Sleeping Giant Media - Summer Series 5 of 6 - Digital Marketing Essentials
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The document discusses the significance of YouTube as a marketing platform, highlighting its potential in increasing brand awareness and engagement through video content. It provides insights on how brands can effectively establish themselves on YouTube, emphasizing the importance of a strategic approach, understanding the audience, and consistent content creation. Additionally, it outlines content writing basics and the importance of SEO in improving website visibility.
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Sleeping Giant Media - Summer Series 5 of 6 - Digital Marketing Essentials
- 1. -Using YouTube to aid your marketing -Content writing basics t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk
- 2. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 2 What is YouTube?
- 3. What is ? The basics t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 3 - 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
- 4. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 4
- 5. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm The myth… 5 - But isn’t YouTube just full of cat videos?
- 6. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 6 How can my brand benefit from being on YouTube?
- 7. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 7
- 8. Brand focus: Blendtec - You don’t need to have a high budget to make videos for YouTube… t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 8
- 9. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 9 So how do I get started?
- 10. 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! t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 10
- 11. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 11 Establishing your brand on YouTube
- 12. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 12
- 13. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 13
- 14. Brand focus: Dove t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 14
- 15. Establishing your brand on - !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? t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 15
- 16. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 16 YouTubers
- 17. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 17
- 18. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 18
- 19. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 19
- 20. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 20 Top tips
- 21. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 21
- 22. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 22
- 23. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 23 Content Writing Basics
- 24. What is content? t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 24
- 25. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 25
- 26. Written content -Text on your website describing your products and/or services -Regular news articles -How to guides -Blogs -Case studies -Client testimonials t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 26
- 27. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 27
- 28. 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. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 28 SERP
- 29. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 29 So, you know you need content but where do you start?
- 30. Know your audience t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 30
- 31. 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? t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 31
- 32. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 32
- 33. Know your brand t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 33 Virgin Atlantic Naked Wines
- 34. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 34
- 35. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 35 The writing process
- 37. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 37
- 38. 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 -Free t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 38
- 39. Keyword research -Google Autosuggest ! ! ! ! ! -ubersuggest.org t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 39
- 40. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 40
- 41. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 41
- 42. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Examples -Good SEO content -Not keyword stuffed -Reads naturally 42
- 43. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Examples -Bad SEO content -Not using language of audience - Turkey holidays? - Appeal to humans too! -Needs synonyms - e.g. holiday in Turkey 43
- 44. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm Blogs -Great way to show Google that your website has fresh, regular content -Encourage discussion and debate -Invite opinion -Not a direct sales tool 44
- 45. Title Text -Body Level One -Body Level Two - Body Level Three - Body Level Four - Body Level Five t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 45 Top tips for content writing
- 46. t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 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
- 47. t. 01303 240715 e. [email protected] 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 47
- 48. 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 t. 01303 240715 e. [email protected] w. www.sleepinggiantmedia.co.uk t. #gianttalks @sleepinggiantm 48
- 49. 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