Tag Archives: mediatrust

Search and Social Media Behavior is Changing

20 Jan

Search and Social Media Behavior is Changing

This video was originally posted over on MediaTrust’s Blog, but I thought it had some great information so I wanted to share it here as well.

As marketers we talk a lot about best practices and what we can be doing better – especially in areas of search and social media. Sometimes though, it’s not about what WE are doing, but more about what our CUSTOMERS are doing.

In this episode of Relevantly Speaking we’re taking a look at how users behavior is changing in how they use social media. The creation of personal content is actually down from a year ago. Instead, people seem to be using platforms like Twitter and Facebook to link to professionally produced content. How does that shift the way brands promote themselves?

Additionally, there is some interesting data about how users approach search. Does your average user understand the difference between natural and paid search? Will they click on one result over another? How does video factor into all of this?

If we can better understand how customers find and share information, we are arguably in a better position to enhance what we put out into the world so that it has a better chance of reaching the right audience.

What do you think? Has your use of search and social media changed in the last year? Does it change the way you approach your marketing efforts?

How NOT to Create Effective Video Content

19 Jan

How NOT to Create Effective Video Content

One of the things I get hired most often to do is help companies create compelling video content. I’ve done it for eBay, MediaTrust, RingRevenue, CureMeso.org and the Santa Barbara International Film Festival – to name a few.

There are a few basic rules I try to live by when approaching a video content strategy:

  • Shoot for the highest production value possible – steady well-lit video and clean audio
  • Stay on point – stick to the subject matter
  • Respect your audience’s time – edit videos to keep them short and concise

I ran across Robert Scoble’s latest ranting at CES and he didn’t abide by any of those basic principles above.

First off, if you’re going to make a 44 minute video, you better have something pretty damn compelling to talk about. Even a video that is professionally shot with great audio and lighting can get unbearable somewhere around the 15 minute mark. In this case we’re talking about an unedited shaky video shot with something on par with an iPhone camera. For almost 45 minutes he rolls camera and walks around the trade show floor having random conversations about CES. I was starting to feel sea sick about 4 minutes in.

Do you think that is compelling video?

Scoble is a brand-name in the technology space and he can get away with this. In fact, as I’m writing this, the video has received over 5400 views in 11 days. But just because he can do it, doesn’t mean he should. It seems lazy to me.

If you want to cover CES, break it down into clips that appeal to a niche audience. For example, in his piece Scoble talks about a Panasonic 3D HDTV and a new RIM tablet. Why not create separate segments for the Panasonic and the  tablet? You’ll not only get more content, but it will be more targeted to a specific audience. Plus, you’ll rank much higher in SERPS if you tag and optimize a video around individual subjects rather than throwing the entire digital kitchen sink in a single video.

It’s hard enough to lead someone to your site to find your video assets. Once they get there, reward them by offering compelling succinct content that respects their time and intelligence. Turning on your iPhone and letting it roll for 45 minutes while you walk a tradeshow floor is a bit insulting to me.

The Train is Leaving the Station

7 Jan

The Train is Leaving the Station

Over the last couple of years many of you have asked why I didn’t have my own blog – my own dedicated space to pontificate. After all, those that know me can tell you I have an opinion and a theory on nearly everything.

Well, there are several reasons. First, I’ve always had a few different outlets to share my thoughts. On a personal level, I’ve been talking politics, culture and entertainment news over at americancliche.net for the last five and a half years. On the professional side, I was the editor-in-chief of the MediaTrust Blog for three years and got to write whatever I wanted about online marketing, social media and the affiliate space. I even wrote a few columns for Adotas back in the day. With all those channels to express myself, I didn’t feel the need, or frankly have the time, to launch and promote my own marketing blog. I was so busy helping others develop and nurture their marketing efforts, I let my own personal brand take a back seat. You know the story about the cobblers kids not having shoes…

Lately though I’ve been getting an itch. I see so many companies taking the wrong approach in building their brand or acquiring customers. I just can’t sit on the sidelines anymore. I’ve made it my new year’s resolution to become part of the conversation again. For awhile I did write the occasional marketing post on American Cliche, but it didn’t feel like the right forum. So, with the help of my longtime partner, Brian Brodeur, I’ve setup a new blog dedicated to my views of online marketing.

My goal is to help companies start thinking differently about the way they approach marketing. What is the true value of social media? How can you turn traffic into customers? How can you use email in a smart and effective way? How can you create and share content that will be valuable to your audience? How can you turn a competitor’s disgruntled customer into a cheerleader for your business? I may not have all the answers to these questions, but I’ve got some ideas and I think we can start a fruitful dialogue that can help us better understand some of the new shifts in the marketing landscape.

So welcome aboard my marketing train. I hope you find the ride worthwhile.

Happy New Year.