Hello, and welcome to another episode of Video Marketing How-To! This week we want to tackle a question that comes up often — whether your video should live on your website, your YouTube channel, or both!

First thing’s first is understanding that YouTube, alone, isn’t a video strategy. You need to be using both YouTube and your own website as part of your video strategy, but there is definitely a difference in what each channel means to your business.

Your videos on YouTube can have a variety of objectives — awareness building, generating subscribers, and driving traffic back to your website. Videos on your website can similarly have multiple objectives, from teaching customers about your product to generating leads, but one important distinction is the final destination. YouTube should drive traffic to your website. Your website should keep people there as long as possible, and move them through the buying funnel.

For YouTube, focus your attention on content you wouldn’t normally have gated. Assets that are top of funnel, and not too product focused. Anything you need to have a prospect fill in their info for, like full webinars, or lead generation content isn’t something you should have available to everyone.

That said, YouTube is a great place for hosting your blog content, company culture content like holiday videos and memes, and of course your campaign content. Just make sure you always use the description and YouTube annotations to drive viewers back to your website to take the next step.

Once prospects are on your website, you’ll want to make sure your videos compel them to take action. Here you can host your feature-length webinars and gate this content, so you can use it as a lead generation tool.

Your more complex product-based how-to content can also live on your website, as hopefully people aren’t searching YouTube for deep support questions. Same goes for your event content — by all means, have a trailer on YouTube, but don’t give away the entire keynote series for free.

Together, your website and your YouTube channel are a powerful way of getting eyes and leads from your video. But, as a rule of thumb, if you’re not interested in giving it away, don’t put your video on YouTube.

Anything else is fair game, and will likely help you build a great YouTube channel subscriber base, but always make sure you’re using a YouTube annotation or call-to-action in the description to get people back to your site. YouTube views are nice, but leads are nicer! That’s all for this week, and definitely tune in in another few weeks for another episode!

Jon Spenceley