Industry Insights

What does it take to have a successful video content distribution strategy in 2020?

By September 4, 2019 No Comments
video content distribution strategy

I’m glad you asked because a successful video content distribution strategy can be difficult to figure out.

Ever since it came out that a third of the time people spend on the internet is spent consuming content, everyone has been asking the same question: How do I make my mark?

There’s a lot of video content out there, it’s true, but there’s also a HUGE draw for more content every day. Whether you’re in the business as a creative content creator or you’re leveraging the boom of video to inform your marketing strategies, the world WANTS and NEEDS more video, and you need to answer the call. To do it successfully it’s just a matter of getting your content to break through the noise.

When it comes to being smart about your content, there are three pillar essentials to consider: video distribution, monetization, and syndication. Here’s what you need to know about them to make a better splash in the market and get your content the eyes it deserves.

First, consider your video content distribution strategy.  

Back in the day, content creators were relegated to cable distribution. Today, that’s not the case thanks to over-the-top (OTT) streaming. Now distribution is open to just about any device where you’ve got a wireless signal.

Where has the market gone with that ability? YouTube, Facebook, Hulu, Netflix, and more, and it’s great because it gives content creators more control to reach their audience. The only problem: It’s not quite enough freedom for creators trying to differentiate themselves.  

When it comes to a successful video content strategy, it’s only half about your content in today’s consumer-centric world. So where’s the other half of your game going? It needs to be focused on delivering the ultimate consumer experience. Keeping the reins on not just WHERE you’re distributing, but HOW you’re distributing can be a major factor in whether your content is a flash in the pan or an avenue for you to build a community.

So while YouTube and the like can be great additional strategies to include in your overall content promotion, considering a video distribution automation (VDA) platform from the outset can save you a lot of time and effort in managing a video distribution strategy that works. With a VDA, you can upload to your own distribution platform and control the user experience on your own ground, while also sharing content with the channels that helped you build your initial following, including YouTube and Facebook. The best part? You can also explore new platforms for sharing your content, including Roku, AppleTV, and more.

Second, take over your video monetization.

What if you had the power to decide how you monetized your content. Would you take it? Of course you would, because more resources mean a bigger budget and a bigger budget means better content.

There are a lot of monetization options out there; crowdfunding, syndication, traditional advertising, one-time purchases, subscription options, and the list goes on. YouTube offers advertising cuts, and Amazon Prime Video and iTunes offer one-time purchases and more. Netflix, Hulu, and the like, all optimize subscription services. For those looking to explore what’s available in the crowdfunding realm, Kickstarter, Indiegogo, and GoFundMe are popular options. Depending on your content and goals, each of these revenue streams could serve your purposes, or a combination of multiple revenue options could be your best bet.

However, if you’re trying to manage different monetization streams in different platforms, you’re probably spending too much time working between different programs to get to your goal of more money. The ideal situation would be working with one platform that delivers all of the options you need in one streamlined platform. That way, you can reinvest that time you would’ve otherwise spent navigating different platforms in creating, promoting, and monetizing your content.        

Third, but not least, tackle your video syndication.

Syndication may be the lesser known of these three considerations, but it is an essential part of your overall strategy. Why? Because syndication is one of the best ways to get your content out there. After all, you’re in a good place when you can sell or license your material to a channel or broadcast — it gets more eyes on your content, and that’s always a great place to be.

But not all syndication options are created equal, and it’s important to keep in mind that as you transfer your content for control or management by a third party, you still need to maintain YOUR brand and YOUR standards. Managing the customer experience is still a significant priority for any content creator — whether or not you’re hosting the delivery or passing it off to someone else — because when syndication is part of a broader strategy that includes monetization and distribution factors, your content goals have a chance to be met with flying colors.   

So now you know what to consider, what’s next?

Now that you know what you need to be successful, it’s important to understand what you need to get started. Below I’ve broken down the questions you need to ask yourself as you consider how to put everything into practice.

  1. How are you distributing your content? Are you using one platform or trying to manage multiple outlets?
  2. Are you delivering the best customer experience as well as the best content?
  3. Are your monetization options robust enough to meet your needs?
  4. Can you streamline your monetization outlets or are you managing different campaigns on different platforms?
  5. Are you exploring your syndication options to get more eyes on your high-performing content?  

Once you get rolling by answering these questions, you may find that you have even more questions — that’s totally ok, and also totally normal. This is just a good starting point for considering what you’ll need to be successful and will make it easier to prioritize tasks as you get started transforming your strategy.

If you’re interested in how to optimize all of these considerations into one, streamlined solution, one of the best (and new) ways to manage your syndication, monetization and video distribution strategies in one is to use a video distribution automation (VDA) platform.

With the power of both MCN and OTT capabilities, a VDA platform can be your best avenue to publish on more places, better manage your content, build your channels, as well as partner with external networks. Endavo currently has the only VDA platform on the market, and it’s optimized to give content creators, networks, and brands like you the options you need to engage and scale your business. I have a lot of experience in the OTT content industry — I’ve seen it shift, accelerate, and exponentially grow in just a few, short decades. It’s moving fast, and to optimize on your opportunity, you’ve got to move just as fast. So if you’re interested in making the most out of your content and your time by considering a platform that can manage the three pillars of a successful video content strategy, let’s talk. I’m happy to help you build your community, make the revenue you deserve, and give your creativity (or the creativity of your community) the platform it needs to change the world.