easier than you think. Researching blog topics can be a long process, but it’s worth the extra time. Verifying your sources will set you apart from the corner-cutting blog writers, and further establish your brand as a reliable thought-leader.
Getting into the world of blog writing can bring about several benefits for your brand, but it takes a lot of work. Writing can be a daunting task if you aren’t prepared for it. Spending time on the prep and organization beforehand will save you stress down the road. These are some of the helpful apps and tools that will make your life as a blogger so much easier:
Grammarly – for proofreading and editing
CoSchedule – for headline analysis
BuzzSumo – an extremely robust search engine for research
Bear – a simple, distraction-free writing tool
Upwork – to find freelance writers
Unless you are a writing professional already, you will likely spend several hours working on your first blogs, and that’s perfectly fine! The hardest part about writing is getting started and staying motivated. Setting a daily writing goal to slowly chip away at your workload will help you stay motivated and on schedule.
Making the commitment to turn your videos into blogs will be a long-term benefit for your brand. Over time, your brand will establish an impressive library of resources for your audience to rely on, and your brand will slowly establish itself as a thought-leader in your industry. Although it requires a few extra hours of work, blogs will drive an even larger ROI for your videos, website, and social media.