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8 Days of Content Marketing – Day 6: Video

An Internet Summit 2012 attendee Tweeted:  “3-minute videos are the new B2B white paper.” I couldn’t agree more. Video is a quick, efficient way to make your message available to a wide audience. Whereas white papers, blogs, articles, books and infographics might have great ideas behind them with substantial validation, a video is vivid and appeals to the senses. If a picture is worth 1,000 words, a video must be worth a white paper or two. Just think of this statistic from Forbes:  75% of executives watch work-related videos on business websites at least once a week. Of those, 50% watch those videos on YouTube and 65% visit the website after viewing the video.

While many companies may be determined to go viral, that statistic and other evidence has shown that focusing your content marketing approach to develop multiple videos and create your own channel or following is actually better for your company in the long run. In his blog post “Why Video Content Continuity Trumps Virality”, Tom Fishburne made a great point to that effect. He took the example of Kony 2012, the fastest video to reach 100 million views on You Tube, and compared it to the loyalty Orabrush created with its weekly series, “Diary of a Dirty Tongue.” A one-hit wonder may be viewed by millions, but who’s going to come back for more?

Once you commit to longevity with video, what do you concentrate on?

You don’t need a professional videographer to create a decent video that gets your point across. You only have to make it good enough that your audience can watch/enjoy the content without being distracted by poor quality. In other words – most time a Flip camera will serve the purpose.

What do you make a video about? Anything with substantial content marketing potential. Here are a few ideas to get you started:

  • Customer success stories
  • Product or service demonstrations
  • Product or service reviews
  • Public speaking/lectures
  • Whiteboard presentations
  • Vlogging/Webcasts

How people find your video, getting it to rank with SEO and engaging with your audience is also critical. Here are some pointers about content and engagement from our digital marketing specialist, Traci Lester (@songbirdtb):


  • Title – needs to be descriptive and keyword rich, but not force-fed with keywords
  • Description – contains links and keywords
  • Tags – have at least 10 tags that are keywords and always tag the title, presenter, company/organization, and any keywords you want that video to rank for
  • Transcription – YouTube will transcribe, but quality isn’t high. It’s better to do it yourself. Those transcriptions are also indexed by Google and you can also make the video closed captioned
  • Channel Authority – make sure to stay consistent


  • Views – make sure to look at the engagement report
  • Inbound links – see who links to your video and where viewers are coming from.
    • build links to your channel and  your video
    • sharing on your blog counts as an inbound link
    • Social Shares – share on your Twitter, Facebook, etc. and make sure to track others who share
    • Embedding – embed the video on your blog and website, and allow others to embed it
    • Comments and Video Responses – make sure to respond when necessary to comments. If there’s a video response, that’s a huge ranking factor
    • Likes & Favorites – the more thumbs up and favorites people give your video, the higher rank it will have

Want more on how to optimize your search visibility and website traffic using concise, high-impact content marketing strategies? Take a look at our 2-day Content Marketing Boot Camp!

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