sleeping giant media - summer series 5 of 6 - digital marketing essentials
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk
-Using YouTube to aid your marketing
-Content writing basics
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
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What is YouTube?
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is ?
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- Founded in 2005, YouTube is a video-sharing website founded by 3 former PayPal employees
- YouTube has been owned by Google since late 2006
- It allows users to upload, view and share videos
- Registered users can upload an unlimited number of videos
- Both registered and unregistered users can watch videos
The basics
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What is ?
What you may not know…- More than 1 billion unique visitors visit YouTube each month
- Over 6 billion hours of video are watched each month (almost an hour for every person on earth)
- 100 hours of video are uploaded to YouTube every minute
- YouTube reaches more US adults aged 18-34 than any cable TV network
- YouTube has now passed Facebook as the biggest social media website
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The myth…
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- But isn’t YouTube just full of cat videos?
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How can my brand benefit from being on YouTube?
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Brands and
- One of the main benefits of brands being on YouTube is that it increases brand awareness
- YouTube can also complement your brands social media and content marketing strategy
- In a world of ever-decreasing attention spans, people engage much more effectively with video content than written content
- People may already be talking about your brand on YouTube get involved with the conversation
- YouTube can benefit your SEO strategy - fresh and relevant content
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Brand focus: Blendtec
- You don’t need to have a high budget to make videos for YouTube…
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So how do I get started?
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Getting started on
- First things first, you need to set up your YouTube channel
- If you have a Google account, you use the same login for YouTube
- Sign into your YouTube account and select ‘Create a Channel’
- Check all of the details and then select OK
……. It’s that easy!
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Establishing your brand on YouTube
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Establishing your brand on
- To be truly successful on YouTube, you need a strategy
- If you create a video expecting it to go viral, you’re doing it wrong
- With your site’s blog strategy, you don’t create one great piece of content and spend the rest of the time creating average ‘space filler’ posts
- The same applies to YouTube - the brands that get it right are the ones that create multiple series of videos and consistently upload great quality content
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Establishing your brand on
- People visit YouTube to indulge their passions, whether that be cookery, fashion and beauty or gaming
- People do not visit YouTube to spend time with brands
- This is where many brands get their YouTube strategy wrong.
- People will be interested in how they can incorporate your product into their every day life
- If you’re a beauty brand, you could create tutorials on how to use your products
Add to the entertainment of YouTube. Don’t interrupt it
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Brand focus: Dove
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!- Know your audience - as part of your brands content strategy, you would have identified your target audience(s)
- How do they interact with YouTube? What videos do they watch? What do they talk about on social media?
- If your brand is already on YouTube, are your videos engaging your target audience? Utilise YouTube Analytics
- Know your competition - What are your competitors doing on YouTube? What videos are successful for them?
Establishing your brand on
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YouTubers
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- YouTube is full of content creators (YouTubers) who create videos on topics that they feel passionate about
- This can be anything from beauty videos to pranks
- Many of these YouTubers are modern-day celebrities - a recent study among 13-18 year old Americans revealed that the 5 most influential celebrities were all YouTubers
- Successful YouTubers regularly upload videos (at least once a week) and talk to their fans on YouTube, Twitter, Facebook etc
- YouTubers regularly collaborate on videos with other YouTubers - sharing their fan bases
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YouTubers
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YouTubers
- Name: Zoella
- Genre: Beauty, Fashion, Lifestyle
- Name: PewDiePie
- Genre: Gaming
- Subscribers: 5.5 million
- Total video views: Over 245 million
- Subscribers: 30 million
- Total video views: Over 5.7 billion
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How YouTubers can benefit brands
- Working with YouTubers gives brands access to large and relevant audiences
- If you want to target a large, younger audience in an organic way, partnering with a YouTuber who is relevant to your brands demographics is highly beneficial
- When YouTubers mention a product in their videos - many brands have reported a large increase in sales as a result
- YouTubers are authentic - unlike traditional celebrities, YouTubers are just like us
- YouTubers are savvy - they care about their fans and do not feature brands or products in their videos unless they truly believe in them
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Top tips
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!- Focus on engaging your viewers and turning them into subscribers
- Don’t get too caught up on views
- Keep it short and sweet - optimal video length is approx. 3 minutes
- Consistency is key - keep to a regular upload schedule so viewers know when to expect a video upload
- This also applies to your video branding - keep it consistent
- Be social - share your videos on social media and engage with your viewers
Top tips
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!- Use call to action messaging throughout your video
- Want viewers to subscribe? Tell them!
- Optimise your videos - titles, descriptions etc
- Be authentic - when you create videos that you don’t feel passionate about, it shows
- Be persistent - if your videos don’t attract thousands of views straight away, don’t give up!
- Be confident - you are the expert in your field, believe in what you are saying and your audience will too
Top tips
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Content Writing Basics
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What is content?
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
What is content?
- Content is basically everything on a website
- Text
- Images
- Video
- Every website contains content of sorts but it’s the type of content and how you use it that makes all the difference
- In this talk, we’ll be looking at written content (or copy) in particular
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Written content
- Text on your website describing your products and/or services
- Regular news articles
-How to guides
- Blogs
-Case studies
-Client testimonials
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Why content?
-Two main reasons
- People
- Engage your audience
- Answer their questions
- Convince them to buy your product or service
- Search engines
- Let Google (other search engines are available) know that your website exists, what it’s about and that it’s regularly updated with fresh content
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Why content?
-The content on your site is a major determining factor in where your website is found on the Google search engine result pages.
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SERP
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So, you know you need content but where do you start?
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Know your audience
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Know your audience
-Who is your target audience?
-Tailor your content for your audience
-Use the language of your audience
-Are colloquialisms okay?
-Formal or informal?
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Know your brand
-Your brand is reflected in the way you speak to people
-How you communicate affects how people feel about you as a company
-A unique tone of voice sets your brand apart from your competitors
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Know your brand
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Virgin Atlantic
Naked Wines
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Know your brand
- Document your tone of voice and brand guidelines
- Needs to be consistent across all channels
- Website
- Social media
- Direct and email marketing
- Particularly important if more than one person writing content/posting on social media
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The writing process
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Idea generation
-The first step in the content writing process is to come up with some ideas!
-Brainstorming sessions
-What questions would your customers have?
-What might stop them from buying?
-Keyword research
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Keyword research
-Aim is to find out what your customers are searching for
-Comes back to earlier point of using the language of your audience
-Google AdWords Keyword Planner
-Get suggestions with search volumes
-Designed for PPC
-Free38
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Keyword research
-Google Autosuggest
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-ubersuggest.org
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t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
SEO keywords
- You will want to include keywords in your content
- Helps Google to understand what your website and individual pages are about
- Helps Google know where to rank your website
- Keywords should be included in:
- Page title
- Meta description
- Within your content
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Writing SEO content
- SEO content is content that is optimised for search engine optimisation (SEO)
-All content should be optimised for both the search engines and your users
- Include keywords naturally in your written content
- Try not to cover too many topics on one page
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Examples
-Good SEO content
-Not keyword stuffed
- Reads naturally
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Examples
-Bad SEO content
-Not using language of audience
- Turkey holidays?
- Appeal to humans too!
-Needs synonyms
- e.g. holiday in Turkey
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Blogs
-Great way to show Google that your website has fresh, regular content
- Encourage discussion and debate
- Invite opinion
-Not a direct sales tool44
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Top tips for content writing
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Top tips - do
-Keep it simple
-Avoid jargon
-Don’t waffle
-Clear message
-Consider your layout
- People scan read online
-Use headings, bullet points, whitespace 46
t. 01303 240715 e. hello@sleepinggiantmedia.co.uk w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm
Top tips - do
- Ideal length of content?
- “Long enough”
- Will depend on your brand and what the content is about
- Test to see what works
- Call to action
-Don’t forget to tell your customers what you want them to do next
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Top tips - don’t
-Don’t copy content from elsewhere
-Copyright infringement
- Includes images
-Duplicate content issues
- Bad for SEO
-Don’t stuff your content with keywords
-Don’t forget about the people who are going to read your content
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Thanks for listening, any questions? !
Next event September 30th Strengths of digital marketing Integrating your online and offline marketing !This presentation will be sent out to attendees
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