We’ve all heard the maxim that “content is king” but that’s not entirely true.
If it was, you could create some content, say a video blog – put it anywhere and since content is king, the right people would find it and it would prove to be a valuable asset to you and them.
But it isn’t as simple as that.
There’s a key element missing and that is context.
Context is the environment or place in which a piece of content lives.
In video marketing, we see brands getting the context of their videos wrong 80% of the time.
There’s an over reliance on YouTube and it hurts the effectiveness of the video content.
Let’s take a case study video, for example; it’s middle of the funnel content. But we see so many on YouTube. If someone is watching a case study video, they’re aware of your brand and they’re wanting to learn more about what you can do for them.
The ideal next step after someone has watched a case study video is to be converted. That cannot happen on YouTube!
If you’re thinking well people will just click through from YouTube if they’re interested, it’s not as simple as that. YouTube has very low averages for click throughs to outside websites because YouTube want to keep viewers on their platform.
YouTube is good for brand awareness – the very top of the funnel.
But it shouldn’t be the automatic go to place for your video.
Get the right context by being clear on what you want your video to achieve, then work backwards from there.
For example, you want to make a video with an objective to increase product sales – where does it need to be for that to happen?
Thanks for watching and let me know if you have any questions.