There’s no doubt that COVID-19 has forever changed society, but that’s not necessarily a bad thing. Advancements in telehealth, video conferencing and virtual work made doing business a little easier to handle for smaller businesses competing with established industry giants. It also evens the playing field for content marketing to look like Hollywood-produced content.
Everyone from talk show hosts to local news anchors used Zoom calls to recreate interviews, webinars, and more. With a recent HubSpot survey showing 85% of businesses using video for marketing, it makes sense to integrate Zoom calls into your video content marketing strategy. Here are three steps to get started.
1. Host a Zoom call
The first thing you need is a Zoom call to publish. Think of this as your production; consider what you’ll have in your background, who to invite and an outline of your speaking points. Have a Zoom session with a client or host a virtual webinar with a panel of guest speakers to create a call that’ll attract attention. And don’t forget to select the option to record the call!
Be sure to keep the content and discussion relevant. For example, if you’re hoping to create thought leadership in healthcare, invite a doctor, nurse or other experienced industry professionals. This will improve your odds of creating vibrant discussions that entertain and educate your audience.
2. Create a highlight reel
Once you have the video, you’ll need a highlight reel to make it interesting. Pick a great 30-second clip that answers a common question or serves as an ad for the piece. This will become your elevator pitch and help promote your video to an audience who needs the entire story laid out as plain as possible up front.
This highlight reel can be used as a video advertisement or a website introduction. It’s what you’ll post on social media platforms like Instagram, TikTok and Twitter to drive traffic to your channels, so put thought into it. In fact, let’s discuss how different social networks function.
3. Edit for different platforms
While you can use the same video for different channels, it needs to be uniquely edited depending on the platform. TikTok, for example, limits clips to 15 seconds and videos to 60 seconds. Instagram Stories has a similar 15-second limit, whereas Instagram Live is limited at one hour broadcasts. Videos uploaded to Twitter are limited to 512MB or 2 minutes 20 seconds. YouTube is the preferred video platform because of its generous 128GB video size limit, which is approximately a 12-hour video.
Make sure your video call edited for each platform as necessary, and plan whether you’ll be live streaming or publishing a recorded video on each one. This will determine the equipment, software and bandwidth needed. Zoom does give the option to stream live to either on Facebook Live or YouTube while on the call. Using the PowerPublish Content Hub, you can also host the Zoom call on your own website.
Benefits of Zoom content marketing
Everybody watches video, with an average of 85% penetration in each country around the globe. It opens you to a larger audience, and Google picks snippets to spotlight for search results when posted on YouTube.
A Zoom call during the “work from home” era comes across as genuine, while still matching the production values of a Hollywood production. This gives you an opportunity to advertise without it feeling forced.
Also consider doing a paid ad with a positive video review from a customer. This type of content marketing can help drive more lead generation traffic to your site. The fact is that 85% of customers trust a consumer review as much as a personal recommendation from a friend or family member. When you build a personal relationship through video, you create a brand advocate for a lifetime.