Ever wonder where modern marketing’s most ubiquitous phrase “Content is King” originated?
It was actually a premonition by none other than Bill Gates, who published an article titled Content is King on the Microsoft website back in 1996. He even predicted the meteoric rise of video, particularly in the following quote:
“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will. They need to have audio, and possibly video. They need an opportunity for personal involvement that goes far beyond that offered through the letters-to-the-editor pages of print magazines.”
Fast forward a Few Decades
Content has indeed ruled the Internet as king for over two decades. But every king needs an equal counterpart. A queen, if you will. And when it comes to video content, promotion is queen.
But fear not! Promoting your videos doesn’t have to be royally expensive or complicated. There are a few sterling examples of ways to creatively approach video promotion, even inhouse or with limited resources, to get your videos the views they deserve.
1. Optimize your videos for search!
SEO isn’t just for written content anymore. In fact, with 300 billion searches churning through YouTube monthly, it’s now considered the second largest search engine on the web. So optimizing your videos for search is key. First, do some keyword research. (How? Here’s an excellent overview.)
Once you’ve got your keywords, throw a couple into your video title—keep it catchy, but rich with description. Craft a meaningful description, and if you can, also add a transcript; not only can this help boost your SEO, but it may serve as a way to get your message across to people who don’t even watch your entire video.
2. Ensure you have your videos formatted appropriately for their context.
For example, play around with different types of video for social media channels that are typically viewed on mobile- produce vertical videos, 10 second or less micro-videos (these also work well as Google ads), or create video collages to be promoted via “Stories” on Facebook or Instagram.
If you have a video that performs particularly well on a social channel, pin it to the top of your Twitter feed, embed it in a blog post, or send a clip of the video with a link to watch the whole thing in an e-newsletter. This way, you’re cross-promoting to gain awareness among customers new and old.
3. Pay attention to details.
- Choose enticing thumbnails for each video—capture a moment that will encourage your audience to watch the entire video.
- Track your viewer habits and trends.
- Include captions, or eye-catching and easily-understood visuals, for videos on platforms like LinkedIn or Facebook where statistics show the majority of video is watched with the sound off.
- Experiment—try including a video in your team’s email signature, creating a landing page around a video, or using different frames or title screens to discover what works to grab attention.
4. Emphasize your call to action.
The call to action within the video could be part of its thumbnail, or its metadata. You could also annotate your YouTube videos to include functionality like clicking through to your website to find out more.
5. Upload directly to social media channels to ensure you’re maximizing views.
Native content performs better than content linked from video hosting platforms. But don’t ignore those platforms, either- consider creating a video library on your website, YouTube, or any other hosting platform that aggregates video by topic or intended audience.
With 300 hours of video uploaded per minute to YouTube alone, it’s clear that content is still king. Marry excellent content with a little savvy promotion, and you’ll soon be enjoying an ROI fit for royalty.
It’s no secret that video is an essential element in a successful content marketing plan. In fact, 82 percent of all Internet traffic will be video traffic by 2022 (up from 75 percent in 2017). As the mobile-first generation morphs into mobile-only, and as trusted platforms like Facebook and LinkedIn become even more integrated with video and live streaming, it’s more valuable than ever to leverage video wisely. But video can be a significant investment, both of time and money.
How can you ensure you’re incorporating it intelligently? We’ve come up with 3 steps to shape your strategy.
Step one: Get Specific.
This foundational step will influence every aspect of your content planning. We’ve all heard the advice “know your audience.” That advice is pure gold when it comes to, say, an e-newsletter sent to your clients, or a direct response campaign aimed at tradeshow attendees. But when it comes to video, the term “audience” is way too vague.
What you really need to know before diving into video strategy is your niche. Know your wheelhouse. Know your expertise. How can you add value for others –value they can’t easily find elsewhere?
Think of it this way: McDonald’s and Wendy’s both sell hamburgers. But only one is associated with “fresh, never frozen” beef. (And Frosties.) The two drive-thrus share a single audience- but Wendy’s has found a singular niche within that audience, giving them an advantage when it comes to targeted marketing.
Another key area that depends on specifics? Your goals. Set realistic and measurable goals before setting your strategy in place.
Here’s a handful of questions to guide your goal setting:
- What categories of video do you want to produce? Your goal here is to map out how many educational videos you’ll make, how many company culture videos you’ll make, how many advertising videos you’ll make, and so on.
- Where will your videos be published, and what type of engagement are you aiming for on each separate platform? For example- if you’ll publish all of the educational videos to YouTube, you might want to reach a certain number of impressions. If you’re putting all of your company culture videos on Instagram, you may be striving to get to a certain number of followers on Instagram.
- How will you measure your video ROI? This question isn’t just about metrics—although you’ll definitely want all the metrics!—it’s about how you’ll get those metrics. Make sure your platforms have tracking and analytics in place, and think about how to glean even more information elsewhere (through surveys, A/B testing, and so on).
- Sketch out a schedule. This doesn’t have to be set in stone, but take your video goals, examine them alongside your broader marketing or company-wide goals, and map out the timing accordingly. Think about major milestones or events that might depend on video to drive awareness. Considering that not all videos take major lead time to produce, but some will, these timing goals will be an excellent tool once you start executing on strategy.
- Make a commitment to evaluate your video content strategy at least quarterly, and to adjust as necessary based on the results you see.
Step two: Find Your Video Voice.
You’re confident in your niche. You’ve done your goal setting. It’s time to shift your focus to actually getting these videos from your brain to the small screen. That means you need a unified voice for your videos. Take a look at the videos your favorite companies (or your competitors) have on their YouTube channel, Facebook page, LinkedIn feeds—anywhere you’re planning to put content of your own.
Note what works in terms of compelling you to take action, watch longer, or explore their offerings further. Do cute kittens prompt you to click a link? Or would you prefer a longform video that thoroughly explains a topic? Also note your own behavior and how it differs depending on the platform (for example, 80 percent of LinkedIn videos are watched with the sound off). Identify your content subject matter experts (SMEs) and start collaborating. Go back to your goals and develop a list of topics by video category. Then think about just how you’re going to develop your voice.
Come up with a hashtag, one that is consistent across each and every video, no matter the topic, category, or platform. Ideally, your hashtag will contain your company name or slogan. The hashtag can appear in the video and can also be used across social media to promote your video content.
List out the elements you want to include in your videos for brand awareness and continuity- that way you can create basic iPhone videos or complex animations and with just a little editing, it will still be obvious that they’re in the same family of videos. Consider using branded bumpers, a logo watermark, or even music to lend uniformity across your entire content strategy.
Finally, establish a tone and tactic for each separate platform. Meet your viewers where they are, and communicate with them appropriately—remember, you can always augment your tonally on-point video with content elsewhere for those who want to learn more. In other words, if you plan to be conversational and casual on Facebook, create videos that are short and sweet, and accompanied by links to more substantial information.
Step three: Create.
Whether you’re planning to produce your own videos or partner up with an agency, when it comes to creating your videos, remember why videos are so wildly popular in the first place- video is aces for engagement, awareness, and action, all key components of a robust content marketing strategy. So while you’re telling your story through video, think about those three components and how you’re building them into your videos.
Engage viewers by telling your stories in a captivating manner. Filing an insurance claim is a fairly mundane story- until you add Allstate’s Mayhem character or the instantly recognizable Farmers Insurance jingle. Avoid getting too gimmicky, but draw upon your authenticity and expertise to create a story that viewers will want to watch until the end.
Drive awareness by maximizing your reach. If you’re creating a how-to video for YouTube, be sure to promote it on other platforms- publish video excerpts that work for different platforms or create related content like infographics or whitepapers that can live elsewhere.
98% of the time, include a call to action, however subtle or explicit. Even if it’s just a slide containing your logo and contact information, your viewers still get the hint as to what they should do after watching the video.
Video best practices shift constantly, depending on trends and platform capabilities. Keep an eye on those variables while reviewing your goals and achievements. And keep a running list of trusted partners you can turn to when production needs arise, whether that’s voice talent, captioning, translating, producing, editing, or a company (like TruScribe!) that can do it all.
Do you have a content plan for the next quarter?
The times of the billboard and flashing lights are dead as technology trends increase and truly map the path for innovation in our future. With this technology transition over the last couple of years we have seen the death of MySpace (which started it all!) and rise of Facebook along with apps and add-ons monthly, weekly, and even daily. We are now seeing a transition from Facebook, to YouTube, to Snap Chat (and don’t forget Instagram!) with viewers around the world chiming in more and more to video styles of all sorts. Snapchat and Instagram are becoming increasingly popular with the all generations these days, and let’s face it video for marketing, learning, or general corporate communication is here to stay as they are no longer “just a thing for millennials”.
We are in a period where the old text book and whitepapers are a thing of the past, and vlogs are the new trend for reviews. Though what if there was another style to video content that would make you stand apart from the typical talking head?
Not only is there another type, there’s a whole burgeoning industry around WHITEBOARD VIDEO!! In fact, the whiteboard video style has grown in popularity as a proven and useful style this year by 60% more than previous years. Industries are changing with the world and with that messages have been changing. Regardless if it is the broadcasters, publishers, marketers, or teachers they all have a mission to truly move their message.
We are often asked why has whiteboard become a more sought out solution over the years as video in general has increased in popularity? The answer is simple, complacency killed the cat! The world we know has turned to video so much the content overload can start to become daunting very quickly. You know those YouTube videos where they all start out the same with a “Subscribe here”, and now trending “don’t forget to comment for a random drawing or prize”. It’s even the same conundrum for leading marketers and corporate learning officers. Viewers are no longer watching videos for the content but for the prize, and chance to win or are skipping chunks of video to get to the point.
This is where a whiteboard video style comes in as it elegantly guides the viewer to watch the entire video and remember the key points more thoroughly because of brain science! This is where greater return on investment is proven by our Scribology method. The whiteboard video style causes a sense of surprise in the brain and forces the viewer to not only watch the video but listen to the story (you know: the real meaningful content we try to get heard) being told in more depth. This in turn increases engagement rates, and retention rates with any viewer. Ultimately increasing objectives for anyone trying to put together some good content.
We have come so far from cave paintings to the telegram to fibre-optic broadcasts. Best in class global leaders in the Fortune 500 and beyond are moving their messages with Whiteboard Video – Are you going to do the same for your audience this year?
As the first installment of our “March of Minds” retrospective, we look back at a video we produced for the TEDx Hogeschool Utrecht event from back in 2011. Age old philosophical discussions of free will have been brought to relevance due to our information rich digital advertising landscape. Is the art of persuasion, especially in the context of targeted social media marketing, overtaking our ability to think freely and rationally? Further, could this world of persuasion be justifiable if marketers are persuading people toward more positive initiatives?
Please watch this video below to explore these topics, and feel free to share it for some heavy discussion around the water cooler! Transcript is below.
Persuasion is all around us. From the wheedling request of a child, to the aggressive marketing campaign selling that new smartphone. People have become increasingly impatient with a world where they experience blatant persuasion at multiple levels.
Younger people barely watch TV any more – partly to get away from the ads… And there are a lot of sponsored tweets, branded Facebook pages, all designed to capture and change the opinions of those who don’t use “old media.” Persuasion could be seen as a negative force, but provides us with positive opportunities, too.
What seems a complex problem in science is probably an even more complex moral dilemma. For instance, when is one behavior-changing “nudge” justified by social benefit, while another is considered unacceptable? Recent developments in behavioral science shed light on how persuasion influences people’s behavior.
So these are exciting times if you are a philosopher. Should we be persuading people to stop warming the planet or forcing women to wear a burqa?
On the one end of the spectrum we could envision a world where every request and suggestion to change behavior is ‘clean’, or free of an intention-based agenda. Here, persuasion is transparent, visible, and based on shared rules. What would this world look like? Would we have to present our requests in a social vacuum? Would all communication have to be technology-mediated, to get rid of interpersonal influence? Would any previous request have to be disregarded to avoid effects of commitment and consistency? An illusion? Maybe…
On the other end of the spectrum, we can see a persuasion-driven world. Everything we see or touch is designed to influence our behavior. To get us to do things, or maybe even to NOT do things. To influence our attitudes, so we’ll shop more, or fight for favors.
Beyond selling products, certain types of behavior are being flagged as “cool” or “uncool” by celebrities and sports folk and repeated in TV reality shows, in the school playground, and in the workplace too. What music we listen to, clothes we wear, and so forth.
At the whacky end, whether the 1969 moon landings or the Holocaust really took place. Whether Elvis is still alive and whether 2012 will be the end of the (Mayan) world.
A world in which everything we see is thought-out, predefined and persuasion-profiled. Is that dystopia already with us? But let’s not be too negative: persuasion or behavioral change could very well be a way to create a better society.
There is now a whole school of thought about delivering social benefit through “benign suggestion” which is called the “Nudge Theory.” Nudge Theory holds that it is possible to influence social behavior for the good (increasing blood donation, organ transplant volunteer numbers) by making quite simple suggestions or using “peer leaders” or influential “ambassadors.”
We can’t take persuasion out of our societies: but we can harness it and move persuasion towards the benign end of the spectrum. That’s why and how we have controls on advertising for liquor, cigarettes, salty/fatty/sugar foods for children.
Of course, the world is not black and white, persuasion versus free will. So the question that remains: How can we get ourselves and those around us to use persuasion in a morally justifiable manner?
Where marketing is concerned is a whitepaper more effective than a case study? What’s the best way to target our next blog post? Does your company focus on mobile strategy or web strategy? What kinds of mobile integrations will enhance our product’s adoption rate? These are just a few conversation starters we heard at Content Marketing World. Any marketing professional knows that content is king, distribution is queen, and conversation is key- so it makes sense that the world’s leading marketers are constantly exploring the landscape collectively and en masse.
Where can you go for great content marketing advice?
Our friends at Enterprise Marketer have elevated that discourse. They have launched a community by marketers, for marketers- a community with an abundance of curated content and conversations that matter. EM is a great place to start learning tips and tricks from experts. The folks behind the site come with impressive pedigrees and real-world experience navigating the swift shifts and sweeping transformations affecting today’s digital marketing landscape.
In short- they know what you want to know, and they’re anticipating what you’ll want to know next.
What will you find when you hit up Enterprise Marketer?
Relevant articles on strategic content, curated from all over the web. Realistic viewpoints straight from the marketing frontlines and new marketing frontiers. Real-time conversations providing perspective, analysis, and tools you can use.
You’ll also find a little bit of TruScribe. Happy to continue one of the many conversations started at #CMW16, our Chief Revenue Officer, Andrew, along with Sam (Director of Business Development) sat down with Jeff and Michelle from EM to share insights on video storytelling to drive engagement. Check out Andrew’s blog post referencing the experience here; eavesdrop on the discussion over on EM at your leisure. And keep an eye on that space- (and this one!)- as the conversation and content keeps flowing.
Top 5 Reasons to Visit Us at Content Marketing World
- Our booth (#7) is staffed with friendly TruScribe video content experts who look forward to connecting, networking and meeting you.
- Our Fortune 500 customers tell us we make the best whiteboard videos they’ve ever seen, done by the best artists and production staff you’ll find anywhere. Come watch a video or two and tell us what you think — we create videos, you decide.
- We have the most radical whiteboard software and you owe it to yourself to find out why we’re making this claim. Our software lets you type or download content and transform it into a moving message within minutes — without any previous design experience. And to ensure content is heard and understood, every video embraces a scientific framework called Scribology, geared to drive up viewer engagement and retention results.
- Know how to draw a glyph? Stop by and we’ll show you. We’ve developed a library of modern day hieroglyphics in an app called TruGlyph™ that creates simple, memorable images that allow you to express yourself across cultures with meaning and clarity. (In fact, TruScribe Software is powered by TruGlyph.)
- Get your art fix by seeing our original, hand-drawn backdrop of TruScribe images.
Stop by Content Marketing World Booth #7 – See you there!
It’s no surprise that 2015 was a big, exciting year. When this happens, it’s common to recap the year with a ‘Best of’ list! Here’s some of the best whiteboard video of 2015. From retail to biomedical, we’ve worked to move the messages of some incredible companies. Our videos grab your viewer’s attention and keep them engaged no matter what the subject matter is. This drives an incredibly high level of information retention. No matter what your learning objectives are, TruScribe videos will help you reach them. We’re incredibly proud to show off the results-driven, innovative whiteboard videos that were a cut above from 2015.
Best Whiteboard Video Long Form
“SAP 101” — NBC Universal
Designed from the very beginning with retention and attention in mind, our videos stick in the minds of your viewers. No matter how long the content is, our Scribology method of video creation keeps viewers curious and watching. The old way of thinking that “Oh, we can’t make longer videos because no one wants to watch something that long!” simply doesn’t apply to TruScribe whiteboard videos. Coming in at just under 12 minutes, NBC Universal SAP 101 is our Best Extended Video of the year.
Best Whiteboard Video Short Form
“Animal Deterrents around Electrical Substations” — IEEE Standards
One the flip side, TruScribe videos work great no matter how SHORT your message might be. We loved working with IEEE on a number of videos. Our projects included creating an engaging IEEE Standards Video highlighting Animal Deterrents around Electrical Substations. Not to mention it features our new friend “Zappy” the squirrel. This character has been a part of a national campaign and now a video game.
Best Whiteboard Video Metaphor
“Never Overpay for Cable Again” — TrueCable
One of the best ways to tell a compelling story is through the use of a clever metaphor or visual analogy. We use creative minds of our TruScribe artists to amp up the visualization of your message. Though there were a number of great metaphor concepts through the year, we loved working with TrueCable (love the name, of course). Their “Never Overpay for Cable Again” video featured an enlightened caveman in the cable and wire purchasing process.
Best Whiteboard Video for Training & Development
“Customer Commitment Training” — Waste Management
Because our videos excel at both attention AND retention, an ideal purpose for a TruScribe video is for employee training and development. Waste Management’s Customer Commitment Training exemplifies well-crafted, easy to follow and engaging content that employees are enjoyed and retained.
2015 was an excellent year and 2016 is shaping up to be no different. If you want to be a part of the work we’re creating contact a Scribology specialist today to discuss how we can use the science of moving messages for you.
While most companies are quickly catching on to the potential that online video holds for attracting and engaging potential customers, the process of developing these compelling content pieces often goes awry. What starts out as a great idea quickly becomes trapped in a production queue, waiting on a team that ultimately won’t be able to deliver your product on time and within your budget.
At TruScribe, we call this String #4 – the tendency of your message to be trapped in “development hell,” never to see the light of day.
Whether you’re planning to produce sales videos in-house or through external consultants, the process is typically the same. You’ll hear, “Yes, we can do that,” but then find yourself twiddling your thumbs, waiting on a production team that’s suddenly become less communicative.
The TruScribe Experience
So what’s a customer who wants to leverage the power of online video suppose to do? Well, for starters, why not work with the best?!
We at TruScribe don’t always like to toot our own horns; we do believe that there are a few key differentiating factors that set us apart from our competitors:
Our team knows how to connect with your audience. We’re constantly studying online video trends, consumer psychology and a wealth of other topics in order to make our videos as engaging as possible. By understanding exactly what it is that holds a viewer’s attention, we’re able to craft high quality videos, ensuring that our customers get the biggest bang for their marketing bucks.
Our team knows how to produce videos for the web. Too many internal teams take on the daunting task of video production without understanding the equipment or resources needed to make high-quality, effective video. Instead, using our extensive experience in the field, the TruScribe staff is able to turn around everything from web-ready video clips to 1080p HD video files that will look good in any sales situation.
Our team uses a proven process to guide video production. We know how to avoid production delays, simply because our system is so well-established that it’s easy to stay on task and on deadline! When you need a web video finished on a tight schedule, don’t leave it to chance – leave it to the people who have perfected the process of supplying Fortune500 companies with the materials they need to set their messages free.
Our team’s commitment to turning out consistently high-quality videos hasn’t gone unnoticed. Though our company is still young, we’ve had the chance to work with some major industry players – including Walmart, Microsoft, HP, Cargill and Paypal. These titans of industry know that they can rely on TruScribe – and you can bet that we’ll provide your company with the same level of service and attention when it comes to getting your whiteboard scribing video project finished on time and within your stated budget.