branding

How Brands Get Videos All Wrong

I'll be honest. Creating great videos isn't rocket science. 

It's easy. It just takes some planning. 

Over the years, I've noticed two (2) big mistakes when it comes to creating videos as part of your content marketing strategy.

1. Too Long

If a few seconds into the video you're already thinking, "dang, how long is this?" then it's probably too long. People have short attention spans. Be considerate. Be focused. Tell or show the audience what you want to do and get out. We're big believers in short and sweet. Now, this doesn't mean you can't have longer vids. I've done two-minute videos before that felt like 30 seconds. It's all about what you're talking about and how you're talking about it. 

2. Heavy Handed Branding

Just recently I was doing some research for a client. Their competition is a large, publicly traded company. Well, they have a content marketing strategy, and the subject matter was great. However, their product popped up behind every interview, every shot and almost every frame. 

It was ridiculous. 

If you're focusing on a story. Make it about the story. Wrap up the spot with your logo. People. know what they're watching and they know it's from you, so don't trip over yourself. 

Just be you, talk to your audience, tell them a story and you're good.

 

 

Who Really Uses Audience Personas

We do. 

And if you want to nail down your audiences, you need to put faces to them and start to build a profile. It's a habit we've come familiar with and something we believe in.

Once we sign on with a client, we dig in deep to understand the brand. By doing that, we start to see the audiences. The picture gets clearer for us. To take it further, we give ourselves a vivid and honest of account of each audience. 

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So, what are some things you might like to know? Well, what do they eat for breakfast? What do they wear to workout in? Do they eat cereal for breakfast? How do they like their coffee? What are their internet habits? Do they prefer American cars? What are their goals?

All these things and more are important. It gives us insight into who these people really are. And once we know this, we know what they're looking at, listening to, reading, watching, liking and so on.

The more in-depth, the better. I'm not telling you to spend a week on one person, but give it some thought. Understand, deeply, who your audience really is. Once you do, content marketing becomes a whole lot easier. You begin to understand what they want.

It's not magic, but it takes some listening and learning. 

 

What Mom Never Told You About Content Consistency

There's this word that keeps popping up in content marketing. It's called (drum roll) ... consistency. 

Your mom told you all about moderation. Everything in moderation. Well, consistency rings true in a lot of different avenues. And especially with content marketing. Bet your mom didn't tell you that one.

Ok, so, dumb question: how much is the right consistency? Are we to be consistently consistent?

Consistency comes down to the channel. Some require more than others. So, let's take a look.

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Consistency Is Expected - blog posts, newsletters, social media and podcasts. These are items that your audience is expecting to see with great frequency.

Consistency Not Required - videos, white paper, ebooks, webinars and infographics. We don't want to overwhelm our audience with these things, but they're not to drop in when/where appropriate. 

Consistency Not Critical - events, games, guests. These are nice to have. Give your content marketing some variety. Again, not super important, but good to have in there every so often.

So, are you doing this right? There's not secret ratio when it comes to content marketing, but there are some common sense markers. The above markers are just the start. Play around with what works for you and go from there. Of course, it all comes down to what your audience needs and/or is looking for.