Blogging is not just about writing content anymore, audiences wants to see different forms of media and ways to engage with you, your company and its products.
One of the most visual ways in which this can be achieved is through video. In fact the biggest area of content growth is in video production and sharing, especially on social media.
So this article explores some of the options available for creating your own video content for use in blogs.
The Development of Blogging
Blogging was originally created as a way of sharing short journal type posts of about 300 words. These worked well because they were quick to read and easy to produce.
Now blog posts can be 1,200 words up to 5,000 words and they are no longer quick and easy to read.
For this reason bloggers use different forms of media to help to communicate their messages; such as using images, diagrams and graphs.
Alongside this approach to blogging the technology has continued to evolve, and perhaps the biggest development in content marketing has been the introduction of video content.
Making Your Own Video Content
As video content has started to grow in popularity so too has the software and companies that support the creation of video material.
Although some of the software programs are expensive there are plenty of others that are less so, and more and more many companies now offer free trial versions.
So there has never been a better time to start creating your own video content.
Creating Video Material
The first stage is to plan your video. Sometimes an event can be recorded first and this becomes the inspiration for a more professional looking video.
Other questions to ask in your planning phase might be;
- What other content are you going to use? – this can be a combination of video or still pictures.
- What additional material do you need? – sometimes screenshot recordings are needed or background shots need to be taken.
- Do you want to record a voice over, or any interviews to go along with the video shots?
When you have everything gathered the next stage is to start editing and developing the overall video.
Breakdown of video production
Video production may look complicated but once you become familiar with the technique most video software works in a similar way.
There are three main parts to the video production process;
- creating scenes – consisting of video track and/or still pictures
- adding soundtrack to play in the background
- making transitions to join scenes and create a more professional product.
One of the easiest ways to make your first few videos is to find a software that provides simple templates.
This gives you ready formatted linking transitions and provides things such as an introductory scene and an end scene – a bit like using a template in a Microsoft Word document to make your reports look more professional.
I have access to iMovie but other programs offer similar facilities. As you become more proficient you can make your own designs.
Managing Video Timelines
Once you have selected a theme you can then add your own video content onto a timeline.
Most video production software I have ever seen looks very similar to the screenshot shown below.
You can see that there are two tracks. There is a track and timeline for video and picture content, and then below that there is a timeline for the soundtrack.
This is true for podcasts as well, the screen looks the same but with just the soundtrack.
This means that you can work on the two tracks separately and when you have the completed video you can then match a soundtrack that fits the length of the video.
Editing Video Content
More time is probably spent editing video content than it is on creating it. It’s amazing how long it can take to produce a 3-5 minute video.
It is the same as writing content, the more time you can give to this stage of editing and proofing your content, the more professional the video will appear.
It can be very fiddly though so make sure to save each time you change anything and if you are not in a very patient mood leave the task until you are.
Animation in video
Not all training or educational videos need to be live recorded or use other people. The growth in animation software means that even the most novice of designer can easily put together a video.
For example the following short animated video was made on biteable.com. As you can see it uses professionally designed animated scenes. It is easy to put together and offers in built music soundtracks.
The advantage of this type of software is that the design sections have been developed for you and all you have to do is be creative with the text and wording. The soundtracks are built in so everything is accessible and will link together easily.
Other Video Programs
I have mentioned already that I tend to use iMovie but some other programs, that I have tried or have been recommended by others, include these two that seem to dominate the market.
- Screenflow – is available for Mac only but is a very powerful video editing suite
- Camtasia – is available for both PC and Mac and is also a good video editing suite, possibly slightly easier to use according to some sources but I didn’t see much difference.
I actually use Screenflow but many other bloggers that I know use Camtasia and both seem to appear equal in the reviews.
SEO For Video Content
Google in particular likes video content and will rank relevant keywords quite quickly especially if you use their YouTube platform.
This also means that video needs to fulfil some basic SEO rules such as;
- Choose a keyword for your title that can rank well, using the same approach as written content
- How to … and explanation videos often rank well, so use these terms if they fit with your content.
Digital marketing is all about using a variety of digital formats in order to get your message out to a wider audience.
Many people have limited attention spans and do not want to be reading pages and pages of material to see the main message. Sometimes an image or a video can provide more information in a shorter space of time – and with less effort for the reader.
This means that blogging content needs to meet these various needs by offering a variety of different sources of content.
I hope you enjoyed this article and if so please do share on your own social media channels.