Building a Strategy

Whether you’re a traditional publisher with corporate money at your disposal or a fly-by-the-seat-of-your-pants blogger, you should already have a solid strategy in place that guides the content you offer on your website. For most publishers, no matter their size, that strategy involves the kind of content that your site visitors read. Attention-grabbing headlines and search engine optimization (SEO) are no doubt at the top of your priority list, but with the popularity of websites such as YouTube, easy-to-use digital video equipment, and computer monitors that can double as television screens, content providers are beginning to recognize the importance and value of having a video content strategy as well. It’s becoming increasingly necessary to appeal to site visitors who want to view, not just read, your content.

“Content development extending toward video is, in many ways, an organic process,” says Seth Kenvin, CEO at Market7, Inc., which helps organizations better manage the video editing processes. “Over time, companies have been retiring their print materials, and video is becoming an increasingly important component.”

Publishers are finding very innovative ways to use video as part of their content repertoire and are noticing that it can lead to increases in the number of site visitors as well as boost engagement on sites. As exciting as the addition of video to a site can be, content providers must remember to maintain focus on the end goal. Read the rest of this entry »