Video Content Preparation
Video content. What to pay attention to when creating and distributing. Advantages of video marketing, nuances of publishing and promoting videos.
Consequences of Using Video Marketing in Business:
- Increased traffic. The presence of video on a website page significantly increases traffic.
- Increased trust and loyalty. People like to work with people, not faceless brands. Make a video about your company and its employees. Show the people behind the business processes.
- People perceive information better through video. Because high-quality video content engages both visual and auditory ways of perceiving information.
- Virality. If you approach the process creatively and shoot a memorable video that benefits the audience, be prepared for it to be shared.
Video plays an important role in content marketing strategy and can bring hundreds of new users to the website. But there are many factors that influence the success of video marketing. Below we will explain how to create and effectively promote videos.
Goals and Objectives of Video:
First, determine what problem you want to solve with the video.
- Increasing brand awareness
- Gaining customer trust
- Conversions on the website
- Strengthening email marketing
- Increasing sales
- Re-engaging customers
Choosing Video Topics
We recommend using common sense. Determine what customer problem you can solve by recording the right video. What do your competitors talk about, and what can you talk about better/more detailed/more effectively/more originally?
Choosing the Video Format
The main goal of video in content marketing is to solve the user’s problem. The format depends on this. Possible video formats:
- Collections – listing various methods, tools, services, etc., useful for the audience. Example: a web studio marketer talking about useful tools they use in their work.
- Reviews. This format is similar to collections, the only difference is that all the focus is on one specific product, a detailed overview of its features, advantages, and disadvantages. Often it takes the form of a screencast. Example: an internet marketer introduces and discusses in detail the new features of Yandex.Webmaster.
- Webinar, where an expert shares useful information with users.
- Video infographics. Example: animation listing different phone sales scripts.
- Interview. The main task is to choose the right speaker and prepare questions. Example: an HR manager interviewing executives of large well-known companies, asking questions about the principles of hiring employees.
- Case study. Example: a content marketer talking about how their clients got 100 new leads through native advertising.
Choosing a Platform
YouTube
- With YouTube analytics, you can assess the effectiveness of the video in detail.
- If you have worked properly with semantics, you will get a long tail of traffic.
- You can see in real time who is watching which videos at the moment.
- Native players in social networks. Today, all popular social networks pay great attention to video content. Priority is given to native videos, while videos from YouTube get lower reach. Therefore, there is no point in embedding videos from there.
Vimeo
Vimeo is a media platform that attracts designers, artists, musicians, and other creative professionals. The community has developed its own requirements for videos. Vimeo is not very popular in the Russian-speaking internet, but it can be useful as a video hosting platform.
Video Hosting on Social Networks vk.com/facebook.com and others
Instagram is a separate relevant platform that allows for different formats of video content.
Video Optimization using YouTube as an Example
Semantic Analysis:
- Channel semantics (optimization for high-frequency queries). Here you need to collect all possible popular queries related to your field of activity.
- Category semantics (optimization for mid-frequency queries). Mid-frequency queries will help you identify the interests of your target audience and form channel categories. This way, you will understand what you should talk about in your videos.
- Video semantics (optimization for low-frequency queries). It reflects the specific interests of the audience and will help in creating relevant content.
Market Analysis
Analyze which queries are used in your niche and which are not. This way, you will filter out hard-to-promote topics and focus on niche ones. This will help you find out what competitors are not telling the audience and use this factor to your advantage.
Search Engine Optimization
For successful search engine optimization, you need to fill in absolutely all the fields that YouTube offers. Pay attention to the following factors:
- Channel name
- Playlists
- Video title
- Description
- Tags
- Subtitles
- Thumbnail
- Teaser video
Publishing and Distributing Videos
Publishing Videos
Consistency is key. Content publication should be regular. Create a public schedule for publishing videos. Each category should be released on a specific day of the week at a specific time. This way, your subscribers will know exactly when to expect a new release, and users who visit your channel for the first time will be sure that the category they are interested in is updated regularly.
Comments
There are 3 types of comments.
- Positive – you can publicly thank the author for the comment.
- Negative – you need to respond to negativity as quickly as possible. If the complaint is justified, offer a solution or compromise.
- Spam – delete, mark as spam. The platform will take action itself – in 2019, spam is strictly dealt with.
Video Distribution
We recommend making it a rule to share new videos on all possible platforms. This way, they will be better promoted on the internet and on YouTube.
- Own platforms – social networks (groups, pages, personal accounts), website, blog;
- Paid platforms – ordered an article on a website? Shoot and post a video dedicated to this article, pay a blogger with a large audience.
- Partner platforms – any platforms of your friends, partners, and acquaintances where you can post your video.
- Video seeding services – Seedr, Viboom, Buzoola.
