Only you know your audience well enough to know what they would consider as valuable information. But what kind of information constitutes valuable content? Look at the 3 points below and decide which one rings true with your organisation:

• Having the CEO engage with the man-on-the-street via a Blog or Social Media account
• Using a combination of humour and industry-related content as a way to keep people interested
• Publishing pricing information when no other competitors share that kind of information

Below are a few things you can try when you’re creating content for the web.

Shake Things Up

If you’re going to shake things up and get noticed for your content then you’re going to have to do a few things that are different (even out of the ordinary) to others in your industry.  Address an unpopular topic and help people solve it. If there are problems with what your industry is selling then someone will be looking for a solution.

Be a Risk Taker

Don’t be afraid to take a different approach. Before you publish content that could damage your reputation/business, ensure the worst case scenarios aren’t bad at all. Then go about creating content that causes a stir but will cause people to sit up and take notice.

Speak to your Audience in their Language

Make sure your Content speaks to your audience in a language they can relate to. And by that I mean you should stray from high-tech industry jargon. Create content that appeals and encourages conversation among your followers.

Finally, remember that people that are searching online want to be informed as well as entertained. If you get your Content Marketing right a few times, people will notice, remark and spread the word.

Just as you would optimise your PPC ads and Landing Pages for maximum conversion, Online Video Content also needs to be optimised for conversion. But before you begin to optimise your Video Content, it is important you measure the results of your Online Video so far so that you know what needs to be tweaked and altered in order to improve your conversion rate.

Measuring Online Video

In order to optimise your Online Video Content effectively you would need to measure the following:

• Opt-In-Rate – this is the number of users that have chosen to watch your video
• Engagement Profile – this is the percentage of users who engaged with your Online Video for a certain period of time
• Conversion Rate – the number of Call to Actions completed from the Online Video

The information you gather from Measuring Online Video will enable you to make better decisions regarding:

• Changes to Call to Action text
• The placement of your Online Video on a page
• Where in your video are your audience dropping off? Should this section (s) of your video be left out?

Applying SEO and Social Media – Optimising Your Online Video Content

• Use keyword research tools in order to tag your video with the relevant keywords associated with the content therein.
• It helps to build a page on your website per video. Here you can include a brief, keyword-rich introduction to your video and you can provide meta data for optimal SEO.
• If you’re distributing your video across other video sharing sites like Vimeo and YouTube then ensure your keyword tags and meta data remain consistent.
• Make use of Video Thumbnails. YouTube takes the frame from the 1/4, 1/2 and 3/4 mark and lets you pick which one to use as your thumbnail.
• Display your Call to Action in your Video Thumbnail so when your video shows up in search engine results your Call to Action will be front and centre.  
• Avoid the use of Active-X controls, Flash, and entirely dynamic video.
• Use Social Bookmarking to promote your Online Videos.
• Search for popular videos within your subject matter and create a video response. This allows you to piggyback on the popularity of the other video. Just make sure your video’s title tag and description are similar to the popular video.
• Ensure your Online Video Content is available for others to upload to their Blogs.