I just made an amazing corporate video! What should I do now?
If you are a marketing manager, training professional, or business owner and you are in the middle of making a corporate video, or you just completed a video, then this post is for you. In this post, I offer some tips on distribution, measuring success, and blogging.
Distribute to your audience
If your distribution plan includes public sharing via the Internet, then start by uploading it to your website and then add it to your social media. Avoid building your video marketing strategy on what John Battelle calls “Rented Land.” By counting on a social site to build your marketing strategy, you could be affected by policy changes of that company. By posting your video on your company’s website, you retain control over your content. I’m not suggesting you avoid social media norms like Facebook, Twitter, LinkedIn, and YouTube. Instead, I’m strongly suggesting you own the relationship between your audience and your video by distributing it through your site, to buffer your plans from the ever-changing policies of the social domain.
Having a strategy to measure your video’s success is just as important as the video itself. Define success. Do you want to count views, measure engagement, or start conversations? Vidyard and Wistia offer great platforms for corporate video distribution that provide you with metrics. Vidyard suggests that watch time, subscribers, engagement, and audience retention are the four video marketing metrics you can’t live without. If you are new to metrics, Wistia offers a handy guide to video metrics as a starting place.
Write a blog post about it
Follow the Content Marketing Institute’s method of using one piece of marketing collateral in multiple channels. A concise, informative blog post – 500 words or less – will help you maximize your corporate video investment. Wishpond says, “A blog post will help drive traffic to your website, increase your SEO/ SERP, position your brand as an industry leader, and develop better customer relationships.” In addition, Hubspot suggests, “The effort you put in yesterday can turn into hundreds of thousands of views and leads in the future [emphasis mine].”
Did you find this blog post helpful? Check out my other posts that Ask a Cleveland Business Video Producer.