What the “Digital Strategist” Role Means in 2013
It’s been fascinating to observe how the “digital strategist” role has evolved over the course of the past eight years. It’s been a journey and evolution to say the least and we’ve hit an interesting crux in marketing world. Shouldn’t everyone who works at an agency be a “digital strategist” that can tackle any facet of online marketing across any practice area or industry? Well yes, in some ideal world, that would be fantastic. But in reality, we’re far from it.
Does digital strategy touch nearly every facet of marketing communications? Absolutely. But just like media relations specialists, graphic designers or UX pros, digital strategy is structured upon a core set of skills, knowledge and personal passion. One does not become a digital strategist by just attending a few content marketing conferences or trainings. The role isn’t a simple checklist of skills you learn overnight and it’s rarely something that can be taught if the individual isn’t personally passionate about online marketing.
So then, what does it mean to be a digital strategist? Glad you asked.
My colleague Jon Yang, summed it up pretty well relative to agency world:
A digital strategist works with account teams and clients to identify business problems and define realistic goals and key performance indicators that, when paired with smart tactics and a solid understanding of the target audience, will result in empirical progress against the baseline – translation; ROI.
Clare McDermott adds insights on the broader relevant skills set in a recent Content Marketing Institute post:
Agencies used to be on the hunt for creatives. These days we hear agencies say they struggle to hire talented generalists. Lest you think that means someone who dabbles in many areas but masters none, think again. The new marketing generalist understands at a functional level multiple disciplines — including marketing technology, social, content strategy, corporate storytelling, and SEO. And they must be comfortable moving quickly, adapting, and taking risks.
Digital strategists are most effective when they apply their skills to a particular practice area or industry. Mastering digital health, specializing in B2B marketing, focusing on nonprofit marketing – it’s the deep industry and target audience knowledge that allows digital strategists to truly soar.
Ready for the real kicker? Great digital strategists aren’t just trendspotters, trainers or great plan writers. They are doers. They are folks that can conceive of an insightful and creative strategy, develop an amazing plan, sell in the plan and carry through with flawless management and execution of said strategy. These days, it’s not just the strategic vision but the tactical execution that is setting talent streams apart in the space. Vision is one thing. Vison + Execution is a completely different beast.
The truth of the matter is that good talent is hard to come by. We’re already witnessing the “digital strategist” title manifest in different ways as agencies adapt to changing communication trends and models. Those looking to make a mark are going to need to stand out from the crowd with proven ability as someone that can create the vision and get their hands dirty.
Go get ‘em.
Image courtesy of stefanerschwendner.
Ready to Learn the Essentials of Strategic Video Storytelling?
Two years ago, I had the opportunity to head up to Whidbey Island for the 2nd Annual Content Marketing Retreat. The event (launched and coordinated by my buddy Russell Sparkman) was a great success with plenty of fantastic guest speakers on a myriad of topics. After a year off, Russell is back at it again this year with the 3rd Annual Retreat next month focusing on the essential components of strategic video storytelling. It should be no surprise that video consumption is continuing to skyrocket and serve as a critical tool within any savvy content marketer’s toolbox.
I recently connected with Russell to ask a few top of mind questions around video’s role in the content marketing mix. Enjoy the discussion below and come on out to WA to join the Retreat if you can!
What’s the biggest challenge when it comes to properly budgeting video?
For the newly initiated, sticker shock is often the first challenge to overcome. The response is consistently “we can’t afford to do video.”
But that’s often because they’re taking a narrow, short-term view of the use of video.
It think it’s important that businesses today equate money spent on video as a capital investment that’s going to provide return on investment over an extended period of time, especially when it’s planned and applied strategically.
If a business (or non-profit) understands the long term value of many types of videos, then the process of arriving at a budget that fits the
project can begin.
When it comes to video, money buys the three-legged stool of Time, Creativity and Tools. The bigger the budget, the more time, the more creativity and the higher the production value of the tools that can be used. As budgets come down, you begin the process of making compromises on any one of the three legs of the stool.
As a budgeting framework, you can think of budgets in terms of “costs per finished minute.” Generally speaking, videos can range from $1000 per finished minute, up to $5000 per finished minute.
However, due to variables in time, creativity and tools, this means a one minute video could be as much as $5000, or a five minute could
be as little as $1000.
I’ve written a blog with more information about High Production Value vs. Low Production Value videos for the Content Marketing Institute, which can be seen here: How to Plan a Video Budget.
Are shoestring video budgets really possible?
As for whether or not shoestring video budgets are really possible, the answer is “yes,” as long as the decision to produce a shoestring
budget video is made based upon a strategic reason.
Knowing that a shoestring budget is all that’s available will force compromises in time, creativity and tools, or overall production
values.
So, as long as this is understood, and the final “on a shoestring budget” video strategically aligns with an audience type and audience
need, then videos can be produced on shoestring budgets.
Examples that come to mind are simple how-to videos about a product that may be taped by an employee, with a consumer-grade
video camera on a tripod, using an on-camera microphone, in an office and then edited in iMovie.
But, if your video requires scripts, narration, multiple cameras, a video/audio crew of more than one person, post processing in Final Cut Pro, with motion graphics, and so on, you begin to emerge from the shoestring budget category and into the realm of larger budgets.
Vine and the six-second video. Content marketing fad or tip of the spear for how brands will incorporate more short-form video into the mix?
Great question, and it’s one that gives me the opportunity to emphasize the role of content strategy first, before decisions about platform.
If your video requirement, based upon your content strategy, is to provide detailed information about a product, service or cause in order to get people to make a decision, then Vine is not the most likely candidate.
However, if the strategic imperative is to communicate something about a brand in a way that is offbeat and quirky, and is suited for delivery as a 6 second video, then Vine is the way to go. And it’s worth mentioning that the teen and young adult demographic is larger on Vine, which is another way to make a judgement about whether Vine’s the right approach, or not.
Comparatively, if you’re selling highly complex products in the B2B marketplace, Vine probably wouldn’t be the right approach for reaching a middle-aged purchasing manager.
You’ve planned to make a stellar video, great. What are three key strategic considerations marketers should consider around distributing and promoting this video?
My answer is based on the assumption that we’re talking about videos that are meant to inspire, inform and influence an audience to buy or support a particular product, service or cause.
If so, then we know that virtually everyone goes on a “buyer’s journey” through similar stages or phases of Awareness, Consideration and Decision.
The first decision then becomes about which stage the video is being produced. A video meant to generate Awareness of a product, service or cause may be very different from one created to help someone arrive at a Decision.
Secondly, based upon which phase of the buyer’s journey you want the video to reach a target audience member, you can then make strategic decisions about types of videos. Is the video going to be off-the-wall funny and creative in an attempt to capture attention, generate shares and likes, etc., or is it going to be deliberately didactic because it’s instruction about how to do something?
The answers to these questions influences everything from budget to production values, to size of production teams, and more.
Thirdly, you can make distribution decisions about platforms. Awareness generating videos might have their best home on YouTube, due to size of audience, discoverability through search, etc. However, a video that is part of a step-by-step instruction might be better served on a platform such as Brainshark.
What’s the best brand video you’ve seen in the past year?
Hands down, Chipotle’s Back to the Start.
Whenever a brand makes a statement about a value that’s more than just selling their product is a great starting point, in my opinion (as long as they strive to authentically live that value). So, I appreciate what Chipotle’s done here, from that point of view.
Additionally, I appreciate this video because of its character development, skill in storytelling, beautiful and compelling animation and choice of music (Willie Nelson singing Coldplay’s The Scientist).
Is it effective?
Here’s a great case study (in video, of course) about the Chipotle video, and the successes they’ve had with it:
What are 3 great resources you recommend following for video marketing insights?
ReelSEO
http://www.reelseo.com/
A very comprehensive website devoted 100% to online video marketing.
Content Marketing Institute
http://www.contentmarketinginstitute.com
Most comprehensive info on content marketing, of which video is a major component.
Get Seen: Online Video Secrets To Building Your Business
By Steve Garfield
The most comprehensive book on the topic so far.
http://www.amazon.com/Get-Seen-Secrets-Building-Business/dp/0470525460
4 Tips for College Grads Targeting Digital Marketing Jobs
‘Tis the season for resume revamping, mass emailing and hoping and praying for your post-college digital marketing dream gig. Right??
Wrong.
The world of PR and marketing is prime for solid young digital guns and now is the time (read: you’re behind the curve if you haven’t started) to get a jump on your colleagues as you polish up on your interview skills, network like hell and prepare to land your first full-time gig. Here are a few tips to help you land a desired position in digital marketing:
1. Gut Check the Industry
Fact – PR/Marketing is transforming by the day. You can choose to ignore it or you can choose to adapt. I’d recommend the latter if you hope to last longer than a year. Ultimately, this means that there are a plethora of new roles and career paths to explore at agencies and companies alike. As brands continue to transform into publishing outlets, the need for digital marketing specialists is exploding. Managing editors, content strategists, videographers, graphic designers, copywriters, web developers, UX pros, SEO/SEM gurus, community managers, project managers…it’s an open space with a lot of opportunity. Assess your existing skills and your passions and sink your teeth in to an area you love.
2. Recheck Your Resume & Online Presence
Just do it. I know you think your resume and template cover letter (argh…don’t you dare) is perfect. It’s not. I promise.
And yes, you better have a polished LinkedIn profile, strong professional social media presence and a personal blog or website before heading down an aggressive networking route. Also, Google yourself. Often. Understand how others are perceiving the 3-second snapshot version of you.
3. Stop Praying, Start Chasing
Dear Scott,
I’m about to graduate and think I would like to work in digital marketing in Seattle. Know of any agencies that are good?
Do not write the line above to anyone. Ever. It’s 2013. There are more online resources for job seeking and networking than most can handle. Start with an advanced LinkedIn search (possibly worth an upgrade to be able to access profiles and message the people you’ll need to reach) and begin networking like a mad man. Get offline and seek out events, conferences and meet ups. Take as many people as you can out to coffee for informational interviews and to gather insider knowledge along with additional connection leads. Don’t stop connecting.
4. Go All In
Landing a job you love is rarely a haphazard miracle. Rather, it’s often a stepping stone process whereby you’ll come to land a great gig by first working your way through a variety of related jobs to gather the proper skills and experience. Be bold and tackle every job you have as if it is in fact your dream job. Hard work and drive paired with a constant itch for more learning will take you a long way in this industry.
Need a few more tips to help you along the way? Check out this solid Mashable post.
Go get ‘em.
Image courtesy of kylesteed.
