The true value of content ownership

8 months ago

Truly bind your audience: the value of ownership for content creators

The best time to embrace video for your business is right now. And for good reasons: not only is video endlessly more engaging and entertaining than a still image, video also enables you to affirm action, remove buyer remorse, and convert fence-sitting leads. As an entrepreneur or content creator, you know that every interaction with your brand must be exceptional. And right now, there’s no better tool to accomplish that than video. But how do you get started with cornering your piece of this new market? How do you as a creator smartly embrace online video as a new revenue model?

According to professors Andreas M. Kaplan and Michael Haenlein, who coined the term ‘social media’,  there is no question about it: the most effective influence on the behavior of consumers towards a brand is when they share brand-related content with each other. And luckily for you as a creator and entrepreneur, video is everywhere nowadays. It isn’t just a nice afterthought anymore. It’s your best chance to blast your marketing strategy into the stratosphere. The fact of the matter is, if you haven’t included a video marketing strategy as part of your broader content marketing plan, you’re missing out. But video on its own, posted on a social media platform like YouTube or Facebook, isn’t magically going to grow your business. We’ve reached a point that, when you use video strategically to accomplish specific business objectives, you’ll see serious returns.

“Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019.” - 

Cisco Visual Networking Index (Cisco VNI)

But be aware: your competition know this too and is probably already on it. The success of video marketing isn’t so secret anymore. Consumers are also steadily adapting: consumer internet video traffic will go from 70 percent in 2016 to over 80 percent by 2019, according to the Cisco Visual Networking Index. That’s not very far away. But don’t panic, you still have some time left to get in on the video marketing game. You just have to get started, and get started the smart way.

Video: the future of content marketing

One of the most important things for establishing a solid content strategy is to look out for new media and platforms on which people are actively engaging. And right now, video is that platform. Media companies worldwide that are producing video content are about to experience tremendous growth, however those who don't are in for a rough ride. So as a media company, it’s not about Facebook or YouTube, it’s about reaching your audience on the screens they use the most. Mobile devices have changed the way people consume media. Video is the future of online marketing. And companies who won’t adapt and start creating quality video content on a platform where they are in control and hereby generating new revenue, are really missing out.

Online, over-the-top (OTT) television is growing faster each year. More and more people are ditching their subscriptions to cable providers and rather spend their time consuming what they like in video form. It’s easy, it’s fast and - best of all - it’s on every platform they use. And not only are readers moving from print to digital, ad agencies are too. Increasingly more ad dollars are spent on online video marketing, because that’s where you have the best chance of reaching your audience.

Allright, so on one side you have publishing and traditional media struggling for survival. And on the other you have video content, the hottest thing in town. How do you bring these two together? How do you implement and monetize the concept ‘video’ into your publishing business model? Because producing videos costs a lot, creating content is time consuming and cost-inefficient and advertisements annoy viewers, right? So how do you do it? Trust us, you’re not the only one struggling to figure this out. Content creators worldwide are waiting for a sign telling them to enter the online video market, that magical place filled with big business opportunities. But in the meantime they are also stumped by daily deadlines and a traditional company hierarchy.

The importance of being in control

Sure, posting the occasional video on Facebook or YouTube might get your content out there, but this sporadic and wide spread publishing is a terrible business model. Yes, the videos you post on YouTube are published on your account, but in reality they’re not really yours. They’re YouTube’s. Your followers, their preferences and data? That data is YouTube’s. Who your followers are, what they like, what they want to see… you don’t really know. But YouTube does. Right now, you do not fully control the way to follow up interest in your video content. You cannot send each individual viewer on your channel a personal email. You are not in control. But what if there was a way you could truly own and monetize your content and your data? Because when you enter the digital video business, the only currency you should be concerned about is data.

All the tools you need

And that’s exactly why we founded TradeCast. We saw publishers, media companies and entrepreneurs  of all shapes and sizes struggling to get into the online video market, trying to create a sustainable business, only to discover that cost, time and the fear of exploring a new market made this impossible. Our platform hands content creators all the tools they could need to enter the online video market and start monetizing content and user data they themselves control. And best of all: it doesn’t matter what you’re already posting on video and social media websites. The platform is designed to increase the value of all of your content and data and perfectly blend in with your current social and marketing strategy. We’ll take care of the tech stuff, so you can focus on cornering the market with your quality content.

Producing content is not the issue

As important as offering quality content is, producing it doesn’t have to be a hassle. As a creator, you can for instance start by hiring lean and mean content producers: young, creative talents who can film, present and edit their own material and have it ready for publication in hours. One employee with a smartphone, a tripod and basic presenting skills can bring you that scoop a whole lot faster. So circumvent your current company hierarchy and start investing in a low risk video creation team.

As for additional video content for your channel, our platform also enables you to publish live video content and even user generated content sent in from mobile devices by your audience. And then there’s public content you can use, such as YouTube or Vimeo videos. It really doesn't have to be so difficult to run your own online video platform. We’d love to discuss the possibilities that apply to your company specifically.

Control your data and build a business

Don’t get us wrong, we don’t want you to stop using Facebook, Twitter and YouTube to get your content out there. As we said, those are great for building your brand. See your own online TV channel as a hub that’s always live, always broadcasting your message. Videos you create for your channel can be posted everywhere online. On the front page of your company’s website, in your news letter or on YouTube, Facebook and Twitter. Your channel works as a funnel, pulling in user data from around the web, and builds a user database that’s truly yours. With your own online video platform, you know exactly who your audience is and what they like. And that’s valuable information for you, but also for advertisers, who can now target specific users with ads that interest them in stead of annoy them.

So content creators, now is the time to act. Don’t wait any longer and make the right choice: take your first steps, together with TradeCast, and discover the true value of your own online TV channel. Because honestly, best time to truly embrace video is right now. Contact us to learn more and get started today.

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