Seohighly Guide: Online Video Marketing- Part-2

Home » Seohighly Guide: Online Video Marketing- Part-2
Generating ideas

The key to coming up with a killer idea, irrespective of style or goal is adhering to a rigorous creative process that lets the story, rather than the medium of story-telling, drive decisions about appropriate form and core goals.

  • Content Gap Analysis – What do people care about? What might work in your niche? What have other people done in different verticals?
  • Form Gap Analysis – What style of content is appropriate for your idea? Is video really the right form?
  • Work Out What You Want to Achieve – Pick out the core purpose of your content. Should you build different bits of content to achieve different aims or can you hit all your goals with one bit of content?
  • Develop Your Idea – Who is your target audience? What style of content will work well to achieve for your goals?
Content gap analysis

While video can be an extremely valuable asset for businesses with an online presence, it’s not always going to be the best form for every kind of content and every type of business. Typical failings in the creative process come when companies decide to do video before they have relevant and appropriate idea for the content it will contain.
The skill to creating great video is in working out when and where to use it, focusing on identifying and filling content gaps rather than form gaps. Core content gaps are usually readily identifiable; typically determined by the needs and wants of your target demographic against the knowledge, expertise and USPs you have within your organisation.
A great example of successful content gap analysis is the online retailer, Zappos. Zappos recognised that individuals often struggle to make decisions about purchasing shoes and clothes online – as they are unable to determine by technical specification alone, whether or not the items would fit or would work well for the purposes they had in mind. Zappos observed that individuals need to make an emotional connection to personal products such as shoes before committing to a purchase.
Zappos figured out that a great way to close this disconnect and improve the experience of their customers would be to offer personal advice and testimonials from their staff – such as you might get if you were to walk into a physical store and ask for fashion advice. To date, Zappos have created over 200,000 product videos.
Does your product fulfil a need demanded by the market place? Do you have experience or talent in your company that others would be interested to learn from? Is there anything your target audience requires, not currently provided on the internet? Further content gaps can be discovered using the following methods:

Improving conversions

Through increasing engagement and trust, video content can be a great way of driving greater conversions, particularly on commercial pages. This is the main reason why product videos have become popular in the E-commerce world – as a method of improving the rate at which users click “add to basket” and complete a full purchase.

Keyword research

Using the Google keyword research tool you can find demands for both commercial and informational content within your vertical. To discover content demands, input a selection of keywords with “broad match” selected and explore the ideas Google offers up alongside the relative search volume to determine possible gaps. For more information about undertaking effective Keyword Research, check out the module in our online training platform Distilled U.

Analysis in Different Verticals

Look for successful content in other industries that you can replicate. Have you seen anything excellent recently that could easily be transposed to a topic in your industry?

Form gap analysis

Once you’ve identified a content gap, you should have a fledging idea in the making. It’s at this point where you work out whether or not your idea is going to be best served in a video or another media type. Oftentimes you may begin the creative process imaging a video or a blog post, and later to decide that a different form may be the most appropriate method of communicating that story.

Ask yourself – Would this content lose something if it were just text and image?

If the honest answer is no, then video probably isn’t the right form for this idea. However, if you cannot imagine your idea having impact in any other form than video; if combining imagery, text elements and audio feels integral to the concept – then you should feel confident in picking video as your chosen form. If you’ve decided your idea is going to be best served with video, you can begin to visualize some finer aspects of how this video will look, where it will live and how
it will be structured. Should this be an episodic series, or a single linear piece? Something for a stand-alone webpage or content designed to augment and improve an existing page? Will the audience require certain knowledge prior to watching the video?

Work out what you want to achieve

The next task is to formalize what you hope to achieve, based on this aforementioned list of marketing values achievable with video.

  • Improved User Engagement
  • Brand Awareness
  • Search Engine Optimization
  • Generating more traffic through rich content signals and rich snippets
  • Improving Conversions
  • Building Links
  • Having a Presence on Video Search Engines

If you’ve selected more than one of the above values, you should also start to think about whether you can achieve those different aims with a single piece of content, or whether you’ll have better success splitting the goals and targeting each with a different kind of video. The decisions here will define both the appropriate technical implementation for your video and the key performance indicators with which you will measure its success.

Developing your idea

The style and type of your video should be developed organically starting with the core aim(s) you’ve defined.

  • Improving User Engagement
  • Branding
  • Search Engine Optimisation

Improving User Engagement

To do this, content will need to be thought-provoking, provide useful information or creative value and invite further action following playback.
An important factor in improving user engagement is working out the appropriate placement of video content on the page — optimising the user experience and design to encourage people to watch and respond to the video. Additionally, when launching the content, making space for things such as social responses and comments can be a great way to elicit better user engagement.
Whiteboard Friday is a weekly release from SEOmoz, where short-form informational tips are given out by a speaker in front of a whiteboard. The ideas espoused within the videos are covered point by point, and therefore serve as a fantastic starting point for debate and discussion in the well- orchestrated community framework.


To improve brand awareness, you either need to create a fantastic and engaging “ad” for your company and service, build out some extremely creative pieces that will generate buzz as a consequence of the creative value or create informational content valuable to your target community. Invariably, you’ll want to be putting such content on YouTube and social sharing sites, where it will get in front of the most eyes, so you should also consider what kind of content will work specifically well for those forums and communities.

Search Engine Optimisation

In order to catch the best SEO for your video you should:

  • Conversions and/or Rich Snippets
  • Building Links
  • News Releases
  • Presence on Video Search Engines