Content: The first step to a successful website

What is content creation?

A definition of content creation is: ‘the creation and sharing of relevant, valuable and entertaining information through your own channels with the aim of attracting potential customers to your organization’. Content creation can take different forms. Think of blogs, social media messages, newsletters, videos, case studies, animations, infographics, etc. Important for any form is:

• Relevance: is the content interesting for the visitor?
• Value: is the content useful for the visitor?
• Entertainment: does the content provide enough entertainment?

These 3 characteristics show that the customer is central and not your product or service. Content creation is about customer loyalty: strengthening the relationship with the customer. All content that you post must be developed with this aim in mind. Writing a text just as quickly does not fall under content creation.

What isn’t content creation?

According to the POEM model, there are 3 types of media that you can use for your organization:

Paid media: all media expressions that the organization pays for, including advertisements in Google, social media advertisements and display advertising.
Owned media: all forms of content that the organization itself manages, including the website, e-mail newsletters, social media channels and leaflets.
Earned media: All media expressions about the organization that is developed by customers free of charge, including reviews, blog posts, social media messages, and word-of-mouth advertising.

In recent years there has been a shift from paid media to so-called owned media. And that is not so strange. Characteristic for the owned media is the relatively low costs and control over their own publications. Content creation is, therefore, part of owned media. Paid media and earned media are more promotional in nature. These are used to promote the organization’s products/services. Content creation is all about the needs of the visitor. Do you have to forget about the other two types of media? No, a combination of these three will provide the most results.

What about curated content?

Curated content involves the sharing of information from others, such as blog posts, but retweets are also part of curated content. Is curated content a form of content creation? Yes and no. Curated content may seem a good way to quickly create a lot of content. But sharing content from others is not creating content. So be very careful with this, since you are not the owner of the information. Do not place whole articles from another website on your own website to avoid duplicate content. And always determine whether the content offers enough added value for your visitors. Curated Content is often suitable for social media or your newsletter, but always add something of your own.

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How does content creation work for your organization?

Many entrepreneurs hope that by creating content they will immediately get more visitors and sales, but that’s not how it works. Content creation provides a greater reach/more visitors, is interesting for linkbait and strengthens the relationship with (potential) customers.

Starting content creation

In addition to our own blog, we often develop a content strategy for our clients. These are our best tips for getting the most out of your content:

1. Be innovative. This is perhaps one of the most important tips! Before you start writing, find out what the competition is saying. You want to create content that is just that little bit better, more complete or the most inspiring. Visitors aren’t interested in reading the same thing on 20 different websites, so differentiate yourself.
2. Do keyword research. Optimizing content for a keyword for which there is no search volume is a missed opportunity. We have also made this mistake on occasion. Before you start writing a blog post, we therefore really recommend that you perform a keyword search.
3. Pay attention to old content. Many articles you wrote 2 or 3 years ago can use an update. Therefore, divide your time between writing new articles and optimizing old content. Perhaps an update will allow you to score your old content much better later in the search engine and among your visitors.
4. Analyze which type of content works best. Every industry is different. (Potential) customers have different needs and problems and it’s up to you to solve them. There is no golden content formula that tells you what type of content works best. Analyze which content is read the most and which conversions do/do not work.
5. Do not try to convert at all times. As we said before, content creation is not about promotion. So be selective with your conversions. Don’t place more than one conversion per page and only place a conversion if it’s also relevant!

Tips for original content

Finally, we also want to talk about the content of your content. This is one of the biggest stumbling blocks for entrepreneurs. Thinking up good blog topics is not as easy as it looks. As content creators, we always look into the customer, and try to think about what problems/questions we could solve. Do you have no inspiration? Use our 3 tips for unique content:

Dare to compare!

Many organizations are hesitant when it comes to product comparisons, but this is a missed opportunity. How nice would it be if you could also be found on the product names of your competitors from now on? Compare your own product with similar products from your competitors. Be objective and also mention the positive characteristics of the other products. This is a great opportunity to show what is so good about your own product.

Dare to reveal secrets

Many entrepreneurs are afraid of losing their added value if they reveal their secrets. We would like to refute this idea. By giving secret tips, you can bind customers to your organization and show that you are the specialist. An example! There are only a few restaurants that create content yet. Why not? By sharing recipes (of dishes that are also on the menu), you can get more awareness and thus more guests. Are you afraid that guests just stay away? Share recipes that will soon disappear from the menu. Accountants and photographers can also benefit from sharing their expertise. For example, by sharing tips for the tax return or photo editing tips.

Get the help of your customers

This can be done in different ways, but the principle remains the same. “Ordinary” people are seen as more reliable than organizations. For content creation, it offers advantages if your customers help to create the content. The simplest way is to post an interview. Make sure that the questions are interesting for your target group. Of course, you can also go a step further and show how customers use your product. For example, an interior design store can show how different customers have placed a popular cupboard in their home or have the customer record a video of how he put together the piece of furniture. This kind of content is also shared more quickly by the customer, which in turn leads to more familiarity/visitors!

Is content creation the way to reach your customers?

Content creation offers advantages for search engine optimization, customer loyalty, and awareness. We think it is the ideal way to reach your (potential) customer in an honest and informal way. In addition, we think that this form of online marketing is suitable for every organization. Are you not sure how content can reach your customer or do you want to know more about the latest content creation trends? You can always contact us!

FML Marketing Content Marketing

Thank you for reading our blog: Content: The first step to a successful website. Get in touch with us for more information about content marketing.

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GET INSPIRED!

A lot has already been made, so you do not have to reinvent the wheel. Take advantage of that. View many examples and pay attention to what you think is good. Archive the favorites so that you can use them as inspiration. Do you want to get inspired right now? View the examples at the top of this page!

VIEW YOUR COMPANY FROM YOUR CUSTOMER

It may seem strange, but a corporate film is not really about your company. It is ultimately about your customers. It has little meaning to just show what you do. That does not affect your customers. They want to know: “What’s in it for me?” So think carefully about what your customers think is important. With what problems do they run and which solutions do you offer as a company? Translate your company’s strengths into concrete customer benefits. For example, your company has a large stock. Good, but what does the customer have? Well, that you deliver quickly because of this! That is the customer benefit that you have to communicate.

USE STORYTELLING FOR MORE EXPERIENCE

The term ‘storytelling’ actually says it all: tell a story. With a good story, you create an experience and give meaning to the message. Go for the story of your company looking for your added value: what drives you, why does your company matter? Do not fall into the pitfall by just telling what you do, just why.

ACTIVATE THE CUSTOMER IN THE FIRST 20 SECONDS

The headline of the story – about the first 20 seconds of the corporate video – is crucial. Then customers decide whether they find it worthwhile to look further. Do not start with a logo, however logical this seems. In the time that the logo is in the picture, viewers are already bored. You have to activate customers in that first 20 seconds, otherwise most of them will turn away. We call this the 20-second rule at Playforward. But how do you activate customers? Make sure you outline a recognizable problem or situation that makes them feel addressed. That is reason enough to keep looking. Then present your company or product as the solution. That way you stimulate your customers and make the company film extra convincing.

KEEP YOUR MESSAGE SIMPLE

A good story is always simple. The more difficult it is to understand, the faster we lose our attention and the less convincing it is. Make sure that the company film tells a simple story. A good approach to this is to bring things back to the core. What is ‘buttom-line’ now that matters?

MAKE A SHORT BUSINESS VIDEO

Time is scarce, especially online. Making a short company film is therefore essential. The longer, the more difficult it is to hold attention until the end. A good length is 1 to 2 minutes. In order to convey the message within that time, it is essential that you make choices and dare to leave out details. Keep in mind that you do not have to tell everything and especially make customers curious about more.

TELL YOUR STORY IN THE ACTIVE FORM

The way in which you tell the story is at least as important as the story itself. Always tell in active form and avoid the leading form as much as possible. With activating texts, your story is simply more powerful. For example: “This gives you a lot of value.” Sounds stronger than “This can give you a lot of value.” Always use spoken language instead of writing language that you use in brochures. Words like ‘however’ or ‘after all’ are really blacklisted!

DARE TO CLAIM THAT YOU ARE GOOD

You have to be convinced of yourself and dare to claim that you are the best at something. Do not nuance, because that takes the power out of the message. This applies to both the benefits of your company and your choice of words. Avoid words like ‘often’ or ‘usually’. That kind of words immediately bring the sentence into mind, but not always, and thus flatten your message.

MAKE SURE YOU WILL BE TIMELESS

You use a good company video for years. In this way you can earn back the costs for a company movie over several years. Make sure that you make the message timeless and avoid information that is barred, such as the 50th anniversary. This type of information shortens the shelf life. Unnecessary, because it is easy to avoid. For example, use the text “Since 1950” when you talk about the existence period of the company.   

MAKE IT PART OF YOUR (DIGITAL) MARKETING 

A company video does not stand alone; it is part of your complete marketing. Make sure that it fits well with your other statements, such as website and brochures. This way, it strengthens each other and you get a consistent communication. This applies to both content and form. 

SAVE THE MOUNTING PROJECT OF THE OPERATING VIDEO

Your company does not stand still. Therefore, ensure that the raw footage and the assembly are retained after delivery. If something changes, for example, the logo, it can be easily updated. Talk to the video marketing agency to save the footage and editing for a number of years.

MAKE YOUR COMPANY PROMO FINDABLE (VIDEO SEO!!)

Strangely enough, we still often see that companies have not really thought about the publication. Company films therefore often remain a bit hidden. Sin! Work out a simple publication plan for the company film in advance. What should not be missing: a prominent place on the website, uploading on Youtube with a smart, attractive title and sharing via social media.

Discover the benefits of Video Marketing for Search Engine Optimization.

The post 12 tips for making a company promo movie appeared first on FML Marketing.

Rank higher on Google

Previously, Google showed a video rich snippet in the search results if the page was formatted correctly. Since the summer of 2014, this almost exclusively happens with results from YouTube. This caused major changes in video SEO: YouTube became a must-have instead of a should-have option.

Hosting on YouTube – A must have

If your videos are mainly for name recognition and a wide range, then uploading your videos to a platform like YouTube (or Vimeo for example) is a good idea. This way, the videos themselves will rank higher on Google. In addition, a video rich snippet (see image) and visitors of YouTube (the second-largest search engine in the world!) Can be found there. That is why YouTube is a must have. In addition, the YouTube player functions well and not unimportantly: YouTube is free. The disadvantage is that all traffic goes to YouTube itself and not to your own site. Converting is, therefore, more difficult and you do not benefit (in terms of SEO) from all clicks, likes, and shares.

Self host or Wistia: could have

Do you want to achieve with your videos that your own domain rank higher in search engines and that you get more traffic and conversions? Then you have to make sure that you host the videos on your own server, or via a platform like Wistia. Although this costs money, it is the way to ensure that all backlinks and traffic arrive at your own domain. This is again favorable in terms of SEO value, and also makes it easier to make visitors convert. The disadvantage is that you are missing all traffic on YouTube and it is difficult to get high and striking rankings in Google.

Best of both: should have

If you’re going to host your videos or use Wistia yourself, you can of course upload videos on YouTube to reach those visitors. You can use YouTube as a channel that you organize to send additional traffic to your own website. Crucial to this are, next to high vines, click through to your site. Make sure that it is as easy as possible to click from the YouTube video to your own domain. So there has to be a link at least once in the description, but you can also annotate in the video itself and make a final card. In addition, people must be convinced to click through. Think of visual, emotional, social and informational triggers.

Video Marketing Solutions Marbella & Estepona

If you are looking for professional advice for your business or promotional videos? Contact FML Marketing today, or visit our Video Marketing page first!

The post Video SEO: Higher in Google with video marketing appeared first on FML Marketing.

The benefits of video

The use of video has many positive effects. It is no coincidence that companies are increasingly opting to use video in their content strategy. These are the main advantages:

• You transfer more information in a shorter time because the brain processes images much faster than text. The information is also better remembered.
• When people watch a video, they stay on your website for longer. Thanks to the higher reading time, you will not only stay in the spotlight for longer, but your position in Google will also be strengthened.
• Whatever your marketing goal is: the effect will certainly increase with the aid of video! For example, you get more clicks in your newsletter, you sell more products on a sales page and you create more interaction on social media.

Different types of videos

Already convinced of the power of video? Beautiful! Then it is now time to compare the different forms. Not every type of video will fit your business (goals).

Ads
The oldest form of corporate videos is obviously commercials on television. And this form of advertising is also extremely popular. However, advertising in the form of video nowadays has many more possibilities. So you can also choose to show a short advertisement for specific YouTube videos. That way you can show the advertisement to a targeted audience, no matter what branch you work in. The result? More impact! It is important that the video is catchy and conveys a clear message within a very short time.

Product videos
Before you make an important purchase, it’s nice to know how the product works. In that case, images tell you more than words. Using a product video, you as a company can transfer important information in a playful and striking way. A product video can be inserted in different ways, namely:

Introduction: the characteristics of a new product
How to: extra explanation and instruction on the use of a product
Review: A comprehensive test of the product (sometimes compared to a similar product)

Webinar
When video is used as an educational form (with various speakers), we also call this a webinar. This is an effective way of conveying information because it has been proven that people can remember the message better thanks to a video. Interesting for (high) schools, but also for other organizations that want to transfer their expertise.

Do you want to inform your customers about your work or about a new approach? Then you can organize a webinar, for example with experts from the profession and professionals within your organization. A webinar is also an attractive internal communication tool for large companies. In this way, all employees are aware of important announcements, wherever they are. People can watch live, but in many cases, a webinar can also be watched.

Explanation videos in the form of animation
You want to transfer important information in the right way so that everyone understands you and memorizes the information. When it comes to complicated information, it is, therefore, wise to explain in the form of an animation. Airlines and hospitals, for example, opt for this form of explanation videos to ensure that the information is clear and understandable.

Social virals
It is becoming increasingly difficult for companies to stand out on social media. But when a message from a company generates genuine interaction, you can still count on a wide range. And let us now just have discovered that videos provide a higher interaction.

Are you succeeding on social media to generate a huge amount of interaction with a striking video? Then you are dealing with a viral. This is a video that quickly becomes extremely popular because people like to share the video with their friends. Incidentally, this is not the case with commercial videos. You have to respond smartly to the interests of your target group to score high here.

Business vlogs
Vlogging is no longer to be forgotten in the world of video in 2018. With a vlog, you can communicate with your target group in a personal way. In the first instance, vlogging was mainly reserved for ‘influencers’ who had already built up a large network of followers online. In their videos, they tell what interests them and occasionally share some sponsored content. Because when known vloggers recommend a product, this has a lot of influence on their followers.

Do you not have a big budget? Then vlogging still offers possibilities. Nowadays we also see companies that employ their own employees. There is even the possibility to hire a business vlogger. The impact of a relatively unknown person obviously differs from that of a known influencer. One of the people that significantly increased his reach with video blogging is American entrepreneur Grant Cardone.

Livestreams
Almost every social media channel is now equipped with the ‘live stream’ option. The name says it all: a live stream is a video that is played in real time. In principle, this is much like a webinar, but a live stream is to a lesser extent intended to convey knowledge and information. The atmosphere is more informal and personal. This is the perfect way to give a look behind the scenes or to let an employee speak for example. Keep in mind that you do not get a second chance to do it again.

Business story
Nowadays it is no longer just about ‘what’ an organization sells, but also about ‘why’ you sell this. People simply want to know what kind of company they have to deal with. By displaying your company story, your target group gets to know the personality behind the company. With your own vision, you can inspire them and build a deeper connection with them.

Testimonials
Besides the fact that people want to know who you are, they also want to know how others think about you. You can, therefore, choose to let satisfied customers speak in a testimonial. By showing the experiences of others in a transparent way, you come across as reliable and honest.

FML Marketing – Video Marketing content strategy

Are you interested in making a video for your company? Or are you curious what we would advise in this area? Let us know! At FML Marketing we are happy to help you! We are located on Avenida Litoral 45 Estepona and serve clients in the Netherlands, the UK, and Costa del Sol. (Gibraltar, Manilva, Estepona, San Pedro, Marbella, Málaga.)

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