breaking away from the pack

Demystifying Independent Online Video Syndication Models

By on October 14, 2010 in Publishing Revolution

As an independent producer and with a company (Breakaway Media) serving companies and institutions producing video content, I was interested to participate in the webinar, “Demystifying Independent Online Video Syndication Models”, presented by The Diffusion Group and VideoNuze on August 24, 2010.

View the webinar.

“Demystifying Independent Online Video Syndication Models” featured presentations by Jim Louderback, CEO of Revision3 and Richard Bloom, SVP Development of 5min. Louderback and Bloom present a compelling argument for content producers to streamline syndication of their content beyond the video portals.

Content consumers are getting more and more video content outside the video portals like Youtube, Vimeo, and Daily Motion. There is a new generation of consumers who have abandoned traditional TV and media. The “Digital Natives” are beating their media (video) consumption drums.

The biggest opportunity for content producers is to distribute on sites where traditionally people went to get text and photos. The opportunity lies in going out and cutting deals with a lifestyle site that is a fit for your vertical–this is potentially where you can get a tremendous return on your investment. Once you have done this, begin testing, recalibrate your content for the site, upload new content, cut deals with other lifestyle sites. Rinse and repeat. Very time consuming. More on this later.

Evergreen content is much more likely to bring you that return on investment. If site visitors can go to that site a year or two years from now and find the content to be fresh and relevant, you’ve created lasting value that will continue to pay dividends to your customers and your business. You need to have your content on sites where your target customers will go back time and time again.

The volume of content is key for most verticals–a thousand videos will bring more in the door than if you have 100 videos. You need to either be producing that content or cutting your own deals to syndicate content from other producers. Again the key is to bring your content, whatever its source, to your audience.

Video Portals

There is no question that video portals currently make up the majority of video views. YouTube still rules. Arguably, every independent producer (and every larger producer) needs to be on YouTube. Look at most sites these days and you see an embedded YouTube video or two. While this is better than no video on your site, your own dedicated online video player is a better option.

Text Sites

The traditional “text sites” are undergoing a content revolution. At an increasing rate, users expect to be able to consume all types of content (videos, photos, articles) on one site. This presents a formidable challenge to the independent producer who tries to cut individual syndication deals with relevant sites. Many do not have the time or other resources to do the due diligence and the plain slogging it out it takes to put together these deals.

The presenters say: this is where video syndication platforms make sense (and why their services make sense).

Louderback and Bloom close with Strategy Key Points:

  • Evergreen content more likely to bring ROI
  • Volume of content is key for most verticals
  • Bring your content to your audience – video portals and relevant
    “text” sites
  • Goals for syndication
  • $$$$$ — at least the potential for revenue in the near future
  • Marketing your brand
  • Traffic
  • Interested to learn more? View the webinar.

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