Digital Publishing
3 mins read

How to overcome time, budget, personnel, and strategy constraints for publishing video content

When it comes to video and analytics there are four things we never seem to have enough of: time, budget, personnel, and strategy. So how do you overcome these pain points?

Matt Talmage of Wibbitz,  a platform that enables businesses to make their own short-form video content in just a few minutes, and me, Mackenzie Meyer of Parse.ly, a content analytics solution that works with some of the web’s largest sites to build content for an audience-first strategy, both face these challenges. Talmage, tackles them as Wibbitz’s director of demand generation, while I work on them as a marketing & events manager.

We’ve come up with three DOs accompanied by three DON’Ts from our personal experiences to help you ensure that your content is working just as hard, if not harder, than you are. 

But before we dive into those, let’s review why video matters in your marketing plan. Wibbitz found in this study, that 89% of the marketers it surveyed had already used video content in their strategy in 2019. During a recent live webinar, we took a poll and the data aligned—83% of our attendees had already used video in their content strategy. 

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Wibbitz offered specific data points from its research on video consumption during the recent webinar.

Wibbitz found that video is extremely effective at capturing attention. With so many brand messages competing for an eight-second window of your human attention, marketers need to figure out how to make their messages stand out.

“Marketers are leaning on video because they found how efficient it is and how much better the viewers are going to retain this type of content,” Tamage said.  If you want people to recall what you’re trying to convey, video is the way to go.

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Screenshot of the poll taken during the recent webinar.

Even with this data, on average, marketers reported that they were only creating about one to two videos per month. 

When Wibbitz asked why marketers aren’t creating more video, the four most common responses that came up were time, budget, personnel, and strategy. Here are some ideas on how you can address these issues to get more out of your content: 

#1 Maximize your personnel & strategy

DO recycle your existing content.
DON’T try to create new content for every channel.

Wibbitz & Parse.ly customers have adopted the strategy: COPE (create once, publish everywhere) and have found success in publishing content in multiple formats. They focus on taking advantage of content that is already successful and that audiences are connecting to. A best practice is to format video content in several different ways so that it’s optimized to perform on the specific channel you’re sharing it on. Use analytics to identify what is performing well and make data-informed decisions around what content to repurpose. 

#2 Maximize your budget

DO consolidate your tech stack.
DON’T expect your team to log in to several different software platforms daily.

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Image from chiefmartec.com

There were over 5,000 marketing technology providers as of April 2019, according to chiefmartec.com. By using just a couple of key platforms, you increase the likelihood that your team will actually use them.  

#3 Maximize your time

DO bring your work in-house.
DON’T rely solely on outsourcing.

When you have to wait for other people, there is always a lag time associated with getting the information you need. Teams who create their own videos in-house, are able to produce more videos each month. However with analytics, if you’re waiting to get the information you need, you may miss the opportunity to recycle a piece of content that’s doing well because it falls through the cracks.

Interested in learning more ways to solve the limitations of time, budget, personnel, and strategy? Check out our webinar with Wibbitz here (and to save you some time with that, watch it on 1.5x speed! WARNING: It may sound a bit funny…)  

by Mackenzie Meyer

Re-published with kind permission of Parse.ly, the insights company that empowers media owners to understand and improve digital audience engagement through data

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