How to increase the reach of your video content

Video is the most engaging form of content. However, with more than 100 hours of video uploaded to YouTube every minute, getting people to view your video content can prove challenging.

Two approaches to increase reach of your video content

As usual with most digital content there are two ways to increase reach.

1. Paid

2. Non-Paid

Paid refers to utilizing the several advertising options available on the YouTube network.

a) Masthead ads, Instream Pre-Roll, TrueView, Search Display, etc. You can target these ads based on types of content, relevant search keywords, demographic and psychographic choices. YouTube sponsorships of channels or individual bits of content are also viable means of popularizing your content. To understand this model in detail I’d suggest you look up the references at the bottom of this article.

Six Non-Paid ways to promote your video content

1. Transcribe

One of the disadvantages of video is that video content is typically not machine readable, what I mean is that unlike textual information, audio words spoken in the video are not searchable. However, there is an in-built functionality in YouTube where in you can use YouTube to transcribe the audio in your video. Additionally, you can replace the machine transcription with your edits.

transcribe video to increase searchability

This ensures that your video content is now available in a textual format which the search engines can look through.

This ensures that the video comes up in searches. YouTube specifically allows you to search within captions.

2.  Submitting videos to other video sites

Video Submission

http://www.metacafe.com/
http://www.megavideo.com/

http://www.veoh.com/

There are tons of video sites, beyond YouTube, and there are viewers on each of these sites. This ensures you get maximum exposure for your content.

3. Social Bookmarking

Social Bookmarking

We bookmark, blog posts, and other content, do the same with your videos, submit it on StumbleUpon, Digg etc.

 

4. Repurpose Content

Repurpose Content

Convert the video or the earlier transcription into an article, or blog post or extract the audio as a podcast, or convert it into presentations which can be posted on various slide sharing sites.

5. Answer questions with video

Q&A and Forums

Where relevant post replies to questions on Q&A sites and forums with links to your video. However, here I’d suggest that you provide part of the answer on the forum and ask the audience to view the video for more details, else it might turn off people as they might assume it to be a total promotion exercise.

6. Press Release

Press ReleaseOut of all the above I suggest to use this sparingly. Don’t announce just one video but a series covering a topic. This is great for SEO as well. The references section below provides links to sites which enable you to submit a free press release.

 

Other considerations

1. User Generated Content

User Generated Content - VideoOne of the things you’ll soon discover is that user generated video about your product or service is more likely to gain far more traction. In fact a study by Octoly indicates that:

UGC Fan Video Viewed 10x > Owned Brand Content on YouTube
(Source: Earned Media Rankings on YouTube http://www.reelseo.com/earned-media-rankings-youtube-octoly/#ixzz2wg43gTZz)

2. One at a time:

I’d recommend that you go with one of the 7(including User Generated Content) ideas which resonates the most with you first. Don’t rush into trying all 7 of them. Measure the effectiveness and then proceed.

Video Promotion

References:

1. UGC v/s Earned Media: http://www.reelseo.com/earned-media-rankings-youtube-octoly/

2. YouTube Marketing And Analytics: A Primer For Magnificent Success

3. Free Press Releases:

http://mashable.com/2007/10/19/press-releases/

How corporate public speakers can multiply their content reach easily (with content repurposing)

How corporate public speakers can multiply their content reach easily (with content repurposing)

There are only so many events I can speak at each year he said, knotting his brow in frustration. And I do what is needed to promote my content. If the recording is made I put it up on YouTube and my slides on Slideshare. What more can I do to get my content in the hands of more people? You’re the content expert tell me.

The current boom in content marketing makes one forget one essential fact. That not all consumers consume content in the same way. Some of us absorb information easily via a physical face to face presentation, some of us like to watch a video while some read a document. Moreover, constantly producing new content is a challenge, especially when one considers the volume of content repositories and social channels one where needs to post content.

What is content repurposing?

Content repurposing is taking content and make it available in multiple formats suitable to different kinds of audiences.

Content repurposing benefits

Content repurposing helps in a number of way:

· Great for SEO – Each piece of content you repurpose increases the chances of your content being found by your audiences.

· Reach larger audiences using different mediums – Not all people are comfortable consuming content in textual format, providing it different formats enables you to reach audiences who prefer to consume content in formats other than the way the content was purchased. For e.g. I love to listen to audio content as I find it very convenient to listen to while exercising or driving, textual or video content is just useless in this context. Similarly in different contexts people prefer different content.

· Increase retention, impact and provide different perspectives – Seeing information as visuals helps me understand and retain it far longer, this is the case with a large number of people. Viewing content gives me a different perspective altogether as compared with reading textual content. Moreover it’s easier to absorb content when I’ve exposed myself to it in multiple formats.

How to repurpose content?

Corporate Presentation

Lets say you’ve just delivered a corporate presentation and it’s been recorded as most corporate presentations are.

Corporate Presentation Repurpose to Online Video

Corporate Presentation repurpose to online video

Very simply put the presentation can be turned into an online video for web conversion and posted on sites like YouTube, Vimeo etc. This instantly increases the reach massively, but hang on there is more.

Corporate Presentation to – Video, Audio, Text

Corporate Presentation Repurpose - extract audio and transcribe text

You can make your content available in multiple formats, video, audio and text, as a blog post or an article, maybe even as a report. Each format has it’s unique benefits, I can listen to audio on the move or while exercising, text can be read even on my smartphone and video well on my desktop, mobile, tablet.

Massive content repurposing

Massive Content Repurposing

Converting content into presentation slides, Infographics, blog posts, articles, reports and even social media updates is a great way to make your content available.

For instance your entire presentation and the ideas within could be tweeted out as a series of tweets or status updates.

Enabling me to consume content in multiple formats of my choice massively increases the probability of me consuming and understanding the content produced.

What if I’m a blogger not a speaker?

Well the same holds true irrespective of your starting point of content creation. Your content could have started out as a blog post, which can be recorded into an audio podcast, or converted into a presentation, or you could record a webcast based on the blog post. The possibility to repurpose your content and reach multiple audiences just massive.

Should you re-purpose all content?

Challenges in content repurposing.

It’s definitely easier to re-purpose content than constantly producing fresh new content. This also ensures that your content gets the true visibility it deserves. However, repurposing content can be time consuming to, though not as much as creating fresh new content. So keep that in mind.

I’d suggest that you take your most popular presentations, blog posts, webcasts and work on repurposing them first. You already know that audiences like it, so makes sense exposing it to more people.

You’ll might find that a certain format works the best. So for e.g. you might find that tweeting your content out as tweets might be driving you more traffic, or video is working the best. Keep track of what is working the best and do more of that.

Each additional format can take time and you need to be judicious in terms of the volume of re-purposing you are going to do.

What’s the next level?

There is a next level, a series of presentations or blog posts could become a report, or a single blog post or article may eventually become a book. Take the case of the book the Long Tail by Chris Anderson originally it was an article on Wired which later turned into a NY Times bestseller.

Repurpose Content to create a book

The advantage for global organizations

Large global companies and their speakers have a distinct advantage here, they can massively increase their content presence and reach. You may be speaking at limited events but each presentation has the potential to be repurposed to reach a much larger audience.

References:

http://searchenginewatch.com/article/2265878/Repurposing-Content-Top-Benefits-Techniques-Tools

http://www.quicksprout.com/the-complete-guide-to-building-your-blog-audience-chapter-10/

http://wordpress.tv/2014/02/28/jennifer-bourn-content-to-cash-leverage-content-to-attract-clients-streamline-workflow-and-increase-profits/

(P.s. this blog post has been repurposed as a presentation and I’m thinking about making it a video and heck it might be part of an upcoming book I’m planning to write about content strategy.)

3 core concepts for a successful content strategy

Have you ever sat on a chair with 2 legs, it’s going to be a quick crash boom landing if anything. Three legs is a minimum and ideal is four.

Your successful content strategy similarly depends on 3 crucial concepts, four if you consider the business objective.

Concept 1: The Customer Journey

Customers go through three different journeys with you. Attraction, Conversion and Consumption. And your content needs to address the customers needed in these stages.

Customer Journey v2.1

Attraction

In the attraction stage the content helps to get them know a little about your product or service.

Conversion

In conversion they either purchase or sign up to a list or subscribe for more information, the content enables them to undertake some kind of transaction not necessarily monetary with you.

Consumption

The consumption content on the other hand is designed to help them consume your product or service better.

Each of these 3 kinds of content is very different and serves a very definite purpose. One to enable awareness, the other to aid a transaction and the last to aid consumption.

You need to make sure that your content enables the customer journey.

Content StickinessConcept 2: Content Stickiness

We’re faced with a deluge of content each day. Most of it is boring, exhaustive and and at times difficult to consume and remember. We typically forget 80% of a presentation in less that 24 hours.

Making content stick, memorable is critical. Without this even though your content might be good, it’s not really going to stick around in peoples minds. Creating sticky content is a planned activity.

Content stickiness can be achieved in a number of ways. One of the common ways is by creating a unique mascot which provides a distinct voice to your content and enables it to stick in people’s minds. The other is to provide content which directly address people’s problems. There are 7 different ways in which content can be presented to make it more effective. By far visual content is the most effective in terms of making it easy to consume and remember.

Concept 3: Network Effect

The challenge with content production is that everyone is doing it, and standing out in the midst of all that content with your content is difficult. Moreso customers belief in corporate content tends to be low compared to recommendations by colleagues, co-workers and others customers.

Moreover, you can’t do it alone, not all businesses are designed to content production factories, and you’re never going to have enough budgets to produce the kind and volume of content.

Leverage Influencer and Partner Networks

Leveraging Social Media Networks the right way – Brand Advocates, Partners (and their networks) User Generated Content.

You need to leverage your brand advocates(your most vocal customers) and partners to not only create content for your but leverage their networks to promote your content. User Generated content is by far the most powerful content. You truly leverage social networks when you leverage content created by corporate teams, employees, partners and brand advocates. This also means repurposing content across different formats (text, audio, images) and across different social networks.

Summary

In summary, in today’s landscape it’s necessary to create content which targets the different stages, is sticky and at the same time leverages user generated content along with partners and employees. These 3 legs are necessary for a successful content strategy.

Resources:

The weak link in most content communication strategies