On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito talk about the importance of supporting your 10x content with video and audio.
The way people want to receive information is rapidly changing. While many still enjoy actually reading content, there's an increasing amount of consumers who prefer it delivered in other ways, such as via audio and video.
Today, 43 percent of people want to see more video content from marketers, and Edison Research's 2016 Infinite Dial study found monthly podcast listenership increasing from 17 percent to 21 percent, and that "50 percent of respondents age 12 and older listened to some sort of online radio in the last week, a rise from 44% last year."
"With 57% of Americans using online radio monthly, the conversion of monthly to weekly users is now 88 percent," it states.
With such a seismic shift happening so quickly and growing in popularity, it's up to marketers to provide visitors with a diverse range of content conduits to gain a competitive advantage and improve SEO.
"As an inbound agency, we produce content to help you rank for the things you want to rank for," explains Jon Sasala, Creative Director at Morey Creative Studios. "One of the things that will help you rank is not just having 10x content, but putting some dynamic elements on those pages."
"So, when search engines go and crawl through they will see," he continues, "that in addition to talking about the great things that all the currently ranking blogs are talking about, it also has a video, it has a PDF download, or it has audio."
There's several effective ways you can leverage audio and video to support your 10x content. At Morey Creative Studios, we utilize a not-so-secret pillar strategy. We support our pillar content by embedding video and audio onto the page, to improve user experience and boost our SEO rankings.
If you haven't developed a content plan that includes a pillar strategy, that's okay, too. There are other ways you can incorporate these mediums into your inbound efforts:
Upcycle your best performing content into video or audio to embed on the page.
Create video social posts that lead visitors back to related content.
One of the additional benefits of supporting your 10x content with audio and video is that it's not very difficult, and it doesn't blow your budget. You can use free video platforms, such as Animatron Wave, or record your own audio in-house.
Key Takeaways From This Episode:
People digest content via various platforms, so it's important to deliver your content through multiple mediums: text, video and audio.
Adding audio and video to your pages doesn't need to be difficult. Upcycle your best performing content to create a better user experience.