Brands are learning now that to connect with consumers, they must publish content. Some are really pushing that concept and have become media powerhouses.
When brands band together, multidimensional stories emerge. Each brand needs to understand what it brings to the main story and to its more focused story. Strong partnerships create efficiencies. A brand gets more bang for the buck and garners a more engaged audience by letting consumers choose to see what they want to see behind the curtain.
Brands are great at selling product but sometimes fall short when telling stories that go beyond “advertorial” content.
Many brands have been creating content and have an arsenal on various social media platforms. Those brands should now be looking to evolve that content or the platforms on which it resides to maximize the investment and realize its potential.
As a first-time attendee of the International Home + Housewares Show in Chicago, I was immediately enthralled by the breadth of offering from inventive manufacturers looking to build diverse product offerings at retail.
In today’s marketing environment so much energy and enthusiasm is put behind Facebook, Twitter and of course YouTube. But we’ve happened on one video example that showcases the power of good-ole-fashioned e-mail forwarding that’s driving huge success.
This morning I happened on TubeRadio.fm. To be blunt, TubeRadio is awesome! Basically,TubeRadio uses YouTube to deliver music videos in an iTunes-like interface on your web browser. TubeRadio is an evolution in the delivery of music to your desktop, built by the team at Last.fm. TubeRadio calls itself “YouTube for music.” But is it?
What do you want to accomplish with your next microsite? Can you accomplish the same goals with lower risk by using an established channel first?
We had a great week of content that generated some wonderful discussions. Here are a couple of the most insightful comments from last week. We appreciate all those who participate on our content marketing posts and hope you’ll continue the dialogue.
If you’re building a new media channel today, you really need to focus on nurturing the kind of content you expect will make the channel successful. That’s exactly what Zach’s done and it works.
A free API and recent redesign have demonstrated a clearer focus on quality channel growth. Justin.tv has “leveled up” to the Adoption Phase of its Life Cycle. The Adoption phase is marked by a small upswing in a core group of early adopters coming to understand the value of the medium and providing relevant, frequent, high-quality content to a wider audience. It’s also usually when ‘internet celebrities’ for the platform or channel are discovered.
Consumers are curious, and their appetite for content is insatiable. Feed them more than just your most polished and practiced marketing communications. Pull back the curtain.
Whether you’re a social media agency or not, your company should be producing content that reflects your goals and supports your claims. Period.
To assume that Hulu has won as the channel of choice for online video distribution is very premature. Despite predictions of YouTube’s demise due to poor channel content growth and weak revenues, I am here to tell you that this is a long war that YouTube can win.
Great content works. I’ve also been trying to make the argument in my office that great content is inherently valuable. Meaning, that the content itself can be monetized. WillItBlend has done this. With the success of the early videos, BlendTec launched WillItBlend.com, a website dedicated to the Will It Blend videos.