Channel Optimization
Overview
For all your different types of advanced content there are also different approaches to search engine optimization. As a HubSpot webinar demonstrates, SEO can work together with blogging and social media for exponential results.
Publishing content in multiple formats maximizes your reach. Yet whether you are uploading industry-related webinars or creating fun online games makes a difference in your content optimization strategy. For instance, before you submit an online press release to PR Web, an article to Digg or a video to YouTube, your content has to be specifically optimized for that channel. Thus, you maximize your chances for return on content (ROC). Some of the main types of advanced content for which you can develop separate channel optimization include:
- Photos
- Videos
- Webinars
- Presentations
- Podcasts
- Online Tools, Games & Quizzes
Photos
The photos you post on your company’s web pages or upload on various photo-sharing services like Flickr offer great opportunities for content optimization. Your image titles should be engaging, yet descriptive enough to give readers an accurate impression of your brand message. Don’t skip the description image boxes but try to include in them keyword-rich content. When possible, incorporate links to more relevant content elsewhere.
The photos you post on your company’s web pages or upload on various photo-sharing services like Flickr offer great opportunities for content optimization. Your image titles should be engaging, yet descriptive enough to give readers an accurate impression of your brand message. Don’t skip the description image boxes but try to include in them keyword-rich content. When possible, incorporate links to more relevant content elsewhere.
Video
Try to keep your video materials as brief as possible. Audiences aim at consuming information quickly. A long video can be intimidating to those who carefully prioritize their time commitments. If you have produced a lengthy video, consider breaking it up into more easily manageable pieces. Make sure you have tagged your videos with appropriate keywords so that search engine crawlers can detect them. Learn how to get started with YouTube, video podcasting, live streaming, or viral videos and experiment with different video distribution sources like Viddler, Vimeo and Blip.tv.
Try to keep your video materials as brief as possible. Audiences aim at consuming information quickly. A long video can be intimidating to those who carefully prioritize their time commitments. If you have produced a lengthy video, consider breaking it up into more easily manageable pieces. Make sure you have tagged your videos with appropriate keywords so that search engine crawlers can detect them. Learn how to get started with YouTube, video podcasting, live streaming, or viral videos and experiment with different video distribution sources like Viddler, Vimeo and Blip.tv.
Webinars
Before starting with a webinar session, clearly outline your agenda in order to orient the viewers about the content that they will be consuming. This will serve as a help tool for audiences to better understand your message. Joel Granoff, CEO and Founder of Be Greeted, adviises that the use of script is especially helpful in remaining focused. Make the presentation video available for download in a variety of formats including an iPod-compatible one. Separate the presentation slides and make them available for download, too.
Before starting with a webinar session, clearly outline your agenda in order to orient the viewers about the content that they will be consuming. This will serve as a help tool for audiences to better understand your message. Joel Granoff, CEO and Founder of Be Greeted, adviises that the use of script is especially helpful in remaining focused. Make the presentation video available for download in a variety of formats including an iPod-compatible one. Separate the presentation slides and make them available for download, too.
Presentations
Images and graphics in your presentations become instant attention catchers for audiences. Incorporating such tools will make your content a lot more engaging than simply featuring text. Your presentations should be available to be both viewed online via SlideShare and to be downloaded.
Images and graphics in your presentations become instant attention catchers for audiences. Incorporating such tools will make your content a lot more engaging than simply featuring text. Your presentations should be available to be both viewed online via SlideShare and to be downloaded.
Podcasts
Before starting a podcast, finalize a regular schedule and make sure you follow it. A consistent schedule will build a network of viewers anticipating your new content weekly or monthly. Follow expert advice about your segments' lenght, timeframe and content before you plunge into podcasting. If possible, run your podcast live since it can generate real-time conversations on social media platforms like Twitter.
Before starting a podcast, finalize a regular schedule and make sure you follow it. A consistent schedule will build a network of viewers anticipating your new content weekly or monthly. Follow expert advice about your segments' lenght, timeframe and content before you plunge into podcasting. If possible, run your podcast live since it can generate real-time conversations on social media platforms like Twitter.
Online Tools, Games & Quizzes
Online games and quizzes have to be both valuable and easily accessible. They offer great opportunities for incorporating clear and relevant calls to action. Make sure you draw a strong connection from a given tool to your company’s services.
Online games and quizzes have to be both valuable and easily accessible. They offer great opportunities for incorporating clear and relevant calls to action. Make sure you draw a strong connection from a given tool to your company’s services.
It is a huge drawback if customers can’t seem to get their heads around how to use your fun applications. Making your content compatible with previous easy-to-use tools will provide necessary background for inexperienced users.