Category Archives: Video

The Content Marketing Question You Must Answer

Content marketing strategy guess #1…fail.

Content marketing strategy guess #2…fail.

Content marketing strategy guess #3…

If you want to waste valuable time and resources while taking a shot in the dark at a content marketing plan, then by all means, keep guessing which strategy will work for your clients.

But, if you’d rather pinpoint exact goals and objectives and develop a sound strategy that you know will solve the business issues that need to be addressed, ask every new client the following question:

What keeps you awake at night?

Determine the answer to this one single question and you’ll be well on your way to developing a content marketing plan that delivers the right content,  to the right audiences, at the right time.

In the video below, Joe Pulizzi (@junta42), founder of Content Marketing Institute, serves up a series of excellent insights around building online relationships, developing sound social strategies and creating community. Thanks to Social Media Examiner for conducting the great interview.

For those looking to attend a great upcoming content marketing workshop, be sure to check out details around the 2nd Annual Content Marketing Retreat in Langley, WA on January 26 & 27.

A Glimpse Inside #OccupySeattle

We all know that great storytelling is an art form. It requires insightful, attention-grabbing creative, impeccable timing, strong human connection, and a key moment of revelation that brings the full narrative together. At other times, storytelling takes a more direct, news-driven approach that aims to accomplish one thing – make sense of a situation and distill down the most relevant or interesting points around a topic.

As any regular visitor to this blog knows, I’m a photography and storytelling fanatic. As such, I’m constantly looking for new subjects to shoot and creative avenues to extend my photog skills. Good friend Chris Sewell (@mydeadlyballoon)shares my passion for uncovering what we all see on the surface day in and day out. Chris also happens to be an audio buff with a knack for drawing anyone into an interview.

A few weeks back, Chris and I decided to gather our tools of the trade and head down to Westlake Center in Seattle to do a bit of content gathering around the Occupy Seattle activity. Admittedly, neither of us had done much homework at that point on the Occupy Wall Street movement. We decided that going in blind would actually be a better approach for our attempt to make sense of the ongoing protest.

Over the course of about three hours, we interviewed a LOT of people. Some made fair points but most could not seem to piece together a logical message (outside of what distilled down to wanting to feel a sense of community) about why they were present. As a communications pro, I was most confused by the fact that there was no central messaging pillar physically present at the protest location. For what has evolved as a decently well organized movement, I spent three hours attempting to piece together the main messaging behind the various signs, chanting and individual reasoning we witnessed. To be frank, I believe that the chief event organizers could have tripled the effect and impact of their efforts if they simply had a giant sign in the middle stating the movement’s three main messages/call to action (obviously, the movement’s demands are a bit more complicated but you get my pointwhy make it a challenge for the public/media to interpret?).

Alas, we took what we could and distilled it down to the video below to provide a brief glimpse into the gathering. Stay tuned, we’re planning for plenty more similar storytelling efforts of this nature down the line.

p.s. fellow storytelling fans may also enjoy checking out the Third Coast International Audio Festival.

It’s 2011 – Viral Videos Still Don’t Grow on Trees

Want to make a digital strategist bang his or her head against a wall for an hour (or two…or three) straight?

Ask them to make you a “viral video”…

We all know that starting with an end goal of creating a viral video is a lofty, typically unrealistic goal. I’ve tried hard to keep the word “viral” out of the vocabulary of any agency where I’ve worked. Is it to say that making a viral video isn’t possible? Absolutely not. Should it be something you sell in to clients? For your sake and sanity, I hope not.

Want to know what does work when you’re trying to gain groundswell video traction?

A solid plan of attack that focuses on the right creative content/call to action, targeted to the right audience and delivered at the right time. Put that combination together, activate the power of smart distribution and social syndication and you’ve taken solid steps towards building views and engagement.

Jennifer Anniston’s Smart water video is a great example – the brand turned the notion of a “viral video” on it’s head earlier this year by purposely creating a video that incorporates elements of other videos that have lit up millions of views on YouTube. Creative use of a celebrity that matches the brand’s target demographic positioned around a recent flood of bizarre YouTube sensations. Perfect.

Though there are certainly plenty of tips and learnings floating around about the best way to create a viral video, step one is to focus on what exactly you’re trying to achieve in the first place and to clearly identify the audience you’re hoping to engage. Get back to basics, remove the pressure of delivering “viral” results and allow the creative floodgates to churn up an idea that will resonate and have a solid shot at driving word of mouth.

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