Whereas we stay in a video world, blogs aren’t going anyplace. As Cindy factors out in her put up about the way forward for running a blog 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 net 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 lively participation from the reader. They need to decide which sections to concentrate on and at what tempo to take the data.
Video is a extra passive type of consumption, the place the creator determines the working time and controls the expertise. You may’t skim-read a video. It additionally performs throughout conceptual, visible, and aural schools, whereas textual content solely connects with us on a conceptual stage.
In right this moment’s mixed-media world, the very best use of blogs and movies is an built-in technique. In such a method, every type influences the opposite and works collectively.
There are just a few methods you may take into consideration getting began.
Flip your weblog posts into movies
Sure posts are perfect to transform into movies, giving them further life past your weblog. You may put up these on YouTube and social media. As well as, you should utilize these to enhance and enhance the standard of your weblog posts.
The weblog posts that are likely to work greatest as movies are these with a robust particular person editorial perspective. We all know these as “op-ed” kind content material in conventional journalistic language.
When the put up 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 put up itself. It ensures the core message will be distributed throughout social media extra successfully.
The best manner to do that is to plan for a speaking head video after writing the put up – 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 heart of the body. From there, crop these to create vertical movies for TikTok and Instagram.
Flip your movies into weblog posts
Do you’ve gotten a YouTube channel that’s driving lots of views? Do you appear to get lots of engagement along with your video posts on LinkedIn? Take into consideration how these movies would possibly be capable of be tailored to a written type.
Generally, you is perhaps creating a fast video primarily based on an thought, and lo and behold, it appears to resonate along with your viewers or decide up lots of views from a YouTube search.
Maybe it’s then value fascinated with whether or not there’s a blog-style execution of this concept that will work. Examples of this is perhaps a listing of step-by-step directions for a tutorial thought or a number of slides and pictures with supporting textual content explaining what they present.
A easy option to get going right here is to tug out the transcription of the video. After 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 utilize ChatGPT or one other LLM AI to summarise the core factors in additional of an article type.
Do not forget that the character of media varieties on the net is rather more fluid than ever. Weblog posts can embody video embeds, pictures, audio, interactive components, and extra.
Contemplate situations the place a mixed-media method 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 tactic, some supporting copy, a picture of how the ultimate product is meant to look, and a video demo.
So, as you propose out a content material calendar, think about 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 might probably assist with EEAT components. You may show authenticity and use the private connection supplied by video to construct belief.
Don’t overlook to implement Video website positioning
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 website positioning — which Yoast Video website positioning for WordPress automates — your weblog posts can seem within the “movies” tab in Google and generally as video outcomes with a wealthy snippet in common net search.
This implies you should utilize video to enhance person expertise and drive extra site visitors to your weblog!
Phil Nottingham is a advertising strategist who specialises in video website positioning and model technique and SEO.
