It’s safe to say that there’s little point in spending your valuable budget on producing video content that nobody watches. That’s why it’s so important to maximize potential revenue from your content.
One of the most important aspects of this is understanding your audience. You need to ascertain who is going to watch your content, their age and geographic demographic, specific interests and which social media channels they use.
Once you know who you are trying to attract, you need to look at the ways you are going to do this, and how you should go about retaining your viewers. A recent whitepaper by Bloomberg Media lists these key aspects for attracting audience to you content.
The importance of SEO
If you want to attract viewers to your video content you need to ensure that it’s search engine friendly; this means that your SEO needs to be expertly managed. When you’re publishing video content online you need to think carefully about all aspects of SEO.
Engaging and relevant title
When thinking about a title for your video you need to make sure it’s engaging, and includes the necessary keywords.
Creating tags that work involves thinking about what search terms your potential viewers will be most likely to use.
Accurate and simple description
Creating descriptions is an important task if you want your videos to attract viewers. Any description you use needs to be easy to read and contain relevant keywords.
Including a transcription
Your audience doesn’t have to be able to see the transcription, unless they opt to do so; but search engines crawl through video transcripts for more information to enable them to decide on how to rank the video.
Submitting a site map
Site maps that can be submitted to search engines, enable your videos to be located more easily.
Maximizing the number of videos available
It stands to reason that you are going to attract and retain more viewers if you have more good quality content. This doesn’t mean that all of your content has to be developed in house; you can use third party content to supplement your own.
Getting your content out there
Aside from making sure your content is maximized for SEO, you also need to find ways of getting your content out to your potential audience.
Using content networks is an excellent means of doing this. They are able to identify the most appropriate partner sites for your content to be displayed on, as recommended content.
Of course, one of the best ways of distributing video content is via social media. You have to invest time and effort into your social media output, but if your strategy is sound, and you use social media in the right way, you will reap the rewards. So what do you need to think about?
- Make sure you post and share across all networks, such as Facebook, Twitter and LinkedIn.
- Share your content at different times of the day, so you maximize the number of people who see it.
- Share content that’s appropriate to the interest of those people who are more likely to use that network.
- Enable sharing of your content, so that more people get to see it.
- Use analytics to check the performance of your content.
You’ve got viewers, so how do you retain them?
Attracting viewers is just one part of the story; you also need to retain them, and to add more. You need to make sure that you continue to maximize the potential of your content. There are several ways you can go about doing this.
Using video on your homepage
This means that for people visiting your site, video is a major part of the experience right from the start.
Creating pages that are dedicated to video
If you want to have a certain place where all of your video content is located, creating a dedicated page is a great way to do it. This helps focus the viewer experience.
Switching your content
An excellent way of retaining viewers is to make sure that your video content is fresh; you can do this by simply switching content around.
Make video part of your stories
If you have latest news, it’s often a good idea to include some embedded video content, especially when your news is being shared across social media.
Give your customers some recommendations
Instead of leaving their viewing to chance, providing recommendations to viewers, based on their preferences, is a good idea. This helps to make for an easier, and more attractive viewer experience.
Adopting any of these techniques, in conjunction with excellent SEO, and use of content sharing options, helps to optimize the effectives of the video content you produce.
I hope this was not tl;dr. We’ll cover this topic and some similar ones in the next blog posts.