How to Increase YouTube Video Views in 3 Easy Steps

December 10, 2014

By Serena Ehrlich, Director of Social and Evolving Media, Business Wire

Earlier this month I attended a Digital Hollywood panel devoted to building audiences and awareness on YouTube.

This is a very common topic here in Los Angeles.  With film making, celebrities and the history of Hollywood permeating every corner of the city, we were the first region to truly embrace YouTube for what the platform could be – a way to entertain, educate, delight and shock audiences with amazing visual content.

So if this is a common topic, something Hollywood content creators and the marketers they work with should know inherently, why is it still on the Digital Hollywood agenda?  Because no matter how great your content is, it means nothing if your content is not seen.

Almost the entire panel discussion, fueled by questions from the audience, focused on how to generate views of the variety of videos being uploaded every single day.  There are hundreds of thousands of beautifully shot, high quality videos on YouTube that no one has ever seen. Why is that?  Because the concept of if you place it here, the audience will come is antiquated and completely misleading, even for producers creating content featuring famous celebrities.  The simple truth still stands, there is no such thing as great content, only seen content.

YouTube Image

So how do YouTube video stars get their visibility?  What makes one video go viral, while another video fails?  Just like every other marketing and communications program, video programs need to be supported with paid, earned, owned and shared marketing programming.

In this session, the three top ways to ensure views of your YouTube videos are:

  1. Create relevant content – This may seem obvious but there are still a huge number of marketers creating aspirational content, or content meant to activate new fans, versus content meant to create actual audiences. In reality, content should be made for every touch point in the customer journey, but if you are on a limited budget or time, focus on creating content for the most active of your prospects and customers.  Create content that these existing brand fans will enjoy and share with their friends and reap not only views of evangelism.
  2. Tag your content for search – When it comes to placing your content on YouTube, the description and keywords you use are just as important as the content itself. Utilize titles and descriptions to entice audiences to view your video.  Include relevant keywords and well as real-time keywords, and while you don’t want to use an incorrect headline, writing a compelling, interesting headline will increase views dramatically.
  3. Pay to promote your video – If you spent money to create content, you have to use money to promote it. Videos should be promoted via earned, paid, owned and through partnerships. Smart brands are increasing impact of their content by increasing potential audiences.
    1. Paid promotion: To promote your YouTube videos there are two successful kinds of paid promotion that you can do.  First, consider paid advertising across active social channels and via Google AdWords to help relevant audiences find you via search and social.  Secondly, issue a press release to alert media outlets, bloggers and more that your video or video channels exist.  Include a short summary of the types of content you include and, if possible, frequency of updates, to generate views
    2. Earned outreach: Don’t forget to alert your PR contacts of your new content marketing program.  Media outlets are always looking for visual content to accompany industry pieces; let them know your channel may contain the content relevant to their readers.
    3. Owned channels: You have to tell people about your video; how else will they know your program exists? Promote your new YouTube content on your website, social channels, email signatures and intranets to increase views and shares of your content.
    4. Initiate partnerships: The single fastest way to increase the views of your YouTube videos is to ask likeminded, more famous YouTube personalities to share it for you. Yes, this may require an exchange of money but it works.

Leading marketers know that video is one of the top tools in today’s marketing arsenal. Not only are desktop and mobile video consumption rates through the roof, the medium is so impactful that within seconds it can build, and deepen the relationships between a brand and its customer. But first you have to distribute it.

What other ways are you finding success in promoting video content?  Please let us know in the comments below.


How PR Pros Create News Content That Generates Action

November 28, 2014

“Think like a movie producer”

Every day, PR professionals utilize storytelling to engage key audiences. In this piece, Phil Dennison, senior marketing specialist at Business Wire, discusses the ways PR professionals can strengthen their storytelling prowess by thinking like a movie producer.

These tips include:

  • Build suspense and create anxiety
  • Foster aspirations
  • Drive empathy
  • Harness emotion

Learn more about implementing creative thinking by reading the entire piece here: https://www.linkedin.com/pulse/article/20140924163737-475352-think-like-a-movie-producer-create-content-that-spurs-inspiration?trk=prof-post


Case Study! Increase Sales by Using Press Release to Promote Branded Content

November 16, 2014

Many of our clients are using press releases to not only promote breaking company news, but also to promote breaking company content.  In this case study, we speak with Jerry Goldstein, VP of William Mills Agency, to discuss how they used one press release to promote a white paper with spectacular success.  Results include WSJ coverage, social sharing, inbound traffic, and downloads by the company’s top prospects.

Are you using press releases to promote your content?  If not, read this piece today.  It will change the way you think of content distribution.

http://www.prnewsonline.com/featured/2014/10/15/william-mills-agency-increases-awareness-and-b2b-sales-with-content-distribution/


Communications Week Recap: The Role of Paid, Earned and Owned in Public Relations

October 24, 2014

By Joe Curro, Media Relations Specialist, Business Wire

This past Monday, Business Wire’s New York team was proud to partner with Communications Week 2014 for our State of the Union: Living in Times of Media Disruption breakfast panel.  Attendees joined us at Thomson Reuters’ beautiful conference space overlooking Times Square to hear from an elite panel of communications professionals: Chanel Cathey (Director of Corporate Communications, Viacom), Ben Trounson (Director of North American Communications, Tata Consultancy Services), Jordan Fischler (SVP Technology and Digital Media, Allison+Partners), Nelson Freitas (Chief Strategy Officer, Wunderman), and our moderator, Steve Rubel (Chief Content Strategist, Edelman).

Panelist 1

(Panelists left to right: Chanel Cathey, Nelson Freitas, Jordan Fischler, Steve Rubel, Ben Trounson)

Built as an active and lively conversation between the participants, the event provided insight into a wide range of topics from the balance between owned, earned, and paid media, to navigating the opportunities and pitfalls of real-time communications, to the questions on the horizon that we’ll all be talking about in the coming months.

Here are a few of the insights that were shared:

Rethinking measurement?
The volume of available measurement data is overwhelming.  How do communications teams make good decisions based on the available data?  How do you decide what data is relevant?  The goal of your data collection should not be the quantity of information gathered, and decisions should not be made on numbers in a vacuum.  The data you collect may be the response to a question, but it’s not the end of the conversation.  Talk about your findings, use the data to inform how you interact with your influencers, and keep them engaged and giving their feedback.

Risks of paid content?
There is an eternal danger to relying on paid content – of damaging the trust you’ve established with your consumers – so how do brands make the most of this amplification option?  By always staying active in the communities that are discussing the brand.  Paid content, for all its dangers, allows for a greater degree of control.  The more control you have over your message, the more responsive you can be to anything unexpected.

Managing the flood of content?
Consumers are bombarded by a constant flow of content.  We have access to immeasurably more content than we’ll ever be able to consume.  So how do brands compete for valuable attention?  By being a curator of its own content, a brand can keep conversations on topic.  Engage with your audiences, and commit to creating original content of your own.

Real-time responses?
Perhaps one of the most terrifying prospects to communicators is the real-time fumble.  With great risk comes great reward, right?  But while the successes are some of the industry’s holy grails (Oreo in the dark, Arby’s and the hat, etc.), the failures can make anyone shy away from the very idea.  So what’s the answer?  Trust and an honest voice.  Traditional publications are competing with individual creators for the public’s attention, but your brand can empower its own creators with solid and responsible training, multiple voices participating, and open lines of communication between all parts of the team.

Panelist 2(Panelists left to right: Nelson Freitas, Jordan Fischler, Ben Trounson, Chanel Cathey, Steve Rubel)

As you can see from the above, the answers to the questions on communicators’ minds are increasingly interrelated – useful data leads to relevant content leads to managing your voice leads to learning from an engaged audience.  With the goal of activating and influencing audience behavior, this feedback loop supports an increasing trend towards more innovation and more connection between creators and consumers.

Ease of content creation, enhancements and new tools for targeted distribution are on the rise.  Available reaction times are falling, and smaller teams are being tasked with greater and greater responsibilities.  Each of our amazing panelists touched on solutions for the future.  The ultimate answer, as our Moderator Steve Rubel said, is making “constellations – not just putting stars in the sky, but connecting them.”  When all parts of the communications team are working together toward a clear goal, the combined whole is greater than the sum of its parts.

Panelist 3(Moderator, Steve Rubel, Chief Content Strategist, Edelman)

Photo credits: Ingrid Ramos/Triangle Below Canal


11 Things Marketers Should Know from the Mid-Atlantic Marketing Summit

October 8, 2014

By Serena Ehrlich, Director of Social and Evolving Media

Last month hundreds of marketers, communicators and social media experts met in Baltimore for the Mid-Atlantic Marketing Summit to discuss the latest trends in all aspects of marketing and best practices for increasing engagement, sales and ROI.

In this piece, we will look at the top 11 marketing predictions for 2015, including the rise of the social CMO, a movement away from real-time marketing to right time marketing and the increased importance of the online newsroom.

  1. The rise of the CSMO (chief social media officer): Social media has evolved from short form messaging communication tool to a program that directly affects every part of a business.  As the real-time customer engagement platform, data generated can directly impact the future of one’s organization.  This role will be a hybrid between creative and analysis.  Those social media teams focusing only on outbound communications, ignoring the data available will not succeed.
  1. Multimedia is here to stay: More and more studies are showing that multimedia is now considered a mandatory element when looking to increase the response rate of any communications program. In addition, we will see a huge increase in mobile video investment as mobile device penetration continues to skyrocket
  1. Paying to engage with your social audiences: As Facebook, Twitter and other platforms mature, their business models are moving quickly into revenue generation and profit.  Look for these platforms to continue to roll out paid opportunities such as geographic and demographic targeting to increase the ability for a brand to reach their brand fans.
  1. A refocus from real-time marketing to right time marketing: Thanks to the meme that the Oreo Superbowl ad was created on the spot and thus is real-time marketing (completely false by the way, the ad was created months in advance), there became a push in 2014 for brands to jump into real time marketing.  Instead thinking about “real-time” organizations in 2015 will move towards “right-time” which involves the use of data to determine how and when to distribute each piece of created content – from social updates to press releases – to maximize the result.
  1. The rise online newsroom: As it becomes harder to get media’s attention, more and more organizations are building branded newsrooms – or including within their existing newsroom a section for brand-created content.  This content allows brands to tell their story, utilizing their own voice.  However it is important to remember that the only good branded content is seen branded content, many of these organizations are not only setting budgets aside to build these newsrooms and create this content, they are putting budget aside to distribute the content as well via press releases, coverage amplification services and more.
  1. A breakdown of internal siloes: As more and more data is becomes available through various marketing channels, it is imperative that marketing work with more and more internal teams to improve processes, define customer expectations, provide stronger customer service, increase sales, build corporate reputation and more.
  1. A better understanding of the ROI of a communications program: Marketers are moving away from “last click” attribution to multi-touch point attribution, allows brands to track customers through their entire journey ensuring that every touch point along the way is credited.
  1. A big shift from content creation to content distribution: As content marketing becomes a staple for most marketing programs, more and more marketers are turning to paid tools including press releases and amplification tools to ensure their created content is seen content. After all, there is no reason to pay for content to be created, if you aren’t paying for it to be distributed.
  1. The growing importance of social customer service as more than 50% of customer service interactions begin on the computer, well before the customer has engaged the brand.
  1. Look to smart devices and wearables to change news consumption from tweets to bursts. How can you increase the impact of your news as you decrease the amount of space needed to tell it!
  1. Sharing corporate sustainability responsibility news will continue to increase in 2015 as more and more consumers are choosing to align with brands and organizations that reflect their own beliefs. Organizations of all sizes from Nike to Honest Teas have connected with customers and build entire brands by focusing and staying true to their CSR message.

This year’s speakers shared so many wonderful thoughts but it was these 11 that resonated with me the most.  Which of these surprises you?  Which does not?


CMW 2014 Recap: Andrew Davis on “How Brilliant Storytellers Create a Sudden Urge to Act”

September 26, 2014

By Katie Kennedy, Business Wire Cleveland

In his opening remarks, “How Brilliant Storytellers Create a Sudden Urge to Act,” Andrew Davis  kicked off day one of Content Andrew DavisMarketing World with an engaging keynote urging marketers to rethink the marketing funnel and focus on what he calls “moments of inspiration” or MOI.

What is a moment of inspiration? I’ll spare you the reenactment of his meatloaf example – which was hilarious –but in short, a moment of inspiration or MOI can be as simple thought which triggers a series of activities that at any point could lead you to a point of purchase.

So, rather than a traditional marketing funnel in which consumers start at awareness, go into a research phase and then take the action the marketer wants, Davis sees the consumer journey as a path defined as:

  1. a moment of inspiration
  2. a trigger
  3. an initial consideration set
  4. active evaluation
  5. moment of purchase

“Valuable content increases the demand for the products and services you sell,” said Davis. “If you want to own the consumer journey, create moments of inspiration.”

Davis sees this as the single biggest opportunity for content marketing and shared his secrets for creating these moments of inspiration via valuable content that inspires people to buy the ideas, products or services.

Four steps for creating content that inspires MOI:

  1. Build suspense
  2. Foster aspiration
  3. Dive empathy
  4. Harness emotion

To read more about Davis’ presentation, including additional tactics, we recommend reading this event summary:  http://bit.ly/BWatCMI2014

To learn how “MOI leads to ROI”  follow Davis on Twitter @TLPDrew or visit his website: http://www.akadrewdavis.com/


Survey says? Reporters want breaking company news and photos!

September 10, 2014

In this analysis of the 2014 Business Wire media survey, Ibrey Woodall, Business Wire’s VP of web services, takes a deeper look at the types of multimedia elements most preferred by today’s reporters.

bizwirepressreleaseprefs

Not only do we cover the 7 types of news reporters want to see in a press release, we discuss what supporting assets work the best. As we move into a more visual, interactive world, text-only press releases are becoming increasingly rare.  Reporters are using images to round out their story and if you are not providing one, your competitor may be.

bizwiremultimedia

Take a few minutes and read this CommPro.biz piece to learn which types of multimedia reporters need and why:  http://www.commpro.biz/public-relations/media-relations/media-favor-photographs-press-releases-2014-business-wire-survey-provides-journalist-feedback-todays-press-release/


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