Content Marketing

How do I make the most of video content?

Monday, March 25th, 2013 by Emily Mace

YouTube standard logoIn my content miniseries, I’ve touched on video but not explored it in much detail – so in this week’s blog, I thought I’d explain what you can do to make the most of your video content.

What video content should I create?

Now we’d all like to create a video on YouTube that goes truly viral, joining the likes of Gangnam Style or the Harlem Shake. Let’s be honest though – that’s not going to happen unless you’ve got big bucks to spend on a video marketing company to help you.

Not to worry, as producing videos is about much more than the chance of going viral. Video content can support your brand’s marketing efforts, improve customer loyalty and encourage prospects to buy your products or services.

Your videos could include simple product demos or in-depth examples of your service offering. For example, you could create a video of a software demo, or one that highlights the advantage of choosing your services over your competitors’. You can also create guides for your users, perhaps showing them how to use a product or to perform specific tasks, in addition to solving relevant problems.

How do make the most of my video content?

Firstly, use the tools available on the internet. Create a channel for your company on both YouTube and Vimeo, before uploading your videos to both. This can help promote your videos (and your services/products) more effectively.

When you create profiles on these channels, be sure to include your company’s name, logo, website address and information about what it does/the services on offer.

Give your videos useful names that will correspond with what your customers are searching for. For example, don’t use a title like ‘Widget 1’ – this doesn’t mean anything. Use titles like ‘How to choose the right blue widget’, or ‘How to use the widget as a management tool’. These are much more user-friendly and will likely be commonly-searched for terms.

Include a description of your video which tells people what the video content contains and what it can be used for. You can also upload transcripts of your video to add some content relevancy.

Socially promote your video

Let people who follow you on social networks know that you have uploaded a video. Be sure that your messages are informative, though – messages like ‘I just liked a video on YouTube!’ won’t be helpful. Something like ‘Check out our video guide on how to use blue widgets as a management tool’ will be really useful to your followers and encourage them to click through to the video.

Google+ specifically is great for video promotion, so pushing this content via your Google+ business page is a great idea. Publish a link to your videos on your LinkedIn, Twitter and Facebook pages too, along with an engaging message.

Using video on your own site

Videos can form a strong part of your on-site content strategy. If your company’s website is hosted (making bandwidth a non-issue) then go ahead and post them on there! Be sure to utilise video sitemaps to get the optimum SEO benefit from this content (they will help it be indexed properly).

You can either create a special video page or think about having a guides section, containing videos and other content. What’s more, if the videos help people use a certain product, add them onto that product’s static page or consider placing them on your company’s blog.

Video can be a great marketing tool, not just for your products and services, but the website as a whole. Plus, if you make the most of the promotional tools available – like Facebook et al, YouTube and Vimeo – you’ll likely see great benefit from the investment.

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About the author

Emily Mace

Emily Mace

Emily joined Vertical Leap in 2008 and is now the Senior SEO Campaign Delivery Manager. Emily previously worked in training, IT Support, Website development as well as SEO and worked for local Government departments and Tourism South East. Emily gained Google Analytics Individual Qualification in 2011, and regularly blogs on the technical aspects of SEO, sharing her expertise with our readers. Follow on Google+