Is Your Video Marketing Missing This Key Ingredient?

Dana Youngren
Dana Youngren
3 mins
overhead view of video editing with automated video transcription

It’s no secret that video is incredibly valuable as a marketing tool. In fact, 53 percent of people indicate they want to see more video content from marketers.

But while marketers in all industries are rushing to capitalize on this trend, many neglect a key element that can maximize the impact of video marketing: transcriptions.

One reason marketers shy away from video transcriptions is the perception that creating them is cumbersome and time-consuming. Fortunately, that’s not the case.

Automated video transcription tools provide marketers with quick, automatically-generated transcripts for any videos they upload. That means no one has to watch the same video clip over and over again while trying to type the speaker’s words verbatim.

Marketers who take advantage of automated video transcription enjoy several benefits, including the four listed below.

Your Website Gets an SEO Boost

If you want to reach your audience online, search engine optimization (SEO) is critical. With 93 percent of all online experiences starting through a search engine, you need to make sure your website is showing up on relevant search results pages.

Unfortunately, it can be difficult to get a high page rank using video alone.

Search engine bots can’t crawl and index video content the way they can a blog article or press release. While your URL, headline, video description, and meta tags provide some crawlable content, video lacks the context and additional opportunities to use keywords that a 1,000-word written piece provides.

Video transcriptions solve this problem immediately. By including a transcript on any page that features a video, you ensure search engine bots can crawl and index all the keywords and phrases your video contains. And that can boost your search engine rankings for relevant keywords so that more visitors find your site. (Don’t believe us? The popular radio show This American Life increased their search traffic by almost 7 percent-– and by over 360k unique visitors in a 27-month period– when they added transcripts to their archives.)

Videos Are Easier for Your Internal Team to Find and Use

Video transcriptions don’t just make it easier for external readers to find your content online. By using a knowledge sharing platform with automated video transcription, you’ll empower internal audiences to quickly find a video the moment they need it.

This can help your teams avoid the kind of content chaos that’s typical among siloed organizations. If employees in other departments need to find a video, they just search for key terms to find the perfect content to meet their needs.

And the benefits extend beyond promotional videos. If you conduct customer interviews or focus groups, you can index this content, as well — empowering sales, product, and customer support teams to benefit from the valuable insights gathered during these activities.

Team members can use automated video transcription to find and jump to the exact point in a video when a customer mentions a key phrase. That could potentially save them hours of combing through footage and make them more inclined to use the customer interviews their organization has collected. Because unused research is so costly, many organizations will find this benefit of video transcriptions particularly impactful.

You Reach a Wider Audience

Video transcriptions make it easy to add captions to a video, and research suggests that can greatly increase the number of people who consume the video’s content.

Think about how you use social media. How many times have you scrolled through your Facebook feed and stopped to watch a video without turning on the sound? Probably a lot– and you’re not alone.

A full 85 percent of Facebook videos are viewed without sound.

And convenience when browsing social media isn’t the only reason people prefer to view videos without sound. Thanks to mobile technology, people are browsing the internet and consuming content constantly — even when they’re on the bus, in the library, or sitting at their desks at work. In these types of public locations, people often prefer to consume silent content to avoid disturbing others.

It’s also important to remember that not everyone has the choice to listen to your video’s audio. With captioning, you make your videos accessible to the approximately 1 million people in the U.S. who are functionally deaf. Essentially, you ensure that a wider audience is able to understand the message of your video.

Repurposing Content Becomes Simple

Another benefit of automated video transcription is that it allows you to easily repurpose content. With all the effort that goes into creating high-performing content, there’s no reason you should limit the impact to one piece.

For example, you can easily turn a video where you interview a thought leader in your industry into a question-and-answer article on your blog. You can even turn product explanation videos into a one-sheeter you hand out at events. In both cases, automated transcriptions practically do the work for you.

Final Thoughts

Transcripts make videos more searchable for internal and external audiences, increase views with audiences who are unable or unwilling to listen to the audio, and provide an easy avenue for marketers to create additional high-impact content.

Bottom line: Transcriptions help you maximize the impact of video marketing. So why wouldn’t you make them part of your strategy?

July 25, 2018

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