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.

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

‘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.

I was immediately met with a “user experience” rep from the store who was quick to talk me through the buying process. First, download the Hointer app. Second, scan the jeans and pick the sizes you want to try on. Third, go to your fitting room and decide if any of your picks work. He then disappeared.

Wait, huh?

I was initially a bit confused as questions popped into my head. You want me to sit here and take precious time to download your app to pick sizes instead of just asking someone? What if I want some cute girl sales rep to affirm or deny my gut pick on style? What if you don’t have my size but you may have it buried in the back somewhere? I have only technology to make this process happen?? This was going to be a tough sell for someone who appreciates the personal touch.

I put my defensive instincts aside and went with the flow. It took all of ten seconds to download the app before I was bouncing around the store scanning various styles and sizes to try on. When I was ready to hit the fitting room, a prompt directed me to a select room where all my jeans were in a bin ready to go. I was immediately convinced that they had world-class sprinters behind the walls making this happen.

My pick was made and in a flash I was swiping my credit card to complete the transaction. The receipt went direct to my app and I was on my way.

In the end, the process did feel a bit impersonal, but was it efficient? Absolutely. Having battled crowded stores and long lines in Chicago and New York, I can quickly see where this model and approach is setting a new standard for a smart mobile-first approach to increasing efficiency in our lives. For those in Seattle, I highly recommend dropping by to give the store a shot. For others, don’t be surprised when you start seeing this shopping experience pop up at some of your favorite retail stores.

So…

And here’s a great example of a brand doing it right…

684,478 Facebook shares. 571 new websites created. Over 100,000 tweets. 3,600 new Instagram photos. 347 new blog posts on WordPress. All taking place within a minute each day.

For brands, the challenge of the past has been focused on quantity. Who is going to write the posts to sustain the company blog? Who is going to generate content for your social channels?

Times have changed. Brands are on board with the importance of content marketing and its critical role in brand building as well as lead generation. And while quantity will always play a role in content marketing (namely to properly test and iterate), the ultimate focus for brands today needs to be on generating quality content.

Last month, Velocity Partners created an excellent presentation called “Crap. The Content Marketing Deluge.” While the team framed this up for B2B companies, the learnings are applicable across all companies and orgs that are investing in content marketing.

A highlight in the deck is a slide that breaks down what exactly it means to be a Great Content Brand. Print this out. Pin it to your team members’ walls. Stare it every time you get ready to draft a strategy, plan a blog post series, craft a Facebook status update or create any single piece of content. As the deck author notes, you know when you’re being lazy and creating “O.K” content. Don’t be lazy. Don’t create crap content.

Thirty second commercials, 140-character tweets, two line status updates – our society has a penchant for content delivered in short-form. Does it mean that we’re well on our way to the death of long-form content? Far from it. But it does demand that communicators across brands and media outlets alike ensure that when choosing long over short-form content, we must take precaution and plan carefully. Long-form content commands attention from a certain type of audience that is patient and detail-oriented. Likewise, fans of long-form content are big on engagement. They will read, share, comment and serve as critical channels through which your content will travel.

There is no denying that the demands of exceptional long-form content are great. There is often a good deal of editorial guidance and associated production that serves to make a longer content piece shareworthy. Before you race off to plan an epic video that you “know your audience will love” or write a blog post that crests over 1,000 words, consider the following three key requirements for successful long-form content:

1. Make Your Content An Experience.

When the New York Times published “Snow Fall – The Avalanche at Tunnel Creek,” the social world lit up based on the interactive experience put together by the team. This tragic story had already been well documented by Outside Magazine and other outlets. Nonetheless, the NYT took a different angle and created an enriched experience that makes a reader feel as though they are slopeside with the group. My favorite example to date of long-form, interactive content done right.

2.  Pull the Emotional String from the Beginning.

One of my favorite videos from last year was Caine’s Arcade. From the get go, you’re pulled into the storyline by Caine’s enthusiasm and passion for life. An emotional hook has always been an essential component of good storytelling, but it’s an absolute necessity when trying to hold attention longer than average.

3. Know When to Draw the Line.

The constant threat of long-form content is ensuring that you have a powerful storyline that can carry through the entire way. This is no small feat. The other week, I was directed to check out a new video by Stumptown Coffee Roasters.

At the forefront, the video seemed great. I’m a huge fan of Stumptown and all that they stand for but the effort falls short in my mind. By the two minute mark, the video feels as though it should be wrapping up as an internal perspectives spot that heightens customer trust and brand authenticity. Instead, the video carries on for another 6:41. The production is beautiful and the sheer length naturally parallels the level of patience and detail that exceptional coffee roasting demands, but the storyline never quite evolves. To hold attention over 2, 3, 4….8 minutes…it better be a storyline that keeps a viewer locked.

Conclusion

You know your target audience best but ultimately, taking an agile approach to testing, analyzing and iterating your content approach will be a core driver of setting your brand up for success. If you think you have a great story angle, make sure you’ve fully assessed the competition and are telling your story in a unique way. Starting small to gauge reaction and test short-form content that will later piece together the longer storyline may ultimately help to ensure you’re maximizing invested time and resources.

The key to successful content marketing boils down to building long-term trust with your audience. In order for a brand to successfully build trust, it must work to align with the different needs, interests and wants of its target audience and serve a relevant purpose in daily life.

Naturally, brands constantly face the challenge of striking the sweet spot between brand messaging and delivering an authentic experience through content that truly appeals to their audience’s interests. This was top of mind last week as I watched Casey Neistat‘s latest video for the Nike+Fuelband:

Now, I have a lot of respect for Casey. I think he’s a great filmaker and storyteller. I thought his first video in this series was brilliant:

It feels real. It feels a bit rebellious. It feels Nike without saying Nike over and over. It feels authentic.

I must admit that I sense less authenticity in Casey’s second video, Do More. I don’t want to, but I do. Is it the excessive product placement? The repeated storyline from the first video? I can’t quite put my finger on it. It’s certainly a well produced video and is far better than watching a product demo, but I was left yearning for the spark of inspiration and an unforced storyline that served as the foundation for Make It Count.

I sense that the brand stepped in a bit more with a request for stronger product integration in this go around. Does it matter? The advantage that Nike has is that they are one of the world’s leading brands with plenty of established audience trust. This video will surely rack up a lot of views and engagement out of sheer solid production and is likely to prompt some purchases of the Fuelband.

What’s your take on this new Do More video? Too much branding or is it plenty authentic and a smart extension on a proven formula? Is this setting the standard for how all products should be introduced through a branded content approach?

A snapshot of the goodness in action. Be sure to check out Chris’ Twitter stream for more.

A couple opens a coffee shop to discover it’s easier being married than it is business partners in “Grounds For Divorce” #badmoviepitches

— Chris Sewell (@mydeadlyballoon) September 25, 2012

An elderly woman is jailed when police discover her “spice garden” is in fact marijuana in “Doing Hard Thyme” #badmoviepitches

— Chris Sewell (@mydeadlyballoon) September 25, 2012

A retired NFL quarterback decides to give love one final shot after 3 failed marriages in “4th and Long” #badmoviepitches

— Chris Sewell (@mydeadlyballoon) September 25, 2012

Two divorced 40-somethings, paired at random in a doubles tennis tournament, find chemistry off the court in “40-Love” #badmoviepitches — Chris Sewell (@mydeadlyballoon) September 26, 2012

A Nantucket boy befriends a talking crustacean that imparts wisdom w/ stories of his troubled sea life in “Lobster Tales” #badmoviepitches — Chris Sewell (@mydeadlyballoon) September 27, 2012

A minor league baseball player struggles with depression and winds up homeless in “Low and Outside” #badmoviepitches

— Chris Sewell (@mydeadlyballoon) October 4, 2012

You’re at a crossroads after a year of implementing your content marketing strategy. The monthly reports are okay but certainly not great (at least in your client’s eyes). Engagement is up and down across the board and lead generation just isn’t making a dent. Time to reconsider this whole content marketing thing, huh? Wrong.

As we quickly slide into 2013, its the perfect time to step back from your daily content planning and community management to do a gut check on your overall content marketing strategy.

If your strategy isn’t turning out as successful as you’d hoped, chances are that the core essence of your strategy has been off from the beginning – clear definition and understanding of your target audience.

Time to dig up those analytics across the board and properly assess where you are having the most success and challenge engaging with your audience. Are you driving engagement on the channels you anticipated or is there a surprising community that has emerged? May be time to refresh your planning and determine if a new channel needs to be explored. On a more fundamental level, are you truly solving the challenges or fulfilling the desires and cravings of your target audience?

So, where does one begin to ensure that they are nailing their target audience? Our trusty friends at HubSpot have done a fantastic roadmap with the resources below. Get on it!

Hubspot – How to Build Better Buyer Personas to Drive Killer Content

Hubspot – 11 Savvy Ways to Use Buyer Personas to Strengthen Your Marketing

Hubspot – PPT Template – The Marketer’s Guide to Creating Buyer Personas

Have an additional great resource that you’ve used to build out target personas? Be sure to add a link below.

Image courtesy of Tom Magliery.