Put the Right Video Content into Viewers’ Hands

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By: Steve Vonder Haar

Looking for some tips for getting the most out of online video content in your business? I suggest you head to the local library.

Even though your branch location is unlikely to offer a book with state-of-the-art insight on business webcasting, there’s still plenty to learn just by walking through the lobby doors.

As you enter the library, take a good look around. Take note of where the books are. Most likely they’re not scattered haphazardly on the floor. My hunch is that you’ll find most of the books lined up on shelves, sorted for easy retrieval based on their Dewey Decimal System designation.

Congratulations! You’ve just become an expert in on-demand webcasting.

It turns out that the secret sauce of creating video content for use in business is not based on having high-end cameras or slick on-screen graphics. Rather, just as is the case with your local library, the true value of webcasting is realized when users can lay their hands on the right piece of video content when they need it.

It’s a lesson that organizations with significant webcasting experience appear to know all too well. In general, as the size of webcast archives within an organization grow, executives become increasingly cognizant of the need for software solutions that help them keep track of it all.

In a survey conducted by Wainhouse Research in the fourth quarter of 2013, 1,007 executives were asked about the relative influence that content search capabilities have on a streaming technology purchase decision. On an overall basis, one out of 10 respondents described the ability to “search content to find relevant videos” as a must-have feature for streaming deployment.  Another 35% of all respondent described search capabilities as “very important” to the streaming purchase decision.


But these overall results obscure some very divergent viewpoints regarding the importance of streaming that correlate to the extent of archive usage within an organization. At companies that have cumulative archives of streaming video exceeding 50 hours of stored content, more than 70% of executives describe search capabilities as either absolutely necessary or very important to the streaming purchase decision. At companies that do not have any archives today, in contrast, only 27% ascribe to “search” a comparable level of influence in the streaming purchase decision.

The implications are unequivocal: Executives facing a flood of video content want solutions that help tame the digital sprawl.

Organizations that create substantial amounts of webcast content can maximize the value of this storehouse of information only if they deploy content management solutions that put the right video content into viewers’ hands when they are needed. Search is the ultimate embodiment of this management mantra. But effective meta-tagging of data, organizing content into portals, and managing distribution of content via corporate directory profiles also play a role in the content management story.

As your company works to expand its use of webcasting, ask yourself what type of video library is best for your business. My hunch is that not many of us want to see videos scattered on the virtual floor.

Steve Vonder Haar is a Senior Analyst with Wainhouse Research and can be reached at svonder@wainhouse.com.


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