Multiply Your Content Marketing Results with Transcription

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Alvin Collins
8 years ago
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2 Multiply Your Content Marketing Results with Transcription Transcription Makes More Out of Your Content p 1 Exceptional, informative and entertaining content is the rising tide of online marketing. Marketers who utilize every tool at their disposal to produce and repurpose content will maximize both their budgets and their customers' attention. Audio-based content, such as videos and podcasts, is prime real estate for generating engagement and maximizing conversion rates. When posted with a transcription, it is amplified with keyword-rich, shareable content that has the potential to multiply your marketing results. In the constant battle for market attention, all targets are moving, quickly distracted and wooed away if not consistently engaged. These are the content wars, where attention is power. Marketers must leverage every last drop of campaign effectiveness - every grain of digital longevity - to keep from falling behind. Transcription is one of the most underused, and yet highly effective, levers that can be pulled to multiply a marketing campaign's use and effectiveness. The Value of Content: Building Brand Trust Content marketing is a strategic approach focused on creating and providing consistent, relevant and valuable topic material. Successful content marketing ties business value to this information, building a brand's image and gaining consumer confidence. The goal of content marketing is not to sell directly to the consumer, but to give the consumer information, advice and sometimes, entertainment that ultimately guides him or her through the sales funnel. From the earliest days of recipes-printed-on-the-box and John Deere's 1895 launch of The Furrow agricultural magazine, quality content marketing has been credited with building consumer loyalty, trust and influencing future behavior. In the current marketing mix, content marketing isn't just a thing, it's the king. Further, with over 86% of consumers using search engines to locate content 1. showing up online has never been more important to brands. North American adults spend an average of S.S hours online with video content every day. 2 Marketers canbe certain that the stories, images and ideas encountered online generate brand interest and form first impressions with potential customers. Transcription enables businesses to maximize and amplify this type of content with search engine optimization, increasing its utility and accessibility.

Audio-based content, such as videos and podcasts, is prime real estate for generating engagement and maximizing conversion rates.

3 Multiply Your Content Marketing Results with Transcription Transcription Makes More out of Your Content p2 Search Engine Optimization (SEO) Audio-based content is prime real estate for generating engagement and maximizing conversions, even more so than text-only content. But the experiential benefit this content mode provides is irrelevant, even nonexistent, if the target audience can't find it in the first place. Search engine optimization is essential to driving target consumers to your web content, but search engines can't read or rank audio files without words attached. Providing a transcription of your audio content is a surefire way to sprinkle your website with keywords and improve your relevancy ratings, improving your likelihood of getting indexed in search engines. Video and audio content posted with a transcription delivers the added SEO benefit of making the overall site larger, offering the opportunity for search engines to find and target more keywords. Text along with audio increases the likelihood of search rankings using long-tail keywords; something that is nearly impossible to do with audio content alone. Moreover, Google and other search engines have been refining result algorithms to close SEO loopholes and exclude poor-quality content from page rankings. Posting your video content to YouTube is one of the few tried-and-proven SEO strategies that has not been negatively affected by Google's algorithm updates. Whether you post videos to sharing sites like YouTube or directly to your website, all audio-based content should include an introductory paragraph that describes what the video or recording is about. The more descriptive your content, the more confidently search engines can find and rank it, and the more likely consumers are to view it. Deriving descriptions from the transcript keeps your audio content keyword-rich, which enables "rich snippets" or meta-descriptions that display on the search page, enticing users to click the link. Utility and Access Transcription can enable closed captioning, displaying the audio-to-text simultaneously on the video frame. This opens up videos to the 35 million Americans and estimated 360 million people worldwide with hearing loss, covering not only registered deafness, but a wide range of hearing difficulties, such as trouble hearing amid background noise, in certain ranges or at certain volumes. Video that is enhanced by high production quality, including sound effects and background tracks, benefits from closed captioning to preserve its audio integrity. Closed captioning is required by the FCC for certain types of content 3 and for federal contractors to meet Section 508 standards. Utilizing closed captioning provides viewers with the options and assistance to connect with the content, expanding the content's range. Using a reliable transcriptionist for closed captioning is necessary because automatic captions created by voice recognition programs are still unsophisticated and pose an unnecessary risk of content loss and user confusion. Accurate, professional transcription makes it easy for viewers to know what was said, as they can download and highlight key portions of text. The utility of transcription as a service to users goes well past closed captioning. Experts state video keeps prospective customers on a site up to 2 minutes longer, but that almost 60% of viewers stop watching video within the first 90 seconds. Information seekers may lack the time or patience to find their answers in a video, and may resort to non-linear viewing, skipping ahead or backtracking to locate material. Page-displayed or downloadable transcripts provide increased utility for consumers, allowing for quick scanning, clear information identification and easy review of the experiential video content.

But the experiential benefit this content mode provides is irrelevant, even nonexistent, if the target audience can't find it in the first place.

Marketing Analytics What needs to Be Measured

Marketing Analytics What needs to Be Measured A Xander Marketing Guide T: 03302232770 E: hello@xandermarketing.com W: www.xandermarketing.com Marketing Analytics What Needs to Be Measured Introduction