Although video and podcasting are not new to marketing, some of the channels are changing as Facebook tries to nudge in on Google+ and people are consuming more content on mobile devices. Including video and podcasting as part of the marketing mix is something some marketers are doing well and others are still working to improve. Regardless of where you fall in that mix, there are always things to improve and ways to make sure you’re keeping your video and podcast content on point.
Steps To Start a Video or Podcast For Your Brand
Create content for your audience
Find a topic or area that you can talk about with passion, knowledge, and enthusiasm. Content creation best practices for other types of content still apply to buy telemarketing data content produced via video or podcast. Know your audience and create content that they’re interested in hearing about. You can find content ideas in many of the same places you look for blog post content or other website content:
High performing keywords/keyword groups
High performing content/content groups
Competitor content
Quora or other social media sites where your audience is asking questions
You’ll want to find a format and a style that resonates with your audience. Creating audience personas will help you to decide how formal or informal your episodes should be. Your style will also be determined by your purpose. Is your tone educational or conversational? Knowing who you’re talking to and why will help determine how you set your style and tone. The length of your episodes will also depend on what you know about your audience. The best podcasts and videos are long enough to cover the topic, but short enough to stay engaging and keep audiences coming back for more.
Involve your audience in the process. Ask for response and questions and give them a place to contact you. You can set up your own hashtag on Twitter and invite them to a on social media following the podcast.
One of the things that you definitely want to focus on is not trying to be all things to all people. Even if your company is really large and has a lot of offerings, start with a smaller audience niche and try to own that market.
Record at least 5 episodes
There are lots of reasons to wait to publish your podcast or video series until you have three to five episodes recorded and ready to go. The first reasons is that it might take you two or three episodes to find a style and format that really works for you. After recording several episodes, you’ll be sure you’ve created a “look and feel” that you can maintain over the long haul.
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If you’re producing a podcast, you’ll want at least 5 episodes when you first publish onto improve your chances of appearing on New and Noteworthy podcast directory. While having multiple episodes doesn’t guarantee you’ll be listed, it helps to establish your trust and authority in the space.
If you’re trying to attract a new audience to your content, having multiple episodes gives you more content to share and more content to entice viewers and listeners to subscribe. If your goal is to arrive on the scene as a podcaster or to be watched and followed, be sure to give your podcast and each a snazzy title.
Publish on iTunes, YouTube, or other platforms
Once you’ve produced a few podcasts or video episodes, you’ll want to publish on as many platforms as possible. For video, YouTube is still the go-to platform, but that may be changing as social platforms such as Facebook look to get into the video distribution business.
For Podcasts, remains the number one hosting site, you can get more play if you also host your podcast on or other podcast hosting sites.
Getting and retaining an audience is easier if your podcast is more frequent. Consider publishing more than one podcast a week. If the recording schedule seems too challenging, try recording several podcasts at one time to distribute later. Sometimes it’s easier to set everything up once and set aside a block of time for recording instead of trying to reserve smaller blocks of time all through the week. Most hosting sites provide you with analytics and tools to help you share your content in other places.
Publish on your own website & properties
Where ever else you publish your podcasts and video, but sure to make them available on your website. Not only will it help your content show up in relevant searches, but it brings the SEO value to your own site. When viewers or listeners find your episodes on your site, you can direct them to more of your content instead of having YouTube or suggest other content.
Good SEO value is gained by creating quality content that uses the relevant keywords your audience uses when they search online. Gain more positive SEO value by writing show notes and including a transcript of your podcast or video on your landing page.
Re-purpose podcast and video content by writing up a recap of t
Blog Competitor Intelligence
Where will you get your next content ideas? There’s a lot of advice out there about where to look. If you’re already looking at keyword ranking data, you’re probably aware of competitors and sites that are creating content and garnering traffic from your target audience. Your competitors are a natural place to find content ideas when the topics they’re talking about are resonating with your audience. To use competitor data to your advantage, we offer some tips on how and why you should be looking to your competitors for your next great content inspiration.
Mining Competitors for Content Ideas
When we say, “Look at competitor content for new topics” we’re not suggesting that you copy competitor content onto your own site. First of all, it won’t get you the SEO boost that you’re seeking, and second of all, it’s just unethical. What we are suggesting is that you look at what is drawing traffic on competitor sites to determine the topics, mediums, and methods that are resonating with target audiences and then using that information to create new content that reflects your brand and has a new spin. (You can also update existing content of your own if you notice that the way a topic is being addressed is shifting.)
Using the right tools, and a little bit of there are several places to start digging for competitor content gems and discovering content nuggets to mine and use to gain back, or claim for the first time, audience share of mind.
Keywords and Keyword Groups
Based on the keywords you’re tracking for your own brand, find competitor content that’s ranking for those same keywords. To make this task less google’s monopoly daunting, create keyword groups to segment keywords around the same things. Groups can be created for:
Campaigns
Geographies
Product lines and features
Topics
Audience types
“In the platform we allow you to see how your competitors are ranking for specific keywords and keyword groups and the specific content that’s associated with those keywords,” notes Erin O’Brien, COO “Using keyword groups will help you mine for content for specific campaigns or marketing needs – narrowing down your results will give you a clearer starting point.”
Use top keyword ranking data to track which keywords have changed the most both positively or negatively in rank and find the associated content to find topics that are waxing or waning in your marketplace. If a set of keywords associated with specific content is suddenly rising in rank, it might be time to prioritize creating your own content to meet that market interest.
Social Media Content
Look into what competitor content is being shared on social channels and then take a deeper look to discover what elements of that content are working. Is your competitor sharing the same content on various channels? If so, is one channel more aero leads popular than other social channels? Knowing this data can help you target which social channels to focus your efforts.
Maybe one piece of competitor content is popular across all social channels. In that case, look at the topic of that content. Here you will see what your shared audience is interested in and you can create content with your unique style and spin to engage audiences with your brand.
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Use social data to see who is creating the most content and who has the most share of voice among audiences by looking at the number of followers, likes, shares, and pins. When you find a competitor that has a large social engagement, that’s a good place to look to see what content they’re sharing, what’s working for them, and what you should be trying.
“If you see that a competitor who continually outperforms and outranks you in terms of keywords is also garnering a large following and posting a lot of data on a particular social network, that may be a target for you to start posting more. Content of your own,” recommends Erin.
The key to winning back audience share is by identifying. Elements of the marketing mix that are working for your competitors and creating your own messages to match those elements. Look for sudden changes in audience share of voice or changes in messaging and. Content to keep abreast of market changes and possible product changes by competitors.
Learn From Niche content, Your Brand, Competitors
When we say competitors, we’re talking about more than just your largest direct competitors. In addition to the two or three direct . Competitors that you watch like a hawk anyway, look at the ancillary, smaller brands that may be. Peripherally competitive to you or may offer adjacent features or products. Although these competitors are not a. Complete overlap to your business, they may be. Stealing audience share with topics of interest in and around your business area of expertise.
Based on your own keywords and content, discover who else in the market is ranking for those topics. When yo.