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Five Tips From Leading Companies for Online Video Marketing

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In this article, you'll learn...

  • How technologies can help drive video marketing results
  • Five strategies of companies that are making online video marketing work

More companies are using online video to boost their marketing outreach, and with good reason. Customers are now using video to educate themselves on products and services before they buy, and that extends across both the consumer and business-to-business markets.

One survey by Eccolo Media in 2011 found that buyers of technology products ranked video third behind only brochures/data sheets and whitepapers as the type of content they consume most frequently when evaluating a purchase. Video, in fact, got a higher response rate than case studies, which suggests just how valuable the medium has become.

The more companies pick up on the video marketing trend, the more information becomes available on which video tactics produce the best results and which technologies drive the greatest efficiencies.

Here are tech tips and tricks from five companies that are making online video work for them. By learning from the experiences of these first movers, the marketing industry as a whole can increase the effectiveness of its video use and improve online video marketing results.

1. Use search-within technology

According to search engine optimization (SEO) experts, a video is 50 times more likely to get a first-page Google ranking than a text page. There's more to search than SEO, however.

Using search-within technology, the Kansas City Chiefs let users search inside team videos based on their spoken contents. For recorded press conferences, that means football fans and team staff can skip to specific topics at will, reviewing and promoting statements made by players and coaches.

The Kansas City Chiefs use this feature to highlight key quotes and insights into team play, but the semantic search function has plenty of other applications as well. Marketers can use search-inside technology to promote individual products, engage audiences with interactive capabilities, and support sales recommendation engines.

2. Use an RSS feed for distribution

Video marketing works best when you can take advantage of multiple distribution channels. In addition to streaming its content, the horse auction company Fasig-Tipton uses a really simple syndication (RSS) feed to publish racing videos to iTunes for download.

Potential horse buyers can download and store videos locally on computers and mobile devices. That helps them assess whether a horse is well-balanced when it moves, whether it has any flaws that could hinder its success on the track, and even whether it's predisposed to injury. Offering video of a horse—running on a track or even walking in the stable area—provides a vital piece of visual data for buyers.

Meanwhile, the RSS feed also allows racing partners to embed groups of videos on their own sites to share with their members. By making video easy to share, Fasig-Tipton gains greater exposure for its horses and keeps audiences educated ahead of the latest auctions.

3. Make the most of your metadata

The sports equipment manufacturer SKLZ publishes videos on its site to help teach prospective customers how to become better athletes.

To organize these videos effectively, the company has added custom metadata tags to each clip highlighting the associated sport and the product number of the training equipment featured. Visitors can browse the entire SKLZ library or use a simple keyword search to pull up playlists of instructional videos. These metadata keywords help with search engine optimization as well, adding information about videos that can be picked up when search engines crawl the Web.

Metadata tags also allow SKLZ to suggest content that is relevant to a particular video segment. SKLZ includes information about any product featured with each clip, but it also offers recommendations for further exploration through topic-specific tags. For example, a visitor can click on "defense" or "fielding" to access more how-to videos and related product demos. With such recommendations, SKLZ encourages user engagement and longer browsing times.

4. Enable CMS integration

Video isn't the only type of content that publishers host online, but many content management systems (CMSs) don't support video natively. Media, research, and event company e.Republic, which focuses on state and local government markets as well as the education market and publishes GOVERNING and Government Technology magazines, found a solution to that problem in selecting an online video platform (OVP) that would integrate with its backend CMS.

Although e.Republic keeps separate databases for different content types, it can still sync content online via integration of its OVP and CMS. The backend solution helps e.Republic maintain control of its multiple content libraries without sacrificing the quality or quantity of that content for its many audiences.

In fact, by combining systems, e.Republic has created an integrated workflow for online publishing. The combined service platform enables more frequent content updates, better content targeting and re-use, and a higher-quality, more engaging Web experience for e.Republic site visitors.

5. Ensure high-quality performance

The popular South by Southwest (SXSW) show held every year in Austin, Texas, is well known for its focus on interactive media. Desiring to reach a larger audience, the SXSW team decided in 2011 to stream content live from the conference to fans globally.

The team was concerned about online traffic spikes, however, and the potentially negative impact of heavy usage on the quality of its video streams. To ensure a high-quality experience, the SXSW crew bundled content delivery network services with its selection of an online video platform. Content delivery services help accelerate video delivery and ensure that as many fans as possible can enjoy the show from afar.

(Photo courtesy of Bigstock: Tech Video Handshake)

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Edgardo Nazario is vice-president and general manager for Limelight Video Platform at Limelight Networks Inc., which provides tools for managing, publishing, and syndicating videos online and is part of a suite of Limelight's integrated cloud-based services that also include Web content management, website acceleration, mobile distribution, and content delivery.

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  • by Rishi Fri Jul 27, 2012 via web

    Video is great at increasing brand awareness and giving your brand a personality. There are 2 things every marketer must know about video:

    1. It works better with B2C rather than B2B. Most B2B customers would come across your product/service at work. At work, they would prefer reading information rather than play a video with headphones on.

    2. Trend your video's content around themes in society. What's popular? What are people searching for on YouTube/Google? Relate your video's content to the trend and watch your viewer count skyrocket!

    Get access to all our marketing cheat sheets including 6 Social Media cheat sheets for free at

  • by Mike Dawson Sat Jul 28, 2012 via web

    We see discussed solutions for companies in their distribution of high video quantities, and their organisation of same for user ease of use etc,

    In the main, companies wanting to get on the video bandwagon will not understand the terms, the niche language, and even if they understood the words they would have great difficulty in understanding what that means to them and / or putting any of the provided knowledge into effect.

    CMS integration and managing online traffic spike concerns in all honesty is territory 95% of businesses need not concern themselves with.

    "We are the 95%"

    For the one off video creation or for a small series of videos dedicated to specific customer types, the client should indeed look to the potential of RSS feeds, but given that such use requires an expertise and the client has more pressing concerns, they will most likely look to an outside specialist to meet those needs.

    Mike Dawson of

  • by KZO Innovations Tue Jul 31, 2012 via web

    Really great post! When it comes to SEO, producers should also be sure to include relevant keywords in the title and description so search engines can more easily locate your content. You also mentioned integration with CMS. My own company, KZO Innovations ( focuses on this type of integration. We help businesses with little professional experience to develop, distribute, and manage their own online videos--check us out if you have a chance.

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