How to Optimize Your Video Content Marketing Efforts with Hangouts on Air
As the growth of video marketing continues, institutions that optimize for the world's second largest search engine (YouTube) and create video content that is designed to build brand awareness, engage with, and educate their target audiences will be poised for growth and future success. In this presentation, attendees will learn about how to successfully optimize their video content marketing efforts for reaching larger audiences online and creating high-quality, interactive and informative video content at scale using Hangouts on Air.
How to Optimize Your Video Content Marketing Efforts with Hangouts on Air - ACHE 2015
1. How to Optimize Your Video
Content Marketing Efforts
with Hangouts on Air
GRANT TILUS | COLLEGIS EDUCATION
ACHE 2015 Annual Conference Join the Conversation: #ACHESTL
2. 2
Who is Grant Tilus?
⢠Associate Inbound Marketing Manager
⢠Content Marketing Director
@GrantTilus
@CollegisEdu
4. 4
We Live on YouTube
@CollegisEdu
Hundreds of millions of hours on
YouTube and generating billions of views per day
Number of people watching YouTube per day is up
40% YoY since March 2014
5. 5
Our Audiences Do Too
On mobile alone, YouTube reaches more 18-49 year-olds
than any cable network in the U.S.
17% decline in traditional TV viewing among 18-24
year-olds YOY
@CollegisEdu
6. 6
Video Continues to Grow
Video viewers on any digital device
will pass 200 million in 2015
Nearly 56% of households will
have at least one connected TV by
next year
@CollegisEdu
9. 9
Itâs All Gen Z Has Known
93% of Gen Z visits YouTube at least once a week
54% visit multiple times a day
52% conduct research
@CollegisEdu
10. 10
Video Grows Your Brand
68% of viewers who viewed a video correctly recalled
the brand when prompted
Enjoyment of video increases purchase intent by
97% and brand association by 139%
@CollegisEdu
11. 11
Supports Your Goals
52% of consumers who watch product videos say
video makes them more confident about purchases
58% of respondents consider organizations that
produce video content to be more trustworthy
Blog posts incorporating video attract 3x as many
inbound links as blog posts without video
@CollegisEdu
15. 15
Competition is Fierce
90% of marketers are using content marketing
Last year, video in the News Feed increased 3.6x YOY
62% of marketers are focused on creating more
engaging and higher-quality content
@CollegisEdu
16. 16
Opportunities Still Exist
YouTube is only used by 55% of B2C marketers
66% of social media marketers plan to increase their
YouTube marketing in the near future
Only 24% of brands are using online video to market
to consumers
@CollegisEdu
31. 31
Create Logical Playlists
⢠Create descriptive playlists using keywords
⢠Organize by type or topic
â e.g. Hangouts on Air
â e.g. Career Advice
â e.g. Campus Events
â e.g. School of Business
@CollegisEdu
37. 37
Use Optimized File Names
⢠Accurately and concisely describe the content
⢠Use keywords within video file names
@CollegisEdu
38. 38
Use a Quality Thumbnail
⢠Plan it into your production
â Take a still during production
⢠Reinforce video content
⢠Grab their attention
⢠Donât pull a bait-and-switch
@CollegisEdu
39. 39
Donât Forget the Metadata
⢠Title
â Keep it short and catchy
â Up to 100 characters
â Use keyword best practices
⢠Description
â Up to 5,000 characters
â First 160 characters in SERPs
â Include URLs
â Add video times (ex. 00:55)
@CollegisEdu
41. 41
Tag Your Videos
⢠Use relevant keyword tags for your videos
⢠Tags to include:
â Topics (broad & narrow)
â Brand
â Location
â Video talent
â Video type
â Suggested tags
â Competitor tags
⢠Think about how users would search for the video
@CollegisEdu
43. 43
Include the Transcript
⢠Upload the video transcription file
â Helps with indexing
â Provides language support
â Additional optimization
⢠How to get the transcript
â Speechpad, etc.
â Bored interns/student workers
@CollegisEdu
45. 45
Use Annotations for Support
⢠Calls to action
â Comments
â Subscriptions
â Clicks
â Social shares
â Ratings
⢠Callouts
â Link to resources
â What to watch next
@CollegisEdu
46. 46
Drive Action with Cards
⢠New layer of interactivity to your videos
@CollegisEdu
77. 77
Conduct Competitive Analysis
⢠Subject matter
⢠Type of videos
⢠Video quality
⢠Audience engagement
⢠Calls to action
⢠Publishing frequency
⢠Branding strengths
@CollegisEdu
78. 78
Create a Content Strategy
Substance
⢠Whatâs your unique value
proposition?
⢠Whatâs are the topics of
conversation?
⢠Why should viewers keeping
watching?
@CollegisEdu
79. 79
Create a Content Strategy
Structure
⢠Live public
â Interactive vs. broadcast
⢠Live invite only
â Controlled audience interaction
⢠Non-live invite only
â Controlled content production
⢠Whatâs the format?
⢠Interview
⢠Discussion Panel
⢠Etc.
@CollegisEdu
80. 80
Create a Content Strategy
Workflow
⢠Whoâs involved?
⢠What tools/equipment do you
need?
⢠Whatâs the frequency of
production?
@CollegisEdu
81. 81
Create a Content Strategy
Governance
⢠Who are the key decision makers?
⢠Who needs to be informed?
⢠Do you need anyone's approval?
@CollegisEdu
82. 82
Start Brainstorming Ideas
⢠What does your audience want?
⢠Is it right for video?
⢠How will it be differentiated?
⢠Is there a content gap?
⢠Usecandor.com
@CollegisEdu
83. 83
Content for All Funnel Stages
⢠Why Attending College in the Northeast Is a Great Idea
⢠Prospective Students
@CollegisEdu
84. 84
Content for All Funnel Stages
⢠What Itâs Like to Be a Freshmen at ABC University
⢠Inquire
@CollegisEdu
85. 85
Content for All Funnel Stages
⢠How to Create a Killer Essay for Your Application
⢠Apply
@CollegisEdu
86. 86
Content for All Funnel Stages
⢠Study Tips for Finals from Deanâs List Students at ABC
⢠Attend
@CollegisEdu
87. 87
Content for All Funnel Stages
⢠How the ABC Alumni Network Supports Your Career
⢠Grad
@CollegisEdu
88. 88
Showcase Your
Mission & Culture
⢠What makes your institution unique?
⢠What do you want to be known for?
⢠What are your cultural strengths?
⢠What do you have to offer?
@CollegisEdu
89. 89
Discover Your Authority
⢠Is it individual or organizational authority?
⢠Showcase authority through information
⢠Use subject matter experts
â Internal and external
@CollegisEdu
90. 90
Make It Interactive
⢠The Hangout ToolBox
â Lower thirds
⢠Showcase
â Link to assets
⢠Screenshare
⢠Q&A
⢠Google Effects
@CollegisEdu
91. 91
Develop Your Structure
⢠Nose
â The hook
â The 5 Wâs
⢠Body
â The details
â Keep things moving
⢠Tail
â Key takeaways
â Desired actions
â Next time
@CollegisEdu
92. 92
Create a Program Outline
⢠What to include:
â Important conversation points
â Supporting data
â Key questions to answer
⢠Makes participation easier
â Not a Script
⢠Practice makes perfect
⢠Helps keep you on time
@CollegisEdu
94. 94
Use an Optimized Title
⢠Key for long-term success
â Organic views
⢠Discover key areas to focus the
topic of conversation
⢠Find a keyword family
â Ex: Majoring inâŚ
â Ex: How to get started inâŚ
@CollegisEdu
95. 95
Outline Your OKRs
⢠Awareness
⢠Authority
⢠Retention
⢠Inquiry generation
⢠Admissions support
⢠Topical awareness
⢠Audience education
⢠Community engagement
⢠Be S.M.A.R.T.
@CollegisEdu
100. 100
Become an HOA Expert
⢠Hangout set-up
â Manage the video feed
â Test the network bandwidth
⢠SpeedTest.net
â Avoid Wi-Fi
⢠For quality audio
â External mic
â Try earbuds
@CollegisEdu
105. 105
Find the Right Host
The host needs to be:
⢠Engaging
⢠Knowledgeable
⢠Cool under pressure
⢠In control of the conversation
⢠Fully invested
@CollegisEdu
106. 106
Find the Right Talent
⢠Talent must be:
â Subject matter experts
â Comfortable with the technology
â Committed to participating
â Engaging
⢠Borrow authority
â Third-party validation
â Win/Win situation
⢠Test their internet speed
@CollegisEdu
107. 107
Train Your Participants
⢠Set up the equipment
⢠Join the Hangout
⢠Upload a lower third
⢠Understand the
conversation flow
⢠Look at the camera
@CollegisEdu
108. 108
Plan Your Online Event
⢠Google event page
â Optimize your title
â Use a detailed description
â Optimal time/day
â Drive RSVPs
â Promote the event
⢠Embed the live stream
â Drive traffic to your site
â Email registrations
@CollegisEdu
120. 120
Sources
⢠eMarketer, âUS Digital Video Audience Profile: Whoâs Watching, How Theyâre Watching and
What Screens Theyâre Watchingâ
⢠Google, âYouTube Insights, Q2 2014â
⢠Invodo, âVideo Statistics: The Marketerâs Summary 2014â
⢠Wikia, âGeneration Z: A Look at the Technology and Media Habits of Todayâs Teensâ
⢠Millennial Branding, âThe High School Careers Studyâ
⢠Animoto, âThe Power of Video for Small Business [Infographic]â
⢠Unruly, âSocial Ad Effectivenessâ
⢠Moz, âWhat Makes a Link Worthy Post - Part 1â
⢠Content Marketing Institute, â2015 B2C Content Marketing TrendsâNorth Americaâ
⢠Facebook, âWhat the Shift to Video Means for Creatorsâ
⢠Social Media Examiner, â2015 Social Media Marketing Industry Reportâ
⢠Wistia, âDoes Length Matter?â
⢠YouTube, â Statisticsâ
⢠Kantar Media, âPress Releaseâ
⢠Nielsen, âThe Total Audience Reportâ
⢠MarketingProfs, âGet to Know Generation Z: Marketing's Next Big Audienceâ
@CollegisEdu