For years I’ve been singing the gospel of “educational “ or instructional video around SMB marketing – and now Forbes has joined in the chorus. What I’ve been talking about, of course, is the use of content marketing as opposed to straight advertising. If you create content about your product / service and how it fits in with your viewer’s daily life / interests / hobbies – they’re far more likely to view your company as a trusted source of information than if you simply bombard them with coupons and specials. Clearly, this is the age of content marketing. At one point simply creating a 2-3 minute commercial for your business put you way ahead of the pack, but those days are behind us now. Content marketing demands you embrace an ongoing strategy of information creation that serves several purposes: creates the “trusted information source” image, helps drive SEO with enhanced visibility (especially on YouTube) and creates the potential for the viral / social sharing of information about your business. Not sold on video? When was the last time somebody passed you a whitepaper on Twitter or Facebook? Now think about the same scenario with video – I’ve been sent car commercials, beer commercials and a mountain of other subjects with the comment “Watch This!”, and if I know the person who sent it – I generally do.
I’ve even gone so far as to name this process (with tongue planted firmly in cheek) “The Circle of Internet Video Life” – here’s the video: http://youtu.be/kxhp4BdP9IA
So, in 2013 Forbes officially joins the group that sings the praises of online video content marketing here: http://www.forbes.com/sites/seanrosensteel/2013/01/28/why-online-video-is-vital-for-your-2013-content-marketing-objectives/?goback=%2Egde_146070_member_209280535 – of course, as with any online “expert”, the author of this piece is actually engaging in some rather clearly defined content marketing – as his service is one of the solutions he recommends. My only question is this – while I like reading articles as much as the next guy: where’s his video?
No comments:
Post a Comment