It can be awfully tempting for companies to take to the public cloud for video marketing. After all, sites like YouTube and Vimeo are so readily accessible and easily navigable that many businesses don't look beyond those when it comes time to deploy a video marketing strategy. But according to Brafton content marketing strategist Colin Campbell, businesses should really consider the virtues of video marketing in the enterprise cloud.
Spelling out some reasons why self-hosting is best for business video content
An industry expert who is well versed in video marketing, Campbell lays out five primary reasons why self-hosting is the best video strategy out there:
1. Ensuring more SEO value. Self-hosting means video authorship lies with the company instead of a third-party site like YouTube. This notion of ownership is extremely important, because it enables the business to do whatever it wants with its video content, including creating linkage with other company landing pages and organizing films based on a customized tagging system. A site like YouTube, in contrast, is inherently restrictive in that it forces all users – individuals and businesses alike – to conform to its system. And from a search engine optimization standpoint, self-hosting videos is the only way to go, since it allows businesses to publish written transcripts on the video page itself, which will draw more viewers from search engines to the film content. According to Three Deep Marketing CIO and Moz blog contributor Jeff Sauer, SEO content can prove hugely beneficial in leading to incremental growth in web traffic.
2. Not letting YouTube get all the hits. A company that directly uploads all of its video content to YouTube is unwittingly contributing to the video giant's success instead of its own. As Campbell pointed out, "You don't want to do YouTube any favors by giving it credit for your high-quality content."
Of course, YouTube is an indispensable tool for businesses to ensure that their video content reaches the masses. Therefore, Campbell has the answer that's the best of both worlds: upload film content to its enterprise cloud first, and then, after a period of several weeks, add the video to YouTube. That way, search engines will have had time to direct web perusers first to the company site.
3. Optimizing the company's search engine results page. For most businesses out there, having a successful return on SERPs is an integral part of operations. After all, if a prospective client is looking you up on Google, you want to make sure SERPs return company links that demonstrate the strength of your enterprise. A key way to accomplish this is by releasing videos through a self-hosted platform, since that will ensure that video extracts are a part of your company's SERP return, which will doubtless boost any enterprise's image.
And if a company does not harness self-hosting for videos, then, as Campbell points out, "Google might not know you have videos at all."
4. Not letting context fall out of your control. Businesses that post directly to a third-party video hoster risk this embarrassing situation playing out: Company A posts a video promoting its new product. When a user clicks on the video to watch it, he or she notices a suggested video in the upper right-hand corner promoting a similar product from Company B – which just so happens to be in tight competition with Company A. Unfortunately companies that do not self-host video content risk this situation playing out again and again. The problem with posting to YouTube is that you relinquish control. Therefore, if a competitor shows up on the same page that your video is playing, there's nothing you can do about it. But companies that self-host content ensure this will never happen by creating not only the video itself, but the context in which it plays.
5. Heightening the professionalism of content. This last point is perhaps the most intuitive. After all, countless people take to YouTube every day to post content. A business that joins this pack risks looking unprofessional in a public sphere. If that same company self-hosts, however, then as Campbell says, "It looks like you know what you're doing and that you're not relying on YouTube."
These five considerations are some of the many reasons that businesses should look to the enterprise cloud for all their computing and promotional needs. By harnessing a business cloud service provider, companies guarantee a level of control and visibility that can only lead to success. A migration to the enterprise cloud applies as much to video content as anything else with regard to a robust business plan.
"When you create videos, you can't overlook hosting or approach it as an after thought," Campbell said. "Self-hosting is one of the most important pieces of a results-driven video marketing strategy."