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Creating & Optimizing Video Content For YouTube Recap: 5 Top Takeaways

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Thinking about promoting your brand on YouTube? Do you have what it takes to grow and sustain an engaged audience?

During this month’s Live with Linkdex webinar, I was joined by two video marketing experts – Greg Jarboe, president of content marketing agency SEO-PR, and Rob Ciampa, EVP & CMO of video marketing platform Pixability. They shared their expertise on creating and optimizing video content that will create loyal viewership.

The entire webinar is worth watching (scroll down for a link to the full recording). It’s packed with insights, ideas, and takeaways to help you improve your video content strategy now.

Here are five top takeaways from the webinar.

1. Keys To A Winning YouTube Programming Strategy

Brands need a programming strategy. Don’t try to create a video. Create a series of videos. You want people to keep coming back to watch your videos again and again, not just one and done, according to Jarboe.

A sustainable YouTube programming strategy requires planning and includes a mix of three different types of video content:

  • Hero content: This is where you pull out all the stops in trying to create content that reaches a broader audience. However, a brand may only have one or a few moments in a year (e.g., product launches or industry tent-pole events) to do this. The Discovery Channel on YouTube does a great job with Shark Week, which is an event they made up from scratch and have been doing for years now. What’s your Shark Week?
  • Hub content: These are the videos you produce weekly (or even more frequently, perhaps every 3-4 days) in a similar, ongoing format. Some examples: tips from your in-house experts, a series of some sort, tutorials, or interviews with key people in your industry. The series nature (“tune in every Wednesday to see our new episode”) makes it work.
  • Help content: Do keyword research using YouTube to discover what topics about your brand or industry that people are actively searching for. What product tutorials, how-to content, or customer service videos can serve as everyday, relevant, evergreen content?

2. Video Length Is A Rope

How long should your videos be? Is there an optimal length? Just like rope, how long your video should be depends on what you’re using it for, according to Ciampa.

Shorter videos can do OK, especially if you’re engaging a consumer for the first time. But people go to YouTube on purpose. As they get deeper into their decision journey, they’re looking for longer form content.

Within the Top 100 global brands, 10 percent of videos are longer than 10 minutes and those brands are seeing high levels of engagement on these videos.

Bottom line: Don’t be afraid to put longer videos out there as long as it makes sense and is compelling. Just don’t be boring!

3. Go Beyond Views To Measure Success

The days of using “views” as the key metric to measure YouTube success are long gone. Now you should focus on creating content that drives deeper levels of engagement, Jarboe said, such as:

  • Brand lift.
  • Video sharing.
  • Website traffic.
  • Conversions.
  • Lead generation.
  • Online purchases.
  • Return on marketing investment.

You can learn more about today’s key video marketing metrics in Jarboe’s article, “4 Key Video Marketing Metrics To Measure What Matters” on Momentology.

4. The Virtuous Cycle

Video Content - The Virtuous Cycle

To succeed on YouTube now, you need both paid and organic amplification, Ciampa explained.

On the paid side, this means TrueView, which helps you reach an audience that you may not have otherwise had access to.

On the organic side, this means optimizing your videos, playlists, and channels and using social media to improve discoverability and interact with your audience on multiple platforms.

Once the engagement is there, you’ll get feedback, which will help you do better targeting from the paid side while also providing SEO benefits.

All of which leads to better content as the virtuous cycle begins again.

5. Creativity Is Your Most Important Tool

The only limitation when creating videos is your imagination. If you have any trouble coming up with ideas, check out Think With Google’s Marketer’s Almanac.

A lot of purchases are made around existing seasons and holidays, such as Halloween. Having video content available to take advantage of these existing opportunities is one way to go.

But don’t limit yourself to traditional holidays and seasons (e.g., back to school, Halloween, Thanksgiving, the holidays, etc.). You also have an opportunity to create your own events and moments.

Watch The Webinar

You can watch the entire webinar here:

Live with Linkdex: Creating & Optimizing Video Content for YouTube from Linkdex on Vimeo.

If you have any questions for Greg or Rob, please leave a comment below, or email us at enterprise@linkdex.com.

Coming soon: In our next post, we’ll answer your questions on video marketing coming out of this webinar. So keep them coming!

Further Reading

Audience Segmentation (To Stop Our Content Marketing Being Crap) #FullStack15

Last Week’s Full Stack Marketing 2015 was, by all accounts, one of the exciting and informative events of the marketing year. Linkdex’s Head of SEO Best Practice, Kirsty Hulse, gave a talk on Audience Segmentation (To Stop Our Content Marketing Being Crap)… in case you missed it, you can check out the slides below…

Game-Banner

How well developed is your SEOInstinct?

Test Your SEOinstinct

Summer 2015. A summer like many others in the UK. Sometimes it rains, and sometimes the sun shines. On this specific day it was raining. And what do those working in digital marketing and SEO do when it rains? They go to the pub.

To cut a long story short… Kirsty, Jono, and Bas walk out of the Linkdex offices and see… rain. Needless to say the nearest pub was found quickly.

As we often do when it rains, we started reminiscing. And being SEOs, we reminisced specifically about the SEO industry.

How things have changed! The character of the industry has changed, because SEO has changed. But how much really? Sure, Google is different and there are competition is much greater. But what’s really different?

Well, for one thing, the data is.

“We” as SEO’s used to be able to easily see what changes were needed, what sites were good or bad. The ‘data’ was in our heads. Can we still do that? Some SEO’s will claim they can still ‘see’ it. That they have an ‘instinct’. Jono saw this as a challenge and started building.

As luck would have it, Linkdex has tons of data we can use. We can actually check! So Kirsty dove into the system and dug up some data. Data on actual traffic coming from search.

Data that Jono then used to build something that would show guesswork is nice, instinct is nice, but data will probably show it is not as straight forward as you might think.

Here’s what Jono made: a challenge for you. Jono challenges you to show if your instinct is as good you would think (or want? ;-) ).

How does it work?

It’s simple, you will see 10 different sets of pages. Within 10 seconds, guess which of the two pages gets most search traffic. In the end we’ll give you your answer to how well your SEO instinct is developed!

Have fun (we did)!

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