Clare Moorhouse

Optimising video content to reach a wider audience

It’s no secret that our love for video is increasing every year. Fuelled by social media and the need for bite-sized content consumption, watching videos has become the norm. But that’s not the only reason. 63% of marketing professionals consider video to be the third most effective content marketing tactic, according to B2B Content Marketing 2014 report. It’s no wonder then that mobile video consumption has more than doubled in the past year, making the opportunity for B2B marketers to leverage video an attractive one.

A professionally produced video is a great way to humanise your brand and communicate your message, but creating an engaging video is only one piece of the jigsaw. If you want to get the word out, it requires more than just hitting the record button. This article takes you through three essential steps to optimise your videos and help you attract a wider, more engaged audience.

Choose the right distribution channels
Like all your marketing efforts, distributing your video to the right audiences is just as important as the message behind it. As well as the obvious ‘free’ channels such as your own website and YouTube, you should also look for more focused, business-centric and paid distribution channels. This will not only give you more control over who you target, it also allows you to capture leads, encourage direct sales and provide opportunity for users to share it with their peers as valuable ‘earned’ media exposure.

Optimise it for search
YouTube alone boasts over 1 billion unique visitors each month, and it’s owned by Google. Say no more. But you need to do more than just upload your videos there. A video needs a good title, a description (using keywords) and be associated with the right categories. Using subtitles and closed captions will open up your content to a larger audience. YouTube already creates automatic closed captions – but we all know that speech to text-based recognition is never very accurate. To get the best results, you’ll need to go in and edit the automatic caption track within YouTube to ensure your content is translated accurately and found for the right search terms.

Boost views through social media
Regardless of the content of the video, what matters most is how far it travels and social media is an inexpensive way to give your videos exposure among a wide audience.

  • Make it as easy as possible for your audience to share your video on your own website via social channels.
  • Create a social media content plan to promote your video. Include a range of key messages and use different thumbnails of the same video when you post so your content always looks fresh each time you post.
  • If you’ve referenced industry experts or other brands in you video, tag them when you post to encourage them to share it with their audience.

Video is a great way to bring attention to your business. It’s naturally engaging, and it provides content that’s easy to digest. However, like all marketing, video is only as effective as the sum of its parts. Investing the time, effort and money in optimising your videos will help grow your online presence and reach the right audience.

To discover more tips on how to achieve great results with your videos download our eBook: Practical tips for optimising your B2B video marketing strategy.

Optimising your Video Marketing Strategy

Practical tips for distributing, promoting and optimising videos for success.

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