Video Marketing

Your Blog Needs Video Marketing

Shawn 03.19.2014

You’ve invested in a quality explainer video, and placed it front and center on your site. Conversion rates are through the roof and leads are flooding in. Awesome.

According to a study by Eyeview Digital, simply adding a video to the landing page of your website can increase conversion rates by as much as 80%.

But why stop there?

In a previous post, I showed you three examples for How to maximize your video marketing efforts by using your video in:

    1. Fundraising Campaigns
    2. Press Releases
    3. Email Marketing

These are great for big picture marketing, but I’ve realized there’s one video marketing strategy that not only boosts conversion rates, engagement, brand awareness, and SEO, but also takes minimal effort…

Embed Your Video in Blog Posts.

Gemma Holloway – a savvy SEO/analytics blogger over at koozai – wrote a great piece about how video introductions in blog posts effect engagement. It’s a great read, and uses sound A/B testing of her own video content on her blog (a technique I love).

She found a wealth of data from her experiment, but the resounding takeaway is that a simple video introduction dramatically increases shares, likes, reposts, and overall engagement of a blog post – including return visits – an excellent metric, for measuring conversion.

“But increased engagement only affects people that already visit my site? I want to use video to reach more new viewers,” you say. Well, you’re in luck, because embedding video in a blog post increases your reach too.

hummingbirdEric Sui at touts the newest Google Search algorithm – Hummingbird – as the “rise of context.”

Google now cares less about whether you’ve optimized each individual page on your site to a particular keyword and more about whether your page’s content answers the question presented by the search user.”

According to Matt Cutts (Google SEO guru), unlike previous algorithm updates like Panda and Penguin that only affected 2-5% of search queries – Hummingbird affects nearly 90% of all searches. In other words – the Internet is different now.

Optimized keyword searches and link farming practices won’t get front page rankings because the algorithm prizes context and useful data. It also aggregates organic interaction with a site – things like shares, domain links, and updated content. Users want intuitive up-to date, helpful results based on rich, full-sentence queries. Users want video, and Google is giving it to them.

Hummingbird favors human speech – which means Google favors video. It’s no accident that YouTube is the #2 search engine in the world. The problem with video is that, the bots can’t always parse the video to understand exactly what you’re saying (not yet at least). So how do you rank if you use video? Combine it with text.

Rand Fishkin – kingpin of all things SEO over at Moz – recommends not just putting video on your site and YouTube channel, but also providing a written transcript attached to your video content.

He says providing a transcript dramatically increases the likelihood that your content – both video and blog post – will be crawled and understood by the algorithm spiders, thus improving your ranking results, and he finds that a lot of users prefer to mix mediums – both video and text – to understand a topic. If Moz says video and text content work in harmony, I’m sold.

Hopefully you’re convinced too, and are ready to take the next step and embed video into your blog posts. If you are, take a look at Rocky Walls’ awesome piece, 4 Mistakes You Make When Posting a Video on Your Blog.

It’s a great how-NOT-to guide with succinct, helpful, well-written, advice, and (*gasp*) features a great two-minute video outlining his four points. Better yet, he created this video as a guest post – meaning it reaches people from a blog post not even on his own site! Talk about maximizing ROI with video marketing .

Embedding video into blog posts increases engagement, shares, conversions, and SEO rankings – not to mention upping your content generation game. Anyone can post a blog – even a well-researched and written one – but it takes that little extra to invest in producing quality video for your posts to differentiate yourself from the pack.

In today’s cutthroat marketing world, that differentiation is the difference between front-page success and stagnant mediocrity.

Never stop growing your business – invest in video marketing. Can’t wait to see what you come up with!


Born in Southern California, Shawn grew up surfing, eating In-N-Out, and growing his hair long. After graduating with a Liberal Arts degree from CSU Long Beach in 2005 he left the crowded freeways behind and spent the better part of a decade traveling the world living for stretches in Rome, Hawaii, Australia, New Zealand, and Brooklyn. He writes novels as well as copy, loves learning keyboard shortcuts, and plays his grandpa’s old lap steel guitar. You can hear his band at

Similar Stories