Content Marketing: Tips & Tricks for using You Tube and LinkedIN. Scott McCafferty WTWH Media

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1 Content Marketing: Tips & Tricks for using You Tube and LinkedIN Scott McCafferty WTWH Media

2 Overview Media Landscape Rent to Own Content Marketing 2 Take Easy Actionable Tips on YouTube 3 Ways to Make LinkedIN work for you

3 WTWH Media Started in 2006 with 2 Basic Premises Media has changed dramatically and continues to quickly evolve Marketers must show ROI for their marketing investments User in control: We must Provide information on users terms

4 WTWH Media 2015: 4 Print Titles & Over 40 Websites, Live Events, Digital Tools, Editions, Mobile Apps, Webinars, Podcasts & more

5 Channel Revolution

6 Media Headlines & Influence

7 Media Headlines & Influence

8 Media Headlines & Influence

9 Media Headlines & Influence

10 Media Headlines & Influence

11 Media Headlines & Influence

12 Media Headlines & Influence

13 Media Headlines & Influence

14 Reality Check Media is fighting for share of clicks & conversations to drive engagement with outlandish statements All activities lead to Content Marketing

15 Company Content Challenge: Do it yourself or? RENT OWN $

16 Balancing Act: Rent vs. Owned Publisher / Social Media Company Content / Channel OWN RENT $

17 Google Influence: Cost of Organic vs Paid OWN RENT $

18 Facebook Influence: Cost of Organic vs. Paid OWN RENT $

19 Rent (Paid) Necessary for Amplification

20 Rent to Own Strategy

21 Audience Imperative Jeffrery Rohrs

22 Everyone's Goal: Increased Sales Prospective Engineers / Buyers Tools & Time Ecommerce Marketing Automation Search SEO Video Social Resources Whitepapers ETC Supplier

23 Owned Media Company / Technology Blog & Resources Marketing Automation > CRM Video Production & Editing Whitepapers, Podcasts, Product Tutorials, Datasheets People Content Directors MA Program Managers Engineering Participation Online Tech Savvy

24 Decision Tree Rent vs. Own

25 YouTube: Best Practices -Optimize -Annotate -Hub / Hero

26 YouTube is the #2 Search Engine

27 YouTube is the #2 Search Engine So treat it like one More than 1 billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube 100 hours of video are uploaded to YouTube every minute According to Nielsen, YouTube reaches more US adults ages than any cable network

28 YouTube is the #2 Search Engine Optimized Title Optimized Description Optimized Image Preview Thumbnail Optimized Channel Optimized Playlists

29 Optimized: Good Playlist Up Next Programmed Related Title People don t search for company names, they will search based on problem, seeking solution or curiosity. Description w/ Transcription Effective for search results

30 Optimized? No So Good Title indicates very little about content. Description indicates very l ittle about content.

31 Optimized: Better

32 Optimized: Better

33 Video Content: 2 Key Types to Leverage Hub Ongoing How To, Product Updates, Company Capabilities, Customer Service Always on Pull Content, Aligned to User interests and Search optimized Hero Product Launch, Customer Case Studies, Show / Special Events Large Scale Events or Important Product Launches HERO HERO HERO HUB

34 YouTube Annotations Annotations are clickable text overlays on YouTube videos. Annotations are used to boost engagement, give more information, and aid in navigation. Be inventive! Producers are consistently finding new, creative uses for annotations.

35 YouTube Annotations Engaging Content

36 YouTube Annotations Keep Audience Coming Back

37 YouTube Annotations Strategy Use annotations on your videos to increase viewership, engagement, and subscribers. Why it Works Annotations are unique to YouTube. They can drive viewers to more content, increase community actions on your videos, and attract new subscribers. How to Do it Add relevant and helpful annotations to all your videos after upload. Use annotations on archive videos to direct traffic to new initiatives or content. Google how to create annotations on YouTube

38 Linkedin -picture -profile -lead gen

39 Linkedin Best Use: (Besides Head Hunting) Branding Lead Generation Opportunity

40 Linkedin: Standardize Employee Profiles As Employees, work with them on similar company brand within Title and/or current job description. Update and be consistent with headshots but I LOVE this photo of me

41 Linkedin: Standardize Employee Profiles

42 Linkedin: Lead Gen Opportunity Position Application Engineers as Industry Experts In WTWH example, we worked with Editors as better defined role of industry expert in X field.

43 Linkedin: Lead Gen Opportunity To Do: Standard & Current Headshot Headline Optimization Optimized Summary Use Pulse for blog platform Summary of article + Link back to original content Have more than 2 recommendations but no more than 10 Invite up to 100 people each day

44 Linkedin: Advanced Search Connect: 100 Per Day Limit Export: Contacts for Lead Development

45 Linkedin: Pulse Multiple Users / Stakeholders for Company Brand & Traffic Driving

46 Recap RENT OWN IT ALL

47 Recap All Owned Media? You should demand more for your paid / rented media. Rented media required based on organic audience reach algorithm changes Google Ads, FB ads Cost to reach organically is often higher than paid Content generation challenging and time intensive Publishers place great value on audience Constant publisher reach and audience development will typically outpace any single company

48 Scottism Action Steps Do: Company Blog answer 52 questions Company Content Generation have a plan Balance Paid vs. Owned Media Audience doesn t come cheap Optimize Your Rented Channels don t give up Experiment with Rented / Social Channel Tools Incorporate Marketing Automation Strategy Results months

49 Guideline #4: Final Slide / Contact Scott McCafferty Managing Director WTWH Media Cleveland, OH smccafferty@wtwhmedia.com