How to Distribute Video Content for Maximum ROI
Video content distribution is key to the success of your efforts. Failure to distribute the content will leave few people seeing it. A powerful distribution strategy can get your video in front of a wider audience and boost your revenue exponentially. With a little planning, we’ll show you how to distribute video content for maximum ROI.
Owned Distribution Opportunities
First, determine the distribution opportunities that you have with your owned media. Owned distribution opportunities include the places that you can share your video at your sole discretion. These are the distribution sites owned by you.
Opportunities include:
Your website.
This should be the first and foremost place that you share your video. Consider sharing on your homepage, services page, or wherever the content makes most sense to share.
Your blog.
Educational videos, how-to videos and industry expert tips and tricks are best shared on your blog. Use these kinds of videos to boost your SEO and improve rankings to your blog so that you can get more visitors and hopefully convert more customers.
Your Emails.
Share videos in your email signature or as an accompaniment to your newsletter or other email marketing content. Videos can be used to bring a viewer into your website or to encourage them to take a specific desired action.
Your Social Media Pages.
Using email on social media can boost interaction, increase your following, and improve the ROI you get on paid social ads. 82% of Twitter users say they watch video on the platform.
Your digital content.
This includes any other owned content that you can share video on such as your whitepapers or digital downloads that you share with your customers, PDFs and eBooks.
Paid Distribution Opportunities
With paid distribution, you have several opportunities to share your video content for improved ROI. Some of the paid distribution opportunities overlap with your owned distribution strategy. For instance, social media ads can be paid advertisements that include video.
This is different from posting the video to your social media pages as you can target an audience that is not already following your business page with paid distribution efforts.
Additional paid distribution opportunities include:
PPC ads.
Consumers state they purchase 50% more often after they watch a video. If you’re not distributing your videos in Pay Per Click advertisements, you’re missing out on a huge opportunity.
Paid Social Media Ads.
Paid social media posts that include video can reach a wider audience. Paid ads on Facebook have niche targeting that offers a highly valuable opportunity to win viewers over. Use the targeting to your advantage and start distributing your videos through paid social posts.
Sponsored Content.
This may be a blog post or a news page that you share your video to on another website as a sponsor. You pay to post the content and benefit from exposure in front of the website’s audience that is different than, but hopefully similar to, your own.
Influencer Posts.
Influencer video distribution is not always paid, but usually supported in some manner. The influencer often requests free products or services in order to get to know whether they really love your brand enough to promote it on their channels.
This method of distribution can be highly effective as customers tend to make purchase decisions based directly on what influencers they follow say.
Earned Video Distribution Opportunities
Distributing your video content through earned media can provide a complimentary offering in which you share your content on properties that are not paid, but also not owned by you.
The earned distribution comes from:
- Social shares in which viewers saw your content, liked it, and share it with others.
- Product reviews in which someone owns your product and shares a video about the product or compares it to another product.
- PR in which your product or service is promoted through traditional public relations media sources.
- Blog posts that are not sponsored. Sometimes a blogger will post about your product or service without you asking him or her to do so. If they share a video of yours on their blog this is earned media distribution.
