How Successful Businesses such as HubSpot are using YouTube
By Steve RaysonApr 28
You already know YouTube marketing is valuable – but how can you perfect your YouTube content strategy? It’s tricky: you want to upload videos that promote your brand, but you also need to create content your audience wants to watch and share.
Too many marketers make two big mistakes with YouTube:
Follow the steps below to optimize your YouTube content strategy for more engagement and better results.
Before anything else, you’ll want to nail down your key performance indicators so you can track your YouTube analytics and watch your strategy’s performance.
Consider this: view counts are the YouTube marketing equivalent of Facebook reach. Watching your video doesn’t mean much if people don’t click links, share, comment, and embed your video onto other websites.
According to YouTube, its algorithm takes many factors into account when ranking videos – especially how long a viewer stays on its website after viewing your video.
The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction: YouTube Help.
To create an effective YouTube content strategy, you’ll need to start with interesting and engaging content. BuzzSumo makes it easy to find trending and viral video content ideas.
Let’s say we’re working for a website that sells herbal supplements and essential oils. If we type “essential oils” into the Content Search and filter for video posts, we can see that doTERRA videos perform well on YouTube.
Looking at the first result, we may want to consider making a video about how we source our essential oils and supplements due to the high evergreen score doTERRA has for their video.
We could also head over to the Facebook Analyzer to see what people are sharing. When we filter for video posts and sort by share count, lots of great content ideas appear!
Instead of creating a YouTube content strategy that builds on your blog post topics, create a unique calendar just for YouTube content.
Let’s look at the Facebook Analyzer results for “essential oils” above. We could create a calendar for three months with two videos each month:
Unfortunately, you can’t “set it and forget it” with YouTube marketing content. Take SEO into consideration as you upload your content.
Resist the urge to write clickbait titles.
Misleading, clickbaity and sensational titles and thumbnails impact viewer satisfaction and engagement. Viewers can and often do report videos that are misleading, clickbaity and sensational: YouTube Help.
For YouTube marketing, think of playlists as the equivalent of categories on WordPress—they supply an extra layer of meta information for algorithms to read.
Create relevant playlists for each category of videos you plan in your calendar. Make sure to include a combination of primary and secondary keywords in the title and description, too.
Dane Golden of Tubular Insights recommends including a curated or user-generated playlist as well.
If people are making videos about your product, what you can do is create a regularly-scheduled “Fan video of the week,” and add that to a playlist of the same name. … Then you can tell that creator, you’re our video of the week, and they may even tweet about it or talk about it in another video.
Source: YouTube | MadFit
YouTube is a visual platform. Thumbnails matter as much – if not more – than titles. 90 percent of the best-performing videos display custom thumbnails.
Again, YouTube takes clickbait seriously. The video platform recommends avoiding images that shock, disgust, or mislead your audience in any fashion. YouTube suggests checking feedback in comments to see if your thumbnails accurately represent the video content.
Show YouTube that you care about your brand’s page.
As you watch your page come together, you’ll see why playlists are so important:
Source: YouTube | MadFit
Links help drive traffic to YouTube which is good for the whole platform. Make sure to share your YouTube link on other social media platforms and embed your video into relevant blog posts.
YouTube is good at finding and punishing spam links, so make sure your link building is strategic and deliberate.
A valuable YouTube marketing strategy starts with interesting video content. Once you nail down a calendar with some topic ideas, it’s easy to optimize the finer details like SEO.
BuzzSumo can help you find interesting video content that your audience is already sharing with no guesswork. To help, we’re happy to offer you a seven-day free trial to get started with no strings attached. Start analyzing now!
Enter any topic, term or url to search to see BuzzSumo in action. It’s free!
100% free. No credit card required.