Beginning in 2017, content creation began to include videos and since then, video marketing has become essential to getting customers’ attention. The rise of applications like Tik Tok and moves by Facebook and Instagram to value video content more than photo or written content has been a big part of the push toward video marketing.
As a writer, you think I’d be upset but this trend has brought business growth. In this article, I share why you need a content writer as part of your video marketing plan.
Google Can’t Read Your Videos
Google only ranks based on written content, at least for now.
There are also elements of a website and background coding on the content and website that get your website Google’s affection, but that’s not what we’re discussing here.
There are a few reasons to hire a content writer for video marketing.
- Script writing
- Written content alongside video
- SEO specialist
If you’re an agency creating high end videos for clients, you need a content writer for scripting. I’ve had experience writing podcast outlines and scripting educational videos. Was I scared at first? Well, who isn’t when they go outside their comfort zone! I learned and grew as a writer from those experiences, and so did my business.
The value of a video is greater when you add written content.
In order for Google to gauge the value of the video, it is necessary to have written content alongside the video on your website. Could you just copy/paste a video transcript? Yes, you can and there would be value to doing that over nothing, but the real value comes when you hire a content writer with SEO experience.
As an SEO content writer, we understand and can add headers, meta tags, and keywords to the transcript. This will give your videos the biggest bang for buck, so to speak, not only for Google love, but for diverse types of learners who visit your website. Not all of us love to watch videos and prefer to read the article, so you’re capturing more eyes on your content.
In addition, Taylor Wellman of Financial Potion recommends optimizing for SEO when posting on YouTube. That’s one of the specialties of her company.
Even if you jam packed your videos with keywords, search engines would still not read the words in the video. Sure, the technology is likely on the horizon, but for now, we’ve got to have solutions for video content.
Video Marketing Tips
These are similar to what I recommend for written content. Afterall, you’re marketing the same business, just in different ways.
- Define the target audience. You can’t market to people if you don’t know who they are. Also, don’t feel constrained by defining a target market; you can still accept work from others. It simply helps guide your business marketing.
- Create relevant content. Make sure video content is relevant to the video platform and your brand. You may market differently on different platforms. Tik Tok is great for growing an audience, but the style is less formal than LinkedIn. Know your audience so you’re creating content that connects your business to them in a meaningful way.
- Choose an Engaging and Search Engine friendly title. Grab their attention like a newspaper headline. Okay I may have dated myself with the newspaper headline but what I mean is that the title should be engaging. Instead of About My Business, title the video Why I am Passionate About XYZ. Don’t be clickbait-y, but do make it interesting.
As with any content, repurpose video content. Optimize and add to YouTube, the second most popular search engine. Then embed the video and optimized written content to your website. Share on social media and in your email newsletter.
The process for video marketing is similar to written content which is what makes video so good for videographers and writers alike.
About the Writer:
Since 2010, Anne McAuley Lopez has been a professional writer focused on small and medium-sized businesses. In September 2020, she launched Agency Content Writer which is focused on creating content for Digital Marketing Agency clients. Her specialties include writing for financial services, real estate, home services, travel, and legal service clients. In December 2021, she published her first book, We Don’t Get to Ring the Bell: My CML Story. She has been featured in Trendsetters, Arizona Republic, Elephant Journal, and Thrive Global. A graduate of the University of Connecticut with a BA in Economics, she found a love of words from an early age and made her passion a business.
Since 2010, Anne McAuley Lopez has been a professional writer focused on small and medium-sized businesses. In September 2020, she launched Agency Content Writer which is focused on creating content for Digital Marketing Agency clients. Her specialties include writing for financial services, real estate, home services, travel, and legal service clients. In December 2021, she published her first book, We Don’t Get to Ring the Bell: My CML Story. She has been featured in Trendsetters, Arizona Republic, Elephant Journal, and Thrive Global. A graduate of the University of Connecticut with a BA in Economics, she found a love of words from an early age and made her passion a business.
1 thought on “Video Marketing Tips – Google Can’t Read Your Videos (Here’s What to Do)”
Super point. Until people cease reading blogging is not going anywhere. I embed videos and record shorts to ride trends but publish content freely to honor the core human desire to read text.