Tag Archives: YouTube

Smart YouTube Video Captions Improve On-Page SEO

YouTube added automatic captions this year and it’s an important feature for several reasons.  If you’re not familiar with video captions, it is basically the transcript of the video dialog or narration shown at the bottom of the screen.  In the past you would have to supply the caption copy or pay someone to do it. Now YouTube automatically creates captions when you upload videos.

Why Video Captions are Important

Video captions were created for hearing impared but have a huge amount of digital utility.  By capturing the transcript as text you can append blog posts and webpages that have video embedded on the page.  The transcript copy provides additional on page SEO value.  By placing that trascript copy on the page and optimizing for links and search you’ve enhanced the page with what Google likes to see:  authentic, original content with rich media and a scannable text of the video content.

Using YouTube video captions you can boost your blog SEO.
Video captions now appear in the video manager on the Captions tab.

The first step is to review and clean up your transcript.  YouTube will attempt to understand your narration or spoken word but it’s not 100% accurate.  In fact depending on your sound quality, background music or any noise that is happening on the footage you may find it to be total gibberish.

Now come the time intensive part of the process, cleaning up the gobbly-gook speak.  Depending on the length of your video and how much of it is narrative versus music or other non-spoken noise this can range from 15 minutes to a few hours.  Short 1-2 minute videos have taken me about 30-45 minutes to clean up and review.  The process is basic in that you have to review the captions while listening to the audio.  Where there are errors you can edit the copy in the captions window.

Once you’ve updated all the captions, review it once again.  After the copy is clean here comes the easy part.  YouTube offers you the ability to download the captions as with timecodes formatted.  I download the file and then open it in a simple text editor and clean out the timecodes and extra spaces and line breaks. See the video below for an overview of the process.

Video Captions SEO Benefit

Simply copy and paste this text into your blog post or page.  Where you put it depends on the page.  For blog posts I typically put it below the video with a heading of Video Transcript.  Sometimes I use blockquotes and you can even add names and titles if you want. Here is the blog post about Managing Multiple Twitter Accounts that I used in the video demo above.

Final touches include links within the transcript copy to other pages, partner sites, social profiles, blogs, etc.  Now your page had not only the rich media of video but the underlying message is more SEO friendly to attract organic search visitors.

But the benefits of the captions don’t end there.  Some organizations, public institutions and others are now requiring captions on any content they approve.  So if your video is a user story for a public sector company or government agency, you may be required to show captions or have them turned on automatically during playback.

There are probably other great uses for the captions once  you’ve cleaned them up.  If you’ve found any other uses please share in the comments.

Content Marketing Automation and Integration

With all the digital media channels out there you can spend a huge amount of time curating and sharing content across multiple social networks and channels.  Integrating content across networks and channels via an automation strategy can save time and money spent doing repetitive tasks.  But I want to note that this is not an all or none strategy and should not be adopted for all your communication.  Instead I approach content automation as a strategy to integrate original content with curated content in order to develop a stream of content.

Some of the basic tactics necessary to deploy this strategy include establishing a digital diet of content.  Content aggregators and curation tools are a great way to do this.  Creating great content day in, day out is a challenge.  There’s no reason why you should not view curation as a way to keep your social media streams active and healthy.  Every social media expert will tell you share great content in addition to creating your own.
Think of your content marketing automation as a daisy chain, whereby each event links to another.  There are several ways to do this.

Search to Syndicate

Search queries on Google and Twitter allow you to create an RSS feed.  These RSS feeds can be displayed on your blog or can feed a social media account like Twitter, Facebook, LinkedIn or Google+.  You can also use email to syndicate content via email to add articles to a queue.  So here is how I do it.
I use content curation tools on my iPhone and iPad like Zite, Flipboard, Pulse and other sources.  Articles that I read and think my friends and followers are interested I share by sending via email to Buffer.  Buffer allows you to schedule and share content on LinkedIn, Twitter and Facebook and set up a schedule according to what day and times you want to share for each network.  My buffer feeds my personal Twitter, LinkedIn and the Square Jaw Media Facebook page.
Remember the daisy chain I mentioned earlier?  Here’s where that comes in.  Buffer only hits 3 sites but I want to also share to my Square Jaw Media Twitter as well as save to my bookmarking account on Pocket.  Here’s where my trigger tool comes in.  If This Then That (ifttt.com) is a trigger based tool that allows you to daisy chain your content automation to several networks.  So I have one trigger that is activated when my Facebook page shares a link and post it to Twitter and a second that bookmarks the article on Pocket for archiving.
Here’s where the daisy chain effect comes in.  I don’t want my personal and brand page to push out the same link at the same time.  So I use IFTTT to push out my Square Jaw Media tweet at a later time by staggering my Facebook fan page Buffer queue.  That way there’s some time distance between the two tweets.
At a less complex level Facebook, YouTube and other tools allow you to port links to other networks when you add or bookmark content.  For example when you you add a video to YouTube you can have it post a tweet and status update on Facebook.  At the same time you can also do this for content that you save as a favorite.  This is a great opportunity to share content that is relevant to stakeholders.
Another great syndication tool is NetworkedBlogs. If you are reading this post on Facebook, NetworkedBlogs did that!  NetworkedBlogs allows you to syndicated your blog to your Facebook page and profile when you publish.

Repurpose Content

The concept of repurposing content on social media should not be overlooked.  One way to accomplish this is to use the Tweet Old Post WordPress plugin to share older posts along with more current content.  As long a your content is relevant and timely this works well to drive traffic to your site.
RSS feeds have so many uses in content automation it’s hard to list them so I’ll mention a few.  If you host events or blog about them many times you want to include links to other blogs and sites that reference your event.  In the past this meant going back to articles and adding links.  But you can use In Post RSS Plugin to update a post without having to login to your blog.  By adding a link to a bookmarking site like Delicious or Pocket it will add the link to the post dynamically.  Remember to use tags to separate and segment content so you don’t spam our post or feed with unrelated links.

Don’t Forget the Sidebar

Sidebars are a great place to display content on our website or blog.  Videos, slides, photos, links and other curated content can be shared on every page of your site or segment the content and share only the specific relevant links for specific vertical markets like health care, technology or manufacturing if necessary.
In conclusion, these tactics are not a replacement for interacting and responding with users on social networks. If you try that you will soon find out that your readers will call you out and you will lose some level of trust with your audience. Instead employ a content automation strategy to augment your content marketing efforts.

11 Things You Should Know About Raleigh | Ignite Raleigh 3

Last time I did Ignite Raleigh I have to admit I was more nervous than I was this time around.  There is no doubt that practice makes perfect and it helps your confidence when you have 20 slides and 5 minutes in front of 500+ to speak your peace!

I want to thank Ignite Raleigh crew (@therab, @timarthur, @damondnollan, @lisasullivan) for selecting me to speak on this topic that I had a lot of fun with.  I really had a great time on stage and enjoyed doing Ignite Raleigh again.  I highly recommend this to anyone that is passionate or just plain excited about their interests and culture.  I met so many people for the first time that night as well as connected with some of the best people Raleigh has to offer and good friends!

If only State had held on to beat Duke that night!

How Social Is Your TV?

At the February Triangle Social Media Club event I had my eyes opened to the world of “social TV.”  The speakers were Gregory Ng (@gregoryng), Tim Arthur (@timarthur), Damond Nollan (@damondnollan) and the MC was Ryan Boyles (@therab).  The panel showed what their entertainment centers consisted of, their top 5 shows and one guilty pleasure as well as shared insights, wants and desires of social TV.

Social TV integrates social networks and television, movie and music habitsThe rise of digital enabled devices has allowed for greater integration of social networks and websites with our TVs.  All four on the panel had a gaming device such as Wii or Xbox to stream video but the setups were different in other areas.  For instance Damond’s strategy was to reduce his monthly entertainment expense while allowing everyone in his household to have their own streaming device.  While Greg preferred to subscribe to Direct TV for sports as well as the ability to watch live events as they happen.

The presentation embedded at the end of this post gives a great view into the different setups.  The panel also listed their favorite shows and guilty pleasures.  All four panelists picked “The Walking Dead” as one of their top 5 shows.  While I’m not a fan of Zombie genre, I was interested to learn why they were enthusiastic.  The show had a big following and even the largest cable debut of the season.  Combined with fan chats, celebrity after show appearances; The Walking Dead created a community of fans and a forum.

That’s where social TV has real potential.  It’s one thing to check in to a show and share that on Twitter and Facebook.  This can lead to shared interests among your social circle.  But where it takes off is creating a true fan community that works similar to bulletin board forums of the early 90s.  Ryan explained how super fans create private blogs on Tumblr with their own language and rely heavily on aliases.  Most best practices posts will tell you to be authentic, but in the world of social TV DISQUS did research that showed that alias communities had greater interaction and participation.

What does all of this mean to marketing and advertising folk like me? It represents a new opportunity to build relationships with fans in a new way.  While Ryan recanted GaryVee’s mantra of “marketing ruins everything” it does not have to.  The panel discussed how media companies can build respect and report with users versus just selling to them.  For instance, what if a social TV app could provide live channel notifications and share that among friends?  The idea that sharing old school living room experience allows for more intimate content and engagement with a global audience is truly unique.

Tonight the Oscars is being broadcast and I’ve already seen hype around the fact that this will be the most social and interactive award show to date.  That’s an easy claim if the majority of last year’s activity was Twitter and Facebook chatter.  But as social TV develops there is opportunity to engage fans and talent in real time.

I want to thank Ryan for hosting the panel and sharing the presentation on his SlideShare space as well as the other panelists for sharing their frank and honest views on the tools, technology and changing landscape of social TV!  Plus Greg’s guilty pleasure of “I Didn’t Know I was Pregnant” was classic!  Also I was finally able to meet Tim Arthur in person after several months of chatting on Twitter and blogs and found out that we have many similar interests including Breaking Bad and Californication, two of my favorite shows!  Also thanks to WNCN NBC 17 for hosting the event and studio tour from Kim Green @producingk.

Blog Talk Radio Interview | Digital Marketing

Last week I had the pleasure of being interviewed by Damond Nollan (@damondnollan) and the Room 3026 crew on Blog Talk Radio about Digital Marketing.  I’ve known Damond for a few years now and was excited to be a guest on his show.  My interview starts around the 24 minute mark.  Thanks again for Damond Nollan for inviting me to be a guest.

Click here to listen to the episode.