So you’ve made a video, congratulations 👏. I hope it is worthy of an Oscar, maybe you’re not going to enter it into the Academy Awards 🏆, but the question is, what are you going to do with it now to get it seen?
Most businesses I see when they make a video plonk it on the front page of their website, create a few social media posts with it and think this is video marketing and all done.
Companies need to understand that your campaign doesn’t end with a great video. What happens next is just as important. You must have a sound content distribution plan in place before even beginning production. By doing so, you avoid being one of the companies that waste thousands each month on video and are left wondering why the results are so poor. Do it properly, and you will see results that will be reflected on the bottom line.
In order to optimise ROI on video assets, one approach is the ‘Owned’, ‘Earned’ and ‘Paid’ model when it comes to content distribution. Here’s how it works:
Owned – This first element relates to how the content is distributed using the firm’s own media outlets first, ranging from the company website to email lists, salespeople and exhibitions, as well as social media and YouTube channels.
Earn – Refers to distribution through partners, professional memberships and associations, industry news outlets, blogs, influencers, etc.
Paid – The final stage of the process relates to the derived benefits for the company. Which is why every distribution plan is tracked and evaluated on success and efficiency against goals, such as conversions, dwell time, sales, etc. Paid distribution is perfect when the limits of owned and earned sources have been reached, and there is a need to push the video out to a new audience. When it comes to attracting new audiences with video content, there’s no better avenue for reaching the right demographic than going through paid advertising. By doing so can achieve even better results on follow-up campaigns.
Success in video is not all about the production. Putting a plan in place for content distribution makes a massive difference to the results you see. Using this strategy, companies will notice a quantifiable ROI that far outweighs the initial investment.
* Book offer shown in the video only valid until 31st July 2019