What is Content Marketing? Why Should I Care?

What is content marketing and why should I care what it is?

what is content marketing

If you want to stay in business, YOU! (Nobody really cared about Gerald Ford)

Being in an SEO business makes it necessary to repeatedly answer the commonly asked question “What is content marketing”?  So, here we go once more!

Content marketing is putting a plan into practice that makes your company’s name highly visible in places where people are looking for what you do.  In today’s world, the most significant place for people to look for information is of course, online.

So today, good content marketing means having online content online that is sure to be found.

What is meant by online content?

Online content is individual pieces of written material, video material, or audio material that lives online.  Each piece

what is content marketing

HUH???

of content has its own unique URL, so each piece of content stands on its own, and can get found in the results of online searches.

Why do YOU need online content?

You need online content because it’s a competitive world.  You are not the only business providing the services that you I offer!

Every company wants to be highly visible in the places where people are looking for what that company does (and that place is online).

What kind of people are looking for information about what you do?

People who are bound to become somebody’s customers are looking for information about what you do.  Good content marketing ensures that they become your customers, and not the customers of your competition.  Put your content in front of them before they find the content of your competition.

Where do I put all this content?

what is content marketing

Put it over there!! In the blog!

You need an organized place online to put a lot of content about yourself.  The more content there is about you to be found online, the more your content is going to be found by people looking for information about what you do.

The Website

A business website is the essential starting point.  Every business needs a place to define itself,  to define its products, its location, its personnel, and whatever else the owner deems necessary for potential customers to know about it. Although the definition of your website will probably change in format and contents over time, it’s always the basic online definition of who you are online.  It’s a foundation.

Don’t stop here!  You’ve only built a foundation, not an entire house!

The Blog

A blog is an organized place to go beyond the boundaries of your website.  In a blog you have the opportunity to really express yourself, to showcase the authority you possess in your specialty.

Blog posts contain personalized, interesting, sought after information that’s relevant to your business and/or your industry, and that points people to you as the authority.  Blog posts are your opportunity to really toot your horn about your expertise.

Blog posts are a great place to showcase yourself on video too.  Store your video on YouTube and every video you make becomes another piece of searchable content, in addition to the post that contains it in your blog.

The blog provides you the opportunity to really expand your online presence with no limits.  You can keep adding content to it forever, and the more content you add, the more people find your content.

And because the blog resides as a subset of your website, whenever people go there to read or watch or listen to your content, they are already where you need them to be – on your website.

what is content marketing

You mean it’s free??

More information is free!

That was my expanded elevator speech,  I’d have given it to you on your way to the 101st floor if you had asked about consulting services for SEO and content marketing.

Now, go and take the first free step, and learn more for no cost! Our business is holding your hand, guiding you through the initial stages of implementing and practicing a good content marketing plan designed to boost your bottom line.  Working with us, you can learn to take full control of your own ability to increase your own bottom line!

Start down this road by enrolling yourself in our cost free video training series on SEO and brand building.

There’s no catch and you have everything to gain!

Please leave your name and email in the sign up box at the top of the right sidebar.

 

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Video Authority – Personal and Powerful

Your Video Authority Brands You

video authority

AUTHORI – TAY!!

No factor could be more vital to the growth of your online presence and to the building of your brand than is your video authority.  Most of the emphasis on video authority is placed, for good reason, on YouTube.  But there’s a lot more out there.  Don’t miss out on some easy publicity!

 

Now You CAN Be Everywhere
– at the Same Time!

Let’s talk briefly about the untapped power of the internet before getting into the meat of this post. By appearing on video, you are making a powerful personal connection with your potential clients.  This is your opportunity to actually put yourself personally in front of them without the need for your physical presence.  And, the more platforms you are seen on, the more opportunity there is for people to be listening and watching you personally, all over, and at the same time! Isn’t this what people have always wished for?  To be in more than one place, personally, at the same time?  And the internet delivers it!  Think of the power behind that!

Parallel and Competitive Video Hosts

video authority

Choose from Multiple Hosts!

We recently began to share video content on some other relatively popular video hosting platforms because we want to be seen all over.  Though none of the parallel and competing video hosts will ever stand a chance of driving as much traffic as does YouTube, there are several that are worthy of consideration.  We did some traffic research and chose to go with what appear to be the top five video hosts.  The numbers are truly significant.

YouTube Rules!  Why Bother with Anyone Else?

My late Dad loved to use this old proverb whenever us kids were being picky about things that we had received free:  “Never look a gift horse in the mouth.” In other words, when things are handed to you, don’t be concerned with how inferior they may be.  Focus instead on what advantage you can take of the fact that they were handed to you free of charge, and be grateful for it.  Let’s look at some of the major alternative video hosting services and talk about what you could be missing by not using them.

By the Way, You Don’t Have to Create Extra Video Content

You don’t have to record multiple sets of video content covering the same material (but it never hurts if you do).  You can upload the very same video content to various hosts.

video authoroty

Don’t worry, it’s safe to do more than you have to online!

When you use similar but differing titles and descriptions for each upload, you also boost your own find-ability by spreading the base of key words which could result in your video being found and viewed.

After you shoot a new video, take a few minutes extra to do that.  And take a few minutes to develop a spreadsheet to manage and track what you have uploaded. We can help you with that.  It’s in my plan to include a free training video on that subject, but at the time of this writing I haven’t got around to recording it yet.

The Top Five for Video Authority

Here are the top five alternative video hosts that we have chosen to use.  We chose them on the basis of usage statistics.  You might want to decide on different ones, but these all appear to get the most traffic, beginning with YouTube.

You Tube Statistics Summarized

First of all here is why you must be using YouTube.  These statistics came directly from YouTube.

  • More than 1 billion unique users visit YouTube each month
  • 1.2 billion total views per day
  • Second most used search engine in the world, right behind Google.
  • Over 6 billion hours of video are watched each month on YouTube—that’s almost an hour for every person on Earth, and 50% more than last year
  • 100 hours of video are uploaded to YouTube every minute
  • Millions of subscriptions happen each day. The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year

Four Other Major Video Hosts Summarized

There are plenty of other players out there, but we have chosen these four to complement our YouTube video presence.

  1. You Tube: 1.2 billion views per day
  2. Daily Motion:  60 million views per day
  3. Metacafe: 17 million views per day
  4. MyVideo: 7 million views per day
  5. Vimeo: 1 million views per day

I tend to prefer Vimeo and Daily Motion purely on the basis of ease of use.  If your videos are correctly SEO prepared (i.e. so that they are really searchable and findable) then you will be seen. Those numbers are views, not searches.  Just imagine how many searches must have taken place before they turned into views!  It’s not that difficult to put your videos in the que to be found.  It takes only the plan and the initiative to carry it out.

Learn More for Free!

In addition to the more generally oriented articles that we publish here daily on our growing blog,  you can find more complete and detailed information about every detail of content marketing in our free video training series.  Kristen is the presenter in most of them.

Our objective is to help you help yourself to expand your bottom line by increasing your online presence.  Our services include not just SEO work, we focus on teaching and guiding you to learn to manage your own content marketing. We believe that effective content marketing, once properly implemented, is truly a stimulus to the overall economy. Be sure to go to the top of the right sidebar and get access to the free video training.  Then give us some feedback.  Please!  We would love to hear from you!

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Video Blog Marketing on the Cheap

Video Blog Marketing – It Doesn’t Have to Cost a Lot!

“Video blog marketing” is a catch phrase that describes the use of an authoritative blogging platform that’s enhanced by the personalized  power of video presentation.  And “on the cheap” is a term that describes the way a lot of us like to do effective things!  Put them together and what do you have?  An effective video- personalized blog that people identify with, and one that doesn’t cost you a lot!

The Appearance of Your Site and Blog

There is much you can do that costs from little to nothing to present your website and blog in a neat, attractive, and professional format.  That’s the primary reason we like to develop websites using WordPress, and it’s why we encourage you to learn to use WordPress too.  Any average computer user can learn to alter the entire look of a Word Press website, or even to create one entirely from scratch.  Uusing WordPress, it’s also easy to embed personalized videos within your posts.

Kristen talks quite a lot about the technical how-to’s  of that very subject in her free video training series on content marketing (available by filling in the sign up to the right of this post).

video blog marketing

Our video crew – NOT!!

The Appearance of Your Blog Embedded Video

At the present time, we do not have or use any video editing tools, nor do we hire any professional video editing services. We are operating “on the cheap”!  So, we only can adjust the factors that are actually in our control.  That means, primarily, how we come across on camera.  Without the addition of professional editing resources, there are going to be interest and viewing factors that will remain beyond our control.  We always tell ourselves, “perhaps later”!

Being Ourselves

I firmly believe that for a business which involves a lot of personal interaction, the greatest virtue of video marketing is in allowing people the opportunity to get to know you before they ever even have an opportunity to speak to you or to meet in person.  That ever-important  first personal impression is already made in your videos.

Many people just feel like they never will be comfortable making videos.  So, they either don’t bother, or they hire their video work out.  Neither of those choices is an effective option for the business owner striving for personal brand recognition.  In my experience, contracting out any task at all does nothing to stimulate my own learning and growth process.  Because video is at the top of our “must be competent at” list, we work hard at producing our own videos as well as we can on a shoestring budget.

Once you get past being camera shy it gets easier. I have a rather silly sense of humor, so occasionally, I let something spontaneous and along the lines of silly stay in a video, because I think it helps people identify with my true character.  So, when I meet someone, they can feel like we already were friends long ago.

Lack of Professional Video Editing can be a Boon!

video blog marketing

This is more our style!

Always focus on what you have, and not on what you seem to lack! I do my best to compensate for our present lack of professional video editing control by continually practicing the art of presenting my real character on camera.  And it hasn’t been easy!  It sometimes means many retakes.  Many retakes also translate into a lot of mental repetition.  But I am only repeating the things I need to know well anyway!

Lack of editing also can mean putting up a video that we are not completely comfortable with.  But we know that whatever we publish is the best we could produce at the time it was done.  We can, and do, often go back and replace the poorer videos with better videos.

Your Best Ally:  The Expression of Your Real Character

Video blog marketing on the cheap means expressing your real selfhood. I believe that honesty always shows through, and that it prevails over what many perceive as the benefit of a flawless professionally edited video production.  Whatever character traits distinguish you from others, just work on presenting them in your video, and keep doing it, over and over.  Don’t quit!

Allow me please to plug our very personalized free video training series.  Kristen stars in most of them.  Please let us know how we are doing!  Thank you for following us, and we look forward to being in touch with you.

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A YouTube Strategy – Channel Creation!

YouTube Strategy Embraces ChannelificationYouTube strategy

Today nothing could be more vital to “building your brand” than implementing the new YouTube strategy that embraces what a YouTube executive has called “channelification” !  Since its acquisition by Google in 2009, YouTube’s trend towards individual  “channelification” has caused it to evolve into the very cornerstone of all online video presence.  Thanks to Google’s dedicated work, which includes having changed the way videos are organized and categorized, YouTube has become the necessary platform from which to build your online brand recognition by video.

The Trend Towards “Channelification”

The recent “channelification” trend within YouTube has become its most powerful and most useful feature.  If you plan to build your brand by establishing a video presence, establishing your own video  channels is indispensable.

Just a few years ago YouTube was operated much like any other search engine. People simply found the You Tube video content they were looking for by just letting the search engine reach into the vast sea of video content  to fetch the requested items.

What If There Were TV Programs but No TV Channels?

Imagine a TV world where all the shows would be available their own tunable channel, with nothing to group the like shows together. The TV Guide would be a little harder to use!  We might liken the conventional online search process to the search of a television program in such a world, where the TV programs are like the contents of that basket of discounted DVDs in WalMart. How do channels help? Channels organize. It’s like putting compartments into that big basket of DVDs. With the existence of channels, someone looking for a particular football game is probably going to go for example, to  ESPN before starting his search. Not only does this make finding that one game easier, but because people are looking for other football games all the time on ESPN, and finding them quickly, builds notoriety for ESPN as a competent sports channel.

But There ARE Channels!

YouTube strategy

Ha! Made You Look!

YouTube discovered that the “channelification” concept is equally important to online video searches. People search for particular items.  When they find what they are looking for, they also tend to be interested in also finding similar items. Why not group them together?  Everybody wins, searcher and searchee!

“Channelification” of YouTube videos leads people to find more of what they are looking for while at the same time promoting parallel items published by the same source.

You Tube has become THE video content creation platform of the era. It is firmly embedded into people’s minds as THE single destination for information, for business and pleasure!

Start and Grow Your YouTube Channels Now!

Take advantage of the free opportunity presented by YouTube to establish your own brand on your very own channel, or channels! A channel completely defined and managed by you, focused on your specialty, defines your brand and drives traffic. A well developed channel will in time develop a following of its own.  You are totally free to control the volume and quality of content on your channel.

For Further Exploration

For deeper discussion and technical content, please visit our complete and free video training series on content marketing. We used YouTube!  Fill in the signup box at the right side of this article and you will receive a link to the videos. Then we want to hear from you!  Merry Christmas!

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Video Content: The New King of Content?

online video content

Promoting Video Content Online

What’s the best way to promote video content?  Blogging is king when it comes to basic content optimization.  But what is the most effective way to promote the video content you embed in your blog posts?  Embedded video presence helps the SEO of your blog post to build ranking, but did you realized that each of those pieces of video content also stand on their own, parallel to your blog?  Don’t forget to optimize them too, or you’ll be missing out on some built in SEO.

Every single piece of embedded content can also be hosted in multiple places, the more, the better. Each one of them provides yet another backlink opportunity to point back to you.  Why not have several similar pieces of your own content contending for search engine ranking, instead of just one?  Wouldn’t it be better for your content to appear in all three slots of the top three in a Google search result, rather than in just one of them?  In fact wouldn’t you rather just dominate the first page if you could?

video seo, video contentWhere to Post Video Content

First of all, don’t try to self host your own video on your own blog post in WordPress.  Technically, of course, it’s not hard to do.  The primary reason in my mind to avoid self hosting is that it does nothing for your SEO whatsoever.  Why not present your video to the world on the platforms the world is watching?  Each one of those video hosts is actually another search engine in itself.  Your own website is no search engine!

Second, there are technical reasons not to mess with video self hosting.  Just don’t bother.  I found out the hard way that it’s more trouble than it’s worth.

So, start with a YouTube strategy, of course!  YouTube gets about a billion searches per month, and that translates  six million hours of video  viewed by internet users worldwide each month!  That’s a lot of potential viewers!

 

Besides the fact that YouTube is the world’s largest video hosting  platform, and that it is the second most searched search engine in the world, second only to Google, there is yet another advantage:  YouTube is now owned and operated by Google, and  Google loves their own stuff.  They think their own stuff is pretty important because, well, it is!

Other Video Platforms

We recently started uploading the very same videos that we have on our YouTube channels to a variety of other video hosts.  It takes very little extra effort to upload the very same video you just sent to YouTube,  to Vimeo, Daily Motion,  Metacafe, Vidmy, VideoBam, etc.  Take your pick.  There are many more.  Our personal favorites for ease of use are Vimeo, Daily Motion, and Vidmy, but that’s just personal preference.

SEO Factors for Video Hosting

Search engines are totally blind to graphic and video content.  It does not matter what content the video data actually contains.  The search engine knows nothing more about the content of a video than what you tell it in the descriptive data you provide to the host when your upload has been completed.   

So, it’s vital that you fill in the title, descriptive information, and tags with information that’s relevant to the blog post in which your video is embedded.   Unless you provide that information, a search engine is incapable of ranking your video for any key word whatsoever.

To Learn More About Promoting Video Content watch our Free Training Series.

Our ever growing and improving cost free video training series about online content marketing is available by enrolling on any of our pages.  Our aim is to help you learn to steer the course of your own online marketing ship.  Please give us some feedback on our videos!  We look forward to hearing from you!

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Why Video Marketing? That’s Where the People Are!

Video Marketing is Hot!

Here’s why video marketing is good for any business or organization: In a nutshell it is because people like to watch video, and ANY business owner wants to engage with potential customers. Generally people will watch a video before they will read an article because videos take less effort for the consumer than the written word.

Any marketing effort should go where the people are. You wouldn’t drive out into the middle of the desert far away from any road and put up a billboard! Any advertising or marketing efforts you put forth are wasted if it doesn’t get your message in front of your target audience. If you could afford it, I’m sure you would rather put that same billboard on the busiest street in the busiest neighborhood around. That’s what YouTube is right now. It’s the busy street on the busy corner!

Why Video Marketing Youtube Statistics

Youtube’s Statistics Indicated Why People Should Use Video Marketing

 

Though  YouTube is not commonly thought of as a search engine, it really is a search engine. It’s a search engine that specializes in video content. YouTube has grown to be the second most used search engine on the internet, right behind its owner, Google.  And have you noticed the growing trend of paid video advertisements appearing at the front of videos?  The face of video presentation and advertising is changing with the continual improvements and upgrades in internet bandwidth and data speed.  In the past, bandwidth belonged to the full time broadcasters.  With the internet, we have all gained the capability to reach out and broadcast on our own, using our very own “on-demand” bandwidth.

Video Presence Delivers the Quickest SEO Ranking

YouTube was an instant success after its founding by three former PayPal employees in 2005, adding millions of users in its first year. Google bought it for $1.65 billion in 2006.  This still fast-growing video site, which had about 800 million unique monthly users even a couple of years ago, now represents one of Google’s key opportunities to generate new sources of revenue.

Your goal in business, regardless of what you do, is to put yourself in front of more potential customers.

If you now have an  online presence, the effective use of video most effectively boosts your ability to optimize that online presence.  Video not only boosts the potential of its sister  marketing tools  – blogging, social media marketing, list and email marketing, etc. –  but it stands strongly on its own as well,  thanks to You Tube as well as a growing list of other effective video hosting platforms.

Though creating strong video content for your business is a good way to reach a variety of markets and engage your audience, at Strategy Content Marketing we take the point of view which says that some exposure is better for your business than is no exposure.

Video is a very effective marketing tool when done well.

However, at least some attention to quality is vital!  It is also true poor presentation can also be a self imposed thorn in your own side, because in the eyes of your potential client, your video content is a reflection of your work.

Youtube is a Great Marketing Tool

YouTube is a good source of getting views for your videos as it is the second largest search engine on the web.  Assuming that you have followed our lead and have already made the decision to create a website and blog presence in which you can host your own promotional videos, you might as well also take advantage of the additional option of hosting your videos directly on You Tube.  If the keywords you are targeting cause video results to turn up in the search results, that’s great for you and your site!  That means you have been doing a good job driving up SEO factors on your site.

When your videos begin to appear at the top of YouTube searches on your vital keywords or phrases, a circumstance which is currently relatively easy to get under your own control, then you might as well take full advantage of your high SEO ranking on YouTube, and turn it into traffic directed at your own website.  Effective video content, as well as the use of links back to your website or blog via your YouTube video postings will always result in more traffic and business headed your way!

Thoughts about Video Production
  • Let’s outline some essentials getting off the ground with a viable video marketing strategy.  You can work on polishing up the details as time goes by.
  • Identify Your Audience and Address only Them
  • Focus your message on a specific and well-defined target audience.

You may have products and services that can benefit a wide audience, but   your video will be most effective if you focus on one point and don’t try to gather anyone else in. Decide who you want to address. Remember, when you try to speak to everyone, you speak to no one.

Let’s say your products are, for instance, outdoor oriented, then speak to the camera like you would be speaking to outdoor enthusiasts.  Your choice of language and mannerisms needs to be appealing to that group.    You know how fishing and hunting enthusiasts talk.  Talk like them and appeal to them.  The moment you broaden your image to include everyone, you lose the audience you were after.

Keep The theme of your content the same in written, video and image content!

Write yourself an outline of what you plan to say and stick to it.  A certain amount of pleasant conversation, or perhaps throwing in a relevant anecdote that’s not in your script helps you to sound natural, and is a great idea, as long as you stay on topic.

How Long Should my Video Be?

This goes along with staying on theme.  Staying on theme keeps you from rambling on and on and on.  The length of your video of course depends upon the complexity of what you are presenting.  If you are selling a product and just highlighting competitive selling features, then keep it at 60 to 90 seconds.

More complex topics naturally require more time.  We like to keep our marketing videos around 3 -5 minutes.  Any video extending into the 10 minute or beyond range had better be darned interesting, or you will lose the audience.  However, complex subjects may in some cases need a lengthier presentation.

But there are different kinds of videos for different purposes. Marketing videos are one thing, but training videos often need to be longer to fully explain a concept.

The bottom line to controlling the length of your video is to watch your content and stay on track.  Deliver a single message with your video so viewers have a definite takeaway.

Don’t Be Intimidated and Don’t Get Discouraged!

Finally, remember that Rome wasn’t built in a day. This same mantra can be applied to video marketing. Very rarely do videos go viral.  A good video marketing strategy requires consistency, dedication, and patience.  Keep watching and following your statistics and make changes accordingly, and stay the course!

 

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