This type of content marketing, where companies give away helpful information for free, is very common on company blogs. But sadly, only a small percentage of companies have unlocked the potential of content marketing on YouTube. There are great advantages for those who can dominate in their niche, any niche. This is particularly true for brands who can produce evergreen or long-tail content – videos that prove helpful to potential customers for months or even years.
Focus on your specialty
Now you’re convinced you should make videos for your company, but about what, exactly? You can decide by asking yourself these questions:
1) What does your business know how to do that many others do not?
There’s something you do in your business that you know better than most other people, or do better than most other companies. Content marketing is about giving away some (but not all) of those secrets to increase your authority, with a soft sell or no sell at all. When people think about your service, they’ll come to you because you have given them something and demonstrated your expertise.
2) What questions are people specifically asking about your products?
People are always asking you questions about your business. They may do this in person to your salespeople, or via email or social media. Why not answer these questions in a video?
3) What are people asking about your business sector?
If you can help people with general tips and tactics they can learn about in your field of business in general – that don’t necessarily have to do with your products – they will be very appreciative and see you as a trustworthy expert, in it to be helpful.
4) In what way can you best demonstrate this on video?
Content marketing videos don’t have to be exciting. They just have to be helpful.
5) Who on your team would best demonstrate this?
Sometimes the best person on the team to do videos is the CEO. Sometimes it’s the intern in the back room. Sometimes it’s both. Experiment with different approaches.
6) How can you shoot and edit these videos as quickly and cheaply as possible?
YouTube content marketing doesn’t have to have high production values. It just has to communicate how to do something helpful. If it takes a lot of time or money to shoot and edit, you probably should think about another approach.
7) Do you have the resources to launch one video every week, on the same day and time? I repeat – every week?
You should be able to release at least one video per week, ideally on the same day. Make it a habit. If it’s too hard or you don’t have enough time or it’s not a priority, this approach may not be for you. The YouTube algorithm rewards consistency.
8) Can you learn about video optimization and social sharing?
You’ve got to learn about video optimization, or get someone to manage your channel for you. The job is only half done when the video is uploaded. The rest is optimization and promotion in the other areas of your marketing funnel.
You can do it!
Do you have comments or questions about content marketing for YouTube? I will respond in the comments section below.