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Blogging is no longer enough
14 years since WordPress was founded…
4 years since Google Reader was shut down…
Blogging Has Declined
Tastes in content have shifted
Survey Results
Preferred Content
Ages 18-24 Ages 25-34 Ages 35-54 Ages 55+0%
10%
20%
30%
40%
50%
60%
38%33%
19%
9%
27%31%
42%48%
When using the internet, what type of content do you prefer?
Video Text
N = 1,000 / Remaining respondents chose “I do not read or watch content online” or “I do not have a preference for text or video content.”
Reviews
Ages 18-24 Ages 25-34 Ages 35-54 Ages 55+0%
10%
20%
30%
40%
50%
60%
26% 23%
14%7%
31%39%
51%
40%
When you are deciding what products to buy, how do you prefer to see reviews?
Video Text
N = 1,000 / Remaining respondents chose “I do not use the internet for reviews.” or “I do not have a preference for text or video content.”
Learning Something New
Ages 18-24 Ages 25-34 Ages 35-54 Ages 55+0%
10%
20%
30%
40%
50%
60%
48%
38%
27%
17%
26% 29%
43%36%
When you are using the internet to learn something new, how do you prefer to learn?
Video Text
N = 1,000 / Remaining respondents chose “I do not use the internet to learn.” or “I do not have a preference for text or video content.”
Preference for Video Content by Gender (18-34)
Males (18-34) Females (18-34)0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
41%
29%
45%
38%35%
13%
Preference for Video by Content TypeGeneral Preference Learning Reviews
N = 274
But text content is…
Cheap
Easy
Scalable
Video content…
doesn’t have to be expensive
doesn’t have to be hard
can scale
33 Tips for Better Video Content
Pre-Production & Planning
#1: SEMRush for Keyword Research
Find topic ideas by searching for keywords that YouTube ranks for.
#2: KeywordTool.io and AdWords Research
… or use a keyword tool like KeywordTool.io or Google’s Keyword Planner
#3: Storyboarding
Before you shoot, build a storyboard that includes the types of shots you’ll need.
#4: Script Breakdown
Create a list of all of the people, props, and wardrobe items you’ll need for each scene.
Art Direction & Design
#5: Avoiding Moire
Test your clothing on camera. Check for strange sparkling effects or distorted lines (called moire).
#6: What to Wear on Camera
Solid colors and jewel tones tend to look best on camera.
#7: Makeup
Don’t be afraid to wear makeup on camera.
#8: Foundation
Avoid makeup with SPF coverage. Make Up For Ever Ultra HD looks great under bright lights.
#9: Reducing Reflections in Glasses
If your subject’s glasses have a glare, tip them forward and tape them in place.
#10: Interesting Backgrounds
Choose a video background that has depth and reflects your brand.
#11: Light Your Background
Light your background to add depth to the scene and to visually separate you from it.
#12: Paper Rolls
When all else fails, use large rolls of paper (and interesting lighting) to create a backdrop.
Filming and Gear
#13: Buy a DSLR
Invest in a DSLR camera. The Canon T5i or Sony A7s are great options.
#14: External Recorder
Use an external mic and a digital recorder. A Rode shotgun mic and Zoom H4 recorder are good starts.
#15: Leveraging Natural Light
Leverage natural light by shooting near windows.
#16: Cheap Reflector
Use foam core from art supply store.
#17: Paper Lantern
Get simple diffusion with a paper lantern ball light.
#18: Lighting Faces
Use lights and reflectors to fill in shadows on people’s faces.
#19: Camera Position
For the most flattering video, shoot from slightly above the subject’s eye level.
#20: Rule of Thirds
Use the rule of thirds for a balanced shot.
#21: Fluid Head Tripods
Use a fluid head tripod designed for video to tilt and pan. (Manfrotto tripods are good.)
#22: Shoot Out of Order
Shoot your video out of order, in the way that requires the fewest setups for you.
#23: How to Shoot Overhead Video
If you’re recording overhead, you can use a tripod or c-stand to mount your camera.
#24: Sandbags
Use sandbags to protect your gear and your crew on set.
#25: Screensharing
If you’re screensharing, record your audio first. Capture the video as you listen to the audio in headphones.
#26: Mic for Screensharing
The Yeti Blue mic works well for podcasting, interview series, and recording audio for screenshares.
#27: Technical Format
When making B2B videos or videos about a technical topic, try a slide overlay format.
Post Production
#28: Audio Jump Cuts
Use jump cuts to keep your video engaging. Aim for zero silence in your video.
#29: One Line at a Time
Using jump cuts allows you to record your video one sentence at a time. (No need to memorize your script.)
#30: Watch out for “S”
Watch out for words that end with “s” as you edit.
Distribution
During editing, chunk videos into smaller bite-sized videos. Create landing pages for each video.
#31: Chunkable Video
For thumbnails: increase saturation and sharpness slightly to attract more attention.
#32: Thumbnails
#33: Using Video to Get Links
We find that resources with videos earn approximately double the linking root domains as pages without.
Resources with Video Text-Only Resources0
5
10
15
20
25
30
26.69
13.28
Average Linking Root Domains by Content TypeEvergreen Content Section of a Major E-Commerce Website / Link Source: Ahrefs
Thanks!
