3 core concepts for a successful Digital 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 digital 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 customer needs 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.

Concept 2: Content Stickiness

Content Stickiness

We’re faced with a deluge of content each day. Most of it is boring, exhaustive and at times difficult to consume and remember. We typically forget 80% of a presentation in less than 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 people’s 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 created 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. More so customer belief in corporate content tends to be low compared to recommendations by friends, family, colleagues, co-workers, others customers and even strangers (e.g. book reviews which one reads on sites like Amazon).

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

Leverage Influencer and Partner Networks

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

You need to leverage your brand advocates to create content. Brand Advocates, your most vocal customers and partners can not only create content for you also help you promote that content across their social networks. 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.

Leveraging other networks also means repurposing content in different formats (text, audio, images) and across different social networks.

Summary

In today’s landscape it’s necessary to create content which targets the different customer journey, is sticky and at the same time leverages user generated content with brand advocates, partners and employees and uses their networks to promote the content.

Like the 3 legs which are needed for a chair these 3 core concepts along with a clear business objective provide the solid base for a successful content strategy.

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/