content marketing: tips & tricks for using you tube and ... · — more than 1 billion unique...
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Content Marketing: Tips & Tricks for using You Tube and LinkedIN
Scott McCafferty WTWH Media
• Media Landscape
• Rent to Own – Content Marketing
• 2 Take Easy Actionable Tips on YouTube
• 3 Ways to Make LinkedIN work for you
Overview
• Started in 2006 with 2 Basic Premises — Media has changed dramatically and continues to quickly evolve
— Marketers must show ROI for their marketing investments
WTWH Media
User in control: We must Provide information on
users terms
• 2015: 4 Print Titles & Over 40 Websites, Live Events, Digital Tools, Editions, Mobile Apps, Webinars, Podcasts & more
WTWH Media
Channel Revolution
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
• Media is fighting for share of clicks & conversations to
drive engagement with outlandish statements
• All activities lead to Content Marketing
Reality Check
Company Content Challenge: Do it yourself or ?
RENT
OWN
$
Balancing Act: Rent vs. Owned
RENT
OWN
$
Publisher / Social Media
Company Content / Channel
Google Influence: Cost of Organic vs Paid
RENT
OWN
$
Facebook Influence: Cost of Organic vs. Paid
RENT
OWN
$
Rent (Paid) Necessary for Amplification
Rent to Own Strategy
Audience Imperative
Jeffrery Rohrs
http://www.audiencepro.com/
Everyone's Goal: Increased Sales
Prospective Engineers / Buyers
Tools & Time
• Ecommerce • Marketing Automation • Email • Search • SEO • Video • Social • Resources • Whitepapers • ETC
Supplier
• Company / Technology Blog & Resources • Marketing Automation > CRM • Video Production & Editing • Whitepapers, Podcasts, Product Tutorials, Datasheets • People
— Content Directors — MA Program Managers — Engineering Participation — Online Tech Savvy
Owned Media
Decision Tree – Rent vs. Own
YouTube: Best Practices
-Optimize -Annotate
-Hub / Hero
YouTube is the #2 Search Engine
• So treat it like one… — More than 1 billion unique users visit YouTube each month — Over 6 billion hours of video are watched each month on
YouTube — 100 hours of video are uploaded to YouTube every minute — According to Nielsen, YouTube reaches more US adults
ages 18-34 than any cable network
YouTube is the #2 Search Engine
• Optimized Title • Optimized Description • Optimized Image Preview Thumbnail • Optimized Channel • Optimized Playlists
YouTube is the #2 Search Engine
Optimized: Good
Title People don’t search for company names, they will search based on problem, seeking solution or curiosity.
Description w/ Transcription Effective for search results
Playlist – Up Next Programmed Related
Optimized? No So Good
Title indicates very little about content.
Description indicates very little about content.
Optimized: Better
Optimized: Better
• Hub — Ongoing ‘How To’, Product Updates, Company Capabilities, Customer
Service — Always on ‘Pull’ Content, Aligned to User interests and Search
optimized • Hero
— Product Launch, Customer Case Studies, Show / Special Events — Large Scale Events or Important Product Launches
Video Content: 2 Key Types to Leverage
HUB
HERO HERO HERO
• Annotations are clickable text overlays on YouTube videos. Annotations are used to boost engagement, give more information, and aid in navigation. Be inventive!
• Producers are consistently finding new, creative uses for annotations.
YouTube Annotations
YouTube Annotations – Engaging Content
YouTube Annotations – Keep Audience Coming Back
YouTube Annotations • Strategy
— Use annotations on your videos to increase viewership, engagement, and subscribers.
• Why it Works
— Annotations are unique to YouTube. They can drive viewers to more content, increase community actions on your videos, and attract new subscribers.
• How to Do it
— Add relevant and helpful annotations to all your videos after upload. Use annotations on archive videos to direct traffic to new initiatives or content.
— https://support.google.com/youtube/answer/92710?hl=en — Google how to create annotations on YouTube
-picture -profile
-lead gen
• Best Use: (Besides Head Hunting) — Branding — Lead Generation Opportunity
• As Employees, work with them on similar company brand within Title and/or current job description.
• Update and be consistent with headshots
Linkedin: Standardize Employee Profiles
“but I LOVE this photo of me…
Linkedin: Standardize Employee Profiles
• Position Application Engineers as Industry Experts — In WTWH example, we worked with Editors as better
defined role of industry expert in X field.
Linkedin: Lead Gen Opportunity
• To Do: — Standard & Current Headshot — Headline Optimization — Optimized Summary — Use Pulse for ‘blog’ platform
• Summary of article + Link back to original content
— Have more than 2 recommendations but no more than 10
— Invite up to 100 people each day
Linkedin: Lead Gen Opportunity
Linkedin: Advanced Search
Connect: 100 Per Day
Limit
Export: Contacts for Lead
Development
• Multiple Users / Stakeholders for Company Brand & Traffic Driving
Linkedin: Pulse
Recap
RENT
OWN IT ALL
• All Owned Media? — You should demand more for your paid / rented media. — Rented media required based on organic audience reach
algorithm changes – Google Ads, FB ads — Cost to reach organically is often higher than paid — Content generation challenging and time intensive — Publishers place great value on audience
‒ Constant publisher reach and audience development will typically outpace any single company
Recap
• Do: — Company Blog – answer 52 questions — Company Content Generation – have a plan — Balance Paid vs. Owned Media – Audience doesn’t come
cheap — Optimize Your Rented Channels – don’t give up — Experiment with Rented / Social Channel Tools — Incorporate Marketing Automation Strategy — Results 18-24 months
Scottism Action Steps
Guideline #4: Final Slide / Contact
Scott McCafferty Managing Director WTWH Media Cleveland, OH 44103 888-543-2447 [email protected]