No one content marketing strategy is the same, but if you have begun using video marketing as discussed in Out of the Box Content Marketing then you are ready to start thinking strategy and distribution.
The video marketing strategy is often dependent on the content produced and that is directly related to audience. So first determine whether it is a piece of video advertising or video content marketing. The difference is ever so slight, but the latter is typically a more subtle approach. See various examples of the video content marketing piece featured in our last post here. Chances are you will need to hire someone internally or externally to help script and produce the video content. Regardless of whether you are a B2B or B2C company, most video production company rate cards begin at 30 seconds and go up from there, with the production process lasting an average of 6 weeks. The length of video has tripled since 2003 when video was averaging approximately 2 minutes, compared to 4 and a half minutes in 2010 (Source: Website Optimization’s August 2011 report). However, even though the average length of video seems to be trending up, that does not mean it is audience appropriate. Which brings us back to the purpose for the video. Is it meant to be entertaining or informative?
Depending on the content development approach, now you’re ready to start thinking distribution. This again depends on the audience in terms of reach and the brand perception you want to portray. Is traffic or views the most important measure? Or is a targeted and engaged audience more your cup of tea? An easy way to begin thinking about your distribution options is to consider the Paid, Owned, Earned media model presented in previous posts and introduced in 2009. Owned media includes a company website, blog or channel controlled by the brand. Paid media includes paid search or advertising campaigns often involving ad networks. Earned media in the traditional sense is PR and quickly evolving into viral word of mouth and sharing on social media networks. Earned media is hard to control, as it is often user influenced. Therefore, only two parts of the above media model (Paid and Owned) can technically be managed by the brand. However, only one distribution solution eliminates the need for yet another external partner. An online content marketing platform that allows you to manage and control your digital assets while also capturing audience, like Preview Networks.
About Preview Networks
Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.