Tutorials - discover the power of video tutorials!

If you read blog SEOSki, then you already know what the biggest challenge is content marketing. There is a huge amount of content on the internet that users are exposed to. If you want to reach them with your content, you need to make sure that you attract their attention quickly and effectively. What's more, you need to provide your audience with content that actually provides the answers they are looking for. In many situations, all of this can be achieved through video tutorials, or tutorials. Wondering whether this form of content is right for your business and whether it's even worth investing time in? Read the article to get an inside look at tutorials and see what marketing potential they have.

What does it involve, or what exactly are tutorials?

The word 'tutorial' is a carbon copy of the English language, which has already entered our colloquial language for good. It is much less common to use the term "video tutorial". This form of content is a quick, dynamic way of showing viewers how something works (e.g. an application, device or product). YouTube has contributed to the popularisation of tutorials, with creators willing to share step-by-step videos showing how to perform certain actions. Tutorials can cover really any area of life. The most popular are make-up tutorials and gaming instructions. But are you aware that tutorials are not only a useful and attractive way of conveying information to your audience? They are also a great addition to your marketing strategy and support for your SEOas you will read later in this article.

Why do tutorials engage audiences?

In general, videos allow information to be communicated in an attractive way, combining text with graphic, dynamic and interactive elements. Video tutorials, moreover, usually contain actual footage of the product in action. If you are presenting something complex to your audience, it is much easier for them to understand it when they watch a tutorial than when they read a manual. This is confirmed by research carried out by Wyzowl - 72% people prefer video to text when they want to find out how a product or service works.

Division of tutorials

Before going on to describe tutorials in the context of the benefits they provide from a marketing point of view, it is necessary to make some division. Tutorials should be divided into:

• corporate (so-called official) - prepared by a company (e.g. a manufacturer) to improve the UX (experience) of existing users and, to some extent, to present the product to a potential customer.
• user-generated - A form of UGC (user generated content). Users record this type of video because they are interested in a particular industry, a particular product and want to share their experience/knowledge with others. Their aim may also be to help solve problems related to the use of a particular product.

Tutorials from a marketing point of view

Tutorials are, in addition to infographics some of the most shared content on social media. What can be done to not only educate in an accessible way, but also to benefit the brand? The answer is to subtly (!) add product video elements to the tutorial and thus build brand awareness. What elements are we talking about? For example, a non-intrusive presenting the benefits of the product. In this way, we not only influence an improvement in the UX of existing users, but we can also induce a potential customer to make a purchase decision.

The key terms here, however, are 'subtle' and 'unobtrusive'. Too aggressive product placement can do you more harm than good. Web users may become annoyed because they were looking for knowledge, for a solution to their problem. They do not want to watch a video lasting several minutes, which praises a product but does not explain, for example, how to use a particular function. 

What must be included in an official tutorial?

Answers to frequently asked questions about the product

Keep an eye on the most common searches on the internet to find out what your audience is asking about in the context of your product. Then make sure you have video tutorials that answer all the most common doubts. You will not only be helped by analysis tools such as Google Keyword Planner or Ask The Public. Also ask your salespeople and the customer service department and they will certainly share the most frequently asked questions with you.

An example of a video that effectively solves users' problems is, for example, the one created by Dropbox:

CTA

In the case of an official tutorial created by a brand, a marketing CTA will work as well as possible, encouraging to try or buy the product. It is also worth mobilising viewers to share the video on social media, so you gain the chance to reach a larger audience.

How can tutorials support SEO efforts?

A properly prepared tutorial is an invaluable support for video content marketing and SEO. Keywords play an important role, which are the basis for the positioning of the material. In the case of video, they should be used in title, description and tags. It is also worth considering adding a transcription to the published material.

What else is worth knowing? Two of the most important SEO metrics are the time users spend on a page and the number of backlinks pointing back to the domain, and video almost always improves both of these metrics. Studies show that people stay over twice as long on a site with video than on one without video!

These are the mistakes you must beware of when recording a tutorial!

Video too long

For the recipients of content, it is better to watch several shorter materials than one long episode. For this reason, a good solution is to create a series of tutorials, e.g. on one product, but each episode is dedicated to a different product feature. This is also beneficial from a marketing point of view. A series of periodic videos will keep viewers interested for longer. 

A series of tutorials, however, is primarily a convenience for the audience. If, for example, a customer wants to know how to change the sound settings on their TV, they will not feel like going through an hour-long tutorial on all the settings just to get the one piece of information they are actually looking for.

Basically try not to make videos longer than 10 minutes. After that, the audience's attention starts to decline - especially online, where so much content is competing for it.

No scenario

Even if the tutorial shows someone using the product 'live' and tells them how it works, it is important to write a script. This can take a variety of forms: from a detailed breakdown to general instructions to ensure that the presenter does not forget the most important aspects that he or she needs to mention. In addition, the script is also useful for controlling the duration of the video. 

Writing the script, do not limit yourselves to narrative. Consider which moments require graphics, animations, screen recordings, close-ups and other visual elements. 

The insurmountable curse of knowledge

The curse of knowledge is the greatest enemy of communication. Unfortunately, it afflicts professionals, academics and also marketers. What is it actually about? It's displacement of the state when we did not have the present knowledge and experience. The upshot is that we find it difficult to find the right words and methods with which to effectively communicate information to people who do not have the same 'background' as us.

How do you lift the knowledge curse when it comes to tutorials? Each product has its own characteristics, so it is better to start with the basics. Some of your audience may be familiar with your products, but you must also bear in mind the 'beginners'. If you are offering a physical product, it is important to have a so-called 'first impression'. unboxing, i.e. unpacking it. In this way, you show exactly what experience the customer will go through. Remember, too, to break down each step into simpler stages - ones that are fully understandable.

Poor editing and technical preparation of the material

Sloppy editing of footage is the nail in the marketing coffin. It affects the reception of the video and its popularity. Nowadays, web users are more and more demanding, and it is not enough to have "raw" material without editing or additional graphic elements. If you want a large number of views for your video, you must be aware that viewers expect high quality content. Showing a desktop with little to see or poor sound quality is a recipe for... failure! failure!

What tools can you use to edit your materials? For example DaVinci Resolve, HitFilm Express or Lightworks.

Tutorial - an audience- and brand-friendly format 

If you are wondering what kind of content you should create for your audience, consider tutorials. Perhaps you receive a lot of enquiries about using the product you offer? A video tutorial is the way to go in this case. However, remember to follow the tips in the article. Above all, pay attention to simplicity of the message and language understandable to everyone. Don't neglect the technical and visual aspects either - a poorly made tutorial will quickly be forgotten. Present your brand at its best, help customers solve problems and enjoy the benefits of video. content marketing.