Content Marketing: Tips & Tricks for using You Tube and LinkedIN Scott McCafferty WTWH Media
Overview Media Landscape Rent to Own Content Marketing 2 Take Easy Actionable Tips on YouTube 3 Ways to Make LinkedIN work for you
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
WTWH Media 2015: 4 Print Titles & Over 40 Websites, Live Events, Digital Tools, Editions, Mobile Apps, Webinars, Podcasts & more
Channel Revolution
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Media Headlines & Influence
Reality Check Media is fighting for share of clicks & conversations to drive engagement with outlandish statements All activities lead to Content Marketing
Company Content Challenge: Do it yourself or? RENT OWN $
Balancing Act: Rent vs. Owned Publisher / Social Media Company Content / Channel OWN RENT $
Google Influence: Cost of Organic vs Paid OWN RENT $
Facebook Influence: Cost of Organic vs. Paid OWN RENT $
Rent (Paid) Necessary for Amplification
Rent to Own Strategy
Audience Imperative Jeffrery Rohrs http://www.audiencepro.com/
Everyone's Goal: Increased Sales Prospective Engineers / Buyers Tools & Time Ecommerce Marketing Automation Email Search SEO Video Social Resources Whitepapers ETC Supplier
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
Decision Tree Rent vs. Own
YouTube: Best Practices -Optimize -Annotate -Hub / Hero
YouTube is the #2 Search Engine
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 18-34 than any cable network
YouTube is the #2 Search Engine Optimized Title Optimized Description Optimized Image Preview Thumbnail Optimized Channel Optimized Playlists
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
Optimized? No So Good Title indicates very little about content. Description indicates very l ittle about content.
Optimized: Better
Optimized: Better
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
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.
YouTube Annotations Engaging Content
YouTube Annotations Keep Audience Coming Back
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. https://support.google.com/youtube/answer/92710?hl=en Google how to create annotations on YouTube
Linkedin -picture -profile -lead gen
Linkedin Best Use: (Besides Head Hunting) Branding Lead Generation Opportunity
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
Linkedin: Standardize Employee Profiles
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.
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
Linkedin: Advanced Search Connect: 100 Per Day Limit Export: Contacts for Lead Development
Linkedin: Pulse Multiple Users / Stakeholders for Company Brand & Traffic Driving
Recap RENT OWN IT ALL
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
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 18-24 months
Guideline #4: Final Slide / Contact Scott McCafferty Managing Director WTWH Media Cleveland, OH 44103 888-543-2447 smccafferty@wtwhmedia.com