Shelly Kramer: Maximizing video content

Let’s be clear on something: Despite the fact that 100 hours of video gets posted on You Tube every minute, Posting X number of times a day is not a strategy; it’s a to-do list. That was Lesson No. 1 from Shelly Kramer at the B2B Content Essentials Boot Camp.

Ask yourself one simple question: “Would I take time out of my life to watch this?” That’s the strategy. Giving readers something that will make them want to stop and give you their attention.

When it comes to digital video content, Kramer says, everybody’s in the business. Editors used to be in charge of it, but now anyone with a smart phone is equipped to be a digital content expert. Let’s face it, she says, the publications are competing with everyone.

And everyone is on the move. Readers are. Advertisers are. We are. Our audiences are looking at content while they’re on the move.

What’s more, no one is paying attention to anything because they’re busy paying attention to everything. How do we catch their attention?

“Today’s relationships are created with information, and we are all in the information business,” Kramer says. If we’re going to develop and maintain relationships with our readers, we need to make sure we’re getting them the right information.

For starters, Kramer encourages content providers to mix it up. Give your audience something along with video content, like the option to read along or reading first and watching later. Cater to the fast readers and the multi-taskers. After all, the beauty of digital content is that it doesn’t have to be flat.

Digital content also comes with the luxury of trial and error. As a digital marketing expert, Kramer has identified some myths to consider when getting into online video.

  • Views. They’re really only one part of the story. You have to know how to measure the impact, and oftentimes, that’s not easy or simple. You have to analyze the data on a regular basis. What action does a video drive? Think about webinar registrations, white paper downloads, time on your website, newsletter signups. Metrics go beyond clicks/views. Dig into the data.
  • Production quality. Don’t assume that in order for a video to gain traction, it must have a huge production budget. Not so. People want to hear real stories from real people who are just like them. It’s more about being likeable than it is about being fancy. Create content that makes viewers feel like they’re “in on it.” Be real. Be approachable. And don’t be afraid to be on camera.
  • Commercialism. Don’t think that videos are only meant to be commercials for your advertisers. Create content that serves your audience. The selling will naturally follow.
  • Video descriptions. They matter! Videos that don’t explain what they are or link out to other content are wasting viewers’ time. Optimize videos — link out; create a call to action. Track it.
  • Conversions. Although conversions are an important piece of video content, it’s about more than that. Video enhances every part of the publishing process. You can reach a wider audience and create a conversation.

The bottom line? Make sure the video content your publication shares is amazing. “That wouldn’t be a bad thing for someone to say about you,” Kramer says.

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