I’ve worked with two clients recently who approached me with amazing video content: one with a pilot for a web series now looking to fund further development; another with a fully, gorgeously shot video campaign for an international non-profit organization. The content was very different—but both creators had something in common: they’d put their blood, sweat and tears into creating the content (and rightfully so!). Neither, however, had yet considered video marketing.
I say better this than the opposite scenario, where video content is merely a marketing exercise. BUT … in order to ensure that your audience a) sees your video, and b) engages with it — ideally taking an action you’d like them to take — I do recommend developing a content marketing plan as early as possible in the process. It doesn’t have to be wildly detailed. But even if you take just a few cues from the master marketers out there, you’ll be ahead of the pack.
Here are a few considerations to begin with.
YouTube Creators Site
This is THE place to start if you’re posting your videos, or promotional video content, on YouTube. The advice given by YouTube Creators is full of sensible and enlightening steps that are both simple and fundamental.
Bestselling author and marketing superstar Neil Patel has some solid (and inventive) ideas on how to get your video seen:
Subrat Kar (CEO and co-founder of Vidooly analytics) on the Kissmetrics blog reports that people lose interest in an activity faster than they have in past years. As depressing as it is, if your video fails to hook your viewers within ten seconds, you’ve probably lost them as a long-term user. To catch them quickly, and keep them engaged, he says:
These are just a few of the first vital steps to follow as you consider marketing your video projects.
To keep your viewers engaged with your brand and your ongoing videos, consider supporting your early efforts with a longer term content marketing campaign that puts your video assets to the best possible use.
Good luck, and please get in touch if you need a hand.2