Marketing
Can you get more from YouTube? Part 2
This is the second half of a feature detailing how B2B marketers should approach YouTube. In the first half, we covered the conceptual phase of channel creation, including how to approach YouTube as a platform. For this second part, we again sat down with digital marketing strategist Jodell Cox, this time to make clear what’s often left vague: what you should actually do once you’re ready to start releasing content.
From Concept to Results
By now, you’ve established what your videos should generally cover and the audience they should reach. You’re ready to start creating content on YouTube… but you’re a new channel in a sea of millions. Crossposting videos to your LinkedIn and other platforms should give you an initial boost in both video views and subscribers, though that will only get your channel so far. You’ll need to aim for visibility within YouTube itself. The following areas are where you should start strategizing.
Format Flexibility
Your channel doesn’t need to stick to the same format all of the time. Consider supplementing longer videos with YouTube Shorts, which can be excerpts from your main videos or original content that lends itself to the sub-three-minute format. Note that these are in the portrait orientation, meaning they’re optimized for mobile viewing.
As for long-form content, you may want to establish series of videos through the playlist feature. These should be videos that build upon or complement each other, which sets them apart from your standalone content. Playlists are excellent channel builders and encourage viewers to subscribe and anticipate new entries.
Content Tone
As a B2B creator, it’s obviously important to maintain a sense of professionalism. However, your viewers likely won’t be watching your videos in a business meeting, so you aren’t restricted to treating the tone like a Monday morning Zoom call. “While there are definitely brand guidelines and sensibilities, it doesn’t have to be business boring,” Cox says. “The people who are watching your content are still people. You can educate them with the straight facts, but you can also educate them with lighthearted breaks or other attention-grabbers.” Balance your messaging out with something relatable.
Tags and Chapters
You’ll want to properly label your video so it is displayed alongside similar content. Do this by including a brief, relevant description and adding tags within YouTube Studio. Also be cognizant of what you’re literally saying in the video—YouTube pulls from its auto-generated captions to determine the kind of content it is.
For longer-form content, Cox suggests adding Chapters, which are marked spots within a single video. These not only add a level of convenience for your viewers, but actually help with your video’s visibility: when a YouTube video appears in a Google search, those chapters will appear beneath the video. YouTube wants to be able to provide that convenience for the viewer, so they may apply Chapters automatically; doing them yourself lets you retain control of your video’s structure.
Community Engagement
Over the years, YouTube has added multiple features to encourage communication between the uploader and their audience. Once you’ve released enough videos to establish your channel (and gained some subscribers along the way), start using the Posts tab. You can do something easily interactive like a poll or quiz, or go a bit further with a call to action that prompts discussion in the comments.
Consistency
This is one of the most challenging aspects, but one that Cox emphasizes: the YouTube algorithm favors channels that post consistently. Keep in mind, you shouldn’t be rushing to put a video out for the sake of putting out a video, as that will likely result in a drop in quality your viewers will notice. But establishing a schedule—weekly, bi-weekly, etc.—appeals to both your audience and the algorithm.
Now, for some closing thoughts:
Starting a YouTube channel for your business is an investment, no doubt. To create consistent, high-quality videos takes time, and success on the platform never comes overnight. However, YouTube has undeniably massive reach and is a tool that B2B marketers should consider—not strictly as social media, but also as a dynamic search engine for the digital age. As you begin creating content for YouTube, keep these five tactics in mind:
- Have flexibility in your content format.
- Use a tone that doesn’t bore your audience.
- Don’t forget to use tools like tags and Chapters, which help video visibility.
- Once you have a modest viewer base, engage your community directly.
- Keep to a consistent upload schedule.
