By Scott Decker

5 Key Ideas for Using Video Content


People love watching videos. YouTube is the #2 search engine in the world. 80% of online visitors will watch a video, whereas only 20% will actually read content. Given that we have a shorter attention span than a goldfish (I know, it’s an overused quote), you know you have to keep your audiences interested.

Enter Embedded Videos

What can embedded videos do for you? We know that video content in general is great for catching your audience’s attention and keeping it. But embedded videos keep your audience on your page. Since they can watch the video right there alongside your own commentary, they don’t need to click out to another site. If are consistently using video curation, your audience will keep coming back for more, driving page views and putting you in front of more viewers.

STAT: Visitors who view videos stay on websites an average of 2 minutes longer than those who don’t view videos – comScore

Bringing in video content for your readers on a consistent basis, specifically curated to suit their needs and interests, can engender trust. It helps you become a reliable, dependable source for the kind of content that your audience wants. As a trusted source for great content, you are saving them time searching YouTube, Vimeo, or other channels because they know you already curate in quality videos. But like your other content, you need to have an audience to consume it.

Building articles around embedded videos is an effective way to add quality content to your blog or website. Provide context and commentary about the video for your viewers and then that video-based article can be shared on other channels (email newsletters, social media, etc), in the same way you distribute full text articles.

Of course, you can always search on YouTube or Vimeo, find the content you’re after, then copy/paste an embed into your article. But why do that when you can use a platform to deliver the specific content you need? Plus, how long will it take you to find the right video when you’re searching through all video on the open web? Unless it’s a cat video you are seeking, you will probably have a harder time finding targeted, relevant videos for your audience.

Still don’t believe me about the benefits of curating video? Here are some examples and interesting stats on using video content in your digital marketing strategy.

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By Scott Decker
Scott Decker is the President and Founder of PublishThis. Before PublishThis, he led technology at, Blue Nile, and development solutions for the government. When he’s not running PublishThis, the industry’s most advanced content platform, he’s exploring new technologies, preparing for next Halloween, or watching something with superheroes, dinosaurs, or at least a lot of explosions.