A lot of people treat YouTube the same way Kevin Costner treats his baseball field in 1989’s “Field of Dreams”. They film great video content on the hopes that if they build it, viewers and subscribers will come. When their first 10 videos fail to garner 100 total views some producers throw in the towel, which is a shame because many of them publish good material. What they needed was a taste of success to motivate them to continue and to encourage them when they hit on something that worked. It’s kind of like blogging. Actually, it can be almost identical to blogging.
“Content Marketing” is a broad term that kind of means “producing content that people want to find, read, and share”. Shocker, right? There’s lots of techniques that work wonders for Content Marketing:
- Matching content to explicit demand (my favorite)
- Comprehensively answering common industry questions
- Demos and tutorials
The trap that so many new producers get into is that they exactly emulate the strategies of leaders in their space and fail. That’s because leaders are sometimes doing things that work with established large audiences. If you don’t have any subscribers, doing a vlog with weekly updates or opinion pieces won’t work because no one cares about your opinion just yet. Before then, you have to produce content that people want to find.
Early Content Strategies for YouTube
Early on in your YouTube career, you’ll want to get some sort of critical mass. A sustainable way to do this is to build content that will rank well in YouTube’s search results and Suggested Videos section. The important bit here is to research what topics are in demand, to use those keywords in your title and tags and to make sure your videos are better than the alternatives. Don’t add a mediocre video to a sea of competitors, find the topics that don’t have good videos and ravage them: be the best video for your topic/keyword. Some people call this “evergreen content”, but I think it’s just good SEO for YouTube. The nice thing about this traffic is that it sticks and becomes your base level of traffic. As people find your videos and watch them, some will watch all your back-content and then subscribe. Find related videos and comment on them. Use genuine interaction, don’t just comment a link to your video!
Medium Size Channel Content Strategies for YouTube
Once you’ve got a bit of steam and have established a base, you’ll start to attract subscribers and you’ll need to start thinking of what your channel looks like to a subscriber. You’ll no longer be able to just throw out videos like before. You’ll need to think of pacing out your video releases so that you’re not slamming your subscribers with tons of content in a short period of time or leaving your subscribers waiting months on end without any updates. People unsubscribe because you haven’t put out content in a million years, or if you put out content that they dislike. At this size, you may want to put effort into learning more about YouTube via their Creator Academy.
Large Channel Strategies for YouTube
People get their channels to a large size by knowing what their audience likes and dislikes. Pay attention to your YouTube analytics to see what your key demographic is and what your user persona is like, and then cater to them! The bigger you are, the more likely you are to be successful by reaching out to other channels for cross-promotion and collaboration projects.
YouTube is currently growing their list of channels that make $100k+ by 50% year over year, are you going to be one of them?
With an extensive background in Search Engine Optimization and Search Engine Marketing, Adriel has been an essential part in the growth and development of both the SEO team as well as the company as a whole.
He designs and executes marketing strategies built to provide measured results for our clients, and hopes to grow the company to a dominant and influential position in online marketing for Alberta.