YouTube CPA Profits own research and see if you can find meaningful insights and data on measuring, benchmarking, tracking, and optimizing online video content. No doubt, you’ll end up as frustrated as I was. And you’ll find that most of the information out there is focused specifically on online videoadvertising.
I am still hopeful that one of these days marketers will wake up to the fact that online video content is not just about advertising. The real evolution is the huge shift to video for almost every other form of content and communication: employee communications, product videos, how-to tips, customer reviews, brand stories… you get the point.
There is an interesting prediction that two-thirds of the world’s data will be video by 2017. I think that stat warrants repeating: Two-thirds of the information we consume — research, news, entertainment, you name it — will be in video form. Even if this forecast ends up being only partially accurate, are brands remotely prepared to measure, track, benchmark, and optimize engagement for these types of video content?
Think and act differently: Try structuring your marketing team like a content publisher. To be a bit more specific, typically marketing departments produce content that speaks to the interests of the company (i.e., it focuses on the company’s products and services). By injecting publisher-centric resources and methods, you can start creating and delivering content with a better balance between your brand’s needs and those of your consumers.
A publisher mentality will help not only with the way your content is created but also with how it gets organized, targeted, created, vetted for relevancy, delivered, and archived. The easiest example I can think of is incorporating an editorial calendar into your content processes to help you plan out the creation of thoughtful, timely, and relevant content. Taking a page from a publisher’s playbook can help marketers figure out what parts of their company’s content plan would work best in a video format, as well as how to integrate their internal content resources to reflect the needs of the enterprise at-large — not just certain department silos.
3. Be creative with your resource usage: Find the right balance between developing content internally and using third-party production resources. Keeping both your brand’s business objectives and your consumers’ needs top-of-mind will also help you strike that balance: Third-party content sources can often help validate the authenticity of a brand’s messages and provide added value without the bias of internally generated content. Third-party content can also help address the need to sustain a healthy stream of new content, while keeping internal costs in check and realizing quicker turnarounds.
YouTube CPA Profits review: Make sure the technology and development resources of your company are factored into your strategy development. Otherwise, you may build a great content-producing machine with no functioning mechanism for proper distribution — which means your content will, ultimately, go nowhere. How many of us have created great content that never really reached its ROI potential? I am sure we are all familiar with “the moment is gone” scenario — situations where the time between coming up with the idea and being able to deploy it became too long. Having the right technology in place to keep the process moving forward can help alleviate the potential for your video content to fall into the graveyard of great ideas that died on the vine.
None of the above is a walk in the park, but they are steps all marketers need to start taking. Start with measuring what you’ve done to date, and then create benchmarks and quantitative goals for where you want to go. As for that part — the vision — the best advice I have is to look beyond the obvious.
