The High Flyers: Tole Khesin

00:03:04 | July 28, 2014

Tole Khesin, VP Marketing at 3Play Media, talks about the crossroads between content marketing & video.

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[MUSIC PLAYING] My name is Tole Khesin. I'm the VP of marketing at 3Play Media. My experience with video is twofold. First, we're in the business of creating video metadata in the form of transcripts, closed captions, and subtitles in order to make video accessible, more SEO friendly, and to reach a broader audience. Secondly, we use video for product and content marketing. So some examples of creative video marketing. So there's a few things that come to mind. Using video snippets in YouTube with annotations that link back to the full-length video, I think, is a really interesting way of getting the SEO benefit of having videos on YouTube, but getting traffic back to your site, where you can have more control over lead capture. Another example is I feel like people are moving away from playlists in favor of video galleries, which are really more effective in terms of user experience in SEO. And they're are also a lot easier to maintain. Another example is using lead walls midway through a video is a great way to get people started with the video and then capture the information midway through before they're able to see the entire video. And another thing that I've seen that's, I think, a pretty effective way of using video is to create little videos on landing pages in order to improve conversion rates. In my view, there are several aspects to an advanced video strategy. First, it's important to commit human resources and funding to making video an integral part of content marketing. And that means incorporating video wherever possible, including blog posts, product pages, landing pages, and support docs. Secondly, it's important to set up the right web architecture to get the maximum SEO benefit from your videos. That means you should have separate web pages for each video, keyword-rich titles and headings. You should have an easy-to-maintain video site map. You should transcribe your videos. And you should decide which platforms you want to use. So third, it's important to figure out how to balance the needs of the user versus the needs of the business. And that involves thinking about user experience and things like lead capture and calls to action. And lastly, as with any marketing strategy, it's important to decide on and track the success measures and be prepared to make changes.