Video streaming is the next step in your marketing strategy

Video streaming is the next step in your marketing strategy

Content marketers face a precarious task: reaching more people, often, on more platforms than ever before. What started as a frenzy of blog content has carried over to social media and beyond, and many marketing teams have kept their strategies silent, with irrelevant posts pouring into each channel. As demand continues to grow, many content marketers have focused on quantity to keep up with search engine algorithms, leaving behind the needs and desires of their audience.

To address these issues and align teams, marketing leaders will transform over the next year, seizing the opportunity to be the connective tissue between the brand and the audience. But to make these connections, marketers must renew their focus on the audience. This focus will result in richer, more relevant and creative content, but not as fast as the last 15 years of content marketing. The transition to high-quality work amplified through the channels will provide a real return on effort.

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Many marketers have found this value in podcasts. Companies have harnessed the power of great conversations with experts as a way to build an inflated marketing strategy, using those conversations to create content on each platform. , with podcast texts as the basis for a series of blog posts or newsletters, audio clips of the best moments used in social media and dynamic email campaigns. Adopting an approach that amplifies one piece of stellar content has turned marketers back time and served the audience with valuable and engaging information.

Podcasts are on the rise – and so is video

But the world of marketing does not stand still, and the demand for video is increasing. What does that mean for the future of podcasting? Should you give it up in pursuit of video success? According to Gartner, broadcast rates for both audio and video have skyrocketed during the pandemic. Your audience wants options – why not give them what they want? This is where video streaming comes in.

Video has the power to build trust and affinity between your business and its audience. It puts a human face into your marketing in the same way that podcasts add real voice to your content. The video carries the same intimacy and humanity that podcasts bring to the lives of many listeners, with the added benefit of increasing the impact and reach of this content. Although video is effective, it can be time-consuming to produce, requires a new set of tools and leaves marketers in the uncomfortable position of sacrificing quality for quantity. When you create videos, you likely upload them to YouTube, but that’s where the video process ends, leaving a wealth of content untapped.

Adding a video increases the reach of your content

Video broadcasting provides a single solution for creating written, audio and video content, sharing a unified message and reaching more people where they really prefer to have their information. Blogs help get your audience to read. Podcasts get them where they are listening. You probably have some video content, but it’s hard to produce, so it’s not as repetitive as you’d like. Incorporating video into your podcasts can work with your team by providing the same great content – ​​expert interviews on the topics that speak to your audience – while providing more flexibility about how that content is consumed. This flexibility gives your audience agency to choose when they want to listen or watch. Extending the same high-quality content across video and audio platforms makes your message more searchable in more places, prioritizing the needs of your audience.

However, the benefits are not just for the public. Content marketers can use video streaming at the center of their magnifying marketing strategy. Putting the material for your content in one place makes it easy to keep the entire marketing team on the same page, re-purpose content across platforms and measure the reach of your business. A strategy focused on audio and video is the most effective way for content marketers to reimagine their role – from ongoing content creation to innovative and creative content. They can spend their time developing a relationship with their audience, not posting posts hoping something will catch someone’s attention.

Quality is still the key

Start a great video chat about something that interests your audience, with someone who has the knowledge and perspective you’re looking for. This video is the starting point for a shorter podcast, video, and audio episode. You can use clips in your social media and email campaigns and create blog posts from your video text, highlighting your best pieces. Focusing on video streaming takes away the frustration of video creation because you start with plenty of content. Add to that a system that keeps track of all aspects of your marketing, and you can easily forward a single conversation to dozens of short videos that provide insights to your audience and invite them to watch more, listen more, and read more. Think of this inflated marketing approach as an ecosystem, where each element fits together, fueling a variety of content streams.

Podcasts aren’t disappearing — listeners are at their highest level ever — but the future of podcasting is changing. Sometimes sound is better without video. But other times, it’s nice to have both. Adding video to your podcast ensures that everyone gets what they want, and marketers can focus on quality.

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