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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

A strong marketing strategy is key for maximizing ROI and encouraging positive growth. Set your marketing team up for success with our tips on crafting a strategy using vital customer acquisition and growth channels.

What Are the Different Kinds of Marketing Channels?

Broadly speaking, a "marketing strategy" can be defined as follows: a business’s plan for getting in front of potential users and turning them into purchasers. 

Depending on if your business is more transactional or relationship-focused, a marketing strategy oversees all the ways to encourage repeat website visits and purchases. Your strategy and goals are executed through a marketing plan, which breaks down the day-to-day structure for putting your ideas into action.

To get started, establish a strong foundation by looking closely at how you're benchmarking against the previous years. 

This will help you establish the specific marketing goals and KPIs you want to achieve.

A marketing plan takes your marketing strategy and goes into more detail about how it will be executed. Marketing plans are usually channel and campaign-specific. 

Your marketing plan is your roadmap for executing the strategy and achieving the marketing goals of the campaign. It should have a date-based timeline, giving you plenty of buffer space for gathering assets and planning the launch. 

The strategic marketing channels we discuss below each have their own complexities. This means that your marketing plan needs to include what each one is responsible for. 

For example, say your company is planning a major product launch. Perhaps you want to schedule several teasers on social media leading up to the launch. You'll need promotional copy and imagery prepped. 

Where are you linking to? A landing page or blog page on your website? Well, this means you need a content writer and possibly a web developer to help. You'll might also want to announce the launch to your email lists. Maybe once the product is on the market, you want to work with a group of influencers to promote it to their audience. 

This all leads to a lot of cats to heard and staying organized is key. So having a carefully laid out social media marketing plan, content marketing plan, email marketing plan, and influencer marketing plan is essential. These should all strictly agree with each other so that all team members are on the same page and not stepping on toes (or missing opportunities).

Promotional materials needed, including press releases, social copy, and content

While there is no perfect template for the best marketing plan — and it should be specific to your brand — here are some top tips for success:

Set up a campaign calendar. Identify the marketing campaigns you want to do throughout the year. Check out our blog about how to create a social media content calendar for ideas!

Apply dates to deliverables. When you have a timeline associated with each component of a marketing campaign, it helps everyone stay on the same page.

Apply reasonable budgets. Make sure you’re allocating marketing funds where they are most needed to achieve the goals you set for this year. Think creatively about places you can save.

There are many factors that contribute to your business's success, and a successful marketing strategy is one of them! Here are a few key tips for creating a strategy that will have an impact and drive conversions.

First and foremost, you’ll want to assess your performance from the previous year. Highlight the bright spots and the areas that could use improvement. 

Data-driven decisions are important. But it can be very easy to get pulled into the weeds of looking at every single type of marketing metric — especially for data nerds. 

It’s crucial to make sure you're pulling the most relevant metrics that tell the important stories for your team to start planning. 

Recommended metrics for marketing teams include:

Conversion rates at key points in your consumer acquisition funnel 

It’s also recommended to run a SWOT analysis. Create a table to visualize your brand’s Strengths, Weaknesses, Opportunities, and Threats.

Any marketing strategy should begin with a solid understanding of your audience. If you haven't already, start building marketing personas and audience segments so you can more accurately and effectively structure your marketing priorities and hone the tactics you use to engage existing and potential customers.

Remember to go beyond basic demographic information. Marketing has grown in sophistication as has our understanding of our customer's needs. After doing some audience research you may learn about new markets you could be reaching based on their hobbies, interests, and priorities. 

It's also worthwhile to think beyond the "typical" or "expected" audience and challenge your assumptions. 

For example, if you're a company that makes baby products, consider single dads, brothers, sons, and other adjacent communities that may also have a need for your products; rather than marketing strictly to women and mothers. In many instances, marketers can drive barrier-breaking conversations forward — so use your marketing powers for good!

Tip: Read the Marketers Guide to Unified Reporting

Use this year to take another look at your customer journey. Given that much of the world now works from home, at least part time, our schedules, priorities, and routines might be different than when you first mapped your customer journey. 

Users could be be online at different times, meaning the right moment to reach out for the highest conversions will be different than before. 

Even if they’re not ready to purchase, you should have touch-points in place to keep them coming back. And when they are ready to buy, the purchase flow and CTAs should be straightforward. You don't want to make it confusing for someone to complete their checkout. This is especially important for social commerce and in-app purchase flows.

We've said it before, and we'll say it again. Goals and KPIs are the bread-and-butter of marketing, or really any business initiative. They are what help your marketing strategy take shape. 

Without goals, you end up just charging ahead aimlessly. 

Without KPIs, you won't know how success is measured and who is responsible for achieving a certain metric.  

So, taking what you learned from last year, it’s now time to identify any new objectives, and the KPIs you want to connect to them for measuring success.

Tip: Keep it reasonable, and be honest! We want ambitious but achievable benchmarks for successful marketing campaigns. Don’t apply an impossible KPI to an impossible goal, but don’t go too easy either. Strike a balance so you don't burn out your resources or cheat yourself out of potential growth.

Lastly, assess the channels you're currently using to see where you should focus your efforts to achieving your marketing goals. Start where you already have a presence, but also create a list of channels where you'd like to get more established. 

Perhaps you're ready to launch a TikTok account, or start a YouTube channel, or maybe you now have a bigger budget to add more digital advertising into your marketing mix.

While you may be spending more time and energy on one channel over the other, it's definitely good practice to make sure you're covered in all the major areas of the PESO marketing model: Paid, Earned, Shared, and Owned.

We'll go into all the different channels for marketing below, but here's a quick overview:

Paid: advertising, paid search, paid social, purchased blog articles, or purchased spots in an email blast.

Earned: word-of-mouth, UGC, guest blog posts, reviews and comments.

Shared: closely related to Earned, shared media is any content that is shared in the media by other brands, companies, or individuals.

Owned: blogs published on your website, social posts on your channels, your own email marketing efforts, or gated content created by your team.

There’s almost no point in setting up a rockin' marketing strategy if you are operating in a void. You need to keep tabs on what your competitors are doing, how successful they are in their marketing and PR strategy, and what their followers are saying so you can measure yourself against them accordingly.

Tip: Take a look at our competitor benchmarking blog and use a competitive analysis tool like the Meltwater media intelligence solution to automate this process.

There are several different ways you can use marketing to promote your business. Which ones you focus on depends largely on your specific goals, but it is recommended to use more than one channel in order to maximize ROI for your marketing team. 

To be successful, a comprehensive marketing strategy typically involves a combination of marketing methods, including email, social media, and digital advertising. For true success, no matter how large or small your team, the marketing efforts from each of these areas should work closely together.

As a savvy marketer, your job is to stay on top of the tried and true channels while identifying interesting opportunities to reach new audiences and micro-communities, which social media is well suited for.

How social media fits into your marketing mix depends on your buyer personas and your marketing objectives. But it’s an important channel that you can't ignore no matter how big or small of a role it plays in your overall strategy.

Top social platforms for digital marketing include:

LinkedIn: post company news, connect with others in your industry, find influencers, and create thought-leadership posts that establish authority in your space.

Facebook: the demographic of Facebook users has shifted significantly in recent years. 65+ is the fastest-growing age range, reaching 40% in 2019. Whereas teens dropped from 71% in 2015 to 51% in 2018. Be sure to consider this when advertising on Facebook!

Twitter: 280 characters to get your message across, and a dialect of hashtags, memes, and GIFs to understand. Twitter is the ideal platform for building your brand personality.

Instagram: with over 1 billion users accessing the network every month, Instagram is incredibly useful for social media marketing. Follow hashtags to find influencers and create Stories and Reels to share engaging behind the scenes glimpses, tips & tricks, and more.

TikTok: a massive audience, quickly growing beyond GenZ, TikTok has taken the social marketing world by storm and shows no signs of slowing down. Hop on trends, run a HTC (Hashtag Challenge), and tap into a growing influencer cohort to reach new followers. 

YouTube: Dip into longer, more polished videos with a YouTube channel. You can also create Shorts directly from your longer videos — a quick and easy way to diversify your content and get in front of new eyes.  

Authenticity on social media is one of the toughest balances to strike but also a key component to the success of your social marketing strategy. Social Influencer Management Platforms and Influencer Marketing Tools can help you. 

One brand that does authenticity and values-based social media marketing extremely well is Dove. 

They understand clearly what their audience values and the issues they care about. In particular, these include body positivity and diversity. Dove's numerous campaigns around these topics focus on individuality and highlight female empowerment:

How to Create a Successful Marketing Strategy in 2025

A blank screen is a mortal enemy of a content marketer. You need to create new content to engage your audience, but the ideas just aren’t flowing. Reality check: Your next great idea might already be in your content collection. That’s the beauty of content repurposing.

Content repurposing makes it easy to get as much use out of the old content you already have. It gives new life to all the hard work you’ve already put into your B2B content marketing. When you can introduce the same ideas in a new format, you can expand your content’s reach and get in front of a bigger audience.

Here’s what repurposing looks like in a content strategy and examples of content repurposing done well.

So, what is content repurposing, officially? We define content repurposing as the practice of turning one piece of content into a new format — for instance, making a TikTok video out of a blog post.

You can use some or all of the elements in an existing piece of content in your new content. If you’re repurposing a blog post on the top five places to travel this summer, you could easily turn the entire post into an infographic. Using that same blog post, you could create a TikTok video using the title and the names of the five locations as video captions – no other context needed! 

Content marketers often get caught up in the idea they have to produce new content all the time. And that’s true — but “new” content isn’t always what you think.

When you repurpose a piece of high-quality content, you are creating new content. The difference is you’re not having to start from scratch. You’ve already done the hard work. Now, you’re turning all your ideas into a new content format.

A blog post can double as a lead magnet. Podcast episodes can easily be turned into a YouTube video series. Use your email list to drive traffic to all the different content you’re creating — that gives you plenty to talk about with your email audience, too!  

Get inspired to create your next video with this list of 50 Delightfully Simple Video Content Ideas for Your Online Business.

Content repurposing allows you to scale your content marketing strategy much faster and more cost-effectively compared to creating all new content for all your channels. You can spend less time researching and brainstorming. Use that extra time tweaking your content for different channels.

That’s a huge advantage, given it takes anywhere from 1 to 6 hours to create just one piece of content. When you’re not busy reinventing the content wheel, you can engage more people and create more opportunities for ROI.

Now that you have a solid content repurposing meaning, what should you do with it? We suggest starting with these best practices when developing your strategy:

Evergreen content maintains a much longer shelf life than timely content. Stories around the iPhone 4S, the rise of Snapchat, the ice bucket challenge — that’s old’s news!  

Repurposing evergreen content allows your content to remain relevant for longer. If you’re focusing on topics that are trending for the moment, they might be old news by the time you repurpose them into new formats. Choose topics that people are likely to be interested in no matter what else is happening in the world.

Not to be overly meta, but an article on repurposing content for social media works well in this case. It’s something content marketers will always be interested in.

Plus, this topic could work for a blog post, video content, guest post, e-book, email series, slide deck, webinar, instructographic, LinkedIn post, content upgrade, and even a case study!

Repurposing marketing content doesn’t mean copying and pasting your content into different formats. To do it right, you’ll need to think about how and where you’re going to share it and who will be viewing it.

You wouldn’t want to read your old blog posts word for word in a YouTube video. It’s too wordy, which makes it harder for your audience to follow along.

But your blog content could give you a solid foundation for a video. Use the same ideas but present them in a visually appealing way. Take a conversational tone, like you’re talking to your viewers directly. Videos also have features that blogs don’t, such as sound effects, background music, transitions, and more.

When repurposing written content into video content, make sure you familiarize yourself with the file sizes and constraints of the different social media networks. Check out all of the video sizes in our Ultimate Guide to Social Media Video Sizes blog.

This goes for any type of content repurposing. Figure out what makes each format unique and take advantage of those differences. 

Long-form content is among the easiest to repurpose since you can split it up into lots of smaller pieces of content. For example, if you’re making multi-part online courses, you can write a blog post about various parts of the course. Use those blogs to drive traffic to your course landing page!

Or, let’s say you have a long-form how-to guide that covers a topic in depth. You can break up chapters or sections into smaller videos, blog content, and social media posts.

The goal is to split up larger content pieces into bite-sized pieces. You’ll end up with an endless supply of content across all your channels, all without having to come up with new ideas. 

Think Outside Your Original Branded Content

Repurposing content doesn’t end with your own branded content. Marketers should look beyond their own content creation efforts and get help from user-generated content.

User-generated content (UGC) is content created by other people on your behalf. Unboxing videos, product reviews, testimonials, social media posts that tag your brand, and posts using your branded hashtags are all examples of UGC.

Reshare UGC on your social media channels. It gives the content new life while also getting it in front of a wider audience. It also allows you to build quick social proof. UGC shows how much other people care about your brand, giving you instant credibility.

You can also repurpose content in your guest post strategy. Think about the types of content you already have and can link to in a guest post. Use a topic you’ve already written about as a foundation for your guest post, then link back to your original work to support your new content. You’ll get in front of a new audience, plus you’ll have earned a backlink! 

You can more easily make repurposed content part of your normal workflow with the right content repurposing software and tools. Here are our top picks to help you reuse more of your quality content.

Read more on the best content marketing tools in this blog.

Not to brag, but Meltwater comes in handy when creating repurposed content. Use Meltwater's social listening features to find trending topics on social media and beyond. Compare your findings to content you’ve already created to see what your audience will be most interested in. Then, put your repurposing efforts to work to stay part of essential conversations.

Meltwater can help you identify your high-performing posts, too. This is a good indication that your audience is intrigued by your content. Knowing this, you can test new formats to share this same information in different ways.

You can also use Meltwater's Influencer Marketing Solution to publish your repurposed content across multiple social accounts. Once you create your repurposed content, upload it to Meltwater for social media publishing. Make custom edits for each channel and fine-tune your content to fit each format.

Framing your content into new formats usually requires adding or enhancing visual elements. Piktochart was built for this role.

Similar to Canva, Piktochart features ready-to-use templates that you can customize to your liking. Quickly copy and paste your blog post stats into an attractive one-sheeter. Turn your X (formerly known as Twitter) polls into visual images that are ideal for resharing. Or transform your listicles into eye-catching infographics.

Another purpose-built tool for content repurposing, Designrr does a lot of the heavy lifting for you. It can pull text-based content from a number of sources, such as a blog article or PDF. From there, you can choose a different content format and Designrr does most of the rest.

For example, you can choose the e-book option and easily add a cover page, page numbers, and images. Attractive visuals make your content instantly more shareable, which also helps you expand your reach.

Need some inspiration to help you build a content repurposing workflow? These examples show the potential for using repurposed content in your strategy:

Turn Your Blogs into Videos (and Vice Versa!)

Studies show that 80% of people would prefer to watch a video rather than read a blog post. But there are also plenty of people that enjoy reading blogs. Cater to both sides of the same coin by repurposing blog content in your videos, and vice versa.

At Meltwater, we practice what we preach. Above is an example of how we converted our blog on How To Be Successful With Instagram Marketing into a YouTube video. They each touch on the same topics but offer slightly different information in their respective formats. Plus, the YouTube video link is right there on the blog article page, making it easy to enjoy the content in whatever format you prefer.

Use Customer Testimonials for Social Media Posts

Repurposing social media content has never been easier if you have customer reviews and testimonials. Just grab some feedback, turn it into a nice visual, and post it on your channel as an organic post or paid ad.

Boxed did exactly this and repurposed the same testimonial as a static ad and an animated GIF on Facebook.

Blog content can go stale, especially if you include stats, figures, and examples in your posts. Eventually, those stats will change, which will require more up-to-date research. You can also usually find better or more relevant examples to illustrate your points.

Updating your blogs and reports is a great way to repurpose your ideas. It gives you new reasons to share them. Promote the updates via your email list or on social media. Then, create other types of content using those new stats and examples.

This is also a good opportunity to update your call-to-actions. Make sure your CTAs are actionable and directed toward your target audience. A well-designed CTA can help you improve your click-through rate and take more users to the next step.

Bottom line: You don’t need a dedicated content repurposing service to take advantage of reused content. With the right tools and a little imagination, you can get more from every piece of content you create!

Fill out the following form to speak to one of our reps about how to utilize social listening and media monitoring for your content repurposing strategy!

Repurposing Content: Definition, Software, Examples

Digital marketing has seen a huge shift to video in recent years, and YouTube has been a big part of it. YouTube is now considered the second largest search engine in the world, with more than one billion hours of content watched every day. It boasts more than 2.7 billion monthly active users, with the average U.S. user spending over 47 minutes a day on the platform. (Like these numbers? We have several more YouTube statistics in another blog). To put it another way, if you want to make a splash online, YouTube is the place to be – and YouTube SEO can help you get noticed.

Search engine optimization, or SEO, is the practice of optimizing your content to be found in search. Given that YouTube is considered a powerful search engine, it makes sense that you optimize your videos for SEO, too.

Here’s what you need to know about YouTube SEO, why it matters, and how you can optimize your YouTube channel for easy discovery.

What Is YouTube SEO and Why Is It Important?

Top Tips for Optimizing your Videos for Search

Tip: Download our Ultimate Guide to YouTube Marketing to learn more about building a YouTube strategy and learn more about search engine optimization in one of the best SEO podcasts out there.

YouTube video SEO refers to the process of making your videos search-friendly. Just like a blog post, web page, or other content marketing, you can optimize your video on-page content so that it appears in the right search results.

Similar to Google, YouTube uses several ranking factors to display your content. Among them are:

Video watch time (relative to video length)

Applying SEO best practices to your YouTube videos may not only help you rank well on YouTube, but also on Google. That’s because Google includes YouTube videos in its search results, depending on the topic.

For example, let’s say you’re searching for instructions on how to install a faucet. Here’s what Google SERPs show us:

Notice how the first FOUR results are videos, not web pages or blog posts!

That’s why YouTube SEO matters – it helps your video content get discovered in all the right places, even if the searcher isn’t on YouTube.

There’s the obvious benefit of ranking higher when you optimize videos on YouTube. But what exactly does SEO mean for your YouTube marketing strategy?

Let’s look at a few expected advantages:

Your audience can’t enjoy your content if they can’t find it. SEO for YouTube makes it easy for others to discover your how-tos and other video content. You can increase your reach and expose your brand to more people. It’s an essential part of growing your brand awareness, which has the potential to recruit new subscribers for life.

Content thrives on viewership. The more people that can find your content, the more views it will receive.

Video views give you instant social proof. It can mean the difference between high-quality and low-quality video content in the eye of the viewer. Views indicate that others have watched your content, which can encourage more views.

Plus, the more views and longer watch time you receive, the better you look to YouTube’s algorithms. YouTube wants to return the best results to its users, so increasing your video views can indicate you’re delivering content people want to watch.

As more people view your video content and discover your brand, you’ll naturally inherit more opportunities to drive organic website traffic. YouTube allows you to include links or other clickable content. Send viewers directly to your website from the video or its description – it’s free traffic!

Plus, it’s highly qualified traffic. Viewers already indicated they’re interested in what you have to say. Traffic from YouTube should be treated as red-hot leads because they’re interested in learning more from you.

If your competitors are using YouTube as part of their video marketing strategies, YouTube SEO becomes all the more important. You want your audience to find your videos before they find your competitors, right? SEO can help put your content front and center for relevant searches, just like on Google.

And, depending on the topic, your video content might rank higher on Google than your competitor’s blog post on the same topic. Going back to our faucet installation example, two videos from The Home Depot ranked first on Google, beating out a step-by-step blog post from Lowe’s further down in the search results.

The Meltwater Blog

How to Create a Successful Marketing Strategy in 2025

Repurposing Content: Definition, Software, Examples

YouTube SEO Tips: How to Optimize Your Videos for Search

What Is Meta Threads and How Can You Use It for Your Business?

The Most Innovative Social Media Content Ideas 2025

Top Australian (Instagram) Influencers [2025]

The Best PR Tools and Apps for PR Professionals

How Will Leading Agencies Use Meltwater In 2024?

The Best Birdeye Alternatives 2025

Understanding Sentiment Analysis: A Complete Guide

The Greatest Customer Experience (CX) Trends 2024

The Best eCommerce Podcasts to Listen to in 2025