sleeping giant media - summer series 5 of 6 - digital marketing essentials

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-Using YouTube to aid your marketing

-Content writing basics

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t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm

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What is YouTube?











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











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?











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











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?











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











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












- 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











Brand focus: Dove











!- 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?













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YouTubers











- 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











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











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











!- 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











!- 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











What is content?

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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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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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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?











Know your audience

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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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Know your brand

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Virgin Atlantic

Naked Wines











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











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











Keyword research

-Google Autosuggest

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-ubersuggest.org

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http://ubersuggest.org


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











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











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

sleeping giant media - summer series 5 of 6 - digital marketing essentials

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