Does this sound familiar? If so, by now you probably understand that a “post and pray” strategy is unlikely to produce maximum ROI, but you may also be unsure how to better capitalize on your video marketing initiatives. Businesses recognize the need for SEO best practices, analytics and engagement tracking for text-based materials, but too often they do not apply the same strategy for video content. A recent study from BI Intelligence projects that online video ad revenue will grow to $5 billion by 2016, up from $2.8 billion in 2013. But without the tools to effectively distribute and track video, much of the money businesses spend to produce video content will go to waste.
Just like with other kinds of content, businesses need a defined plan for video marketing and the tools to execute that strategy and measure results. If you’re posting and then sitting back with your fingers crossed, a next-generation video content marketing platform can help take you from hoping for success to actively driving ROI results with:
• Time-coded metadata: Helps popular search engines find your videos, so they see the light of day. Also helps with in-video search, and provides superior interactive video playback that ensures users have the most comprehensive access to relevant content as possible within a highly interactive and engaging experience.
• SEO publishing: Lets businesses with large content catalogs efficiently and continuously capture SEO opportunities. Using search and natural language processing technologies, a best-in-class platform produces high-quality topic pages that appeals to major search engines and provides powerful navigation experiences for end users.
• Interactive calls to action: Targets a specific audience by delivering dynamic and clickable links, in and around the video player, which connect to white paper download offers, surveys/polls, case studies, special promotions and other related materials. With a best-of-breed platform, you can even include multiple CTAs in one video, each with a different message, and each synchronized with specific terms mentioned within the video.
• Multi-device delivery: Ensures that your videos are properly encoded, stored and streamed to multiple devices with multiple format requirements. This enables your prospects and customers to have a consistent, positive viewing experience across desktops, tablets and smartphones. The more devices your prospects can use to engage with your content, the better your ROI.
• Viewership reports: Lets you easily track the viewership and engagement of video so you have increased visibility into what content is resonating with viewers, what isn’t generating the engagement you’d hoped for, and the reasons for both. Viewership reports cover not only the number of views, but also how much of the video people are consuming. User engagement reports allow you to see easily what engagement features customers use most.
• Integration with leading marketing analytics: Allows you to centralize analytics and track video engagement with other Web engagement. Video is the new document, so just as you’d use Google Analytics or Hubspot, for example, to gauge your marketing success for text-based assets, you can stay on top of how your video content is performing utilizing similar tools.
The bottom line is that if you are going to spend the time, money and effort to create great video content, you need a platform that matches the quality of your video with its effectiveness. For more information about how RAMP for Video Marketing can help you attract, engage and convert viewers, click here to watch our Webinar on Demand.