When people talk about creating content for marketing purposes, the first thing that would come to mind would be textual content — articles, blog posts, status updates on social media, and the like. But while words do pack a punch when it comes to reaching target audiences and promoting a brand, other forms of content deserve equal attention because they can be extremely effective as well. One such content type would be online videos.

It's easy to see why videos are such effective promotional tools. They are easy to consume, they deliver information and specific messages well, and sharing them across the digital realm takes hardly any effort. However, when you're on the side that creates the video instead of merely watching it, you have to plan and execute properly so that you can have a valuable marketing tool in your hands.

To help you produce a video that will resonate with your intended audience, Arizona SEO specialists share the following brief guide to creating videos that will beef up your SEO campaign:

Choose your subject well.

There are millions of videos floating around online at any given time, with one after another becoming viral. Why are these particular videos captivating more audiences than others? It has to do primarily with the very subject of the video.

Web users pay attention to videos that offer something of value to them. A video that educates, entertains, shocks, angers, or impresses the viewers (or elicits a combination of these emotional reactions) will become more aware of your brand and anticipate new content from you in the future. They will also be more motivated to share the videos or spread the word about them.

Understand goals.

For a video to be an effective SEO tool, you should be clear about the goals that it is meant to achieve. In this regard, there are two important objectives:

• Encourage social sharing and link building
• Get more conversions

To inspire web users to share and spread your video, make sure that it is easily found online. Use keywords in the video description so that it will be found when people use Google. Create informative, popular titles. Transcribe the video script to add to search opportunities. Follow a staggered schedule for posting the video on different social media profiles. Take screen grabs of important sections of the video and share them as images. When people can easily find and share your content, it will spread and people will link back to you.

And to make the video work toward increasing your conversions, be smart about where you place the content. Consider, for instance, adding videos to a landing page, or creating videos that focus directly on your products and business so people can learn more and be encouraged to purchase your offerings.

Emphasize quality.

Finally, don't hold back when it comes to the production quality of your video. It may mean bigger costs upfront to get an experienced team or firm to develop and create the video for you, but you'll understand the appeal of superbly composed videos to web users when you see the positive results that a high-quality video can bring.