Video is becoming more and more prevalent in the enterprise, from the way an enterprise externally markets to customers to the way they internally communicate meetings and training. In a recent Forrester Survey, it was revealed that 27% of companies were planning to adopt video technologies in 2013. The rapid growth of video is reminiscent of the days of document overload, which led to the development of content management systems. As you can see, video is the new document. However, video isn’t as simple to incorporate into familiar enterprise content management systems as the standard document.
However, here are five tips to help you assimilate video into your CMS:
1.) Getting the infrastructure basics right: Storage, Distribution, Streaming, Transcoding.
Managing and delivering video imposes specific infrastructure challenges for efficiently and effectively storing, distributing, transcoding, and streaming for delivery to multiple devices and locations. Missteps in these areas can undermine the intended user experience, unnecessarily increase expenses and, in the extreme, derail the effort altogether.
2.) Optimize your CMS integration.
Users who are forced to jump between tools will often stick with what is familiar, while others may resist use of the new tool altogether. Making video a native content type in your CMS will simplify integrating these assets with other CMS workloads.
3.) Ensure discoverability.
Your videos are valuable only if they are found. Typically, video search depends on manually assigned metadata (title, abstract, keywords, etc.). Besides, the usual suspects, there is other metadata, such as transcripts and tags that can boost your contents searchability.
4.) Drive usability & consumption.
A major barrier to productive consumption of video in the enterprise often stems from the very nature of video itself. Viewing a video requires time – time that the viewer may not have when faced with answering a time-sensitive question. Written documents have long benefited from “jump-to” technology (i.e., hyperlinks and in-document search) that helps users quickly find answers to specific questions.
5.) Facilitate easy collaboration and “calls to action”.
The true value of video in the enterprise comes from connecting it to a desired business outcome. Videos that are presented without some sort of call to action are simply not as impactful on the business. Opportunities to share a video are one way to increase its value. For example, beyond sharing with colleagues not just the video of interest, but directing them quickly to the exact point in a video where the relevant information is conveyed, is a powerful method to create a social call to action. Historically, enterprise video deployments have not included functionality that enables such easily shared learning.
Want to delve into these topics further? Download our eBook, Five Tips for Integrating Video into your CMS.