Video Distribution 101:
How do I get people to watch my videos?!
Dan Greenberg
dan@sharethrough.com make your media social

The Most Important Question:
What is your GOAL?

EXAMPLE GOALS
Spread awareness about an issue or idea
Generate fans and followers online
Get press, online and offline
Solidify relationships with existing advocates

Every part of your plan
should contribute towards your goal.

Your video distribution
blueprint.
The Goal
Target Audience
Video Content
Messaging
Distribution Channels
Marketing Strategies
Success Metrics

What is our goal?
Make yourself choose ONE goal.
(It’ll force you to focus on the most important one.)
The Goal
Target Audience
Video Content
Messaging
Distribution Channels
Marketing Strategies
Success Metrics

Who do we want to influence?
It’s OK to have multiple audience targets,
as long as you can speak to each one.
The Goal
Target Audience
Video Content
Messaging
Distribution Channels
Marketing Strategies
Success Metrics

What’s going to resonate with them?
Choose a content strategy that makes sense
given your audience target.
The Goal
Target Audience
Video Content
Messaging
Distribution Channels
Marketing Strategies
Success Metrics

How can we frame this
in the most effective way?
Sometimes content doesn’t speak for itself.
The Goal
Target Audience
Video Content
Messaging
Distribution Channels
Marketing Strategies
Success Metrics

What should we do with our content?
Put it where your audience already
spends their time.
The Goal
Target Audience
Video Content
Messaging
Distribution
Channels
Marketing
Strategies
Success Metrics

How do we extend our reach?
Like traditional marketing, reaching lots of new
people costs money.
The Goal
Target Audience
But online, getting people to Video Content
Messaging
spread your message
Distribution
is a lot easier. Channels
Marketing
Strategies
Success Metrics

How do we measure success?
Given a well-defined goal, it should be easy.
The Goal
Target Audience
Video Content
Messaging
Distribution
Channels
Marketing
Strategies
Success
Metrics

Video Distribution Channels &
Marketing Strategies.
The Nitty Gritty.

Distribution Channels (FREE)
What should I do with my videos?
Post and Pray
Create a branded channel and upload to YouTube.
Post to your website and blog.
Email to your core email list.
Post to your Facebook Fan Page.
Tweet to your Twitter followers.

Distribution Channels (FREE)
What should I do with my videos?
SEO (Search Engine Optimization)
Upload your videos everywhere so that you dominate
search results for relevant keyword searches.
Mass uploader and management tool for
multiple videos on multiple sites.
http://www.tubemogul.com
Management tool for distributing episodic
video content.
http://www.blip.tv

Distribution Channels (FREE)
What should I do with my videos?
Enable Sharing
In email: Bit.ly
http://www.bit.ly
In blog posts and on your website: AddThis
http://www.addthis.com
On Facebook: Sharethrough’s Fan Page App (free)
http://www.sharethrough.com/products

Distribution Channels (FREE)
What should I do with my videos?
Blog & Partner Outreach
Examples:
Reach out to blogs and sites whose readers
would be truly interested in your content.
Reach out to strategic partners whose members
and audiences match your target audience.

Marketing Strategies (PAID)
How do we reach more people?
Advertising
Traditional Ad Networks
Buy clicks to your video or webpage with the video on it.
Video Ad Networks
Play your video as an ad before users watch other videos.
Paid Placements
Pay YouTube to include your video in relevant searches.

Marketing Strategies (PAID)
How do we reach more people?
Press & PR
Hire a PR firm to craft a
compelling story
and reach out to the press,
on and offline.

Marketing Strategies (PAID)
How do we reach more people?
Influencer Outreach
Harness the power of influencers
to broadcast your content
to the people that trust them.

Marketing Strategies (PAID)
How do we reach more people?
Paid Video Distribution
http://www.sharethrough.com
Pay for your video to
be distributed
to targeted audiences
across the web.

Questions?
Ideas?
Feedback?
Email me.
Dan Greenberg
dan@sharethrough.com