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Keeping up with the constant demand for content can be tricky for any small business marketing team (if there are even more people than just you on it). Between all the different channels you can publish on, there's a constant demand for new and more interesting things to engage with. One powerful ally you have in this struggle is video, and if you play your cards right, it can become the content creation workhorse you need to keep on delivering new and different pieces that entertain your audience and grow your following.

Why video is so valuable

It used to be that making video was an expensive endeavor, but these days production costs have never been lower. As the old saying goes, a picture is worth a thousand words. So, a moving picture that demonstrates a point you're trying to make or engages your audience on a topic that they're interested in can be priceless.

On average, you have about 10 seconds to hook your audience. Video makes that job easier, especially if it looks professional and has valuable branding attached. With the ubiquity of smartphones that can shoot in 4K and broadcast live, you can take your audience to places they've never been and give them an opportunity to see something they haven't seen.

Using video as a content engine

There are a few simple ways to use video to create content that drives visitors to your website and builds an audience. First of all, consider the expert knowledge you have in a topic that people are interested in hearing about. Doing a quick explanation about something that is key to your day-to-day operations, whether that's how your restaurant sources ingredients or what to do about a common problem for your business, is a great way to give people a behind-the-scenes look that is totally captivating.

The other thing you can do is pick a topic of interest and give your point of view on the subject. Take a second to write down what you're looking to get out there, so you can edit it down. Having an outline will stop you from rambling. The time investment is more manageable than other forms of content, and the face-time with your customers will build your credibility.

Use video to make more content

The key thing to realize when you're making videos is that you can translate that same material into all sorts of other content. Take the most important 60 seconds of your video and publish it to Instagram every week. Make a 480p version of the video that you can broadcast to iTunes as a podcast.

Transcriptions run as little as a dollar per minute, so it's a no-brainer to get your video transcribed and published online as a way to boost SEO. If it's a longer piece, you can break it up into different sections and use it as an outline for multiple blog posts to bring a multi-channel approach to your marketing. Conversely, you can take a post from your website with high traffic or conversion numbers and make a video of it. You know the material works, and video will help you boost engagement on Facebook and Twitter.

However you decide to approach your marketing, realize that video is an important component in a content marketing plan that engages your audience and builds your brand. If you use it as a content creating engine, you'll see why it's one of the most powerful mediums for capturing attention and driving traffic to your business.