Integrating your video strategy with your blog strategy • Yoast
Whereas we reside in a video world, blogs aren’t going wherever. As Cindy factors out in her submit about the future of blogging in a video-obsessed world, there’s nonetheless house 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’s room for written and video content material in net advertising. Let’s learn the way to combine your video and weblog methods.
A distinct expertise
The core distinction between video and on-line writing is client expertise. Written content material requires lively participation from the reader. They have to decide which sections to deal with and at what tempo to take the data.
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 degree.
In right this moment’s mixed-media world, the most effective use of blogs and movies is an built-in technique. In such a technique, 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 very best to transform into movies, giving them further life past your weblog. You possibly can submit these on YouTube and social media. As well as, you need to use these to enhance 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 submit is written with the voice and experience of a person, listening to from that particular person on digital camera helps so as to add authenticity and credibility to the submit itself. It ensures the core message will be distributed throughout social media extra successfully.
The best approach to do that is to plan for a speaking head video after writing the submit – 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 digital camera. Speak your approach via 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.
Usually, 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 might have a YouTube channel that’s driving a number of views? Do you appear to get a number of engagement together with your video posts on LinkedIn? Take into consideration how these movies would possibly have the ability to be tailored to a written type.
Typically, you could be creating a fast video based mostly on an thought, and lo and behold, it appears to resonate together with your viewers or choose up a number of views from a YouTube search.
Maybe it’s then value enthusiastic about whether or not there’s a blog-style execution of this concept that will work. Examples of this could be an inventory 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 strategy to get going right here is to tug out the transcription of the video. After you have 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 may then export it to Phrase or Google Docs.
In case your video is rambling or unstructured, you need to 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 sorts on the net is way more fluid than ever. Weblog posts can embody video embeds, photos, audio, interactive components, and extra.
Contemplate situations the place a mixed-media strategy could also be preferable to only pure textual content. Discover out the place the totally different media sorts can help each other. Recipes, for instance, are sometimes nice after they embody lists of elements, 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, take into account earlier than drafting the potential for video as a part of any posts you’re writing, and bake that into the inventive course of. Even in the event you don’t have manufacturing assets to do greater than a easy speaking head video, it might probably assist with EEAT elements. You possibly can reveal authenticity and use the private connection supplied by video to construct belief.
Don’t neglect to implement Video search engine optimisation
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 optimisation — 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 net search.
This implies you need to use video to enhance person expertise and drive extra site visitors to your weblog!