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Archive for October, 2010

YouTube Optimisation

With Youtube as the second largest search engine after Google, more businesses than ever before are seeking new ways to capture and engage with this audience to drive increased site visitation. Here’s a few tips and tricks on how to get ahead when setting up your free online channel in order to achieve  maximum visibility and exposure:

Content Is King:

The same rule applies with video as it does with text. It’s all about quality content. It needs to be up to date, to the point and relevant to your audience.  Is is also often advisable to keep your web video content no longer than 2 – 3 minutes as people are far more likely to be distracted when viewing  video content online.

Tag Your Content:

You need to tag your video with keywords your audience will be using to find your services. Youtube has also very recently limited the number of tags you can use to only 20 characters, so be selective and research your kewords wisely.

Description:

It is a good idea to include a fairly detailed description. Punctuate your decription with keywords and also be sure to include a link to your website. Put this at the start of your description and make sure you include the full prefix i:e “http://www.onevisiontv.co.uk”  as this will ensure a clickable link that can drive traffic directly to your website.

Find Your Friends:

Research your market and industry and find related channels and videos that relate to your business. You should then comment and subscribe to related content wherever this is appropriate.

If some of the conent you find is very relevant to specific videos you have created it is a good idea to link to them (their video pages)  in your description and in some cases it is also a good idea to include a video response. It’s all about building a community and you need to start by creating a conversation.

Don’t Stop:

You need to be seen by your audience as actively updating your content or they will have no reason to return to what you are doing.  In short,  keep adding content on a regular basis or  they won’t come back.

Integrate:

Integrate your Youtube Channel with the rest of your online marketing; this may include:  linking to your video on Twitter, cross referencing though an article, providing reference Icons on your website, or even embedding videos in your email marketing campaigns, blog or facebook.

Keep Up To Date:

In the 5 years YouTube has been going it has gone through many different changes. You need to keep an eye on  how rules, regulations and functionality evolve, so allocate time regularly to read up on what is going on. With mobile video growing exponentially it is worth thinking about how this audience will differ in terms of  their behavior as this is where many Youtube videos will be viewed in the not too distant future.

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Video CV’s – The Next Big Thing?

Career Publisher Vault has found that 89% of  employers would watch a video résumé if it were submitted to them but only 17% have actually seen one. Over 50% said they believe such CVs will become a common addition to new job applications.

Over the last few weeks I have been spending time speaking with a number of councils, recruiters, executive search firms and career outplacement agencies looking at ways in which video CV’s (video profiles) could fit into their existing business model. The video CV is nothing new but it has not, as yet, been taken up by the masses and it would seem the concept of incorporating video in the recruitment process is riddled with potential obstacles. Video online has come along way since the video CV concept was first introduced some 20 years ago, but the fundamental questions still remain the same and advances in technology and communication only provide solutions to a fraction of the original concerns about how the video CV  could be used.

One of the main stumbling blocks for the video CV so far has been that no one has yet determined or set an expectation on what the video CV needs to achieve. Although it may seem obvious that a video CV’s purpose is to capture all the information on a CV and present this in a visual format, anyone that knows anything about video will tell you that video is not good at capturing information when it is in detail. It is far better at creating a sense of something, the general, the emotive and ultimately capturing the broader picture of what something or someone is actually about. Not only is it impractical for an individual to try and video a presentation of their entire expertise and career history, but it is not strictly necessary in this context or, for that matter, particularly helpful. Instead, I believe it is better for people to think of the top four or five things they want to say about themselves (i:e key skills and experience) and then present this in a way that is clear and to the point. It is important to remember that we are not talking about replacing the written CV here, but merely adding an enhancement to it. The video CV or video profile therefore needs to demonstrate what can’t be demonstrated as easily in written form.

Video CV’s are great at communicating softer skills such as presentation, communication and language skills. By combining this with a summary of strengths and key experiences the recruiters, or future employer, will gain a significant insight into what the individual can offer their business and will have an understanding of not only what the candidate has done, but an appreciation of what the candidate is likely to achieve for them in the future.

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