How to Add Video (and YouTube) to Your Content Strategy with Andy Crestodina

It is increasingly impossible to think of a content strategy that doesn’t utilise video as a strong and effective component. Yet for many people there are still barriers and obstacles stopping them from breaking into the video world.

To get some expert insights into this, we spoke with Andy Crestodina, co-founder and CMO of​ the award-winning digital agency ​Orbit Media. Over the past 20 years, Andy’s provided guidance to over a thousand businesses, written hundreds of articles on content strategy, SEO and Analytics, and authored the book Content Chemistry: The Illustrated Handbook for Content Marketing.

Learning points:

• Content marketing is giving people what they want (usually educational, sometimes entertainment) to grow brand awareness, to build loyalty and to grow trust.
• Video gives you better access to the human brain, by turning your audience into viewers instead of readers.
• Video is accessible and compelling. Seeing someone’s face, tone and body language helps establish a connection and build trust in a short space of time.
• The reason why people don’t make more videos is not that the tools are difficult, it’s people not being comfortable making something with their face and voice in it.
• Traffic driving videos should be hosted on social media platforms, Content Marketing Video should be on YouTube & your website, About Us / Testimonial Video should b hosted solely on your website.
• Outcomes can be measured in a few different ways. If the video is on your website, you can measure the change to the performance of that page. Or if the video is hosted somewhere like YouTube, you can measure the performance of it on that platform.
• Google Tag Manager & Google Analytics can be used to measure video plays.
• Comparing the behaviour of viewers and non-viewers provides invaluable data into what video content adds to your website.
• YouTube Studio has its own analytics that show you total number of hours people have spent watching your video, how many new subscribers the video generated, and which sources drove traffic to the video.
• Leverage your strengths - Make videos for any content you have that is consistently performing well over time.
• Do Some Measurements - If you’re not measuring your results, then how do you know if you’ve hit a home run?
• Work Harder - you can make a video relatively quickly, but if you put more work into making a video, you will see that pay off a hundred fold with the engagement.
• Content marketing really benefits if you spend more time and more effort in its creation

Learn more about designing and creating images and videos for Learning from the Techsmith Academy.

Andy Crestodina provided a few of his articles that we talked about during this episode:

https://www.orbitmedia.com/blog/youtube-content-strategy/

https://www.orbitmedia.com/blog/tracking-video-views-google-analytics-tag-manager/

To read the blog post on this topic, click here.

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