The way people consume information in 2021 is far different from what it was as recently as a decade ago. This is especially true when we are talking about internet-connected content. Everything from Netflix streaming to Apple podcasts are hosted on an online server and can be dispersed to the masses with either a Wi-Fi or home connection. Contractors might not think of themselves as the type of business that could leverage this new normal, but they are incorrect. Video and podcasts have become two perfect mediums for contractors to distribute original content. Platforms like YouTube and Apple allow for any type of contractor to create a brand voice and one that will more personally connect them with their current and future customers.
Building a brand online is easier than it has ever been because of the sheer amounts of distribution channels. From a traditional website to a Google My Business page, the possible outlets to reach consumers is wide-ranging. We can’t forget about social media platforms like Facebook and Instagram, nor business directories like Angie’s List and HomeAdvisor. But two of the most undervalued mediums through which to strengthen your brand and distribute your content is video and podcasts. Both are growing rapidly in popularity and are now generally considered the go-to source of information for modern internet users. Let’s break them down:
YouTube is not a new phenomenon, in fact over 5 million videos have been watched since its original launch in 2003. What’s different about YouTube today is that it can be more easily leveraged as a go-to platform to distribute original brand content. As a contractor, you might think your material is too boring for YouTube. After all, it seems like a bunch of teenagers arguing about pop culture. But the reality is that YouTube is watched by all kinds of demographics. And since Google owns YouTube, video results from YT are displayed directly within in certain SERPs, depending on the query. Furthermore, a presence on YouTube is not unlike one that exists on other social media channels like Facebook, Instagram, and even Twitter. Contractors should ask themselves these questions when considering video content:
What Kinds of Videos Should Contractors Make?
Contractors should make videos of their employees on the job, as well as profiles on certain team members and personal messages to customers.
How Can I Rank My Video on Google?
Upload your video to an official and branded YouTube channel and then embed the code within the HTML of a relevant page on your website
What Will Videos Do for My Brand
They will help increase conversion rates by connecting with users on a more personal level. This is true both on your website and on a channel like YouTube.
Podcasts have not been popular quite as long as videos, but their ascendance into the mainstream has put multiple industries on notice. People listen to podcasts on their way to and from work, and even sometimes while they are working. Podcasts are available on an abundance of popular channels including Apple and Spotify, most notably. Like with video, contractors often have difficulty seeing themselves as worthy of podcast content. The reality is that there is a market for everything online. Not only that, but establishing a podcast helps build your brand and sends signals to Google that your company is serious about consumer outreach. This can be reflected in your overall search visibility, especially as it pertains to higher rankings.
One thing about podcast creation is that is surprisingly simple. All you really need is a decent quality microphone that you can find on Amazon or at your local electronics store. Most of these microphones can be plugged directly into a computer tower in the USB port. From there, you can record the audio on any number of software options, including free ones like Audacity. Podcasts also require some degree of editing in case the microphone levels are inaudible or one of the hosts accidentally uses an expletive. Remember, as a contractor you are likely going to want to keep your show family-friendly, although pushing the envelope is not something that is out of the question if you are adamant about branding yourself. Contractors should ask themselves the following questions about podcasting:
What is a Podcast?
A collection of audio recordings distributed as episodes through Apple, Spotify, and elsewhere
What Should Contractors Talk About?
Talk about your jobs, the industry, the geographical area, equipment and suppliers
How Many Podcasts Episodes Do Contractors Need?
That depends. Usually one per week is enough to keep your podcast feed active.
Collective Impact on SEO
Videos and podcasts have a nice collective influence over SEO. When Google parcels what we call rich media (videos, podcasts, etc.) they reassess the valuation of a web presence. In the case of contractors, establishing high quality videos and, or a high quality podcast, can quickly separate you from competitors within your niche and location. Since not as many contractors are focused on this kind of content creation, an existing marketing inefficiency is available for the taking. When aligned with a larger SEO strategy for contractors, the combination of these two media types can push a low-ranking contractor to the top page of Google results.
Video and audio content are not only limited to their native platforms. In other words, videos are not confined to YouTube, nor are podcasts to Apple. All of these media types can be syndicated across various platforms and even in some cases, re-uploaded as separate files. An example of the former example would be embedding YouTube code within the HTML of your company website. This way, it is not only available on YouTube but on your website as well. A podcast example would be an episode that is streamed on your RSS feed and distributed to Apple, Spotify and more. The latter example involving a separate file would deal with an additional video file being uploaded to a different web platform like Vimeo or perhaps even Facebook’s native video upload.