Content Marketing

6 reasons why video in content marketing is hot right now

By | Content Marketing | No Comments

As referenced in Zoolander, video is so hot right now. Very hot.

It’s probably no secret that video content is on the rise, especially when it comes to digital marketing. Think of all the videos that you’re seeing on Facebook now and, since Snapchat came along, both Facebook and Instagram have released a story feature in response. YouTube is now the second largest search engine after Google, and has over four billion views a day. More and more brands are turning to video to tell stories, and engage with customers to keep their attention.

According to Jason Park from the Content Marketing Institute, “video is projected to take up over 90 percent of the online content pie within the next decade.” Some common questions that we get asked include:

  • What sort of video content should my brand be producing?
  • Do videos work for all industries?

Hubspot suggests the best types of videos that brands should be sharing across there platforms are:

  • Explainer videos
  • Product demonstrations
  • How-tos
  • Testimonial videos.

As for the second question, in my opinion, yes. There’s always a story to be told if you find the right angle. So if you’re not developing engaging video content for your brand then, unfortunately, you’re dragging your feet behind behind your competitors. Let me share six reasons why you should be contemplating video content for your digital marketing strategy.

1. Start a conversation

We know that visual content is the key to engaging with a broader base of potential customers. Think of all the videos that have gone viral this year alone. Admit it, in the last few weeks, you’ve likely shared a Facebook video or tagged a friend that the video might be relevant to.

People are 10 times more likely to engage, share and comment on video content compared to blogs and other text only social posts.


2. Build trust

Don’t ever underestimate your customers – they are your brand representatives. We’re bombarded with marketing information, receiving up to 600 messages a day, according to B&T. Consumers are getting savvy, so being transparent and honest with them will help you build brand trust. Video content can do this significantly better, and faster, than text content. Visual content gives you the opportunity to express your brand authentically, share your core values and encourage loyalty. Providing your potential customers with valuable or revealing information and speaking to them as if they are your friend can quickly build up trust.

3. Impress Google

If you embed a video on your website, then chances are your visitors are going to be hanging around for a little longer. Why does Google love this? Well, your visitors are spending more time on your website which, in turn, signals search engines that your site is content rich, putting you in the Google’s good books. With Google purchasing YouTube back in 2006, there has been a significant way in which videos affect your ranking on search engines.

According to Moovly, websites that embed videos are 53 times more likely to show up on page one of Google.


4. Befriend Facebook

When you think Facebook, you think algorithms. Running and maintaining business pages can be overwhelming, as Facebook constantly changes the way algorithms work. However, Facebook is rewarding businesses that produce video content, particularly sponsored video content. According to, “Facebook video views are among the most cost effective forms of social advertising. Facebook is on a mission to dethrone YouTube as the video king, and in its quest to own your marketing dollars, it is offering some awesome incentives. Which is to say, they’ve created a platform for video ads that is extremely affordable.”

5. Get those click throughs

If you’re already creating video content for your brand, are you including them in your email marketing campaigns? Think how many emails you receive daily. How many of them are currently including video? “Video content increases the open rates by 5.6% and increases the click through rates by 96%” says . This is a great technique to set yourself apart from your competitors and double your chances to improve your click-through rate and convert customers on your website.

6. Trigger emotions

Video means you can humanise your brand, evoke emotion and ultimately drive action. Voices, music and animation can be used to bring your brand to life and allow the watcher to feel something. Unlike large amounts of dense text, video content can convey dry information in an engaging manner, pull at heartstrings, make people chuckle or make people tear up, all whilst playing to the subconscious. Vidyard explain, “Current research breaks emotional triggers into two main actions post-viewing: sharing and buying. While your specific goal may sit along a spectrum somewhere between building awareness and converting qualified leads, these two categories of emotional impact will get you well on your way”.

We make moving stories

At LEP Digital we’re so excited to offer video content as part of our clients’ digital marketing and content strategies. We’ve established some seriously great relationships with talented production companies and freelancers and to offer our clients end-to-end production services. We also offer some production and editing services in-house. We oversee everything from script and storyboard development, to filming, talent direction and post-production services.

If you want to make magic and drive even better engagement for your brand, get in contact today.

woman reading content on her phone image

Content repurposing – The afterlife of great content

By | Content Marketing, Uncategorized | No Comments

Any content marketer worth their salt can tell you how your content is performing. And, if they’re exceptional, they might tell you why. Performance is usually measured by engagement: for example, the most viewed blog posts, time on page, exit rate and so on. However, once you post your blog and share it on social media, it doesn’t have to be the end of the road.

Repurposing content breathes new life to the well researched, critically thought out and beautifully written content. It helps you to reach new audiences, showcase authority in your industry, and support your SEO efforts by helping to build genuine backlinks to your site. Additionally, repurposing content helps reinforce your key messages.

So how do you go about repurposing content?

1. Reframe your blog posts

Examine your recent blog posts and determine if you have anything new to add. For example,  you may want to expand on a particular point if it received a lot of interest from your readers, offer a new theory or point of view, or ask a guest blogger to weigh in. If the topic is broad enough, you should consider a blog series. Reframing or refreshing your content gives your followers a reason to return to your website and aids message retention.

Avoid rehashing the same points and be sure to change the title, introduction, subheadings and metadata.

2. Transform and reshare

Everybody digests content differently: some prefer to mull over an in-depth case study, others prefer to thumb through their social feeds to find high-level reviews. Your blog post, case study or white paper can be broken down into many formats to suit different media channels. Here’s a few examples:

  • Report > Infographic

Use your report to tell a story or share interesting statistics by creating an infographic. Although they need a lot of planning, infographics are often a crowd pleaser and may be easily shared across social media platforms such as LinkedIn, Facebook and Twitter. Use visuals to make points clearer and condense your messages to a few words. If your data is from a third party source, give credit and shorten the source URLs using Google URL Shortener or Bitly.


  • Manual > Instructographic

Yes, you read that right. As the name suggests, an instructographic is a series of instructional graphics – think Ikea’s visual instruction booklets for its flat pack furniture. Instructographics are a great way for you to share a recipe, teach someone how to make arts and crafts, or even explain how to build a website.

  • Presentation > Slideshare

Turn your text-heavy presentations into short and sharp slideshows on LinkedIn’s Slideshare. Include a sentence or two only on each slide, and use graphics and symbols to aid meaning.

Neil Patel slideshare image

Source: Neil Patel

  • Interview > Podcast

You’ve just finished a great interview with a subject matter expert and written an article. What’s next? Turn the audio recording into a Podcast. While reading lengthy blogs mightn’t be everyone’s cup of tea, podcasts may appeal to people on the go, including commuters, exercisers or holiday goers. We like using open source software, such as Audacity, to edit the recording.

  • Webinar > YouTube video

Convert your customer webinar recording into a video and share it on YouTube. If you’re familiar with video editing software, you can break down certain points into 60-second videos, then add background music and graphics to make it interesting. Don’t forget to share the YouTube link on on Facebook and Twitter and upload the video to Instagram.

  • Blog posts > eBook

Are you a prolific blogger? Always wanted to publish a book? Create an eBook. Step one: Gather posts on a similar theme. Step two: Arrange them into a cohesive order by writing an introduction, adjoining paragraphs and a conclusion. Don’t have graphic design skills? Try using a template from Canva. Publish your eBook it as a free download for subscribers and promote it through email to your database.

3. Answer questions

Question and answer sites such as Quora and and industry or interest specific forums are a great place to interact with potential customers. People who post questions are already interested in the topic that you are knowledgeable about. Ensure that your answers are thoughtful and informative and avoid sales pitches.

4. Repost content on social media

Thanks to social media algorithms, instead of seeing posts in chronological order, we now see posts based on relevance. This means that only a small portion of your followers will actually see your content in their feed. So, don’t be afraid to repost old content after a reasonable time lapse. A great rule of thumb is around three months if you post as frequently as a few days a week. You may think that it’s redundant but, odds are, your followers will be seeing it for the first time.

What next?

Not all content is the suitable for repurposing. Focus on timeless topics related to your industry and high quality content pieces. If you’re not sure which content is worth repurposing, start by looking at your website analytics. And, most importantly, be creative.

We’re curious: How have you repurposed your content and what was the result? Share your ideas below.