Content marketing has solidified its place in the marketer’s arsenal, but getting maximum value from the channel requires comprehensive knowledge of the myriad options available when it comes to content. Sometimes it’s easy to forget that “content” doesn’t necessarily just mean “text;” but with a better, faster internet and better, faster mobile devices, consumers can access and interact with all kinds of content. Increasingly, that content is video.
And why not? They don’t call this generation of consumers the “YouTube Generation” for nothing. Viral video has become a major zeitgeist of today’s media culture, and nothing beats a clever, funny, powerful or, most importantly, shareable video for building awareness and engagement.
Take, for example, Kmart’s recent “Ship My Pants” video campaign, which garnered over two million views in a single month with its clever, slightly risqué dialogue, or Dove’s subtle, yet powerful and touching “Real Beauty Sketches” which was viewed over 53 million times in a month. Video can be a powerful marketing tool and you maybe surprised to learn that it’s not out of reach for any brand or business, regardless of budget.
While its true that the actual “content of your content” is important, not every brand has to spend tens of thousands of dollars to create a compelling video... Read more
Successful native ads will make audiences want to engage because the content relates to their interests, without being misleading or annoying. Achieving this balance is not always easy or successful, but it’s possible to attain when you go into it with an understanding of your goals, clear audience expectations, and a real distribution strategy.
We’ve all seen our fair share of websites where the publisher’s primary video player was a YouTube player, and it’s easy to understand why. YouTube is free, can be quickly embedded, and tracks audience views. Either you’re a publisher that doesn’t own any video content and you’re simply embedding videos from someone else’s channels, or you’re the producer who uploaded the video and you want a simple video solution for your own properties.