If you aren’t already using video content in your marketing,you need to start now!Fortunately, online video is within reach for businesses of all sizes. With the advent ofnew technology and tools, the cost and time investments associated with video productionare much less. The best part is, there are multiple ways to create video content.Video Content Strategy Tips:1. Create new content or identify existing content to use/reuse in online video.Locate and organize preexisting video and other media assets. (e.g., training videos,speeches, how-to videos, promotional pieces, and marketing videos created in the past.)While reviewing existing content make sure to look for updating opportunities. Forexample: you’ve got a white paper to re-purpose for video. Contact the subject matterexpert and ask for a 45 minute interview to explain the content behind the white paper.Take an inventory and categorize your content to make it easier to match it to your targetaudience and campaign(s).2. Plan the right type of video for your content strategy.As content marketing gains favor with all businesses, targeting and segmentation arecrucial. You must consider your target audience and the user experience throughout thescripting and production process.Leverage your customer service teams and your sales department. They are on the frontlines day to day and have valuable insight. Select the right elements for online videopresentations. Always look for show and tell. Show - are there visually interesting andcompelling materials that are better seen than spoken or read? Does the content lenditself to diagrams, illustrations and/or screenshots? Tell - is it beneficial for someone who isknowledgeable about a topic to tell the story behind it? If a visual is self-explanatory anddoesn’t need a storyteller, then just use the visual, with some interesting commentary.(Continued)
(Page 3 of 4) Continued 2)2. Know your audience3. Build a script for your video.Communicate and engage with them in a way they would appreciate – language andUnderstand your audience and have a clear objective. Use elements and techniques thatstyle. If you can, be spontaneous and use humor and informality, when appropriate. Ancommand audience attention in the first 5 seconds - at the very least.unscripted video has an authenticity that can work well on the web. Have a camera handyto capture unplanned moments for future opportunities. For example: capture a clientTwo options: use published content or create a fresh Hollywood-style approach. Manythat stops by you7. Optimize your video for search enginestimesyour video on YouTube (the #1 place people watch video and the #2 work perfectly.Host knowledge, passion and enthusiasm combined with visual aids, will search engine)to drive traffic, grow your audience, and enhance search results. Optimize the title and de-scription your content message and brand.4. Matchof your video with the appropriate keywords so that it will appear in the searchengine results. Place your URLwith your include Make sure it’s consistent with yourIt’s vital your video is aligned first and brand. a transcription.advertising and marketing messages, and incorporates your brand identity/graphics.8. Measure your successQuality content and quality videos enhance brand values and lead to engagement.Online videos can be measured. Based upon your marketing strategy, decide where to hostConsider video it be on and whether the video orfor awarenessparty OVP solution (Onlineyour video, be length, your website, YouTube is using a third or lead generation.Video Platform). Then learn about your audience with analytics. YouTube Analytics (Free) –5. Promote your video and get an audience. for web site stats. For hosting videos onfor YouTube hosted videos. Google Analytics (Free)your web site, you can embed your YouTube video or use a YouTube or Vimeo, emailVideo distribution options include: your company web site, paid platform like: Brightcove,Ooyala, Vidyard and Wistia. page with the embedded similar social networks likecampaigns (link to a landingFacebook Insights providesplayer), information. Then refineand strengthen your message and/or campaign. (if appropriate). Online video has beenFacebook and Twitter, blogs and advertisementsshown to raise email open rates, create more memorable impressions than other contentThe size or budget of your organization doesn’t matter. Now is the time to leverage theforms. and video helps convert faster as higher values. Don’t forget to optimize forpower of video to gain a competitive edge!search (VSEO) and enable sharing.Should you post your video on your website or should you put it on YouTube?This will depend on your business objectives, whether your looking for new prospects orwhether you are speaking to existing customers. Both channels are recommended (postingideas and options will be reviewed in my next article). Experiment with distributionchannels, measure and analyze what works, then refine your video content and campaignsaccordingly. Sometimes highly viral videos that get tons of views don’t deliver web site(Continued)
(Page 3)traffic or sales. Typically viral video content viewers are more inclined to go to social mediasites than to a company’s web site.Many B2B marketers don’t look at YouTube as a place to have their videos viewed, butdon’t forget the biggest value of YouTube is the exposure gained via long tail searchesthat come up more often in search results - both within YouTube and on Google.B2B marketers ranked video one of the most effective tactics,61% perceived effectiveness rating—Content Marketing Insititute.90% of Fortune 500 companies utilized online video in 2011—WebVideoMarketing.orgeMarketer estimates that online video spending will rise as much as 55% this year,making it the fastest growing ad format in 2012. Major contributing factorsinclude: video’s high growth rate and relatively low base of spending.B2B and B2C audiences nowadays expect to connect with brands via video. It’s no longera nice-to-have. It’s imperative to have online video content. If your competition has videoand you don’t, the competition wins. The good news is, most organizations have a wealthof material in various formats that can be re-purposed easily, quickly and cost-effectivelyfor online video. Remember, professional quality engaging videos reflect positively on yourbrand and act as an excellent lead generation tool.Use the power of video to grow your business!Call VMakers 888.712.8211 or info@VMakers.comVideo marketing, production and distribution - no hassles, no high-costs!