When it comes to time to understand WatchMojo.com’s business strategy, it helps to break down what we do as Property + Network.
The property is nothing more than www.WatchMojo.com, which itself is in fact the Mojo Supreme network of blogs, top 10 lists, contests etc., which all serve to strengthen WatchMojo.com video arsenal.
The network, then is the sum of all of the places where we syndicate and distribute clips to.
Last week, I was asked how important the brand was, and I said “in the short term not much, especially not to users… maybe a bit to marketing agencies and distribution partners”.
Well, I still maintain that view, and in general always think that distribution is more important than destination… but part of that is because search engines still do a pretty crappy job of finding video online. That is why the video file sharing social networks have aggregated audiences because if you want to find videos, you can’t really do it via a simple Google search, so you’re better off searching for a video via YouTube.
But slowly but surely, search engines will get better. Today Google announced a small initiative that could actually prove to become quite big: Introducing Video Sitemaps.
As search engines become better and better at identifying videos on and around the Web, then the destination - and to some extent the brand - becomes more and more important.
This does not mean that one is really that much more important than the other, it simply means that any successful media company should adopt a strategy for its property and for its network, even though the time horizons that each strategy should be based on might be quite different.
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