Posts tagged ‘Marketplace’

March 4th, 2013

Brand Journalism – How to Do it Right (Video)

by Iddo Shai

This blog post was first published at Fourth Source.

newsBrand journalism is one of the hottest trends for online marketers. With the proliferation of high-quality and inexpensive cameras and easy distribution platforms, every company can now be a media company.

However, when thinking about your marketing strategy it’s important not to focus solely on heavily branded materials like product overviews and PR collateral. Sure, it’s important to have content that explains what your products are all about, but these would most likely appeal to a small group of current and prospective customers. In order to reach a wider audience you need to zoom out from your company and create content that would interest others in your space. The goal here is not more qualified opportunities and leads. Forget about that. With brand journalism, the goal is to make people aware of your brand by creating engaging content. If done correctly, you could find new audiences and strengthen the brand’s relationship with exiting customers.

 

Share knowledge

People love to learn. And people love ‘free’. Just look at the MOOCs revolution that allows anyone to get ivy-league education for nothing. You may wonder why Harvard is giving away its pricey classes for free. It’s simple. It reflects well on the brand and it establishes the university as a leader in education. It is also serves the classic mission of any university: teach, educate, inspire.

You can do the same. In any organisation there is a vast amount of knowledge that is extremely interesting to outsiders. If you share best practices, guides and useful case studies, you will soon find new readers and viewers (who might never have heard of your organisation before) to consume this content. It will most likely go viral and get picked up by other publications. It happened to us at Kaltura when our video was picked up by ReelSEO or when our HTML5 blog post got many hits via Google queries.

 

Useful tip: be specific. Use stats and link to useful sources. It will add credibility to your article.

 

Forget the Competition

If you are serious about doing good brand journalism, start thinking like a journalist. Focus on writing useful and balanced pieces that offer real insight. Don’t ignore other players in the space and be sure to give credit to them, when credit is due. You will soon find that the same players link to your content because they feel their customers could find it useful. And that’s exactly where you want to be.

Useful tip: don’t plug your product in every other sentence. Your readers are savvy and always look for “the catch” or secret motive. Don’t turn them off.

 

Use Video

The Internet is full of great content, so how can you stand out? Video is a great way. If you are going to a conference, use your phone to capture parts of the presentation. If you have access to a professional camera, that’s even better. People love video and although video is now very easy to produce many of your competitors won’t make the effort. Video will also give you new outlets – like YouTube and Dailymotion -where your content can be indexed and found.2012 player edu

Useful tip: make a habit of carrying your point-and-shoot with you. Most of them are still better than smartphones since they offer physical zoom and better sound.

 

Distribute wisely

Once you have a great piece of content, the fun can begin. You need to be proactive about finding your audience. Post it in relevant groups on LinkedIn and Facebook, tweet about it and encourage your colleagues to re-tweet. If it’s a video, upload it to video destinations, if it’s a presentation, share it on sites like Slideshare.

Useful tip: before publishing a good article on your site, send it to successful blogs and offer them the chance to publish the piece first, in return for a link to your website. Later you can publish the same article on your own site.

 

Think SEO

SEO is a major part of your distribution technique. If you do it right, Google and the market treads will do much of the distribution for you. First, make sure that your article’s title includes many popular key words (based on the Google AdWords tool). Also make sure to phrase the title similarly to how people would search for content (for example, in the form of a question). Here is a good example: Why You Should Start Learning HTML5 – A Beginners Guide.

Useful tip: use Google Webmaster Tools and have Google index your site periodically. This will make sure that new pieces (texts, images, videos) come up in search results.

 

Track Analytics

Creating and distributing great content is time consuming, so you want to make sure that you can see the results and improve your strategy. Using your site analytics you can see the top referral sites so you can know where your visitors came from. You will also be able to see top search terms that generated traffic.

Useful tip: use a url shortener (like TinyURL or goo.gl) for links you post on external sites (for example, for each LinkedIn group use a different url). This way, you will be able to track which specific posts and groups drive the most traffic.

Brand journalism is a key way to promote your message to a wider audience and position yourself as a thought-leader in your market. Today, with the use of video, brand journalism becomes even more engaging and exciting – so go ahead and try it. Feel free to share your experiences and tips in the comments below.

January 25th, 2012

New iGoogle Gadget from Kaltura Exchange Labs

by Luda Ruditsky

Have you thought about having your Kaltura videos right inside your iGoogle page next to your daily news and weather updates?

With the Kaltura iGoogle gadget from the Kaltura Exchange Lab you can watch your favorite videos in your iGoogle page and/or use this gadget as a reference code to get started with implementing your application using OpenSocial and Kaltura API.

What is Kaltura’s iGoogle gadget?

The Kaltura iGoogle gadget is an OpenSocial gadget which allows watching Kaltura videos right inside your iGoogle page.

Kaltura iGoogle Gadget
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November 29th, 2011

Expand your Reach with the Kaltura Exchange Partner Program

by Luda Ruditsky

Having helped many ISVs, startups and organizations to increase their visibility and revenue via the Kaltura Exchange, we are delighted to expand our Technology Partner Program and invite more companies and developers to join. The Program is designed to provide our partners with the opportunities to enhance their own solutions with the Kaltura Online Video Platform capabilities, to build joint product and service offerings and to jointly develop marketing and sales strategies.

Kaltura‘s platform allows ISVs and developers to build and integrate a broad range of solutions and services to address a variety of requirements in different markets.

A quick look at the solution categories on the Kaltura Exchange can give you an idea of the types of solutions and services currently available.

See where you fit in!

Kaltura Exchange Overview
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November 22nd, 2011

Video Killed The Couch Potatoes – Introducing attracTV

by Tzahi.Sofer

This guest post is authored by Tzahi Sofer, CEO of attracTV. attracTV is a Kaltura Technology Partner and the first vidget (video widget) platform – Whether it’s social viewing, commercial transactions, searching for program-related information or any other interactive content, vidgets give publishers, advertisers and developers tools to engage viewers while they watch a video, and all these activities are tracked, monitored and analyzed.

 

There is no doubt that video has become a significant part of the world of online business. Online video viewing in general and Internet TV in particular are increasing dramatically. Top-of-the-line network content, together with live sporting events, concerts, etc. are bringing millions of people to spend more and more time viewing programs on their personal computers and mobile devices. Substantial resources are being poured into this effort. Audience growth has jumped as viewers have come to appreciate the flexibility of a high-quality, television-like viewing experience.

Somewhere along the line, we have overlooked the fact that these viewers are seasoned Internet users who are not satisfied with a static viewing experience.

Introducing the attracTV vidgets platform. This new integration connects publishers’ vidgets account at attracTV with their Kaltura players and videos. In addition, developers can develop vidgets on top of attracTV’s platform and make them available to publishers.

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November 16th, 2011

Kaltura Community Edition Case Study – StreamUK Launching Enterprise Grade Kaltura CE based Video Platform.

by Duncan.Burbidge

StreamUK Logo

This is a guest post by Duncan Burbidge, Co-Founder and CEO of StreamUK, a UK based webcasting and digital media company.

 

StreamUK was founded in 2001 to provide digital media solutions and back then you did everything yourself.  After 7 years of trying to match the increasing pace of technological development, the decision was taken to investigate options for StreamUK’s main online video platform (OVP).

In 2008, various options presented themselves, including partnerships with the likes of Brightcove, taking investment to re-develop our own OVP or working with an open source variant.  After trialling and modelling these approaches, it was decided that the latter (adopting an open source solution) was the most promising for three reasons:

  • Culturally – we, and more importantly our clients, needed control of their features from Europe;
  • Practically – we have huge value to contribute to the solution from a decade of accumulating knowledge at code, CDN and video levels;
  • Temporally(!) – we needed to get to market faster than we could develop from scratch.

StreamUK joined the global Kaltura community of experts (which at November 2011 stands in excess of 20,000) and began to contribute to the codebase of the Kaltura version 1.5 release.  As we became more familiar with the project, we became more impressed by it and in early 2009 we recruited a team of four full-time php-Zend developers to build on the framework, planning for a late 2010 release.

StreamUK MediaPlatform - Powered by Kaltura

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November 10th, 2011

Is Flash Dead? The Age Of The Plugin-Less Web

by Zohar Babin

Many may have found the latest news rocking, shocking, or maybe as a “little too late”…

In case you didn’t follow the news yesterday, Danny Winokur, VP of Interactive Development at Adobe made the following announcement:

“We will no longer continue to develop Flash Player in the browser to work with new mobile device configurations (chipset, browser, OS version, etc.) following the upcoming release of Flash Player 11.1 for Android and BlackBerry PlayBook.”

It wasn’t very surprising then to see the surge of excited commentary from the HTML and Web Standards community and disappointment felt by avid Flash developers.

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October 24th, 2011

The Cent2Cent Commerce Integration With Kaltura

by Roby.Baruch

This is a guest post by Roby Baruch, Co-Founder and VP of Products at Cent2Cent. Cent2Cent.net is a valued Kaltura Exchange partner that provides content e-commerce solutions to publishers of all sizes who wish to sell media online.

We are happy to announce a very special Kaltura & Cent2Cent  integration available to all Kaltura CE or On Prem users. The new integration provide publishers all the latest and greatest of the Cent2Cent content commerce rules and transaction management options right from within their Kaltura Management Console!

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September 29th, 2011

Kaltura Exchange – The Global Video Solutions Marketplace

by Luda Ruditsky

To succeed in today’s market, companies need innovative ideas, must be agile, deploy stable solutions quickly, reach a wide audience and impress the enterprise giants.

It’s no wonder then that many ISVs, startups and solution providers are turning to the Kaltura Exchange, the Video Application and Services Marketplace, where Kaltura Technology Partners showcase their solutions and services to over 150,000 Kaltura SaaS publishers and thousands of Kaltura admins and service providers worldwide.

The heart of the Kaltura Platform is in its extremely flexible core and endless extension possibilities. A wealth of Web Services (REST API) and associated SDKs (API Client Libraries) coupled with Open Source licensing and flexible business models allow Kaltura Tech Partners to create powerful tools, innovative solutions and services.

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