How to think beyond tactical “video distribution” and focus on a more holistic approach where business value is front-and-center, sponsored by Zype
By Ed Laczynski
Today’s video product innovators have more freedom — and control — than ever before. Shifting market dynamics and new video streaming technologies enable end-to-end control of content, customer engagement, and monetization strategies.
Traditionally, video content owners would have to use a “middle man,” like a cable network in order to distribute content. Now, thanks to better and more accessible video distribution and management infrastructures, those content owners publish, share and monetize video on their own terms. The content owners have control and the erosion of middle men’s traditional monopoly position is accelerating dramatically. As a result, viewers are enjoying freedom to consume content like never before.
The best way to take advantage of this new era of control is to think beyond tactical “video distribution,” and focus on a more holistic approach where business value is front-and-center.
End-to-End Control at a Glance
Consistently auditing tools and processes in each stage of the video lifecycle is essential for driving improvement. For a video operations team, end-to-end control requires a few key ingredients:
- A content management and distribution infrastructure that supports app publishing templates and toolkits that preserve ownership over the code base.
- A video CMS to easily manage what content to share.
- The ability to choose and control the monetization strategy presented to audiences
When video infrastructure is managed with modern direct-to-consumer streaming in mind, the business can have ownership over each video distribution channel — driving more business value that is focused on consumer engagement. Unlike “middlemen” platforms like traditional cable and satellite operators that control the method and medium in which content is shared, the content owner can exploit true end-to-end control of their brand and monetization strategy.
When monetization is built directly into the content management and distribution infrastructure, for example, the business gains the freedom of choosing how, when and where to monetize — whether it is through ads, subscriptions, purchase, rental, free or hybrid across the entire digital video distribution endpoint landscape.
End-to-end control also allows for extensibility and flexibility. For the business this means the ability to increase distribution on any device and through social outlets, such as Facebook, Twitter or Reddit. It would mean the ability to publish content on a Facebook business page or live multicasting to Facebook Live, YouTube Live, Periscope and Twitch.
A video product developer can leverage integration with SaaS platforms and in-house technology, for example, to send notifications to CRM systems to activate targeted messaging for the consumer base. For example, as new content is released, this integration can allow for personalized in-app notifications to customer segment with a preference for this content. Or, it can be utilized to send customers targeted emails or in-app notifications to customers who have not utilized the app in the last 30 days, prompting engagement from dormant users with a potential to churn.
From an infrastructure standpoint, end-to-end control puts video success in the hands of the business allowing to surgically optimize content distribution. For example, a content owner may elect to distribute initial episodes or teaser content through social or other syndication partners as a means to drive brand awareness and as an acquisition engine for a direct-to-consumer experience.
However, it takes a holistic approach for the entire video streaming business to establish that control while driving incredible value and ROI. If modern businesses focus on empowering teams, re-assessing processes and tools with the goal of cross-functionality, then they are able to focus on the entire video operations lifecycle and gain control. It is time to let go of legacy practices that get in the way of audience engagement and limit potential video business value.
The first step is to develop a vision that puts people over process.
Adopt VidOps to Gain Control
The path toward end-to-end control is hindered when teams are working in silos. Video-centric tools, processes and enterprise SaaS platforms (e.g. CRM, email marketing, notifications, etc.) need to be connected, and other business teams, platforms and associated data, must also be integrated to create a more unified operation.
Today, many teams are burdened by disparate data sets and tools. As a result, they have overly complex and disjointed workflows. Or, due to legacy thinking and processes, they’ve been left with a substantial information gap when teams change or key information holders leave the company. This type of approach limits the ability to experiment and iterate on the practices and processes that best align with business goals — and a great amount of value is lost.
The VidOps framework addresses these challenges and provides actionable steps to build cross-functional teams by breaking down silos. It also aims to improve access to information and helps align expectations across the organization. With VidOps, video business can think differently about how to best create and distribute content with end-to-end control in mind.
At its core, VidOps unifies video developers, technical assets, business stakeholders and content operations into a single workflow. It empowers cross-functional business, creative and video operations teams to effectively deliver business value from premium video content through integrated processes, teams and tools. It is the collaboration, visibility and shared-goals that VidOps is founded upon that drive the expansion of owner-controlled video content — and the value it delivers — across all delivery platforms and audiences, and to drive engagement and ROI with speed and quality.
A modern content management, distribution, and monetization platform can enable end-to-end control of all content, technical and customer management aspects of the video lifecycle. In addition, underlying data must be integrated with core CRM and Marketing platforms must be linked in order to surface insights and make them actionable in real-time. VidOps further empowers the business to leave legacy practices behind to create unified teams, processes and tools. The combination of a connected infrastructure and unified VidOps approach will help you better tackle complexity challenges, amplify engagement and create a monetization strategy that delivers the most value to the business.
Ed Laczynski is the CEO of Zype.