3. Video and Podcast Marketing, Presentation and Optimisation
I am developing SEO podcasts, and I have clients that are developing different content for video such as gambling tips, tweaking motorbikes and walk-through tours. This is fixin’ to be huge folks…like cell/mobile phone huge.
Mobile video is the new television, and will continue to grow quickly. Yahoo and YouTube average visits were between 13 to 15 minutes per visitor. Imagine getting people to watch an ad on television that long. Or what you would have to pay for that audience.
If you mess around with YouTube or any video resource you will find ‘share with a friend’ and ’add to favorites’ on both sites. You will also find many social bookmarking tools. (Pay attention now, I’ll show you how to syndicate these podcasts and get a serious boost a little later!)The important point here is that you need to get into mobile web applications, whether it is podcasts, web browser compliance, or your own personal usage of mobile web. This is the way things will transition in just the next 12-24 months.
All it takes is a video camera or good webcam, some basic editing software, and you’re ready to go. Be sure to keep the video short, something that people want to learn about or that will keep them watching, and place your URL somewhere in the video. At the end of the video include a “call to action”. If you are creating streaming video for your website try this tool. It will automated the process and makes it quick and easy. You can even add a YouTube or MySpace type script to your site to drive viral marketing and promote backlinks.
Submit your instructional video (or whatever you choose to do) to free video publishing sites such as YouTube, Shorkle, Veoh, Furl, Bolt, MovieMasher, Zango, Badongo, MyUseNet and many others.
Continue to work on this and master your editing skills. Be sure to name the file with your keywords. You would be surprised how many of these video ads are showing up on the first page in normal Google searches. This will give you a great advantage over your competition if videos (or what I like to call free advertising) can be applied to your niche market.
Plus with Google’s new Universal Search, this optimisation technique could very well put you into the top 10.
For those of you on the Agency or Freelance side of things, here is a great template to work off of when trying to motivate your prospect to invest in Podcasting.
| | | | | | | | Your Website Podcast Test Proposal |
A Podcast is like a radio show or webcast with a difference; they can be syndicated and listened to whenever the listener wants. Podcast’s have become increasingly popular since their creation around 2004 with the BBC now running most of their radio and some TV programming as podcasts. Other traditional media such as newspapers and other TV channels such as The Sun, The Independent, ITV and Channel4 all have a collection of Podcasts.
My Company has in-depth knowledge of all forms of podcast creation, with vast experience in creating, running and promoting highly popular Podcasts. A Podcast brings several advantages to a website or brand
o New Way of reaching customers – A Podcast is another way of reaching out to Your Website customers, using sound and/or video to give communication a new dimension.
o Enjoy the Podcast at their own leisure – A Podcast produces a message that can be heard/seen at the customers’ leisure, meaning Your Website’s message can be heard/seen while walking, running or driving, in addition to when customers are at home or in a bingo club, also giving Your Website increased brand exposure
o Distribution – A Podcast can be distributed instantly (pinged) to hundreds of directories and submission services (depending on the software).
o Viral Effect – A Podcast can become a viral message passed between friends, co-workers and relatives, depending on the contents. An example includes the BlendTec Will It Blend videos (Will It Blend iPods - http://www.youtube.com/watch?v=B8H29jU8Wrs - 4,051,828 views)
Initial Podcast Implementation
The implementation of the Podcast within the Your Website website should be based on Wordpress due to its flexibility and integration with RSS aggregators and automatic feed creation. This will both reduce implementation time and give us advanced features such as download statistics and directory pings which would take time to produce in-house. A Wordpress installation can easily be integrated into the theme of the Your Website site.
Due to previous issues with Wordpress installation, if direct implementation is not possible, an alternative route is to use iframes, showing Wordpress from My Company servers, but having all Podcasts and content on your servers. This is a way of getting around issues with the multi-tier server environment and should not compromise SEO.
As far as timescales are concerned with implementation, installation and configuration of the podcasting system these are broken down into the following estimations (Please note this is highly dependent on technical restraints with the installation time varying greatly);
· 3 hours – Initial installation and configuration of Wordpress.
· 8 hours – Your Website theme implementation.
· 3 hours – feed configuration and submission.
Writing of Podcast Script
With Your Website supplying the content for the podcast, My Company will refine this and produce a script for a show lasting around half an hour. This will not be a script in the usual sense but rather an overview of the topics and the main points to discuss.
This section of the podcast creation should take around 3 hours for the initial episodes but once a routine has been established, productivity should increase. After creation, the script will then be sent to you for recording. If needed, My Company can also do the recording.
Podcast Submission & Syndication
After receiving the audio, My Company will then produce show notes which are optimised for SEO and link back to specific parts of the Your Website website. The show notes should also include a promotional code specific to the podcast which will allow for tracking.
The audio file and show notes will be uploaded to the wordpress installation and automatically syndicated on many websites. Manual submission and link building on a per episode basis should here also be included.
· 1 ½ hours – Show note production and SEO optimisation
· 1 hour – Audio upload and syndication
· 5 hours – Episode link building on social media, bingo forums and other bingo related sites.
Podcast Content Plan
The purpose of this content plan is to provide a framework from which to build the content on the new Your Website Podcast.
The tables below denote the required steps to complete the individual features of the Your Website Podcast. Responsibilities of My Company are denoted in blue, Your Website in orange.
| Initial Content and Script | ||
| Overview: | Your Website to provide initial content for Podcast, e.g.;
My Company will optimise the content and add in other content such as
The above content will be produced into a script by My Company and returned to Your Website | |
| | | Frequency |
| Responsibilities: | Your Website to supply above content | Each Podcast |
| My Company to add additional content and optimise into script | Each Podcast | |
| My Company to return script to Your Website | Each Podcast | |
| Due Date: | TBC | |
| Audio Production | ||
| Overview: | Your Website to produce audio from supplied script | |
| | | Frequency |
| Responsibilities: | Your Website to produce audio from script and send to My Company | Each Podcast |
| Due Date: | TBC | |
| Podcast Syndication | ||
| Overview: | My Company, after receiving the audio files from Your Website, will write detailed and optimised show notes based on the script and audio. My Company will then upload these onto the Podcast area of the Your Website and use social media, podcast aggregators and feed readers to distribute the podcasts and instantly let subscribers listen to the latest episode. | |
| | | Frequency |
| Responsibilities: | My Company to write optimised show notes on each episode | Each Podcast |
| | My Company to upload podcast and ping / submit to the above listed services. | Each Podcast |
| Due Date: | TBC | |
Menu Pricing
As this is an initial test, costs will be lower than usual in order to prove the worth of the concept.
| Description | Price |
| Podcast Initial Implementation
| £840 Per Site |
| Podcast Script Writing Write script for the half hour show, using content by Your Company and My Company. | £180 Per Podcast |
| Podcast Submission & Syndication
| £450 Per Podcast |
| Total cost for setup & test | £1,470 |
Next Steps
We are confident the Podcast is a good next step for Your Website in order to stay ahead of the competition. My Company can start the implementation as soon as scope for the Podcast test has been agreed.
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