Wednesday, June 09, 2010

How to Approach a Web Video Series as a Marketing Strategy

How to Approach a Web Video Series as a Marketing Strategy

What’s a proven but very overlooked social media business strategy for professional minded individuals and small business operations, one that’s well-suited for online video? According to successful author and Chicago media personality Robyn Okrant, it’s doing “serialization” with your video content ­– i.e., knowing how to tell a story as a series of videos where your audience stays tuned on a daily basis. Listen to my podcast interview to hear about a how serialization can be a successful online video strategy that builds an enthusiastic audience and great-word-of-mouth marketing – even without having an actual marketing budget.

Every now and then we at ReelSEO like to cover media personalities and their own takes on online video marketing, getting fresh perspectives from people not embedded deep in our industry. Robyn Okrant is a Chicago-based author, artist, and media personality who I would say certainly fits that billing. She’s the author of the book Living Oprah: My One-Year Experiment to Walk the Walk of the Queen of Talk, and the sister “Living Oprah” blog that generated over a million monthly views featuring her personal project diary. Her online popularity led to international television appearances (including the Today show, CNBC, MSNBC) and national radio programs, more book deals, and the lecture circuit on successful social networking with new media, but a self-avowed non-tecchie drama arts major.

So how does someone with a performance background but no real techie background manage to be a proven success with social media all by herself? Well, aside from picking a subject that happens to be arguable the biggest key influencer in modern history save for perhaps one or two religious figures (I’m referring to Oprah Winfrey of course), she touched on a concept that is pervasive in the traditional entertainment world and high-priced video webisodes, but very rare with your regular bloggers – that would be serialization.

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