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How Businesses Win With a Video Content Strategy

April 20, 2011

1. Create branded video content around the company and its products/services

There are countless ways that companies can use video, depending on what types of products and services are being promoted.  Product demos and tutorials, video testimonials and case studies, corporate communications and messages to customers are all great ways for businesses to use video content.


2. Distribute video content across various channels

Once you’ve created your video content you want to make sure that your audience will see it.  Free sites like YouTube, Facebook and Twitter make it easy to post content and create links that people can share quickly and easily.  These sites are also easily inter-linked which means that businesses can post content to one location (i.e. YouTube) and create a link that can be shared across many other locations.  Embed that YouTube link on a company’s website, share the link through Facebook, Twitter, or an email marketing campaign, and you’ve created a series of links that drive traffic back to the website.

Unconvinced that video marketing has a real impact on brand visibility and web traffic?  Consider these statistics:

- video represented 51% of online traffic in 2010
- video content increases average time on site
- videos are 53 times more likely than text to appear on the first page of search results (Forrester)
- adding video to email marketing boosts customers’ interaction by as much as 200-300% (Ogilvy)


3. Measure results and refine strategy

Besides the cost (free), another great dimension of online platforms is the ability to measure audience interaction with video content and determine which videos and/or platforms are most successful in spreading the brand message.  Tracking everything from YouTube views and Facebook “likes” to Twitter re-tweets and website page views, businesses can measure which videos or channels are generating the most engagement.  This information allows the business to focus on the types of videos and platforms that are most effectively connecting them with their audience, thus optimizing their marketing efforts.

This is just a basic overview of how businesses can use video as a tool to drive online visibility, brand awareness, and customer engagement.  If you have any questions or would like to learn more about developing video content for your brand or business, email or give us a call and we can talk about how to get started.


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