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Room 214 | Supercharge Your Video Marketing & Distribution

A Perfect Time for VideoThere is no doubt that video has become one the most important components

of a successful content marketing strategy. Consumers are demanding more

video content as smart phone usage, tablet adoption, and internet download

speeds skyrocket. The explosion of social media has enabled people to easily share content and

has illustrated that video is often one of the biggest drivers of engagement.

Before You BeginOutlining a video marketing and distribution strategy is an important step to consider before a video is produced. Taking this step provides a gut check that your investment will be well spent and also

helps to lay the groundwork for a successful video campaign.

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Room 214 || Supercharge Your Video Marketing & Distribution

“60% of business people said they would rather watch a video explanation than read the text on a webpage.” [source Forbes.com]

Benefits of video as a content vehicle: • Higher retention rates

• Lower website bounce rates• Easy to embed

• Increased engagement and sharing

What brands are doing with great videos: • Increase brand awareness and interest

• Entertain with a compelling story • Complex products/services explained

• Introduce ideas that inspire change • Drive action

Random Acts of Kindness Video

Animated Whiteboard Video

I’ve Just Made a Video, Now What? Let’s assume you have a high quality video with a clear message that resonates with your target

audience and contains a strong call to action. How will you get that video in front of the right

eyeballs? Let’s take a look at how paid, owned, shared and earned media can be integrated for maximum effect.

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Paid Media:Digital advertising, banners, Pay-Per-View, rich media, in-stream or social paid promotions.

Owned Media:Website, blog, emails, social networks, press releases, campaign microsite, mobile web, games, in-store, displays, employees

Shared Media:Interactions between participants and brand owned social content on platforms such as Facebook, Twitter, YouTube.

Earned Media:Trusted connections, influencers, brand communities, user generated content, word-of-mouth.

Room 214 || Supercharge Your Video Marketing & Distribution

PAIDMEDIA

SHAREDPLATFORMS

EARNEDMEDIA

OWNEDPROPERTIES

DIGITALPROPERTIES

WEBSITESBLOG

MOBILEEMAIL

PRESS RELEASE

EMBASSIESFACEBOOK

TWITTERYOUTUBE

TUMBLRLINKEDIN

CONTENTVIDEO CONTENT

INFLUENCERENGAGEMENTEXCLUSIVITY

ADVERTISINGYOUTUBEVIDEO AD PLATFORMSSOCIAL SEEDING

Paid Media Paid advertising is a great way to kick-start activity in these all-important factors in Google’s search engine ranking algorithm: video views, engagement and sharing. It’s not about trying to prove the worth of a video by paying money to increase the view count. The goal is to get views from the right audience that lead to engagement and earned media such as likes, shares, mentions and embeds.

Some popular paid options include:

• YouTube Pay Per View: Google Adwords for Video is a good

place to start, as set-up is simple and the costs-per-view are relatively low.

• Video Advertising Platforms: Check out YuMe, spotXchange

and TubeMogul. If your video is on YouTube, it is beneficial when the ad platform can serve your video in the YouTube player to increase total views.

• Social Seeding: Target people who are active on social networks.

Facebook offers a Premium Video Unit and you can pay for “Stumbles” of your video on StumbleUpon. Also, consider the platform sharethrough, which specializes in distributing brand videos across the social web.

Use caution when choosing video advertising platforms. There are a number of services that will guarantee very cheap views but it is important to understand exactly where these views are coming from.

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Room 214 || Supercharge Your Video Marketing & Distribution

Owned MediaPerform an audit of your owned channels and determine how they can be utilized to drive visibility

for your video. Here are some of the top owned media channels to leverage:

• Facebook: Post the video on Facebook with copy that asks questions or encourages actions. We

recommend embedding YouTube videos versus uploading videos directly to Facebook.

• Twitter, Linkedin, Tumblr: Post a link to the video

multiple times from other owned social networks.

• Blog: Create a blog post and embed your video.

• Email: Embed or link to the video in an email blast to customers and employees. Include a link to

the video for a set period of time in employee email signatures.

• Optimized Press Release: Consider writing an optimized press release announcing the video or related campaign activities with the video embedded.

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Website or Microsite: Embed videos on your website via YouTube or host your own videos and utilize a custom player, such as Flowplayer.

Tips for improved search visibility:

• Add a keyword optimized title above video & related content nearby.

• Use keywords in the video file name.

• Implement Schema.org video markup.

• Create video sitemaps.

Youtube: Optimize the title, description and tags with relevant keywords for search visibility.

• The Adwords Keyword Tool and YouTube Keyword Tool are good resources for keyword phrase ideas.

• Add annotations to videos encouraging viewers to like and/or comment below the video.

• Add an annotation encouraging visitors to subscribe to your channel.

“Retail site visitors who view video

stay 2 minutes longer on average

and are 64% more likely to purchase

than other site visitors.” [source: comScore]

Room 214 || Supercharge Your Video Marketing & Distribution

Shared Media (Social)As viewers “like,” comment, and share your video content, these actions become shared media. It is

defined as “shared” media because these actions create visibility within your brand-owned social

profiles and also in the profiles of engaged fans. For example, if someone comments on your brand’s Facebook status update, that comment lives on your wall and the user’s Timeline.

“It is important to monitor online mentions and respond to them to fuel further engagement.”

Earned MediaEarned media is the desired outcome from many of the above-mentioned activities. Influencer

engagement is an additional activity to drive earned media.

• Leverage any existing relationships and pitch relevant, influential bloggers with your new video content.

• Consider providing incentives such as video exclusivity to the influencer’s audience before releasing to everyone.

Final ThoughtsAs more brands recognize the benefits of creating video content, the more competitive it will be to

get views in front of the right audience. An integrated video marketing and distribution approach will ensure well produced videos are easily found by viewers at multiple relevant digital touch points and

ultimately drive intended business goals.

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“Projection Screen,” John Caserta, from The Noun Project

Room 214 || Supercharge Your Video Marketing & Distribution

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Room 214 | Supercharge Your Video Marketing & Distribution

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Author:• Ben Castelli• bcastelli@room214.com• @BenCastelli