Much of the excitement at the Content Marketing World conference last month was about the growth of online video. Here’s just a few of the statistics attendees were buzzing about:
- According to presenter Lee Odden, consumers are 85% more likely to buy after they’ve watched a video.
- Video has been identified as a significant driver of search engine traffic, making it one of the new darlings of Search Engine Optimization (SEO) gurus.
- YouTube is now the second-largest search engine after Google.
With numbers like these, it’s no wonder that video is increasingly becoming a more common ingredient in many content marketing plans. Getting started presents a few hurdles for the uninitiated, but luckily the same tools that make online video attractive to consumers are also making it easier for you to reach—and convert—your audience.
video didn’t kill the radio star, but how does it get to the tiny TV?
Several of my clients are already recording great video content but find themselves struggling with how to get it online. For some, the first challenge is simply figuring out how to get video files out of a smartphone in the first place. Then there’s the question of how to get it onto the company website, which file format to use, and the all-important concern: “what’s going to work on this-or-that device?”
The good news is you don’t need a master’s degree in video production to solve these issues by yourself. In fact, the simple answer to most of these dilemmas is YouTube.
7 reasons YouTube is the video host with the most
Having YouTube host your video content makes a lot of sense for many reasons:
- It’s free and easy to use.
- YouTube takes care of the file formatting and conversions for you, making your video content available to the largest possible audience.
- You don’t get dinged for the bandwidth that gets used every time somebody downloads one of your videos.
- People go looking for video content on YouTube anyway. It’s always better if they find you.
- Your video can still appear on your site using YouTube’s “embedding” feature.
- YouTube has many features that make your content more likely to show up in search engines, such as tags, descriptions, links from other videos, and so on.
- And let’s not forget that YouTube is owned by Google. (You do the math.)
taking video up a notch with BUZZcard
Another tool I’ve recently discovered that puts more control of video back into your hands is BUZZcard, an enterprise-grade, cloud-based online video marketing system. While it’s too soon for me to endorse the service outright, I’m currently using it for a demo with a client and the initial results look promising.
I don’t recommend BUZZcard as a replacement for YouTube, but it’s a conduit that allows you to do more robust management of online video. The BUZZcard tool allows you to shoot something with your phone and post it directly into an online library. From there you can personalize it by adding your logo or other branding elements to the video and push your content out to all your social media networks from one centralized tool, including YouTube, Facebook, LinkedIn, Vimeo, and Twitter.
Another great BUZZcard feature is the way it builds an archive of videos that your salespeople can access and customize. They can use it to tailor video content for a focused segment of customers—or even a single customer—allowing you to send video messaging with a very personal touch. There’s a bit of an investment to use BUZZcard, but my experience so far suggests that it takes much of the hassle out of leveraging the power of video as marketing content.
ready for your close-up but need help getting it online? call me.
Whole Brain Creative can help you get video content online, whether you’re using high-end recording equipment or a hand-held smartphone.We’ll assist you with getting video content to the people who need to see it, on the web, social media channels, and mobile devices. Call or email us for a no-obligation consultation: 503.325.4485 or [email protected].