Video is the #1 consumed media online. Have you fully embraced a video strategy, or does video feel outside your current staffing capabilities? We checked in with niche publisher Tim Hermes on how to best develop a solid video strategy that generates revenue.
NMHQ: Why should niche publishers have a video strategy? Can you give us some real-world examples of how it can increase readership and revenue?
Tim: “In order to surround the market, a niche publisher must leverage all media – online, e-newsletter, print, events, social, etc. Video is a key element as it’s metrics are astounding in terms of increasing time-on-site engagement and brand recognition and prestige. And it can be monetized better – – and easier, than one would think.
Time on site for a web homepage with video increases by 100% over non-video. Time-on-site increases mean more engagement for everything a publisher does, whether it’s content view, increased page views, jumps to a download or a sponsor link, video accelerates that movement. And video has a certain prestige in the market. A well-produced video can make a brand look bigger than it is.
Of course video can be shared. Especially on your sponsor’s site! And video is becoming easier. You can leverage Google Chats (free) Facebook Livestreaming (free) and several great online video production and talent houses. Regardless, the question is always…”where do I start?”
NMHQ: Which leads to our next question—If a publisher hasn’t really embraced video yet, what are some key guidelines to get them rolling?
Tim: “There are two considerations and one “must” – assets and deliverable format are considerations, and the must is a clearly defined deliverable so the client knows not only what they are getting as a sponsor, but also what they need to provide. Video is more complicated than other media.
Identify the truly best style of video to start with that matches your best asset. A scattergun plan usually doesn’t work. Some options are:
Use your best assets. Many brands have a superb editor who is the “face of the brand.” If they are comfortable in front of the camera and erudite and “present” well, you have a huge asset you can leverage. There are other opportunities using professional talent.
3. The Imperative: “Boxing” and Consistency
Crystal-clear deliverables must be explained to the sponsor prior to any effort to monetize a product. I call this “boxing.” The sponsoring company must know:
NMHQ: Your session at the Niche Digital Conference also covers how to promote video with video. What new promotion trends do you see on the horizon?
Tim: “I see three trends that are happening right now:
More about Tim: Tim Hermes is the Principal of Hermes Media & Research and a busy b2b publishing consultant. He recently launched VerticalFeed, a vertical video newsfeed service for associations. He’d call himself an idea guy and tends to write business plans on napkins. And he loves the power of the play-button.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. Next up? The Niche Digital Conference in Denver, Sept. 19-21. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – is launching the all new Super Niche Event, March 27-29, 2017. Check it out!
Image from freedigitalphotos.net