“If a picture is worth a thousand words, how much more is video worth?” asks Allen Gottfried, Manager of Internet and Online Strategies at Saint Peter’s Healthcare System in New Brunswick, New Jersey.
“Last year, while attending HCIC in Orlando, I had the opportunity to speak about video marketing with digital marketers from healthcare systems large and small, from all across the country. Many marketers admitted to not knowing how best to optimize their video content, although they were producing plenty of videos.”
Gottfried says for many organizations, the biggest challenges relating to video marketing include:
- Lack of compelling or engaging content
- Small budgets for video
- Limited organizational buy-in
- Lack of an effective video strategy
It’s important to optimize video for search, Gottfried notes. “You may not realize it, but video plays a pretty big role in search engine results. Take a look at most search results these days. You’ll see websites, photos, videos, locations, and more appearing for many searched terms. The more ‘real estate’ you can grab on the results page, the better.”
Gottfried also says there are pros and cons to self-hosting and public platform hosting: “Many online video experts do not recommend uploading your video content to your own server and player due to the load it will place on your server, the bandwidth required, and the ever-changing formats.”
For more recommendations from Gottfried, including his video optimization checklist—and why he urges healthcare marketers to stop sharing YouTube videos on Facebook—read our full article now: How to Optimize Your Health System’s Video Content Online.
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