How Smart is your YouTube Marketing | Episode 10
Transcription of Podcast:
Hello everyone, and welcome to the last podcast in this weekly series “How smart is your YouTube Marketing?” And today's topic is YouTube programming. As the title says, the toughest nut to crack, I do believe it is one of the most, you know, and this is from personal experience, right? This is among the. The most, toughest decisions that you need to make when, you know because when you talk about programming, we talk about two things that we talk about. What is the theme of content that I need to do in the next week and the next month in the next quarter? And secondly, what frequency and what format does this need to have?
A very high proportion of creative thought needs to happen. But yes. That creative thought can be supported by the right tools and the right features that you give to you as within these tools. And that's what we're going to be discussing. So there was a time when video content used to be equated to viral content. So the way companies used to ask that I need to have something vital when it comes to my video.
What is the Help, Hero and Hub Content Strategy?
Thankfully times have changed. And, companies now realise that they need to diversify that video programming so there are broadly, 3 kinds of content. And you can look this up online a lot of information is available on this. So that is a Help. Which is content based on subjects people are searching for. So like a how-to, or tutorial videos. This is a category which the beauty industry has completely cracked, right? This is the difference between YouTube specifically. This kind of content is different from other social platforms. The help related content that you make is the evergreen content. People are going to be searching for it all throughout the year, and hence, as opposed to other social channels. The best tools are the keyword search tools, which you can use to understand what. And how your audience is expressing their intent, and we have an entire episode. The first episode in this series was about that, so you can check it out.
Then there is a hub kind of content, which is very, you do content so that people come back for more. And this, episode, hopefully, you know, and what you're doing like no is to help, is to get people back for more. We have a format in which every week we have a certain theme and we do three or four podcasts every week on that theme. And the idea is that we are catering to a diverse set of interests will come back for more and subscribe to our updates.
And the last category is hero, which is all about grabbing people's attention, engaging potential customers with moments of great creativity, which amplify your brand message.
This is campaign driven and involves a lot of storytelling. Product launches, for example, an example of this kind.
What is Leanback Content?
Next, we come to this very important discussion on the format and the length of the videos. Now, just because people are watching you do on their mobile, it does not mean that the videos need to be, all the videos need to be short and entertaining and crisp. For a lot of people most of the time they spent on their mobile and watching videos. This is looked like a television show. People are just, chilling at home in the evening and watching videos, which means that it is fine if the video is that they're watching is a part of a long series, or if that particular video by itself is long from.
So just take an example of this podcast, we have three or four podcasts episodes around a certain team, which we put out on various podcast platforms. Now, these could be stitched together into one video on YouTube, and we could call it to how smart is your YouTube marketing, or this could be a part of a series, a playlist on YouTube. So because people watch you do in that fashion, it is very important for companies to. I do know, and this is, this is sometimes of a big relief for companies to know that on YouTube, people are okay watching long-form content. Otherwise, there is pressure on companies and other days this today to make crisp short content.
How can we get Programming related feedback from YouTube Analytics?
One metric that you need to keep an eye on is the audience retention rate. Which will tell you at what point, people are just falling off the gulf? And also the ability to make the right playlists based on all the video assets that you have is going to be crucial to tap this kind of behavior. And lastly, please, appreciate the fact that there is enough feedback that you can get from your own YouTube analytics dashboard. So there are metrics like the audience retention rate, watch time, which playlists are doing well, which videos are doing well, which can give you a lot of insight on your own programming. And you can get a competitive intelligence by using tools like TubeBuddy, SocialBlade, To understand, get the insights of the programming calendar of the, of your competition, which we spoke about in the first podcast. and then use some of those inputs in your own programming calendar.
So that's it for now. This was the last podcast episode in this series. We will see you next week with a different theme. If you like be sure to subscribe to it. And if you want to make your own shortlist of tools for YouTube marketing, you can head to automation.web-stepup.com and that's a very handy tool for the same. Thank you.
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