The document discusses characteristics of effective video content marketing agencies. It notes that agencies with print publishing backgrounds have found success in content marketing due to their experience producing high-quality material on tight deadlines. Key characteristics of strong content marketing agencies include being truly multi-platform, working collaboratively with other agencies and clients, monetizing content to deliver ROI, gaining insights from audiences, and maintaining high production quality. The document also provides tips for effective video marketing, such as using compelling titles, providing excellent educational content, including website URLs in videos, and embedding videos on one's own site.

1. Video content marketing agency
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I. Video marketing content for you!
But what exactly is it that marks a good content agency out from the
growing crowds? Is it any more than being able to create something cool
that cuts through the clutter?
The other day I was talking with some of my industry peers about how
‘content marketing’ has become a magnet for all kinds of different
marketing outfits: PR, video production, digital, SEO and social media.
And yet, it’s the agencies with print publishing backgrounds that have
found themselves at the forefront of content marketing.
For anyone smart enough to look beyond the ‘old media dinosaurs’
stereotype, the reason is obvious. ‘Always on content’ is nothing new to
someone used to working on a daily title.
From the editor's meeting at 8am to the ‘breaking news’ revisions made
throughout the night, a journalist’s job has long been to work to the
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2. content calendar and produce a relentless flow of high-quality material –
offering the audience something fresh, relevant and yet arresting every
day, and driven by the knowledge that your salary depends on them
reading it.
It’s this ‘always on’ capability that is at the core of a good content
marketing agency today – creating assets not just in print but also for the
super-fast digital news feed. But while this kind of agility is essential, it
isn’t enough on its own to guarantee success.
So, what else marks out a strong content marketing agency in today’s
world? Here are five characteristics that will help you recognise one
when you see it:
1. Truly multi-platform
While it’s great to have all those skills from a heritage in print or a
background in video, being able to make that content work across
channels is essential.
According to the Content Marketing Institute, UK marketers use on
average 13 different channels and formats for disseminating their
content (more, incidentally than in the US) so it’s neither practical nor
cost effective for brands to use a single-discipline agency.
Having said that, a single agency is unlikely to be able to do everything,
which leads us onto the next point…
2. A team player
'Always on’ might not be all that new, but it does means there’s a lot to
do. So being a content marketing agency today means working in
partnership with other agencies and, crucially, the client, who will
increasingly be building its own content production capability.
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3. The field of content needn’t be a competitive landgrab. An agency
which can work well with others while providing a selfless and coherent
strategy for mixing multiple sets of resources will be a winner.
3. Commercial
An agency that can turn the client’s owned content portfolio into a
valuable media asset will deliver great ROI through content marketing.
This is precisely the kind of operation that British Airways’ BA
Media unit has been pioneering for several years, developing a portfolio
of media opportunities for advertisers that monetise content online, in
print, on board and in airport lounges.
4. Insightful
The audience is at the heart of good content marketing, so a strong
agency will maintain a single-minded focus on understanding it.
But while it’s tempting to rely on digital insight tools, the best agencies
will always speak to your audience, face-to-face, and find out what
makes them tick. By doing this (probably bumping into some big
data along the way), an agency might just hit on the insight that can take
a brand’s content to a whole new level.
Redbull, of course, is the classic example. By extending its reach into
areas that its audience genuinely cares about, it’s arguably now better
known for its extreme sports content than it is for energy drinks.
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4. 5. A byword for quality
Don’t settle for the mediocre, no matter how successful that might be in
your analytics. Great writing is still great writing and great film is great
film, and your audience will thank you for it with their time, money and
heart.
II. Video marketing tips
#1: Make your title count
Just like a headline to a blog post,
video titles can pull powerful
traffic. There are two main reasons
why the title is so important. One,
a great title can instantly grab a
viewer’s attention.
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5. Two, when you use the appropriate keywords in your title, you are more
likely to show up on search engines when people are searching for your
topic. And remember Google owns YouTube, so there’s a story
connection between video and searching.
#2: Provide excellent content
Take some time to think about your ideal viewer. What do you know
that they’ll find valuable? What can you teach them? “How-to” videos
are extremely successful because not only do they offer great value to
your viewer, but also you’re able to showcase your knowledge and skill,
thus positioning yourself as an expert. This is key as you continue to
grow your brand.
#3: Include your URL in your video
When you edit your video, take advantage of the different editing
features. One easy feature is to add a text box to your video. This is
where you can display your website address and it’s a great way to get
exposure.
Here’s a screen shot of Mari Smith’s YouTube channel. Notice how she
used a text box in her video to display key information, including her
website URL at the end of her video. Smart move!
#4: Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently
somewhere on the screen. You can do this at all times, or during key
times in your video.
In the image below, notice how the company logo is displayed in the
upper-left corner. You can display your logo throughout your video or
only at key times.
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6. #5: Always provide an HTML link
When you post on YouTube, you have the option to write a short
description of your video. Always start with the link you want to drive
your viewers to so you don’t miss this key opportunity.
Here’s a snapshot of the description boxes from one of my YouTube
videos. Notice the placement of my website URL (it’s the first thing
you want to put in the box!) and the keywords I used in my title as well
as the description.
#6: Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make
sure to always embed your video on your own website. This will
increase the amount of time people spend on your website and help grow
a captive audience.
Also, Google’s algorithms consider how many times a video is viewed,
and embedded video views you receive get added to the ‘views’ tally on
YouTube. This is important for showing up in Google search results!
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