In this article, I will show you the difference between business channels and entertainment channels for everyone and why you have no need to focus on getting millions of views.

Understanding Content Foundation and SEO

Firstly, we need to speak about content foundation and different concepts of content marketing. 

1. YouTube is the second largest SEO platform after Google, and they are tightly connected. For example, if you write anything in the Google search bar, you will see various YouTube videos. 

2. Long-form video content has a long tail of views. For example, when I searched “how to install Elementor,” the first video Google promoted was published 7 years ago.

3. Search engines also index videos located on your website and other socials. For example, if you search for “Evgeny Maximov,” you will see a lot of LinkedIn posts featuring my videos, even though they are just links to YouTube videos. 

This shows that implementing videos can significantly improve brand awareness and SEO ranking of your name and drive more traffic.

More viewers = more leads = more sales = celebrate 🥳 

Business Channels vs. Influencer Channels

It’s crucial to understand the difference between a business YouTube channel and an influencer’s channel. 

They use different metrics. 

For a business, 1,000 views can be as valuable as a million views on an influencer’s channel. Simply because it’s 1000 views of your potential customers, not just random people.

Business channels focus on sales, new leads, customer relationship management, and conversions. 

Influencers, on the other hand, prioritize views, sponsorships, affiliate links, watch hours, and returning viewers. They sell views. Their goal is to increase view count because they will get bigger paycheck for this.

Vanity metrics don’t matter so much for your business YouTube-channel.

Repurposing Content Across Platforms

Main method of work with my client – trying to repurpose all the content that we produce and post across ALL platforms.

That’s why we need to think about packaging the same content in different ways for various platforms. 

You can create one long-form YouTube video and then create 10 YouTube Shorts from it. 

Then you post these videos on YouTube Shorts, Instagram, TikTok.

After it you transcribe the audio and create text posts for LinkedIn and X. 

Repackaging content is vital because different platforms are used by different audiences. 

Use the right package for the right platform.

The Netflix Effect: Building a Content Library

Content marketing is a long game to win. 

Consider the “Netflix effect”: having a content library that works for you even when you sleep. 

For example, one of my old YouTube videos received almost 200,000 views a year after it was posted. I didn’t expect that performance.

This shows that any YouTube-channel can grow and get views even if you don’t post new content regularly. 

Unlike platforms like LinkedIn or Instagram, where frequent posting is necessary, YouTube provides ongoing organic traffic.

Creating an Effective Web of Content

You need to understand the ecosystem of your brand and on which platforms you post content. 

Avoid promoting outdated platforms, as this can drive leads away from the hottest content (and offers).

Currently, I use YouTube, LinkedIn, and my website. 

I used to promote myself aggressively on Skillshare, Udemy, Instagram, and through my digital store. 

That’s okay to remove those that no longer serves your strategy.

Focus on boosting your name in search results (both, Google and YouTube) to build a strong online presence. How? Simply post more and consistently on several platforms without bouncing with socials.

That ruins compounding effect.

The Power of Free Content

Free content is powerful. 

You never know who will watch your post, video, or story. 

It opens limitless opportunities. 

Several examples from my experience: 

1. I received job offers from a real estate company and a UK company through LinkedIn, where I post content about content creation. 
2. I’ve also been invited to create video editing courses because of my free video editing courses posted years ago.
3. I don’t run paid ads to promote my offer and get new leads from my content and referrals (because they also watch my videos). 

Remember, I don’t have a huge famous brand but it still brings results. 

You don’t need a million subscribers to achieve business goals.

Understanding the Cost of Video Production

Video production is expensive:

You need to buy stuff. Cameras, lenses, accessories, external monitors, SSD drivers, and computers for video editing.

You need to pay for software. Video editing apps, graphic design, cloud storage, content management tools, etc.

The complexity of video production far exceeds other content types like recording (audio only) podcasts, writing text posts, and email newsletters. 

It requires significant investment in money, time, and skills. 

Keep this in mind before investing in content marketing.