Excellent writing and video content share much in common. When done well, both can engage your audience, create a compelling narrative, and leave a lasting impression long after the conclusion. Many agencies can produce excellent writing and video content separately. However, bringing them together often proves to be a real challenge.
This is because for all they share in common, effective text and videos also have unique elements that must be mastered if each is to really shine. So, how can you make sure that your words and video are used together effectively in WordPress?
As standalone entities, words and video can both be quite effective. When brought together, however, the result can be impactful and unforgettable. This is especially true now that we’re seeing a huge change in the types of devices used to consume media. For years it was predicted that internet use on mobile would overtake desktop, and in 2018 stats show that mobile use makes up almost 52% of website traffic.
There are a lot of upsides to this trend, but it has also been resulting in higher bounce rates. This means that creatives need to produce written and video content that is not only enjoyable‚ but simply unmissable. Video content is increasing in importance rapidly, and is very effective at retaining website visitors. Of course, written content isn’t going anywhere either. That’s why combining text and video effectively is no longer just an option, it’s essential.
Integrating text and video content is best done carefully, if you want to be successful. You’ll want to ensure that you have a strong platform to create your content on‚ know how to spot errors‚ and fully optimize the results. Let’s discuss how to take each of these steps in turn.
1. Create Text and Video Content That Compliment Each Other
Your content doesn’t need a lot of complexity or flair to make an impact; it just needs thoughtful integration. To really maximize the impact of your WordPress content, a solid structure is almost always required. Commonly this includes an introduction, plenty of headings to break up the text, and a conclusion. However, it’s also important to recognize that once a video is inserted into a post, it is no longer a “conventional” piece. Video is typically more immediate and impactful than text, so it’s vital that the two forms compliment each other properly.
The writing cannot be an afterthought in this process. Ideally, it should be just as engaging and dynamic at the video portion. Establishing this type of harmony between video and text requires a recognition of each format’s strength. It’s easier to digest extensive information via text instead of through video (that’s why college students still rely on textbooks, for example). At the same time, a celebratory announcement made via text will not be nearly as exciting as one made in a video with streamers, cheering, and champagne corks popping!
To create a strong piece of content, you’ll need to write the text in anticipation of the video it’s intended to compliment, rather than slotting it in at the end. As for the video portion, it needs to have a “wow factor.” After all, it’s hard to justify all the time and effort it takes to create a video unless it provides something that goes above and beyond the written content. It’s essential that a newly-created video offers something new, provides it in an exciting way, and amplifies the text’s message.
It’s also important to keep in mind that video quality relies as much on optics as structure. Your video should be planned and organized well, of course, but even a perfect speech or instructional piece can be ruined by bad lighting or poor-quality audio. Taking care to prepare consistent filming conditions is crucial, as is allowing time for reshoots as needed.
2. Avoid Common Mistakes When Integrating Text and Video
An otherwise strong WordPress post can quickly be undone by simple mistakes. Taking care to avoid these errors saves you time and money, and improves the final result.
A post’s text and words should complement one another, they should not duplicate each other. For example, a post that includes a lengthy introduction about the video beforehand can spoil the visual content, and diminish interest in watching it. Similarly, placing a transcript above a video instead of below it is a quick way to make a reader disengage. After all, it’s hard sell to ask a visitor to watch a 10-minute video when they’ve already skimmed the entire transcript. If your article features a really long conclusion, then putting your video at the very end can also mean that no one ever watches it.
Ultimately, you should put the same thought into placing the video that you put into structuring the rest of the content. Ensuring that your words and video are weighted equally across the page is key. You’ll want to find an overall structure for the piece that complements the two formats.
Try asking yourself: “If I were reading this blog, where would I want to watch the video?” The answer to this question can help you a lot.
It’s also important to be mindful of your video’s length. As a general rule, the longer the video is, the shorter the article should be (and vice versa). If you have uploaded a video that is 30 minutes or an hour long, you don’t usually need a long article to set it up. A quick introduction will do instead. If duration is an issue, you can always upload two videos – a short one for the post, and a link to a longer version on YouTube.
Finally, since excellent text and video can leave a lasting impression, being mindful of your last word is critical. Be proactive about converting interest into action, and engage the viewer directly, no matter which type of content you’re ending with. This can be done by asking a question in the text, or requesting that viewers comment on the video. Asking your audience to like the video or subscribe for future updates is also smart.
3. Follow Best Practices for Search Engine Optimization (SEO)
Quality WordPress content isn’t much good if nobody sees it. That’s why it’s vital to ensure that your integrated content is optimized for search engines such as Google. Search Engine Optimization (SEO) ensures that your web pages rank highly in search results, so that they are more visible.
SEO best practice is all about using keywords‚ backlinks‚ and other strategies to help your content rise to the top whenever someone searches for information on its topic. In today’s digital economy‚ careful SEO can even help David beat Goliath, as a small business can outrank a larger competitor if it uses the right techniques.
So along with simply inserting your text and video into the body of the WordPress post, you’ll also want to use tags and categories to ensure that your content is optimized for SEO. Adding the right meta details is also key. Using WordPress plugins such as Yoast SEO to optimize both your text and video content is a smart option for those without a lot of SEO experience.
The effective integration of words and video relies on three elements. First, you’ll need to recognize that combining the two content types effectively in WordPress requires careful planning. Then, you’ll want to have a real commitment to avoiding common mistakes that can damage the overall presentation of your content. Finally, you should be aware of key SEO strategies that can help ensure your final product’s visibility.
Ultimately, a creative’s ability to effectively integrate words and video can take time and practice to hone. That is all the more reason to begin actively working on this technique today. That way, you’ll be able to keep up with the trend towards greater use of video across online content!