If you have ever worked for a media outlet, you understand that the hungry beast is the insatiable appetite of your audience–when one news day is done, it’s time to clear the deck and start filling the next newscasts.
Today, every organization is a news outlet. The quarterly newsletter is dead and the new day of fulfilling search terms has arisen. And what people want instead of old news from the last quarter, is a video on a topic that interests, educates or entertains them.
Here’s a 2-minute video we produced for Water’s Edge Dermatology in Florida in 2014. To this day the views are growing. To date, nearly 54,000 views and 330 Likes. Evergreen topics can continue to educate and interest people for years.
We recommend a “channel approach” where you begin to build a library of keyword-rich videos that are tailored to audiences: For example, a credit union might have a video about just getting married and how best to combine your finances, or a bank might have a video on a family financing the building of a new home and then a separate video on how to finance an already existing home. Building your organization’s channel will take time, but as long as the meta data is strong (video tags, description and video title are all optimized) these videos can be ready whenever someone searches the topic. Unlike a newscast that is broadcast and then the signal is off to Mars, these video stories can be told again and again.
The content beast is hungry and needs to be regularly fed, but feeding the beast the right way can help build a series of mini-shows that can play beyond their typical season.