You’ve produced some really great videos. You’ve gone through the process of selecting a video marketing platform to host and manage your content. Before uploading any videos you need to organize them. Here are a few of the most common organization methods found in video marketing platforms.
The most common method is “categories,” which sort your videos into broad collections that are simple for viewers to identify and browse. For example, if you’re operating a software company, you might a section of your website dedicated to video and within that experience have categories dedicated to the various product offerings, thought leader videos, etc.
Categories are effective in the broad sense, but they do need to be combined with other organization methods. Lack of deep structure leaves content hidden and can make the viewer frustrated.
Playlists are a tightly curated set of videos that flow from one to the other, such as a series of instructional steps, or an overview of each feature of a product. The advantage of playlists is that you can get viewers to watch a specific series of videos in a row and offer a suggestion for how your videos should be viewed using personalization toolsets, which we’ll cover in a sec. If you have a product where you need to explain things step by step, for example, video playlists will enhance any learning or marketing experience. Playlists need to be implemented with the correct flow, keeping the buyer’s journey in mind. To be successful you’ll need tie your video marketing platform to a personalization or suggestion engine.
Tags are an incredibly useful tool for organizing video and content in general. With practically unlimited combination options, tags are one of the most important part of your video organization strategy. Use tags to surface videos centered around a topic. Create your tags wisely and be rigorous about them; the more tags you have, and the more specific you are, the more effective tags are as a classification mechanism.
To take your video playlists and over experiences to the next level consider a personalization or suggestion engine. These tools, easily integrate with video marketing platforms and essentially offers specific video experiences based on the persona of the web visitor that is viewing your website. You can associate content with each persona, delivering videos that are relevant what your viewer might be interested in. It’s almost an essential tool for content journeys and it can be a good way to direct viewers to other types of content. If this this type of personalization is too complex or the tools are out of your budget, placing a brief selection of related links under the video will do the trick.
Allow viewers to navigate your video content by providing the ability to sort content on various criteria like date posted, length, channel, and other categories in a pull-down menu or user friendly format.
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