You’ve planned to create videos for your business, you’ve researched about your audience, understanding the type of content they consume. Based on these, you’ve written a superb script to make a video, and get it done. The video you were thinking of is finally made. And now comes the question. What next?
Well, it’s distribution.
Ross Simmonds from Foundation Marketing is an advocate of Content Distribution
In an interview with TechCrunch, this is what LinkedIn’s founder Reid Hoffman had to say on how to reach a massive audience.
In real estate the wisdom says “location, location, location.” In consumer Internet, think “distribution, distribution, distribution.”
Distribution of video content is as important as creating it, without which you miss a major part in your video marketing strategy. So, here’s how you can make the most of your video content distribution.
Websites & Landing Pages:
It is a known fact that including videos on your website can increase your traffic manyfold. Your website will be in a far better position in search results, and it increases the time your customer would spend on your site. Add videos to relevant pages, like your homepages, about section, services/product pages, etc. You can also create a video hub with all your branded videos, and give your visitors an opportunity to explore more of your videos.
If you’re running a specific campaign, you can have a video about it on your landing page as well. But make sure that it is well made, and has a clear CTA so that it leads the visitors to take the desired action.
Blogs & Newsletters:
Video email marketing has been on the rise in the last few years. According to Syndcast, including the word ‘video’ in your subject line increases open rates by 19%, click-through rates by 65%, and reduces unsubscribes by 26%. That’s how effective having a video in your mailers can be. Again, it’s important to optimise your videos, from embedding a thumbnail to having clear CTAs.
You can leverage your blogs as well to share your videos. Remember, adding a video to your blog is going to bring a world of difference, and can increase your traffic. While you embed the video, make sure to add a short description so that Google search engines can notice it.
On the other hand, you can convert your blog posts into videos and repurpose them. Watch why it may be a good idea to do so.
Social Media Platforms:
YouTube is the second largest search engine and the largest video platform in the world. If you own a YouTube channel, well and good, if not, it’s high time to get started with it. For, the benefits are numerous. Imagine, thousands of your subscribers would get a notification the moment you publish a new video.
What’s important is, you’ve to be consistent in creating quality videos. Other than this, make sure that your channel is well organised, with properly designed thumbnails, headings, descriptions with clear CTAs, etc.
To know more on how a YouTube channel can boost your business growth, read here.
Facebook, Twitter, Instagram are the next set of best video distribution platforms. The best way to do this is to make teasers of your video and share it across your social media pages, so that it creates curiosity about your content. When you do this, make sure to optimise the videos to gain the maximum out of each platform.
Since most of these platforms are accessed from mobile, you can make square videos specifically, so that you get a good reach. But again, you don’t have to share your videos on all these platforms. Have a video content distribution strategy on how you want to go about this, choose the platforms that you think would work the best for you, and have a plan for each.
For eg, on Instagram, you can have a plan on how to distribute your videos through square videos, reels, IGTV, and stories. All these require a different approach, and a one-size-fits-all approach cannot be followed here.
If you’re a B2B business, LinkedIn is a fantastic platform that would serve your need. A platform specifically for professional needs, video content has been on the rise on LinkedIn and is sure to get you better results than any other form of content.
A major part of traffic to B2B websites and blogs is from LinkedIn, and you also have a good chance of getting the attention of stakeholders and decision-makers, which may lead to a possible business as well.
If you aren’t sure on the type of videos to create for your b2b business, here’s something for you.