Nov 8, 2013
I recently attended a webinar conducted by Jason Thibeault, who is the Senior Director of Marketing for Limelight Networks, a digital content delivery network with an emphasis on video hosting and sharing.
In his webinar, Thibeault introduced 7 challenges in tackling the “video monster” and then tips for overcoming these challenges. I’ll start with his first four and then share the remaining three in a subsequent post. Thibeault also shared a few myths of video marketing, which I described in a previous post.
For the entrepreneur, the greatest logistical challenges arise in the planning stage of business expansion. Preparation and proper execution of a strategy are integral to the growth of a business. This is especially true of business development in the digital age.
A successful contemporary business model usually incorporates an online video campaign. For example, Woodman Labs (manufacturer of GoPro camera products) is conducting a video contest through YouTube, asking users, “How will you GoPro?”
Video footage submitted to GoPro is judged based on originality, and the winner is awarded a dream vacation. Say what you want but it’s a good way to sell more cameras.
What are the most important attributes of an online video campaign? — How and where the intended audience views the video content.
Mr. Thibeault presented the following challenges and tips regarding video marketing in his AMA webinar.
#1: No process… No workflow…
- A workflow is the process of video distribution from concept to exhibition. In other words, the series of steps needed to deliver the video to the prospective viewer’s computer screen.
- An efficient workflow organizes resources and prioritizes activities. Reserving camera equipment, organizing a schedule and choosing a delivery platform are all actions involved in managing a workflow.
#2: An excess of disconnected systems
- One difficulty associated with creating a workflow is content delivery. What devices and/or media will effectively deliver content to the consumer? The best solution is to include a variety of different media in your distribution plan. Mobile delivery, cloud storage, ad insertion and desktop delivery are all viable options. These features can be bundled into a single delivery platform. For example, a mobile app that gives the user access to videos available on your company’s website.
- Why not multitask to increase your Internet presence? While you’re uploading a video to your website, upload it to Vimeo or Pinterest as well.
#3: Unmanaged Video
- “Your video library is more than just a bunch of files.” This is a very important idea. Your company’s video library is a collection that can be organized. Metadata is key.
- Metadata – The descriptors and specifications of the video.
- The use of keywords and video tags will allow users to more easily find your video.
#4: “Video is only in one place.”
- This is a common misconception. YouTube is NOT the only place to watch cool and interesting videos! There is an abundance of video-sharing sites on the ‘net. So spread the love. Upload your video to as many different websites as possible.
- Here are a few suggestions: Vimeo, Limelight, Brightcove, Ooyala, Wistia.
That’s all for now but more tips to come in my next entry. Stay tuned!
