Content Marketing: Tips & Tricks for using You Tube and LinkedIN

Scott McCafferty WTWH Media

• Media Landscape

• Rent to Own – Content Marketing

• 2 Take Easy Actionable Tips on YouTube

• 3 Ways to Make LinkedIN work for you

Overview

• Started in 2006 with 2 Basic Premises — Media has changed dramatically and continues to quickly evolve

— Marketers must show ROI for their marketing investments

WTWH Media

User in control: We must Provide information on

users terms

• 2015: 4 Print Titles & Over 40 Websites, Live Events, Digital Tools, Editions, Mobile Apps, Webinars, Podcasts & more

WTWH Media

Channel Revolution

Media Headlines & Influence

Media Headlines & Influence

Media Headlines & Influence

Media Headlines & Influence

Media Headlines & Influence

Media Headlines & Influence

Media Headlines & Influence

Media Headlines & Influence

• Media is fighting for share of clicks & conversations to

drive engagement with outlandish statements

• All activities lead to Content Marketing

Reality Check

Company Content Challenge: Do it yourself or ?

RENT

OWN

$

Balancing Act: Rent vs. Owned

RENT

OWN

$

Publisher / Social Media

Company Content / Channel

Google Influence: Cost of Organic vs Paid

RENT

OWN

$

Facebook Influence: Cost of Organic vs. Paid

RENT

OWN

$

Rent (Paid) Necessary for Amplification

Rent to Own Strategy

Audience Imperative

Jeffrery Rohrs

http://www.audiencepro.com/

Everyone's Goal: Increased Sales

Prospective Engineers / Buyers

Tools & Time

• Ecommerce • Marketing Automation • Email • Search • SEO • Video • Social • Resources • Whitepapers • ETC

Supplier

• Company / Technology Blog & Resources • Marketing Automation > CRM • Video Production & Editing • Whitepapers, Podcasts, Product Tutorials, Datasheets • People

— Content Directors — MA Program Managers — Engineering Participation — Online Tech Savvy

Owned Media

Decision Tree – Rent vs. Own

YouTube: Best Practices

-Optimize -Annotate

-Hub / Hero

YouTube is the #2 Search Engine

• So treat it like one… — More than 1 billion unique users visit YouTube each month — Over 6 billion hours of video are watched each month on

YouTube — 100 hours of video are uploaded to YouTube every minute — According to Nielsen, YouTube reaches more US adults

ages 18-34 than any cable network

YouTube is the #2 Search Engine

• Optimized Title • Optimized Description • Optimized Image Preview Thumbnail • Optimized Channel • Optimized Playlists

YouTube is the #2 Search Engine

Optimized: Good

Title People don’t search for company names, they will search based on problem, seeking solution or curiosity.

Description w/ Transcription Effective for search results

Playlist – Up Next Programmed Related

Optimized? No So Good

Title indicates very little about content.

Description indicates very little about content.

Optimized: Better

Optimized: Better

• Hub — Ongoing ‘How To’, Product Updates, Company Capabilities, Customer

Service — Always on ‘Pull’ Content, Aligned to User interests and Search

optimized • Hero

— Product Launch, Customer Case Studies, Show / Special Events — Large Scale Events or Important Product Launches

Video Content: 2 Key Types to Leverage

HUB

HERO HERO HERO

• Annotations are clickable text overlays on YouTube videos. Annotations are used to boost engagement, give more information, and aid in navigation. Be inventive!

• Producers are consistently finding new, creative uses for annotations.

YouTube Annotations

YouTube Annotations – Engaging Content

YouTube Annotations – Keep Audience Coming Back

YouTube Annotations • Strategy

— Use annotations on your videos to increase viewership, engagement, and subscribers.

• Why it Works

— Annotations are unique to YouTube. They can drive viewers to more content, increase community actions on your videos, and attract new subscribers.

• How to Do it

— Add relevant and helpful annotations to all your videos after upload. Use annotations on archive videos to direct traffic to new initiatives or content.

— https://support.google.com/youtube/answer/92710?hl=en — Google how to create annotations on YouTube

Linkedin

-picture -profile

-lead gen

• Best Use: (Besides Head Hunting) — Branding — Lead Generation Opportunity

Linkedin

• As Employees, work with them on similar company brand within Title and/or current job description.

• Update and be consistent with headshots

Linkedin: Standardize Employee Profiles

“but I LOVE this photo of me…

Linkedin: Standardize Employee Profiles

• Position Application Engineers as Industry Experts — In WTWH example, we worked with Editors as better

defined role of industry expert in X field.

Linkedin: Lead Gen Opportunity

• To Do: — Standard & Current Headshot — Headline Optimization — Optimized Summary — Use Pulse for ‘blog’ platform

• Summary of article + Link back to original content

— Have more than 2 recommendations but no more than 10

— Invite up to 100 people each day

Linkedin: Lead Gen Opportunity

Linkedin: Advanced Search

Connect: 100 Per Day

Limit

Export: Contacts for Lead

Development

• Multiple Users / Stakeholders for Company Brand & Traffic Driving

Linkedin: Pulse

Recap

RENT

OWN IT ALL

• All Owned Media? — You should demand more for your paid / rented media. — Rented media required based on organic audience reach

algorithm changes – Google Ads, FB ads — Cost to reach organically is often higher than paid — Content generation challenging and time intensive — Publishers place great value on audience

‒ Constant publisher reach and audience development will typically outpace any single company

Recap

• Do: — Company Blog – answer 52 questions — Company Content Generation – have a plan — Balance Paid vs. Owned Media – Audience doesn’t come

cheap — Optimize Your Rented Channels – don’t give up — Experiment with Rented / Social Channel Tools — Incorporate Marketing Automation Strategy — Results 18-24 months

Scottism Action Steps

Guideline #4: Final Slide / Contact

Scott McCafferty Managing Director WTWH Media Cleveland, OH 44103 888-543-2447 smccafferty@wtwhmedia.com