The Dangers of a ‘Post and Pray’ Video Strategy

Posted by Bonnie Gibson September 15, 2014 at 12:52 PM

You've had a top-of-the-line piece of video content marketing created that the entire organization will be proud to distribute. Next, you post the video to your website, tweet the link on your Facebook and Twitter pages and … hope for the best.

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.

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Topics: marketing

How SharePoint's Metadata Improves User Experience

Posted by Brian Prigge September 12, 2014 at 2:36 PM

We all have one of those co-workers who doesn't quite get SharePoint or doesn't like to use content management systems in general. They will upload files named "Document1," "IMG_237", or "MVI_3998" as opposed to a name more relevant and thoughtful. This lack of workflow can be highly frustrating to look at, but thankfully not hard to search for.  

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Topics: enterprise video

Ikea Nails Video Marketing with Apple Parody

Posted by Bonnie Gibson September 10, 2014 at 10:46 AM

It is always towards the end of summer, when you’re talking to someone about their cracked iPhone and their response is, “I am going to wait and see what Apple announces in September.” Then September comes, and you get these powerful marketing videos letting you know why you need that new iPhone, whether yours is cracked or not. When Ikea decided to launch their 2015 catalogue, they also used this form of powerful marketing in a tongue-in-cheek way. The result: one of the best viral videos of the week. If you haven’t seen it already, check it out:

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Topics: marketing

The Top Benefits of Using Video Content Marketing on Your Website

Posted by Bonnie Gibson September 9, 2014 at 9:49 PM

At RAMP, we are fond of saying that our solutions “make video valuable” in that they allow you to generate the greatest possible ROI from your video assets. As our solutions help your organization maximize video’s value, that improved content can, in turn, vastly improve your website’s usability, discoverability and overall effectiveness.

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Topics: marketing

Top 5 Tips for Shooting Video on the Go

Posted by Dave Benedetti September 5, 2014 at 8:29 AM

Today I wanted to give you some video production tips for shooting video on the go. Usually I’m giving you hints on shooting video around your office, but today I wanted to shake things up a bit, and help you add some life to your video marketing or enterprise video productions.

What does video on the go mean exactly? It could mean anything from getting an interview or pickup shots at a satellite office, shooting at a corporate event or function, or creating some blog content outside for a nice change of pace.

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Topics: video culture, enterprise video

Smooth Sailing: Simple Steps for Webinar Success

Posted by Bonnie Gibson August 28, 2014 at 2:35 PM

Marketing pros know webinars are increasingly popular for influencing prospects and generating leads. However, there is a great deal of work that goes into making an average webinar into a lead generating machine. Here are some tips to help your next webinar be smooth sailing from beginning to end:

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Topics: marketing

5 Steps to Enterprise Video Management

Posted by Bonnie Gibson August 27, 2014 at 10:40 AM

We are in the “show me” generation, where watching what’s going on is surpassing the want to read. It would only make sense that videos are becoming more prevalent than documents within the enterprise. They get the point across quickly, are more engaging and capture the viewer's attention. In fact, people who absorb information via video are also more likely to retain what they've learned. If you’re just starting to create a video strategy for your enterprise, read on for five tips to ensure success.

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Topics: enterprise video

Video Culture: The Human Side of Marketing & Communications

Posted by Bonnie Gibson August 15, 2014 at 2:02 PM

In a world of automation and noise, it’s hard to find a strategy to figure out a way to delight your customer. Welcome to what is referred to as “the Human Era,” where the human experience is what drives marketing and customer service efforts. Highlighting this human to human interaction is Boston startup, Vsnap. The Vsnap platform allows companies to reach out to their customers via video and send short messages. It's the perfect tool for video marketing and customer communications. Here’s an overview from CEO Dave McLaughlin and VP of Community and Customer Experience, Trish Fontanilla:

Key takeaways:

  • Video is a great way to bring that warmth and tone that is needed in human to human communications.
  • Video shows empathy in a way a textual communication can’t.
  • Seeing someone visually is a good way to for a company to build trust.

How do you feel about “the Human Era”? Is it a necessity for your business or another marketing gimmick? Let us know in the comments.

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Topics: marketing, video marketing

What You Need to Know About CVAA

Posted by Bonnie Gibson August 13, 2014 at 11:19 AM

On October 7, 2010, President Obama signed into law the Twenty-First Century Communications and Video Accessibility Act of 2010 (“CVAA”) that, among other things, requires certain online video programming to have closed captioning as well. The enactment of this law is yet another validation of the Internet as a bona fide medium for video delivery. At the same time, it introduces a new set of compliance challenges due to the fundamental differences on the Internet as a video distribution channel compared to traditional cable and broadcast. On July 11, 2014, new amendments to the act now cover video clips as well. In case you’re not familiar with CVAA, here is a quick review of the law.

What exactly is the CVAA?

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Create Online Video Experiences that Generate Leads

Posted by Bonnie Gibson August 1, 2014 at 12:24 PM

Recently, RAMP had the opportunity to attend the REEL Summit in San Francisco. caught up with our CEO Tom Wilde and here is what Tom has to say about creating great online experiences with video:

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