It’s easy to obsess over the number of times you post on your social channels. Too often, brands prioritize the frequency but neglect the most important driver of post performance: quality.
So you shot a video of your latest product offering and you want to get some SEO/content marketing juice out of it. Try putting up a transcription of the audio in with the actual media file. Here’s why:
Right now, a great way to win search is to have your video rank high on YouTube. The best way to do that is simply optimize the video — keywords in the title, description, and tags; link from your website and Twitter to the video. That’s because less than 10% of all videos put up on YouTube are optimized. If you shoot a short product demo video and put it on YouTube, you’ve got a great chance of winning a YouTube search.
And if you can win a YouTube search, chances are your video will also show up near the top of a regular Google search. (The quick moral of the story: If you’re in a fairly competitive vertical on Google, focus on your YouTube strategy instead.)
To give yourself another boost, embed the video on your blog or website, and be sure to promote the link on Twitter, Google+, etc. You can even put the link on the YouTube video (“For more information, visit the Banana Slicer website.”)
But if you really want to make sure your videos are being indexed, helping your SEO, and making it easier for people to find you, create a written transcript of the video, and upload it.
To do this, go to your video, and click on the Captions button. Then, click the Upload caption file or transcript button.
You will need to have written your transcript beforehand, of course. Maybe you were working from a script, maybe you can type really fast, or maybe you even hire a transcription service. (I was recently on Jay Baer’s Social Media Pros podcast, and he told me they used a transcription service.)
It may seem like a lot of work, especially if you have to type the transcription out yourself. But if you’re doing a strong content marketing push for all of your content, this is one valuable step that you can take, and it will be worth the effort.
Google is currently working on a way to transcribe videos that are posted to their website — you can see the beginnings of their efforts on Google Voice’s transcribed voice mail messages — and one day, we won’t need to do this. But until then, you can smoke your competition by following this one step for all your YouTube videos.
Today’s article is a guest post by Jason Bean, Internet Marketing Sherpa at Bnpositive Communication.
I recently wrote a post that discussed how Major League Baseball used Instagram to really connect with their fans. For that post the main focus was on Instagram and how MLB was taking advantage of the photo sharing activity of their fan base using the popular photo editing and sharing app to create engage content for their own site, and the sites of the other teams involved in the post-season.
What you and your business needs to be aware of is that the “MLB” and “Instagram” are just components of the equation for creating content that can be interchanged as needed (and should be regularly) for your own business goals.
If your business is trying to connect in different ways with your audience, it’s not about coming up with something brand new every time and trying to guess if your target market is going to like it. Just take a look at where your target is already engaged and give them another handle to connect with you and your business. That handle = content.
When it comes to sharing content across social networks and platforms you should remember these three things about what content becomes popular quickly these days.
Social is Visual
Content is more visual now than perhaps it’s ever been. Apps like Instagram become so popular because we want to “see” things around us. Do I really need to see another photo of the Circle of Lights in downtown Indianapolis? No, not really, but because it was something a friend of mine saw and shared, then it’s more interesting because I’m connecting in a way with that friend and their life experience. Pay attention to apps that are already sharing visual content and then determine a way to engage visually with your audience and potentially your products on that platform. How can your business connect visually with your customers?
Where Are You
Foursquare, Google Places and other geo-location based sharing apps aren’t really new, but they continue to pick up speed as it becomes easier to quickly identify where you are in a spatial environment and share your location with others. Literally connecting with your audience where they are can have a huge engagement benefit. Creating and highlighting content that’s relevant because of my location in relation to that content can have a huge value. How can you share content that becomes more valuable to your customers based on their location?
Constantly Moving Targets
I was reminded recently as I traveled out-of-town that our ability to be mobile in this country is amazing and we don’t really give it a second thought. More powerful cellphones, smaller computers and other devices allow us to be just as productive away from a desk as we are in the office (whether or not that’s a true benefit is a blog post for another day).
In less than 24 hours I traveled across three states and reconnected with old friends from high school, college and post-college. I shared text and photo content regularly from my phone to my networks. I also looked for the deals on dining, attractions, gas prices and traffic all along the route.
The point is I’m not sitting still and neither is the majority of the rest of your audience. What content can you share that will be helpful for your customers? Give it to them where they’re at and make it easy for them to find it on the devices they’re using.
Today’s article is a guest post by Jason Bean, Internet Marketing Sherpa at Deep Ripples.