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Search Engine Watch - Three ways to up your video marketing game by Ann Smarty #497
Video marketing works best when goals are defined first, content is planned as a course, and distribution is spread across owned and third-party platforms rather than relying on YouTube alone.
Key takeaways
- Define your video marketing goal before spending budget, asking what you are trying to achieve.
- Plan video content with a course structure in mind so it can later be packaged and monetized.
- YouTube videos rank well in Google search because Google owns YouTube and treats it as a second-order search engine.
- Never rely solely on a third-party platform; host video on your own website so you control the content.
- Diversify video formats across platforms such as Instagram, Facebook, and YouTube to reach different audiences.
About this episode
Search Engine Watch - Three ways to up your video marketing gameVideo marketing has been getting huge for a few years now. Videos allow companies to reach a wider audience (thanks to the popularity of powerful video marketing platforms) and to increase sales and conversions (videos have been found to be the easiest way to explain your selling points). Here are three ways to up your video marketing game before you…
Questions this episode answers
What are the three ways to up your video marketing game according to Ann Smarty?
First, define your goals before investing, such as reputation management, building loyalty, or creating monetization. Second, plan your video strategy and each campaign properly, including a roadmap of regular videos. Third, diversify by using multiple formats and platforms rather than depending on one channel like YouTube.
How can video content be monetized beyond ad revenue?
The episode describes several options drawn from Ann Smarty's article: sponsorship opportunities, video creation services, paid content upgrades, video courses, and premium video add-on services. Mapping blog or educational content into a structured sequence can turn it into a sellable video course.
Should you post your videos only on YouTube or also on your own website?
The hosts say you should host video on your own website first so you own and control the content. You can then distribute to YouTube and other platforms, but relying solely on a third-party platform is risky because that platform is ultimately outside your control.
In their words
the easiest, just understand the easiest way to explain complex things and show off how good at those complex things you are is on video, right?
Host
Terms defined in this episode
- Reputation management via video
- Using regularly published videos to occupy search result positions for a brand name, pushing competitors or negative content off page one, as described in the episode.
- Niche knowledge hub
- A goal for video marketing where a company creates consistent educational video content to become the go-to authority in its topic area.
- Lifetime value of a customer
- The total revenue a customer generates over their entire relationship with a business, used in the episode to determine whether a paid click cost is justified, with a dental patient cited as worth an average of $10,000 lifetime.
Full transcript is being added.
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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