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05/09/2012 by

How To Master Online Video Marketing?

It’s obvious by now that video marketing is on the rise, and several studies have found that blogs and sites with video capture more viewers for longer. YouTube is now the second largest search engine with 72 hours of video uploaded every minute.

How To Master Online Video Marketing?

Funny how brands with the same owner are dominating, huh? Consumers love video, because it’s more interactive, personable, and engaging than text content, which means you need to learn how to master video marketing successfully. How do you do that?

Distilled has created a video marketing guide to help you do just that. So how do you excel with video? As a sneak peek to Distilled’s guide, here are the key components to a strong video marketing campaign.

Selective Content

One of the key aspects to creating and implementing successful video is being selective about the type of content you use. As outlined in Distilled’s video marking guide, not all types of content work best in video form, so don’t use video just for the sake of using video. Below are common types of content that typically work well as videos:

  • Video to promote a physical product or service
  • Placement ads Instructional videos
  • Short and long form informational content
  • Creative imagery
  • Live event recording
  • Performative content
  • Starting with quality content that will work well in video format is vital to creating a successful and effective marketing video.

The Creative Process

The key to success with video, irrespective of style or goal, is adhering to a rigorous creative process. If you have your content type and purpose narrowed down, then it’s time to engage in the creation process of your video. There are several questions you need to answer and steps in your creative process you must take, including:

  1. Content Gap Analysis: What do people care about? What might work in your business niche?
  2. What do you want to achieve? Select key performance indicators and specific goals.
  3. Form Gap analysis: what style of content do you need? What kind of form should the content idea take?
  4. Define the goals of your technical implementation: hosting, embedding, integration etc.
  5. Define your subject and theme
  6. Pre-production: determine level and style of your product and script your video.
  7.  Production: the actual making of your video.
  8. Pre Outreach/prospecting: look for blogs, sites, or people who would be willing to share your marketing video.
  9. User Testing: determine on-page location, size of video, and calls to action.
  10. Launch your video.
  11. Outreach to your prospects about actually hosting your video.

This creative process might look overwhelming, but it’s crucial to answer these target questions in order to make a video relevant to your customers and your marketing goals.

Answering these questions from the beginning will also cut down on the steps you have to take later. Click on the downloadable video marketing guide below for a more in-depth look at this creative process.

Optimizing SEO Benefits

Once you have created a high quality marketing video, you can work on link building, conversions, and your presence on video search engines.

Link Building

In order to get links, content has to be relevant to a specific audience with a wide web presence. For example, fashion consumers are a specific audience, but have a wide web presence overall.

Your content needs to be relevant enough that this audience will see the value in promoting it to their community via links or embeds. Promotional content rarely builds links unless it’s very creative, but informational and entertaining content can otherwise be a way to build links for the purposes of search engine optimization.


Improving conversions is usually achieved through the “product video model.” These videos are created specifically for relevant commercial landing pages in order to aid users in decisions about purchasing or taking the next step in a conversion funnel.

This content can then be optimized for video rich snippets in order to improve click through rates from the search engines, and therefore boost traffic.

Video Search Engine Presence

Commercial content typically performs very badly on YouTube, and to succeed there you need to think about targeting a specific subset of the YouTube audience. Think about who will want to search for and watch your video. Typically, if something makes little sense outside of the context of your own site it’s not suitable for YouTube.

No matter what the goal and style of your content, successful videos on YouTube invariably always do one of the following:

  • Entertain
  • Instruct
  • Provide useful or interesting information

Make the Most of Your Video

Marketing has gone through several dramatic changes in the last few years, and arguably the most influential is the use of video across a multitude of devices, especially mobile ones, as 20 percent of global YouTube viewers use mobile devices, and mobile traffic tripled in 2011.

By using video you can engage viewers on those devices, so take advantage of a captive audience and start your way to successful video marketing.
How do you use online video in your marketing mix and for your websites? Share your experience in the comments below.
Adria Saracino is the Head of Outreach at Distilled. When not consulting on promotion and content strategy, you can find her writing about style on her fashion blog, The Emerald Closet.


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