Video is the hottest new communication tool for websites. It's easily shared, helps spread word of mouth faster, and is highly preferred by customers overall. In fact, an email with a video is 30% more likely to be opened. This statistic cannot be ignored, and marketers expect to see more websites converting to videos in the year 2014 than in any other year.
This does not mean, however, that content is out. Many times, a video will be accompanied by paragraphs of content. This might not make sense to those who click the video and gather the same information as is presented in the content, but there is a very real reason for including content with an online video. Readability and Clarification Logically, an article needs to be readable, even when there is a video included. The content attached to a video creates a readable element to the video, where a viewer can further clarify the video's message. While the video may explain the message clearly, the content reiterates that message and gives the reader a second method of receiving the message. Luckily, any users who opt for video only may do so, as the content is typically listed after the video. Different Types of Absorption As with academic learners, Internet surfers have different types of comprehension. Each person absorbs information in a different manner. Some people prefer their information in an audible form while others desire a visual aid. The video combined with the content covers both areas. When a video stands alone, it can easily be ignored by the visual learners, who desire words on a screen over an audible piece. Adding content to video adds a level of reach that might be missed with video alone. Sneaking Content Into The Day Many people admit to sneaking in a few articles during their work or school day, when work is slow or when they are waiting for the next project to begin. Matching content to video pulls these people in; perhaps there is no opportunity for audio or they cannot turn on a video for fear of disturbing others around them. Reading an article is the only option for these people, so skipping content on videos will only increase the bounce rate. Overall, including content with a video only increases the reach of the video. More people will be inclined to click on the link to either read or watch the information. It is always a good idea to hire a freelance writer who can convert the video into website content.
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Content curation is quickly becoming the way to get content for a website fast. It's cheaper than creating original content, and it creates a position of leadership within industries. Those who curate content become known as thought leaders, and subsequently, their websites become the "go-to" sites for updates on the latest trends in that specific niche. A growing number of marketers view content curation as a fast answer to the growing need for content on websites, and most feel there is no moral implication to it, as long as credit is properly paid.
Companies and marketers are failing to see, however, that there are specific moral implications to content curation. Even when credit is paid to the original author or website, the information quickly becomes repetitive when a curator simply copies and pastes content onto the business website. Imagine searching for a term and finding the same article repeated on different sites. The credibility of the websites deteriorates when content is clearly copied, even when the author and original site are credited. Some marketers will curate content and rewrite it to disguise it as a unique piece. The morality of this mistake should be obvious - a writer has conducted the research and arranged the information to make sense to the industry. Rewriting the article for use on a new site discredits the work of the original author and should be considered morally wrong. While most companies don't get caught when this happens, there is always a chance of human error. The content could match enough to be caught as plagiarized, and the company that copied will be discredited. While content curation is nice for a quick fix, it is never a good idea for long term blogging solutions. Hiring a freelance writer outside the marketing department is always cheaper than an on-staff writer, and when the writer produces original content, the chances of discrediting through plagiarism are non-existent. Curate content for a website emergency; purchase original content from a freelancer to appear as a real industry authority. |
AuthorRebecca has been blogging for ten years. She'd love to help you fill your blog! Archives
August 2019
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