TAG | Video Marketing
23
YouTube: The Mother of All PR Platforms
0 Comments | Posted by andy in PR, Video Marketing, Viral Marketing and Games
YouTube is the second most visited site in the world and as social media dominates the communications airwaves, PR people are turning to sites like YouTube to promote their companies.
As an online platform, YouTube provides a continuous presence 24 hours a day, 7 days a week and it’s completely free. It also offers the notion of a brand channel, which provides an appropriate structure and context for a company’s video.
There are many great online PR ideas that can take place on YouTube, but it has more credibility if it takes place in the perspective of a brand channel.
With a much wider demographic now choosing to gain their news/ information online, and with a large number of those people not having a long enough attention span to read an article or press release, YouTube is perfect as company’s can upload a short video with key messages about the company and all the audience has to do is watch it for a couple of minutes.
The types of videos uploaded by a company might include a video of a company president speaking about an important issue or an event that the company is involved in or perhaps a mini documentary of an ongoing project that involves the company.
When using YouTube as a public platform it is important to remember to tag and title the video appropriately in order for it to reach its intended audience and achieve the proposed purpose. It is a waste of time if a specified company video is floating randomly without a suitable venue.
YouTube videos are now even more accessible, even without looking directly on the site it is still possible to see videos linking to the search that has been typed into the Google search engine. The integration of YouTube clips alongside Google means there is another form of potential traffic heading towards the company website.
It is easy to link a YouTube brand channel to a company website and other social media sites that the company appears on; brand channels also have a bulletin section to accommodate company news. It is an incredibly successful PR communication tool that reaches worldwide.
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Published by SEO Prof Andy
23
Don’t Underestimate the Power of Viral marketing!
0 Comments | Posted by andy in Viral Marketing and Games
There have been a lot of news stories recently that have been commended for their viral marketing capacity. The ‘world’s best job’ competition, won by Briton Ben Southall, proved the power of advertising across a global forum, predominantly through social media.
This week saw another piece of clever self-promotion, with the news that a former model and personal trainer became a junk food addict, causing him to pile on 7 ½ stones in weight. Melbourne resident Paul James did this to better understand his larger clients unique needs; although in truth what he has done, very well, is promote himself and Doherty’s Gym, with news stations throughout the world covering the story.
Today came the revelation that the infamous ‘Three Wolf Moon T-Shirt’ had received a monumental sales boost primarily due to the hundreds of mocking reviews posted on Amazon. The subject of these posts have been circulating throughout the Internet, including blogs, social media and email, helping generate further publicity and increase interest in the product – even if it is a little tongue-in-cheek.
Despite an increase in sales by 2,300%, the makers are understandably far from happy with the amount of negative attention that their garment has garnered. In spite of this, the huge public awareness that viral marketing – whether deliberate, as in the case of the Queensland tourist board, or otherwise – can potentially deliver, is enough to make seasoned marketers sit up and take note.
Unfortunately you can’t usually pre-empt or organise a viral campaign, they just grow organically. Evidently though, extreme originality can be the key to success. This certainly highlights the need to be creative in the modern marketplace. People power will drive any business forward, but it’s up to us as marketing professionals to generate the momentum.
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23
Changing Media Landscape: The Rise of the Copywriter
0 Comments | Posted by andy in Copywriting
Every now and then the value of the written word is called into question. With the major technology-based epochal shifts that have occurred in the past few decades, it’s hardly surprising that each new medium is seen as the beginning of the end for copywriting.
When I say copywriting of course, I mean the long-standing form of the profession. Years before the computer came into existence, a time when the web was still something that spiders made; copywriting was a way of marketing services, products, or just your own ideas. Whilst keywords, embedded links and H2 headings weren’t a requirement for this form of printed copywriting, most of the conventions have been passed on to the world of SEO and online marketing.
Publishing, as we all know, is a costly business, therefore with fewer outlets, it goes without saying that opportunities to become a copywriter were limited prior to the online boom. Much of a copywriter’s time would be devoted to putting together strap lines and developing slogans; something that has very much carried over to today.
The term copywriter today is almost invariably linked with the Internet. With the proliferation of Internet websites, all of which require quality content through, the demand for SEO copywriting services has increased hugely. The techniques may have changed, but the ethos and the intention to create the best text possible to help a company sell their products and services certainly has not.
The idea that copywriting could once again be in decline has been stoked by the emergence of social media and, more accurately, video marketing. The Internet is definitely undergoing a change, there’s no hiding from that. Videos are becoming a far more popular way of personalising services and promoting your company. Social media is helping to fuel the viral video tidal wave, even search engines include them within their results these days.
The big question therefore regarding the future of copywriting is whether or not people can be bothered to read something when there may be a multimedia presentation on hand to do the same job? There’s no doubt in my mind that the demand for copy has plateaued. The huge growth in website numbers at the turn of the century meant that demand for writers was immense. As a result more moved online.
With a global recession in full swing even the biggest companies are making cutbacks, whilst some smaller online businesses have unfortunately capitulated entirely. All of which, in a supply and demand society, means that SEO copywriting could be deemed as surplus to requirements, a luxury if you will.
Internet technology is such that everything is slowly becoming automated. But there is, and will always be, a requirement for quality content. Whether it’s an innovative design, exciting concept or eloquently written copy, some old conventions still remain. If anything copywriting is returning to its traditions more.
Previously SEO copywriting was associated with something that was just about readable and had a keyword density of 10-20%. Now, the focus is firmly on quality. Aside from search engines clamping down on black hat techniques, the drive for higher standards has been borne out of increased competition and higher expectations of visitors. This isn’t something that is going to change any time soon.
The vast majority of people visiting your website day in and day out will take the time to read something whilst there. Ensuring that what they read immediately grabs attention and will encourage them to follow up with a purchase is the realm of the copywriter. Video marketing and social media are brilliant ways to get your name out there and generate the traffic, but they aren’t yet a standalone advertising platform.
Marketing is built around communication and language. The written word is as powerful today as it ever has been, whether online or off. Copy shapes a website; it helps boost your SEO, provides a narrative to help guide visitors through and will ultimately encourage visitors to use your services. An investment in copywriting is still one that is very much worth making, both for today and in the future.
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