How to Use Automatic Transcription as a Marketing Professional
Over 70 percent of all consumer internet traffic comes from videos which makes them one of the most powerful marketing tools.
However, the abundance of video content also means your marketing strategy might need just a bit of extra work to really shine: cue transcription.
In the hands of the savvy marketing professional, transcription can be an incredibly effective tool. Take video captioning for example: transcribed videos not only reach a wider audience but tend to also drive more engagement. Studies have shown that including a video on a company’s landing page can increase conversion rates by 80 percent. Video captioning, on the other hand, makes it easier for your visitors to understand the content, without the need to pause or replay if they’ve missed something. Transcribing a video ensures your customers will follow along as the video plays and can quickly go back or forward if they need to recall something.
Accessibility & Reach
What’s more, video captioning makes your content more widely accessible. Consider those who may be in an environment where they simply can’t listen to the video – e.g. at work or at a public space. Video captioning also makes the company’s videos accessible to the hearing-impaired and gives all of your potential customers easy access to the content.
Accessibility is far from the only benefits transcription has to offer to marketing experts. Video transcription can help you retain and engage old customers but also acquire new ones. YouTube’s algorithm prioritizes videos with full transcription so video captioning not only helps your audience understand your content but also makes it easier for them to stumble upon it.
Transcription can be a life-saver for any marketer who’s ever done market research interviews. They are a fantastic way to gauge your target audience and get into their heads in order to deliver a product, service or a marketing campaign that addresses their needs, wants and pain points. Transcribing the market research in an easily searchable written form simplifies the process of competitor research and helps you create more powerful social media posts and newsletters. Converting interviews to text is a great way to organize your market data for future use, and ensure you keep reliable records to streamline your future marketing campaigns. Using an automated transcription service like Temi can make this even easier, providing you with a huge amount of information in a short period of time.
Webinars & Live Events
Transcription can also help you stand out from the competition by hosting better live events or webinars. Including a free transcription of the event is a major asset for your customers as they will be able to refer back to the information and solidify the perception of your brand’s authority. The transcript will not only ensure information is retained better but will also reinforce the idea that your company hosts useful and exclusive events.
With video marketing on the rise, transcription is becoming one of the most powerful tools for the savvy marketing expert. Video captioning boosts your SEO rank, helping you reach more customers, conveys more information in a simplified form and engages your audience, leading to higher sales. Transcription can also improve your webinars and market research interviews, ensuring your company makes the most out of its marketing strategy.