LESSON 4

Maximizing Video Impact
Through Proper Distribution

Maximizing Video Distribution on Your Own Website

Sometimes the best distribution channel is sitting right in front of you. This guide will look at video content hubs on your website as a prime distribution channel and:

  • why content hubs are the best way to deliver a robust and personalized content experience
  • how you can maintain branded control, improve search results, and drive more leads
  • how companies like Lego and SAP are creating their own video experiences with content hubs

Where to Share Your Videos for Maximum Reach

So you made an incredible video, sent it out to your internal teams, encouraged sharing, uploaded it to YouTube and waited for the marketing fame to roll in.

Unfortunately, each time you obsessively checked throughout the day, your view count wasn’t as impressive as you’d hoped.

First off – don’t stress, we’ve all done it. But after you’ve spent time, energy, and money to make really amazing video marketing, it’s all about actively making sure your videos get in front of your target audience (not just your mom).

A great distribution strategy covering all major channels will have you sharing your videos with Oprah-like levels of excitement.

Get Your Video The Attention It Deserves

Once you have optimized your content with interactive events like an engaging splash screen, an email gate (where appropriate for late funnel content), and a compelling call to action, it’s time to make sure everyone sees your masterpiece.

Here’s a checklist of 15 places to share your video marketing content every time you have something new.

YouTube

One of the first spots you’ll want to upload to is YouTube. As the second largest search engine, it’s imperative for your brand to use YouTube strategically to showcase your videos far and wide.

Because YouTube alone isn’t a video strategy, your goal should be to use the channel to gain a lot of attention and drive viewers back to your website where they can consume more content free from distraction. As a bonus, once they’re back on your website you’ll also be able to track their behaviour with video engagement data.

When uploading videos to YouTube, however, watch out for cannibalizing your own SEO efforts between YouTube and your website. Instead, change your descriptive title just slightly from the title you use when you embed your video on your own website with metadata. More details on multi-platform promotion can be found here.

Your website or campaign landing pages

Because buyers now go through nearly 70% of the buying process independently before ever talking to sales, it’s important to include videos in a guided product tour on your website so that you can be as persuasive as possible and make a more human connection.

Videos embedded on your site can help increase conversion by 80%, and Google recognizes pages where a click leads to longer time spent on a page. This ultimately means that if your viewers click and watch a two minute video, those two minutes will end up making your site content more sticky, and thereby more likely to appear in Google search results because you can hold the attention of interested viewers.

Email campaigns

In a GetResponse study of nearly a billion emails, those containing video had a 96% higher click-through rate when compared to non-video emails. This staggering increase in engagement with the inclusion of video makes adding an embed link here a no brainer.

For some best practices for video in email, check out this video on how to add video to your email campaigns.

Email signatures

Beyond email campaigns you send out to promote your video, have your team members change their email signature to include a catchy line with a hyperlink to your video embedded on your site. Check out Karl’s example below, and try switching up your signature every time you release a new video:

SlideShare

SlideShare is a great place to gain the attention of a B2B audience, and even better considering you can embed a YouTube video into your deck.

After uploading your slides, in the ‘My Uploads’ section, beside the SlideShare you’d like to change, click ‘Edit > Add Video”.

Enter the URL of your YouTube video, select which slide you’d like it to appear after and you’re set.

Social networks

When distributing your videos, social channels are your best friend. You’ll want to post on Facebook, Twitter and LinkedIn, but you’ll also want to consider a clever use of Instagram and Pinterest.

When you have a piece of long-form video content, you can use Instagram video to create a teaser trailer directing everyone to your longer-form content. Just take a look at how Mercedes used this method to promote a full length video about their F-Cell car:

Moreover, beyond just posting your videos to Pinterest using the pin button under your YouTube player’s share menu, it’s a great idea to capture and pin still images from your video with text overlays of quotes from the video’s content. By using strong quotations from the video you’re cleverly repurposing your content for not only a highly visual site like Pinterest, but also for use on your blog.

Here’s an example of a video still you could pin with a link to the full version video:

Other places to share

  • Sales Cadences: Enable your sales team to easily share videos in their email prospecting.
  • On your blog: where you’ll want to use the surrounding text to transcribe your video’s key phrases in order to have the content indexed by search engines
  • Press releases
  • Partner blogs: contact your industry partners and ask if they’ll feature your video content on their blog. If it’s relevant, helpful stuff they might ask for contributed content where you can include the video you’d like to share.

lesson 5

Qualifying and Moving Leads Through the Funnel with Video

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