Have you ever invested time writing those 1200-word blog articles, but found they're not really gaining the momentum and visibility that you had hoped for? The problem, of course, is that the article today only solves for one of many content consumption preferences. You also have to consider video, audio, and imagery.
For example: What if the article you wrote would deliver so much value to a certain visitor, but they're about to embark on that long commute home from work. They can't possibly read and drive at the same time (at least not safely, anyway!).
We recently found that video blogging solves for most, if not all, of these many different content consumption preferences. We've been asked a lot lately about how we do it, and people are amazed when we not only explain how simple it is, but also how little time it actually takes each week.
Here's our simple 5-step workflow for video blogging success:
1. Draft summary. This summary, essentially, becomes your article. It’s a 400 to 800-word version of your talking points that you’ll deliver on video. It includes an intro, some teaching points, and a conclusion. Pretty straight-forward, right? Once you realize the summary, which becomes your article, is solving for just one form of content consumption, you’ll feel a little less pressured to write that “picture perfect” blog entry.
2. Create quote images. After the summary is drafted, I like to review it for interesting quotes or questions I can pull and use as imagery. We like using Canva to create these eye-catching quote graphics within minutes. Rather than embedding a silly stock photo in the post, displaying authentic quote images can significantly increase the share factor of the blog post itself. As an added bonus, these quote images give me the excuse to participate on Instagram, which my nieces tell me is pretty darn cool.
3. Record, edit & upload video. Now that the summary is done and the quote cards have been created, it’s time to turn the camera on. This is the scariest part of the workflow, but it doesn’t have to be. You could do a face-to-camera video, or a narrated PowerPoint presentation. Do whatever’s comfortable for you (and still engaging for the visitor), as long as you have a video to show for it when you’re done. Once the video is recorded, it gets edited slightly (beginning and end are cut). We use Screenflow, but you can just as easily use a free software that comes pre-loaded on your computer, such as iMovie for example. The video is then uploaded to our YouTube channel so it can later be embedded within our blog post.
4. Export, edit & upload audio. Once the video is recorded, export the audio. Again, we use Screenflow to export the audio. If you’d like, you can add what’s called a “bumper” to the beginning or the end of the audio file. In other words, this is that introduction, as well as that call-to-action, you often hear when listening to your favorite podcasts. Once the audio file is ready, it’s uploaded to Libsyn, which is what we use to host our podcasts. We like Libsyn because in addition to streaming our podcast directly into iTunes, it includes a handful of other helpful integrations for automatically publishing to sites like Tumblr, for example. Once uploaded to Libsyn, the audio can later be embedded on our blog as well.
5. Schedule blog post & social mentions. Now that the article, quote cards, video, and audio are ready to go, it’s time to schedule the blog post and social mentions across all of our social media channels. Scheduling a blog post is pretty self-explanatory, as any platform these days will enable you to schedule your post to go live on a future date. For social media mentions, we use Hootsuite because of their simple dashboard and the ability for us to schedule our posts in bulk.
Watch the video above for the full lesson, and always remember when it comes to your blogging efforts, try to solve for as many content consumption preferences as possible to ensure the content you publish breaks through the “digital noise barrier”.
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