Strategy

Will Video Kill the Content Marketing Star?

Video may have killed the radio star, but it’s making a killing in the content marketing world. In fact, if you’re looking to integrate YouTube videos into your content strategy; there’s a YouTube video for that.

With more than 300 hours worth of video content being pushed to YouTube every minute by a user base of more than 1 billion people, some have claimed that video is now the single most important strategy in content marketing.

We disagree.

Yes, integrating YouTube and video into your marketing strategy is vital; however, it’s not the sole breadwinner. Video is used best when integrated into your brand’s content strategy. Sounds easy, right? If only it were as simple as popping in a video every other blog post or throwing out a YouTube link with each digital release. Unfortunately, it’s not always as easy as that.

Become a video content marketing star

Rather than feed you a prescription for building the “perfect” YouTube marketing strategy, here are some simple guidelines your marketing team should understand before jumping into production.

  1. Have a content strategy in place. The days of the one-hit wonders on YouTube are over. To build a successful marketing campaign on YouTube, you have to have a strategy. Ask yourself: What do you hope to achieve from YouTube? Are you there to entertain or to educate? Are you there to maintain existing customers or to attract new visitors to your brand? Once you’ve wowed your viewers with your first video, you’ll want to be ready with a plan to maintain that interest and build trust in your brand.
  2. Engage your community. A recent study by Usurv found that consumers are 39 percent more likely to share content via video, 36 percent more likely to comment on one, and 56 percent more likely to “like” a video. YouTube isn’t just a place to store video content; it’s a highly powerful social media platform. Engagement is crucial. Unlike a blog, video viewers can see and hear you; use that opportunity to establishes a deeper connection.
  3. Integrate YouTube in all channels. The content you create and distribute across all your channels needs to come together to form one cohesive content strategy. Uploading a video here and a blog there won’t get you the results you need. When uploading content to YouTube, make it a priority to reach out to other channels, both to cross-promote your videos and execute your strategy in a mutually beneficial manner.

YouTube allows brands to present information to their viewers in a creative and unique manner. Listen to your customer’s comments and concerns, and rather than responding to them in another tweet or Facebook post, create a video that addresses those concerns and answers those questions. When you roll out a YouTube video, post simultaneous content on Facebook, Twitter, and your company website to get people talking. The individual discussions on each network converge to create one giant conversation around your brand. Want to know more? Leave me your questions in the comments section!

@dcustommedia