12 Unique Ways To Distribute Video Content For More ExposureAmy Onorato 02.20.2018
How do you make the most out of your business video?
Many organizations turn to multiple channels of distribution as a way to maximize exposure. It’s effective for companies that may not have the resources to constantly generate new media. It can also help increase the lifespan of valuable material.
If you’re spending the time (and the money) to create something meaningful, you should be making sure you’re getting the best return, right? Luckily, there are tons of ways to do this, and the benefits can go a long way. Video is one of the easiest types of content to distribute because it uses both spoken and visual elements that can be applied in different ways across a variety of mediums.
Here are 12 different tactics to use your video content in dynamic and creative ways:
1. Break Up Your Video Into Smaller, More Focused Sections
Consider breaking your video up into different sections. This will transform your longer video into a set of smaller, more focused videos that can speak specifically to one core topic. You can also use these videos as standalone pieces on your website, or promote them internally, through email, on your blog, or through social media.
2. Engage Through Email
Placing video in email can be a great way to provide fresh content. Include snippets of video within your email campaigns to provide specific tips, showcase a certain product, or advertise an event. You can also use video in interview follow-ups to showcase company culture.
Once you’ve captured your viewer’s attention through email, use this opportunity to draw them to your website where they can learn more.
3. Create A Social Media Campaign
According to Social Media Today, online video will account for 80 percent of all internet traffic by 2020. The beauty of social media campaign is that it allows organizations to experiment with different messaging to promote the same material over and over again across multiple channels. Breaking up your main video into smaller sections will give you more content to promote to target audiences, or drive organic traffic to posts on your company page.
You can also use the entire collection of videos to create a series or playlist to fill out your YouTube or Vimeo channel.
4. Help Motivate Your Employees
Videos created for “About Us” pages are typically designed to showcase company culture, or shine a light on members of your executive team. But they can also be used to increase employee engagement, or as part of your recruiting efforts. Some examples include:
- Alongside job descriptions on your careers page
- Within recruiting emails or follow-ups to job interviews
- On a television in the reception area of your office as potential hires (or even potential clients!) wait for a meeting
- Educating new hires before their first day
Using video internally can also help boost employee engagement by making mundane topics (like human resources compliance or training) more digestible.
5. Use It In A Webinar
Webinars are a great way for organizations to help educate and engage with viewers. If your video helps explain difficult concepts, consider including snippets of your video within your webinar presentation. This will create more dynamic visual aid that goes beyond traditional slides.
6. Repurpose Images
If your animated business video contains graphs, charts or other relevant stats, you can repurpose those illustrations into infographics, promotional material, or for use on your website. This guarantees brand cohesion across your entire suite of content because similar colors and graphics are used.
7. Take It On The Go
Your business video doesn’t only have to live online — it can go wherever your employees go. Traveling to a trade show? Consider playing your explainer video on a loop at your booth to help entice passerbys and get them excited about your product.
Members of your sales team can also have the video on a laptop or tablet to show when they travel to meetings. A strong explainer video can provide an overview of your product, and make it easier for your sales team to get right to tackling the more difficult follow-up questions or concerns.
8. Transcribe Your Video
If your video contains narration, provide a transcript of the content on your website. Narration is great for explainer videos because it adds complementary information to the visuals.
When you transcribe your business video, you can create more interactive experiences on-site by linking out to product pages or other content that provides more in-depth information. This will help increase time-on-site and help make it easier for people to get the information they need.
If your video doesn’t include narration, you can still provide a written walk-through of your visual content by breaking down key topics in a blog post.
9. Use Your Transcript To Caption Your Videos
Providing captions on your videos can help make it more accessible to viewers who choose to watch your video without sound. Creating a transcript first can help make captioning your video easier. Many platforms, will also allow you to upload your transcript. You may also want to consider translating your transcript into different languages to broaden your reach for international audiences.
10. Create A Blog Post Series
Unlike a straight transcription, creating a blog post (or a series of blog posts) can give a more in-depth take on different topics covered in your video. Like a transcript, you can also use blogs as an opportunity to move viewers deeper into your funnel with call-to-actions that prompt direct communication. Other benefits include:
- More focused SEO surrounding different targeted topic keywords
- More content for your website, which also helps with SEO
- Better crosslink opportunities to other areas of your website
- Increased avenues for content distribution
11. Use Video On Landing Pages And ‘About Us’ Pages
Incorporating video on your landing pages can be a great way to engage audiences in a more dynamic way. The best landing page videos tell a clear story, provide value to the viewer, and include a clear CTA. They can also be used to promote your company culture, raise brand awareness, or shed light on specific campaigns.
This works especially well for:
- “About Us” pages that profile different members of your team
- Customer testimonials or case studies on a specific campaign or project
- Educational tips that help users better understand how your product works
12. Place On Product Pages
Your individual product pages are the meat and potatoes of your website. Visitors who land on a certain product page are searching for more specific information, which signals that they may be closer to making a purchasing decision. This is where breaking up your explainer video into smaller sections comes especially in handy. Tailored video clips can be a great way to give viewers the specific information they’re looking for in a way that’s more visual and easy to understand.
Make The Most Out Of Your Content
A great business video can go a long way. Repurposing can help your organization make the most out of your content with assets you can promote across a variety of mediums.