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Category Archive: Video Marketing

  1. How Important Is Video Content in 2016?

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    articleimage1761 How Important Is Video Content in 2016

    Video content is another medium you can use in a content campaign; like written, visual, or short-form content, it can cover any number of different topics, offers a reasonable degree of creativity, and can be published almost anywhere. But up until now, video has been one of the less popular content marketing mediums. There are several reasons for this:

    • Search engine crawlers focus on text, making word-rich written articles hypothetically more valuable for SEO.
    • Videos are perceived to be time- and budget-intensive, making them more difficult and expensive to create than other contemporary mediums.
    • Videos haven’t traditionally been as easy to access as written material online.
    • The returns on written content have been sufficient to sustain most campaigns.

    Now, in 2016, video content is rising in both popularity and importance for content marketers—but just how important is it going to be throughout the year (and beyond)?

    Rising User Interest

    articleimage1761 Rising User Interest

    The most important factor you have to consider is user interest. After all, your content strategy is almost exclusively focused on appealing to what your users want and need. If they want and need more video content, it’s in your best interest to supply it to them.

    There’s no question that user demand for video has grown steadily over the past several years. Some estimates are predicting that up to two-thirds of all online traffic will be intended for video as early as next year. It’s hard to measure this level of interest objectively, but take a look at the growth rates of popular video platforms, and how many people you know post and share video content more than any other medium. The prevalence of Wi-Fi and mobile Internet access is also making it easier for users to access videos at any time, furthering the popularity growth spurt and extending it deep into the next few years.

    SEO Benefits

    articleimage1761 SEO Benefits

    We know that written content is valuable for SEO because it provides lots of indexable material to Google and informs search engines about your area of expertise. Videos don’t function the same way, but they do provide a number of direct SEO benefits:

    • Your video’s title and description add to Google’s understanding of your brand and site.
    • Your video can be indexed as rich content, displayable above the fold on SERPs.
    • Your video content library’s popularity, likes, and comments, can contribute to your brand’s overall authority.
    • Viral videos can earn you tons of backlinks to increase the domain authority of your site.
    • Your video can rank in platform-specific search engines, like YouTube search, giving you more web real estate.

    This hasn’t changed much in the past few years, but the accessibility of videos makes these benefits even more appealing.

    Competitive Edge

    articleimage1761 Competitive Edge

    Because so many business owners are worried about producing videos (whether it’s the perceived cost, the lack of familiarity, or just a general fear of change), there’s a significant gap in the content market. There’s certainly no shortage of written content, which has started to approach the brink of oversaturation, so if you want an easy way to stand out, video content gives it to you almost immediately. If you’re in an industry that seldom uses video, this benefit is even stronger—differentiate yourself from the competition by staying ahead of the curve.

    Increased Developmental Focus

    There’s also a host of new technologies in development or recently released that increase the availability, popularity, or ease of creating video content. For example, Facebook and Twitter have both released features that allow the auto-playing of videos in users’ newsfeeds upon scrolling in the past year. New video-streaming platforms like Periscope and Meerkat have exploded in popularity. Even Google’s getting more into the video game with video-based ads in search engine results (still forthcoming on a large scale as of the writing of this article). This is more than just an indication of where the market is headed—it’s an access point for those unfamiliar with video production. These social apps and tools don’t require much in the way of technical expertise or professional polish, but they can help you create video content that people want to see. The rest is up to you.

    Future Value

    articleimage1761 Future Value

    It’s also worth mentioning the longevity of video content. Like written content, most video content can be uploaded and archived for a near-permanent value on the web. Visitors to your site five years from now will be able to look at your video history all the way back to now, and as user interest (presumably) increases, that archive of content will only become more and more significant. The only kind of video that doesn’t offer a permanent archival value is real-time streaming, which is incredibly popular today, but don’t write off that content’s value—it’s extremely useful for audience building if you use it correctly.

    The Bottom Line

    It’s difficult to say exactly how “important” video content is this year, since “important” is a subjective term, and each business is going to have unique needs, a unique audience, and unique factors influencing their decisions. What I will say is this: video content is more important and more valuable than it ever has been before. It presents many competitive opportunities, SEO advantages, and long-term benefits that written content can’t offer alone. I don’t recommend you abandoning any of your other existing content strategies to go “all in” on video content, but I do recommend you considering incorporating video into your campaign.

  2. The Beginner’s Guide to Video Content

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    articleimage1745 The Beginner's Guide to Video Content

    Video content is here to stay, but many marketers and business owners are still intimidated by it as a medium. Written content, by comparison, is easier to produce, far more common in syndication, and is a more traditional means of working toward SEO results. The idea of “video” content seems expensive—after all, you’ll need to hire a videographer, purchase expensive video equipment, and spend dozens of hours producing high quality work, right?

    Wrong. Video content has to be informative, entertaining, and thorough, just like written content, but that doesn’t mean you have to splurge on expensive equipment or seasoned talent. Chances are, your phone already has a decent video camera in it—combine that with a basic setup, and you have an instant, simple video producing setup. But why is video content that important in the first place?

    Why Video Content Is Important

    articleimage1745 Why Video Content Is Important

    The simple answer is that more people want to see video, and as always in content marketing, you need to produce the content that people want to consume. That’s the entire point. But let’s take a closer look at why more people crave videos:

    • Internet is more reliable. Faster, more widely available Internet makes it easier to stream videos anywhere. This is a small motivating factor, but a significant one nonetheless.
    • Mobile phones are everywhere. This has a two-pronged effect; people can watch more videos on the go (and avoid hard-to-read written content), and people can produce more video content, leading to increased demand as a social reaction.
    • Written content is becoming oversaturated. Let’s face it. Too many people are fighting for a finite amount of visibility in the written content world. People are getting tired of cluttered newsfeeds, so only the best of the best written content stands out.
    • Videos are faster. If you’re on the go and you need a quick answer to a brief question, you might have to scroll through an article for several minutes before you get your solution. A video, on the other hand, is much more concise and easy to navigate—you can even multitask when pulling it up.
    • There’s a consumer-publisher feedback loop supporting video popularity. As videos have grown more popular, apps like Facebook and Twitter have supported them more and more with auto-play features and other functions that make videos easier to upload and view. This encourages more video production, which in turn is sparking even newer innovations in the video publishing and syndication sphere.

    Ultimately, these trends are only going to increase, so it’s in your best interest to get started with video content as soon as possible.

    Video Content for SEO

    articleimage1745 Video Content for SEO

    Because video content lacks any explicitly written words, you may wonder how they can be valuable for SEO. After all, most content posts rely on Google’s web crawlers to extract information and draw a conclusion about the nature and value of the piece. While Google can’t currently evaluate the quality of a video the way it can a written post (though it can rely on external indicators, like thumbs up, views, and shares), there are ways videos can aid your search position:

    • It adds to the content of your site. And the more valuable content you have, the better—always.
    • You can optimize for your chosen publishing platform. If you upload on YouTube, you can use tags, titles, and categories to maximize your video’s chances of getting found. YouTube isn’t quite as powerful as the general Google platform, but it’s certainly worth pursuing.
    • It can be mircoformatted. There’s a Schema markup for video, which makes it available for Google to use as a rich answer. You can also use this to optimize the meta data for the video.

    Getting Started With Video Content

    articleimage1745 Getting Started With Video Content

    If you’re nervous about getting started or feel like you aren’t going to “do it right,” throw those assumptions out the window. As long as your video is chock full of useful information, or even marginally entertaining, it’s going to be valuable. Cameras in mobile devices in an improvised setting won’t give you the same production value as a movie studio, but it’ll do just fine for a starter video content strategy.

    Video Content Ideas for the Beginner

    articleimage1745 Video Content Ideas for the Beginner

    If you’re struggling with how to get started, consider some of the following content ideas:

    • Product demos. Show off what makes your product or service special.
    • Speak with industry leaders or random people on the street—they’ll even do most of the talking for you.
    • How-to videos and tutorials. Show your customers how to do something, or walk them through something complex.
    • Q&A (or FAQ). Gather up some of the most common questions you’ve received or heard, and answer them. It really is that simple.
    • Whiteboard discussions. Open ended and regarding a specific topic, whiteboard sessions help you establish yourself as a thought leader.
    • Testimonials and reviews. This is a great one because you can collect them from your customers rather than making them yourself.
    • Live feeds of industry events. Use Periscope or Meerkat to do a “live feed” of speakers or your experience at a specific event.
    • Video infographics. These are a bit trickier to pull off, but you don’t need fancy animation—you can illustrate concepts with doodles or anything you can find around the office.

    Moving Forward

    Remember, video content is only going to become more important as the years continue. It needs to start being a part of your strategy today, while the competitive environment is still relatively light. As you gain more experience and confidence in your work, you can invest in higher quality tools and strategies, but only head that direction when you’re comfortable. In the meantime, you’ll see ample results from a basic approach.

  3. How Important Will Video Content Be in 2016?

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    articleimage1515 How Important Will Video Content Be in 2016

    Great content campaigns utilize multiple mediums with a single unified brand voice and a coherent, comprehensive direction. They call on the power of written articles, photos, infographics, videos, and interactive items like quizzes and surveys to cater to many different audiences in many different ways. However, a startling number of content marketers still focus primarily on written content marketing, fearing the complexities and extra effort required by more advanced formats, like video.

    Video content, when done well, can take a little more time, effort, and technical expertise compared to written content, but it’s an important piece to the modern content puzzle—and it’s about to become even more important in 2016. Can your content strategy survive without videos as little as one year from now?

    Increasing Consumer Demand

    articleimage1515 Increasing Consumer Demand

    The bottom line for content is consumer demand. Content marketing has only been successful in recent years because consumers have been hungry for more information and more entertainment. The past few years have seen an increase in interest in video content, and this upcoming year will spark even greater demand for the medium—some predicting that up to 69 percent of all online traffic will be for video content by 2017.

    Why is this?

    Faster, Greater Internet Access                                                       

    It may seem like a minor thing because it happens so gradually and average Internet access is already pretty good, but increasing availability and speed of Internet is key for video content to develop even further. Written content is nice, but video content tends to be even easier to consume—it just takes greater data to transmit. Better, more ubiquitous Internet access means even more people will seek out video answers to their problems and questions over written content, especially when on the go.

    Video Embeds in Other Channels

    YouTube has over a billion active users, but it’s no longer the only social platform making good use of videos. Vine has exploded in popularity, and starting this year, other giants in the social media world are doing more to bring video content to their users. For example, both Facebook and Twitter now offer integrated, automatically played videos in their users’ newsfeeds. Over the course of the next year, expect to see even more features on these platforms that support and encourage others to post and share videos.

    Greater Ease of Creation

    Of course, the tools available for creating and sharing videos are continuing to evolve as well, prompting the circulation of more videos (and subsequently, the demand for them). Practically every phone in the country now has a video-capable camera and Internet access that can be used to share any videos captured. New platforms are emerging that make it easier for users to transmit videos, from bite-sized editing platforms like Vine to live-broadcasting apps like Periscope and Meerkat. These platforms are on an extreme upward trajectory, and they’re flooding the Internet with more video content than ever before.

    Shareability

    One of the most important goals of any content marketing campaign is getting more shares, which results in greater brand exposure, greater domain authority, and greater search ranks. Already, video content dominates in the content world, getting more shares than their written or pictoral counterparts. As it becomes easier to share this medium, it’s going to become even more popular.

    Can a Content Campaign Survive in 2016 Without Video?

    articleimage1515 Can a Content Campaign Survive in 2016 Without Video

    The short answer is yes, but only on a small scale. If your brand enjoys a niche spot with limited competition and a pre-existing audience that thrives on a medium other than video, there’s nothing so radical that will happen in the next several months that will make your entire strategy collapse. However, if you have any competitors, or if your reach is at a point where thousands of people have the potential to view your material, video content will start becoming crucial to your campaign. You might still get a trickle of readers and followers sharing your written content as video content continues to rise in popularity, but you won’t see a fraction of the potential that you could see while including it.

    Unless you’re a part of that tiny minority capable of commanding large audiences without any form of video complementing your efforts, the time to adopt a video element in your content strategy is now.

    How to Get Started

    Most people who haven’t yet adopted a video content marketing strategy have avoided doing so because they’re intimidated by the medium. They don’t know what they would create with a video, they don’t know what tools to use, and they might believe that they need professional video editing training in order to be successful.

    Fortunately, creating videos, from the ideation process to final production and syndication, is easier than ever before. As long as you have a smartphone and a little bit of time on your hands, you have the potential to create a quality piece. The type of content is still largely up to you—you can do simple tutorials, a rant or rave, reviews, interviews, or even just introduce some of the people you work with.

    You also don’t have to do anything crazy, like producing a new video every day. Start small by creating new videos occasionally, and make an effort to learn the countless new tools available to video marketers. Your audience will thank you for it, and you’ll have a much better chance of survival in 2016.

  4. 7 Ideas for Fresh Video Content on Your Site

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    Content is still king when it comes to SEO and inbound traffic generation, but written content alone is no longer enough to cut it. If you want to stay ahead of the competition, you need visual content—images and videos—and that’s only going to grow in importance as the years go on. Written content is going to become even more oversaturated, new video technologies are going to make it easier to share and stream videos, and users are going to demand more and more video content accordingly.

    The problem, of course, is that high-quality videos are harder and more expensive to create than basic written articles. Coming up with ideas for videos, if you aren’t accustomed to the medium, is challenging. That’s why I’ve created this list of seven ideas almost anyone can use to produce original videos for a content marketing campaign:

    .Interviews.

    articleimage1447 interviews

    Interviews are one of the most practical videos you can make, for several reasons. First, interviews can easily be translated into multiple mediums; in addition to making a video, you can publish the audio track as a podcast or downloadable mp3, and publish a transcript for the written SEO benefits. Second, interviews naturally involve a second person, usually a major authority in your industry. That person will inevitably share the video with his/her own audience, greatly multiplying the initial reach of your content. You can also turn an interview video as part of a series, giving you an easy thread for future development.

    2. Demos.

    articleimage1447 demo

    If you have any products or services (and chances are, you do), you can produce a video showing your customers how the product or service works. For example, if you have a tech product that requires specific inputs or specific real-world applications, you can guide your users in best practices. If you have an app or a piece of software, you can help guide your users through the basics of its use. This is especially important if your product or service is complex or confusing to new users.

    3. Tutorials.

    articleimage1447 tutorials

    Instead of a demo, you can make a tutorial or instructional video, possibly one unrelated to any of your products or services. For example, if you’re a personal financial advisor, you can run people through the basics of creating a budget. If you’re an auto mechanic, you can teach people how to conduct a simple oil change. The more detailed you are, the better, but you don’t need anything fancy to complete the work. Walking users through the steps, one by one, with a suitable voiceover is more than enough for most applications.

    4. Webinars.

    articleimage1447 webinar

    Webinars, rather than focusing on any products or actions, tend to focus more on general topics. They’re a perfect opportunity to show off your abilities as a thought leader and gather people together. When you first release a webinar, it’s best to offer it to a live audience. Publicize it across social media channels, and consider offering a reward in exchange for attending. As you do multiple webinars, you’ll gradually build a dedicated audience subscribing to them. Beyond that, you can offer all your old webinars as downloadable or streaming videos in your archives.

    5. Q and As.

    articleimage1447  Q and As

    Q and As are like a hybrid of webinars and interviews; like a webinar, you’ll be showing off your expertise and talking about a handful of specific topics relevant to your industry. Like an interview, you’ll be in charge of finding and responding to certain questions on that topic—except the questions are going to come from your audience. Use social media channels or surveys to bring together common questions your followers have on a certain topic, and prepare them in advance so you can answer them all on video. Q and As are another repeatable idea, so you can easily turn them into an ongoing weekly series.

    6. Video Infographics.

    Video infographics are much like image infographics—they use visual imagery (and sometimes sound) to illustrate pieces of information, such as statistics or trends. Generally, infographics are more labor and skill intensive than other forms of content, especially if you want to make an impressive one. But basic video infographics don’t demand years of video editing experience or niche expertise. For example, you can use a simple whiteboard or basic on-paper sketches to illustrate your concepts. If you aren’t artistically talented, you can use stick figures and graphs. The key is to reduce complex topics to simple visuals with accompanying data or narration.

    7. Testimonials.

    Video testimonials from your clients and customers are some of the best forms of video content you can offer, because they don’t feature your brand at the center. Instead, a human face and independent third party will be presenting your brand (hopefully) in a positive light. Its biggest advantage is also a core hurdle to overcome; you’ll rely on your customers to produce and send you these videos. It takes some of the pressure off you, but in exchange, you’ll have to offer prizes or similar incentives to get the ball rolling for customer-submitted reviews.

    If you haven’t already started incorporating videos into your content marketing campaign, now’s the time to start. Auto-played videos are becoming integral to major platforms like Twitter and Facebook (and soon, Google), and new video apps are being voraciously downloaded and used by consumers everywhere. The sooner you start making good use of videos, the more you’ll stand to benefit.

  5. The Ultimate Guide to Leveraging Video Marketing for Websites

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    Video marketing, the art of creating and syndicating videos in order to generate more brand visibility and traffic, is becoming less of a novelty and more of a necessity in the modern era. In 2014, video marketing began to swell in prominence and significance, and by 2015, businesses will practically require some kind of video marketing strategy in order to stay afloat.

    Fortunately, video marketing is relatively easy to comprehend. It takes a lot of time and effort to research, strategize, plan, execute, and measure the results of your campaigns, but if done correctly, the strategy rewards your business many times over.

    There are many facets of video marketing, some or all of which will apply to your specific business. Each has advantages and disadvantages, but almost all of them can be used by some businesses as an exemplary way of showcasing their brand and building customer loyalty.

    Video Testimonials and Reviews

    articleimage753 Video Testimonials and Reviews

    The first type of video is one of the easiest to acquire, since it depends on your customers to do the heavy lifting. Video reviews are exactly what they sound like; a user showcases one of your products in a video format, and reviews your product based on what they personally like and dislike. As long as your products are solid, the majority of these videos will be positive, so you don’t need to worry much if a handful of people have something negative to say about your brand or your product.

    Encourage video reviews and testimonials by reminding your users to post one after each purchase, or by sponsoring a competition that rewards a random participant with free products or discounts on future orders. However you choose to do it, if you foster this community carefully, you’ll end up with several dozen video reviews and testimonials from your users uploaded directly to sites like YouTube. You’ll earn a backlink back to your site, which will help your SEO efforts, and the people watching these videos will trust the unbiased, personal sources, giving your brand and your products more credibility.

    Video Demonstrations and Tutorials

    articleimage753Video Demonstrations and Tutorials

    Demonstrations are valuable because they showcase your products in a real environment. These are usually produced in-house, featuring a product specialist or, if your strategy warrants it, a real user of your product. The demonstration can be as in-depth or as general as you see fit; short videos less than 30 seconds or so are watched in full more often, but videos longer than five minutes tend to attract the most serious users to watch them. If you’re more interested in highlighting the product, shorter is better. If you’re more interested in informing the user, longer is the best route.

    Tutorials also come in handy, especially when paired with a corresponding how-to article. Tutorials walk the user through a series of step-by-step instructions that guide them through a specific task. Almost any how-to article can be converted into a video format, which will maximize your potential audience and give you more visibility on video sites like YouTube.

    Informational and Introductory Videos

    articleimage753 Informational and Introductory Videos

    Informational videos are similar to video demonstrations and tutorials in the sense that they’re designed to inform or educate a user. However, they’re generally focused on a different range of topics. For example, a demonstration might focus on how a product is used, a tutorial might illustrate a step-by-step guide, and an informational video might introduce a user to a broad topic or identify and explain a new trend in the industry.

    Introductory videos could also double as subtle advertising for a new line of products or a new service your company is featuring. They are designed to capture the interest of the user and inform them about what’s coming up. The biggest drawback with introductory videos is that they tend to be short-lived; tutorials and informational videos generally cover “evergreen” subjects, which aren’t specific to any season or time period.

    Entertaining Videos

    Entertaining videos are a must if you’re interested in maximizing social shares and visibility. Videos that are humorous, amusing, shocking, or otherwise engaging tend to be viewed multiple times and shared, and eventually they reach a wider audience as a result. While going the entertainment route exclusively may not align with your current brand standards, you can always inject an “entertaining” factor into any of your other videos in order to increase shareability.

    Entertaining videos aren’t just limited to funny or shocking videos, however. You can also post casual interviews with industry professionals or leadership within your own organization, or videos of special events you’ve hosted or attended.

    Starting a Video Marketing Campaign From Scratch

    If you’ve never started a video marketing campaign before, you might feel intimidated, especially since the medium has evolved radically over the past several years, but getting set up is relatively simple.

    Step One: Claim Your Accounts

    First, you’ll want to find an easy way to upload, post, and share your videos. Otherwise, your audience won’t be able to see them! Claim a YouTube account for your company if you haven’t already, and set up at least one channel—more if you plan on having separate subjects of videos to upload. Then, make sure your site and social media profiles are ready to hold videos you choose to embed or share.

    Step Two: Outline Your Goals

    Before you start shooting footage or sketching outlines for future videos, you need to identify your key goals. Are you trying to build your brand’s reputation? Are you trying to earn more backlinks for your SEO campaign? Are you trying to make your brand visible to a greater number of people? The answers to these questions will help you determine what types of videos you need to produce.

    Step Three: Set Your Schedule

    After you’ve set your goals firmly, you can outline a general course for your video production schedule. For example, you could aim to produce one new tutorial video per week while encouraging video reviews and testimonials in the background. Keep your production schedule in line with your goals, and leave room for adjustments either way.

    Step Four: Produce

    Choosing your team is one of the most important stages of the process. While many amateur videographers are perfectly capable of handling short videos, you’ll want to ensure your brand is presented consistently in the medium. Hiring a professional videographer may be a better option if you have the budget and the production capacity for it. Otherwise, you could split the planning work between your existing team and hire a freelancer to fill in the rest.

    Once produced and posted, syndicate your videos regularly on social media to get the greatest visibility for your work.

    Step Five: Measure and Adjust

    Keep tabs on how many views and shares your videos are getting. Pay close attention to your most popular and least popular subjects, and start adjusting your production schedule accordingly. The key to being successful in a video marketing campaign is to give your audience what they want—so read comments and engage with your viewers directly to discover their needs and adapt your strategy to accommodate them. You should also measure how much your traffic increases at regular intervals once your video marketing strategy begins to determine its overall ROI.

    It will take a few months before you get into the groove of your video marketing campaign. Don’t worry; the more you learn about your specific audience and what kind of reception your videos are getting, the easier it will be to adjust your campaign and really start seeing results.

  6. How to Optimize Video Content for Your SEO Campaign

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    Multimedia forms of content, including images and video, are becoming increasingly important for SEO and content marketing in general. Plain written content is fine for the bulk of your content strategy, but you need to include other mediums if you want to appeal to the widest audience and avoid the possibility of your content becoming stale.

    For many entrepreneurs, video marketing is an unexplored front. Small business owners especially, with limited resources and limited budgets, experience difficulty in producing video content that meets all of their goals. Even if the resources are in place to make a great video, they often have no idea how to properly optimize their video content for SEO—after all, Google robots tend to scan the web for text-based content before anything else.

    Fortunately, optimizing your video content for search engines is easier than you might think.

    Hosting

    articleimage748hosting

    If you’re going to make a video, you want to make sure it’s visible to as many people as possible. You also want to make sure your video is available on your core website; as a result, many people consider hosting their own videos. However, hosting your own videos can be somewhat time intensive (and cost intensive if your website does not currently support video hosting functionality). Plus, if something goes wrong with your servers—which is more likely than with an offsite hosting solution—your video could get lost temporarily.

    For most business owners, especially small business owners and those with limited budgets and technical expertise, the best option is to host a video offsite, and simply embed that video on your main site to get the best of both worlds. And of course, the best option for video hosting on the web is still YouTube.

    It’s fast, easy, and free to upload your videos on YouTube. Create a specific channel and use that channel for all your video communications. If you plan on managing multiple videos over any period of time, you’ll thank yourself later when you have all your videos hosted in one easy-to-manage location.

    Uploading your videos to YouTube has an added bonus of visibility; if YouTube were qualified as a major search engine, it would be the second most popular search engine in the world. That’s a lot of YouTube-specific searches you could be ranking for, in addition to traditional Google searches.

    Optimizing for YouTube

    Optimizing your video to rank high in YouTube searches is simpler than you might think. There are several factors YouTube uses when considering videos for user queries, some of which are easier to control than others. Among those factors include:

    • The total number of views of the video—this is hard to achieve right off the bat, but the more views you have, the better.
    • The length of time each user spends viewing the video—you can improve this by making your video content more interesting.
    • Ratings and comments—the more positive reviews and comments you have, the higher you’ll rank. You can only improve these by creating great content.
    • The total number of subscribers your channel carries, which can improve if you produce videos regularly.
    • The total number of embeds and playlist features your video showcases.

    Most of these factors can be boiled down to one idea: make your video something that people want to watch, and it will eventually earn its place at the top of YouTube’s ranks.

    Titles and Descriptions

    articleimage748Titlesanddescription

    Google bots and YouTube bots work the same way; they cannot actively watch your video, so they have to use peripheral and text-based pieces of information in order to discern what your video is about and whether it’s relevant for a given search. As a result, you’ll have to include a title and description that are optimized for these search engines—just like you would with a piece of written content.

    For the title, write something concise that accurately sums up the topic of your video; don’t try to stuff keywords in there, but do ensure the title is appropriate for the material within the video. For example, if you create a video on how to knit a scarf, the phrase “how to knit a scarf” should probably appear somewhere in your title. You’ll also want to make your title as catchy as possible with action words—this will help your video stand out and attract more views.

    Descriptions work similarly, but allow you more wiggle room to get creative. Use long phrases and choose your words carefully to optimize for long-tail keywords and mirror some of the queries your users might search for to find this video.

    When embedding the video on your site, make sure the title and description are present. You might also consider including a full written transcript of the audio of your video as well. Not only is it helpful to users who aren’t interested in watching the full video, it’s also a great source of original content that can be scanned and interpreted by search bots.

    Tags and Schema Markups

    Tags are an oft-neglected characteristic of your videos, but they are important and they serve an important function. Tags are another avenue that can communicate the purpose and subject of your video to Google and YouTube bots who want to understand how your video should be categorized in the database. Perform a handful of your own searches for videos similar to your own. Take a look at the top-ranking videos and analyze the types of tags they use—mirror that strategy when tagging your own videos, adding in any other additional tags that might be relevant. Just don’t make the mistake of including tags that aren’t relevant for your material—that can only hurt you in the long run.

    Creating a schema markup on your website is another way to ensure Google and other search engines know the video is there. This is a type of HTML markup that offers up information on your video in a set, digestible format to search engine bots. It won’t interfere with anything on your site other than making your video easier to see and index.

    Building Links and Social Sharing

    articleimage748 Building Links and Social Sharing

    Once you’ve completed the work of uploading your video and optimizing it for search engines to find, you can start focusing on how your video actively increases the SEO and traffic to your main site. This video is going to be a road to your website, and positioning it for the greatest number of social shares and external link opportunities is the best way to attract that authority and traffic.

    Start by sharing your video on all your social media channels on a rotating basis, changing up your introductory copy each time so it appears fresh. Respond to your commenters and build a community around your video content. Eventually, if your content is amusing, surprising, or informative enough, your users will start sharing your material on your own, and you can foster an environment of social sharing and link building that passes more authority to your domain.

    If you don’t already have video content as a part of your content marketing strategy or SEO campaign, it’s time to get involved. As the market becomes saturated with traditional content marketing campaigns and users become more demanding of interactive mediums, video is only going to increase in importance in the years to come.

  7. How to Make a Viral Video: 4 Sure-Fire Ways

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    If there are two things that every Internet marketer hopes to become great at, they are probably: 1) ranking a website on the first page of a Google search, and 2) creating a highly successful viral video.

    These two drive the biggest income for most marketers. Getting a first-page rank on Google and running a marketing campaign through a viral video bring tons of traffic and that much-coveted conversion.

    But let’s talk about how to do the viral video. This has become every Internet marketer’s Holy Grail. You know how it is with Internet marketing: If people can’t find you on Google’s first page, your business might as well be not exist.

    And in this day and age, when marketers are vying for the top spot on the search engines, video has become one of the most indispensable tools that can help a marketer beat the competition.

    That’s because if SEO won’t work for your conventional marketing techniques, such as blogging, you can still count on video marketing. If all else fails, video can save the day.

    Creating a viral video campaign has some great perks. Video marketing is low-risk because the technologies involved are not particularly expensive, and producing a marketing video doesn’t require huge amounts of time.

    Thus, many marketers have “Go Viral!” as their marketing battle cry. It should be yours, too.

    So how do you set out to create video content that has the potential to go viral? Let’s look at four guaranteed ways.

    1. Hilarious content almost always goes over big

    You don’t need to go overboard on this one. Just study some of the most hilarious viral videos that are making the rounds on the social space.

    You can either borrow other people’s hilarious content, stage your own, or stay perpetually on the lookout for something hilarious to use as the basis for an amusing and potentially viral video.

    To become a successful video marketer, you always need to have a compact camera on hand, all the time. You never know what funny material might be lurking around the corner. Ideas are not that hard to find; they come at us all the time. Most people just don’t bother to capture them when they happen.

    2. Create controversial content that evokes curiosity and interest

    You can create videos that talk about some of the most trendy topics in politics, entertainment, and the news. Topics that you might choose include those that provoke people’s passions and emotion. Try to devise video content that might clarify people’s thoughts about the subject.

    3. Provide good information

    People go online not only to find videos about news and entertainment, but in order to learn how to do stuff. They love videos that show them exactly HOW to do something or create new things. When setting out to create an instructional video, be as informative as you can and provide as much value as possible. If you can inject a little humor into it, so much the better.

    4. Provide easy ways for people to share your videos across the Internet

    Encourage your audience to share your videos across the social space by including buttons for Facebook Like, Google+, Pinterest, StumbleUpon, and Twitter. In fact, at the end of your video, ask viewers to like or share your videos. There’s actually no harm in doing that. In fact, it’s extremely beneficial.

    As you can see, it takes a bit of effort to fashion viral video for marketing purposes. But, as with anything having to do with marketing, you should always strive to provide value first. Then add a dash of charm or hilarity, and you are sure to create a video that is on its way to collecting hundreds of thousands of views.

    Conclusion

    Video marketing is a growing market, and marketers are scrambling to figure out how to create a viral video. For more information on creating successful marketing videos, contact us today.

  8. Video Marketing for Beginners: How Long Should Your Video Last?

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    Trying to figure stuff out can take a toll on your time — a precious commodity that none of us can afford to squander. That’s why I have put together some of my thoughts here on creating marketing videos that your audience will find useful so you’ll waste less of your time trying to figure things out.

    When it comes to creating videos, beginners don’t usually concern themselves with the length of their opus, or what the experts call running time.

    But according to them, there’s a natural limit to how long how we can pay attention to something.

    They say that a person can only pay attention to a video for about 83 seconds . . . which is a little less than one and a half minutes. (I don’t know about that; seems like some guys are glued to their TV set for a full hour to catch each episode of the History Channel’s “Ancient Aliens.”)

    So does this mean you should limit your marketing videos to a minute and a half?

    I guess the answer to that would have to be a resounding yes . . . and no.

    Yes, if you can drive home your marketing video’s message in only a minute and a half.

    But if you’ve got lots of interesting things up your sleeve that you want to show your audience, and you believe you could hold their attention for more than 90 seconds, then go right ahead and create  a marketing video that runs longer than a minute and a half. By all means.

    Now, let me reiterate that point: You don’t have to limit yourself to an 83-second video if you’re able to hold your audience’s attention for longer than that.

    And if you have what it takes to pack a two- to three-minute video with awesomeness, that’s great, as long as your audience buys it.

    But how do you put together a marketing video that your audience will totally love, even if it lasts more than two minutes?

    Segment, segment … and then segment some more

    The most interesting and important parts of your marketing videos should be broken down into segments. This makes it easier for an audience to follow your video and it has a chance at effectively holding their interest, and making them hope for more.

    Inform and educate

    Make your marketing video useful by providing enough information, but sufficiently simple, that your audience can easily digest it all. Provide them with some interesting takeaways. Viewers love good takeaways.

    Include appropriate images

    Use compelling images to go with your marketing message. It’s a fact that blog posts and videos are much more powerful when accompanied by appropriate images that complement the text.

    Use animations

    If you’re using Keynote or PowerPoint to create marketing videos, make it more interesting by maximizing the animation features of these two products.

    Use appropriate background music

    Yes, the right music moves ya’ll and your soul. With the right background music, you can evoke the emotions that you want to associate with your product or service. Just be sure to acknowledge the source of the music.

    Use texts and images that are easy on the eyes

    Avoid small fonts, tiny and detailed images, and the kind of typefaces that strain the eyes. Always keep your viewers’ comfort and comprehension in mind. Before launching your videos, show them to your friends and request their honest and unadulterated responses.

    You don’t want to spend dozens of hours creating these videos, only to have them fall flat because they still need lots of work that should have been done before exposing them to the public.

    Above all, keep your videos simple and short whenever possible. Avoid fluff!

    Conclusion

    Remember, marketing videos should be created with your audience in mind. So put yourself in their shoes before designing your videos, and ask yourself the same questions that your audience would be apt to put to you after watching your video.

  9. Video Marketing: How Businesses are Using YouTube for eCommerce

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    YouTube is one of the most compelling forces in online marketing today.

    If you are running an online business but you’re not taking advantage of YouTube, you could be missing out on a huge opportunity. With YouTube’s incredible reach and innovative technology, it’s easy to boost your marketing and improve your sales with very little effort.

    Use video for increased engagement

    One of the biggest reasons why you should turn to YouTube for your main video marketing channel is that video is such a versatile tool. And it’s one of the most engaging forms of communication channel.

    Nothing beats video as a great tool to demonstrate what your product is all about. In a traditional business, images are used to show customers a catalog of products as well as to demonstrate how to use a select few of them.

    With video, on the other hand, you can do so much more. Not only will you be able to demonstrate how your product is generally employed, but you can also show a variety of potential uses in specific situations and for different needs.

    By promoting your brand, products, or services on YouTube, you will not only provide your customers with an extremely engaging way to explore what you have to offer; you will also make it easy for them to share your video across their networks through social media.

    Links to your YouTube video can easily be posted on Facebook, Google+, Twitter, and Pinterest.

    Customers get involved

    Because online videos are fairly easy to produce nowadays, your marketing can get more creative by encouraging your customers to become involved. You don’t always have to produce videos yourself; you can run contests in which you get your customers to create videos about why they like your product, or innovative ways they found to use it.

    As an incentive, you can award prizes . . . but for some customers, just being able to brag about being a winner and direct their friends and family to their winning video may have plenty of value.

    You can give away cash prizes, a free subscription to your service, and many other rewards, but be sure to consult with YouTube up front on the terms you need to follow when running such contests.

    How big companies take advantage of video

    Large operations have recognized the power of YouTube. In fact, many businesses have seriously considered abandoning traditional video ads in favor of YouTube marketing.

    We have observed big brands vying for that precious spot on YouTube’s first page in order to get their target customers’ attention. Below are several memorable examples of how this has worked for name corporations.

    Old Spice. This venerable company ran a series of cleverly crafted videos that succeeded in going viral. I must say I was very impressed at how well they managed their social media and YouTube campaign.

    Their blitz of Old Spice videos on YouTube did not just garner massive attention from customers around the globe; the ads have also inspired spoofs. Other companies naturally tried to follow suit, but no one has captivated an audience the way Terry Crews and the gang at Old Spice did.

    The result? Tens of millions of video views and an explosive bottom line.

    Geico. Here’s a testament to the proposition that you don’t have to produce new videos to promote your business on YouTube. All Geico did was to make their existing video ads available on the number one Internet video site.

    On their YouTube channel, Geico has included a link that says “Get a Quote,” which links to their main site — a clever way to bring in traffic and new customers for their business.

    Here’s a tip: You can take your existing content, such as articles and blog posts, and repurpose all of it into videos. That way, you won’t have to strain your head about having to start from scratch.

    Conclusion

    Because of YouTube’s massive ready-made audience, there’s no better video channel to promote your business. And the best time to start is right now, when video marketing on the Internet is still in its relative infancy. If you move now, you can get a good head start against your competition.

    Ask us today about how your business can get started with video marketing.

  10. How to Launch an Effective Viral Marketing Campaign

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    Viral marketing is the Holy Grail of online marketers. With viral marketing, a brand has the potential to amass huge amounts of traffic from a highly interested audience.

    The result is instant brand awareness within a minimal amount of time. But the thing with viral marketing is that content has to be both highly engaging and easy to share.

    What follows are the most basic yet powerful steps toward launching an effective viral marketing campaign for your online business.

    Keep your marketing campaign as simple as possible

    articleimage596Keep your marketing campaign as simple as possible

    Your viral marketing strategy is just a way for your marketing message to be delivered. What really matters is the message.

    If you use intricate and complex marketing presentations, you run the risk of drowning out your message. That’s why it’s crucial to use simple marketing tactics to highlight the message you want to get across.

    Make the value of your message stand out so it’s share-worthy.

    Create a list of ideas

    articleimage596Create a list of ideas

    It takes time for a great idea to be realized. Don’t rush things. Take the time to brainstorm for great marketing messages that people would find interesting and would be inspired to share to other people.

    Make a list of ideas and add to that list every day. Allow those ideas to build naturally over time.

    And when an idea seems finally ripe, execute it quickly, without delay. Finish your project as swiftly as you can to keep it fresh, especially if your idea relates to a timely issue.

    Make your marketing message relevant

    Your marketing message should be relevant. This is important because it’s easier to draw a crowd of interested audience if they can relate to your message.

    A parody of a timely issue is often a hit across a wide range of viewers because people can relate to it easily. However, you want to be sure not to drown out the essence of your marketing message with it. It’s fine to use humor, but keep the main message central to your campaign.

    Execute!

    Nothing will ruin a great idea more thoroughly than poor execution. Make every element of your marketing campaign fresh and visually appealing to your audience.

    By creating a content that is worthy of other bloggers’ attention, you will compel them to write about your content — which could lead to additional viral exposure for your content.

    And don’t forget: when bloggers and other marketers do write about your content, be sure to acknowledge them. This will help you create lasting relationships with other online marketers who have helped your content to become viral.

    Optimize your content for both search and social media

    articleimage596 Optimize your content for both search and social media

    People should be able to replicate your message effortlessly. That’s the reason it’s crucial to optimize your content not only for search, but also for social media.

    When you optimize for social media, you have to make it easy for your audience to share your content on Facebook and other social networking sites by including social media share buttons for Facebook Like, Twitter, StumbleUpon, and Pinterest.

    When people find your content share-worthy, they won’t hesitate to click on any of the share buttons to show their friends what they have stumbled upon.

    Conclusion

    If you are an online marketer, your marketing messages should be highly visible and shareable. By adhering to practices that give your marketing messages the best opportunity to go viral, you will enjoy a flood of attention to your message in only a short amount of time.

    Allow us to help you build awesome marketing campaigns for your business by utilizing some of the most compelling social media marketing strategies available. This will enable your business to grow virally. Contact us for more information and to learn about the options that are out there for you.

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