Blogs to (Vlogs) Animated Educational Videos: The paradigm shift in content marketing to skyrocket traffic and conversions
In a 1996 essay, Bill Gates predicted that content would one day be the king of the online world. And by most accounts, Gates’ prophecy has been fulfilled. The Microsoft juggernaut wrote: “One of the exciting things about the internet is that everyone with a PC and a modem can publish whatever content they can create.”
Well, in this 21st century, when content can be created and distributed at a lightning speed, not all content will be read. While your blog content might draw eyes to your website, it can’t keep people glued there by itself.
When more blog traffic and conversions are the end goals that your business wishes to achieve, your content needs to have a strong foothold. But, this would be a far-fetched dream if your content were to perform alone. Now, what comes in the picture is the sheer love that Google has for videos. Publishing a blog with a video header would mean that even if your blog is pushed back into the forgotten lands, your video will still rank high in Google and attract a lot of relevant eyeballs to your website.
Here’s a quick fact to support our stance- 59% of senior executives agree that if both text and video are available on the same topic, they would prefer to watch the video. To top it up, 73% of B2B marketers say that videos positively impact marketing ROI
Not just these numbers, but a whole lot of SEO logic goes behind the idea of converting blogs into animated educational videos: The accessibility and immersion of a video mean that people spend a long time watching video content that you produce. If your video is truly captivating, people will spend more time on your webpage where the video is published. This, in turn, increases what is called the dwell time. The more dwell time you have, the better your pages will be ranked on Google.
When you combine good SEO and valuable educational video content, that’s when the real magic happens. That’s when you create that elusive unicorn content — content with a high average position ranking, plenty of backlinks, and lower bounce rates!
But, before you’d like to move forward, there might be a lot of questions that would have cropped up in your mind. Let us look at them one by one!
1. How to identify and pick out your best-performing blogs:
Choosing the best performing blog from a pool of countless blogs could be very strenuous and laborsome. There are a lot of subjective factors that come into play when it comes to deciding which among all your blogs is the star performer.
Now, that is our vote: The decision of choosing the best performing blog must not be subjective. It should rather be objectively driven. Here’s how we have tried to crack this code for you. The following things must be taken into consideration while rating a blog:
There are a lot of intricacies around bounce rate. For example, someone might enter your site on a particular search query. If they quickly find their answer or even if they don’t, either way, they’ll soon wander off to other areas of the internet and exit your page. This would mean that your goals to achieve higher traffic and conversions could go for a toss. So, the bounce rate is helpful in analyzing how much time people spend ingesting your content and whether or not they look for more once they arrive on your blog.
Overall page views:
This metric gives you the number of visits that your blog has had for a given period of time. In simple words, this is the traffic that comes on your blog page. It might seem to be a very basic metric, but it happens to be the most quintessential measure to track how your blogs could influence your conversions.
Closely intertwined with overall page views is the number of inbound links on your blog post. Inbound links are an extremely valuable currency in the land of search engines. It can be quite interesting to take a look at what conversations you are inspiring elsewhere on the web.
Average time spent reading the blog:
Most individuals today are time-constrained and they want to jump down to the key takeaways as quickly as possible. In such a situation, being able to grab your readers’ attention for long means that your content is immersive. So, your content must be designed in such a way that your readers want to stay on your content and act on it for as long a duration as possible.
Leads and subscribers:
Traffic is all well and good, but leads and subscribers are a much better indicator of your blog’s impact on building the right online community for your business. When you start tracking how well your blog is contributing to lead generation, crucial correlation can be established between variables such as content volume, content type, frequency and lead generation effectiveness. Well, at the end of the day, all businesses aspire to have the maximum outreach in such a manner that right energies get attracted back.
The number of comments is an excellent metric to track engagement and readers’ sentiments on your blog. If engagement on your content is low, the following measures must be taken to encourage comments-
- Pose more questions in your content.
- Try new types of content that might elicit a response.
- Actively participate in the discussions that get started in the comments on your blog post.
When readers feel more engaged with your content, they are more likely to come back in the future, share your posts with others and help you expand your reach.
Now, it is important to highlight that not only the five parameters mentioned above, but a lot of other factors have an important bearing in deciding the star performer among your blogs. But, trying to factor in a lot of these variables could rather leave your content and marketing team perplexed.
So, here is a simple formula that we have come up with, to help you calculate your blog’s performance score:
Once you find your best performing blog or a set of blogs, you are all set to embark on the ultimate video transformation that your blog needs. Now, a million-dollar question is: what will be your video script format? Let’s delve into the details of how to write a script from a blog.
2. How to write a good video script from the blog?
Converting a blog into an animated educational video is not about feeding some amateur software an already published blog. If your aim is to forge real connections, then your video should not look templatized and cursory. The essence of your video’s success lies in how well you marvel at writing a script from your blog. Here are some things to take into account while carving out a video script from one of your best-performing blogs:
It is not recommended to replicate your blog as it is in the video. Whether your blog is generic or technical, keeping the video script as crisp as possible is the ultimate doorway to swelling engagement. If your videos are meant to live on landing pages, your video should not exceed 3 minutes. The bottom line here is: longer videos need to be engaging to keep the viewers captivated and enthralled till the last second.
(Style: Animated educational video made in infographic style made for Fujitsu)
Now, social media videos for that matter, are a totally different ballgame. The ideal duration for such videos is somewhere around 15 to 60 seconds. Let’s look at an infographic video from Oracle:
Again, to reiterate: No ideal video duration is cast in stone. The only success gateway to engagement is: Keep your video engaging and captivating from head to toe.
Your viewers will decide whether or not to consider looking at your video only if it hits the right tone. Let’s now delve into what all the tone of a video covers.
Tone and Voice Over:
Here’s the basic distinction between a video and a blog– blogs are mostly written from a monologue standpoint. But, in order to stand out, the tone that you pick for your video has to be conversational. There is no fun in booking an entire opera house for yourself when you are the sole lead and you are the only audience. You need to be heard by the right ears and watched by the right pair of eyes. The tone broadly defines how your audience is going to feel after watching the video. Deciding the tone helps you answer a lot of questions like: Do you want your audience to laugh, or do you want them to be moved?
Make it a point to keep your words as easy as possible and try to break down your content into smaller and digestible chunks. Nothing beats the ageless and time-tested ‘PROBLEM-SOLUTION’ approach of storytelling. Make sure to weave your video script in such a way that all the events, occurrences and descriptions fall into a pre-defined sequence. Here are some tones that you can experiment with, based on the topic your blog talks about. Now, the video examples that you see here are strictly from the standpoint of discussing diverse tones that your videos can have:
A) Straightforward and informative:
(Style: Infographic and character animation video by Microsoft)
B) Playful, entertaining and humorous:
(Style: Infographic and character animation video by Broadcast2World)
(Style: Mixed Media Video Animation by Dropbox)
(Style: Comic video strip by Broadcast2World)
The voice-over and tone must complement and strengthen the visuals of your video. Also, do not be afraid of experimenting with your visuals. When you do different things, your business has more chances of getting onto the radar of your target audience. It doesn’t matter how different your story is, but it largely matters how differently you tell it.
3. How to decide the visual style of your video animation?
The visual style of your video is in many ways like a book cover- it makes an important first impression on the viewer. However, unlike a book cover, your video’s visual style should carry throughout its entirety. There are a host of factors that play an important role in determining your preference for a visual style and graphical tone of your video. Here are some of them:
The purpose and message:
‘What’ your business wants to convey and ‘how’ become the guiding lights for the look and feel your videos can have. Here is an example which shows if Intel were to talk about how AI is transforming the healthcare space, then the visuals will have to be agile, techy, futuristic, and fast-paced. (Animation Style: Infographic video by Intel)
‘One size fits all’ is a theory that never works for businesses’ blog readers. The target audience is majorly driven by the industry in which your business operates and the kind of content your readers find drool-worthy. If your target market lies in the BFSI space, your audience will be more interested in seeing crisp, result-driven and number-oriented visuals. In what lifecycle stage your target audience is and what do they wish to see at a particular point of time, will majorly shape up the choice of art style and visuals you make.
(Style: Animated infographic video by Broadcast2World)
Sailing in the same boat as that of your competitors, will not take your business to another destination. When all business tread along the same path, it is very unlikely that a business will ever be able to hoist its company’s flag on a new peak, in a newly identified terrain of video marketing!
So, here is your three-stepped process to make a mark for yourself when deciding what visual style to pick for your video:
- Watch your competitors’ videos
- Note their visual style and rank them
- Identify where’s there’s a style vacancy and go for that style!
Now, no theory is good enough unless it can be executed practically! Let’s do this together! Here we have our previous blog: How To Spice Up Your B2B Videos Better With Entertainment and Make Your Business Thrive In This Digital Age.
If we were to convert this blog into an animated educational video, we would have gone about writing a script like this:
It is raining myths! The skies in B2B town are covered by heavy clouds of false beliefs-
- Technical stuff rules!
- Stay strictly formal and professional!
- Social media is only meant for B2C!
Hundreds of thousands of B2B marketers are drenched by these myths! It is gloomy and there is a feeling of despair in B2B town! There seems to be no ray of hope!
Suddenly the clouds drift away and there is a new dawn. A heavenly light brightens up the B2B town and a voice comes traveling down to the marketers: If you want to get new guests to your B2B town, your social media district will have to be welcoming. Your content will act as the gatekeeper to your social media district. Make sure your content is authentic, trustworthy, conversational, entertaining and not too braggadocious. Once the new entrants feel connected to your content, they would feel the urge to explore what more your B2B town has in store.
That is when you lead them to your website district. Since your content has already got them spellbound in the social media district, it is time to top it up with more trust. Show them what you have to offer. Show them your success stories! Now, that’s the way your guests become your lifelong ambassadors. Well, next time your B2B town has visitors, make sure your gatekeeper: Content, makes heads turn!
MarketingProfs has written: “Great marketing starts with great stories. Be unique, inspire, and connect.” Now, with the roadmap to convert your best-performing blogs into animated videos, your business has the key to unlock the treasure of unlimited possibilities in video marketing.