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.


7 things Every PR professional Must Know About Pinterest

December 8, 2014

Everywhere you look everyone is talking about Pinterest. And why not! Not only does the site have huge audience numbers, the engagement and inbound traffic rates are through the roof.  And yet, many PR professionals are unsure of how to maximize this platform to increase visibility, shares and coverage of company news.

Click here to read Alexander Solm’s  7 things about Pinterest you need to know.  We would love to have your thoughts on this piece; do you use Pinterest to promote your news and coverage yet?


The future of PR: Adding Interactive Assets to Press Releases

December 5, 2014

Last month, Serena Ehrlich, Business Wire’s director of social and evolving media, authored a piece outlining the importance of increasing user engagement for increasing the effectiveness of press releases, and how to accomplish that. As more and more content continues to flood the internet, marketers who take a different approach to employing assets are seeing a much higher overall return on investment when it comes to interest in their press releases.

In 2015, look for PR professionals and reporters alike to begin using interactive assets to round out coverage. With more than 65% of the world professing to be kinetic learners, text only press releases and flat images no longer keep the reader’s attention.

To learn more about the rising increase of interactive assets in press releases, how to do it and why, click here:  http://www.commpro.biz/public-relations/time-get-serious-creating-effective-press-releases/

 


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/


The Future of Content Marketing – Interactive Content

September 8, 2014

Are you responsible for your organizations’s communications program? For explaining new company initiatives to media outlets, influencers and other key constituents? Are you looking for new ways to increase your coverage, to build better fans and to increase social conversations about your news?  Then why are you issuing plain text press releases?

Press releases jump start awareness, generate coverage, initiate conversations and more.  Whether your release is text only, or includes images and graphics, you are starting a conversation, the difference is how many impactful conversations you are generating.

bizwiremultimedia

In a recent article for CommPro.biz, Serena Ehrlich, our director of social and evolving media breaks down the latest in content and news distribution, the embeddable asset widget called the Capsule.  This single asset, shared and embedded by media outlets via a single link, provides readers on-demand access to the videos, photos, PDF forms and more they want, all while reading your coverage.

Learn how easy it is to utilize this product today:  http://www.commpro.biz/public-relations/hyperspotted-content-embeddable-widgets-meet-future-content-distribution/


Updating Your Earnings Release: How to Maximise the Readability of Earnings Press Releases

August 12, 2014

By Hannah Kelly, Editor, Business Wire Paris

With the earnings period once again upon us, investor and public relations professionals are coming together to publish what is often considered the most important release of the quarter: the earnings release.

Quarterly earnings releases are a reflection of the financial health of an organization and are most frequently read by the financial community, shareholders, customers and employees.

Earnings releases, which must succinctly showcase this extremely important information, are often a cause of stress and anxiety, particularly in terms of readability.  Today the average news consumer reads only around 20% of provided text, leaving today’s communicators asking how they can optimize the impact of their press releases.

  1. Write your company name in the headline
    Including your company name in your press release headline is the quickest and easiest way to associate your company with its earnings release, and yet it is overlooked time and time again. Furthermore, the inclusion of the company name often leads to a higher SEO ranking – ideal for your annual results!earnings
  2. Ensure the most important information is at the top of your release
    Readers spend 80% of their time reading information found above the fold[1] , so this is where your most important information should be. An operating highlights summary in the form of a bulleted list, positioned just after the first sentence of the release, can greatly improve adoption and understanding of your news.
  3. Include financial tables in your release

    The importance of including complete financial tables within your press release cannot be stressed enough. Financial tables serve as a visual, simplifying wordy paragraphs and allowing quick and relatable comprehension of a company’s situation. In addition, many analysts utilize models to predict company health. Financial tables provide all the detail needed to update these models. And of course, don’t forget to include the reporting currency.

  4. Quote a company executive
    Ideally, the quote accompanying your earnings release will be provided by the company’s CEO[2]. A comment, no matter how long or short, goes a long way toward the personalization of your company and presentation of your key message. This comment can provide a justification, explanation oract as a written pat on the back. Either way, a comment from an executive provides true context of the quarter’s financials – particularly useful given that a large majority of readers of this release will be your shareholders.
  5. Subtitle your sections
    Earnings releases are notoriously difficult to read and comprehend, making subheadings the perfect solution. Included just below the press release headline, sub heads should indicate the type of information to follow, allowing the reader to easily navigate the different categories of information.
  6. Group together similar information
    When possible, similar content should be written consecutively, or as close together in the release as possible. This keeps repetition to a limit, and again, allows the reader to navigate your release more easily.
  7. Be succinct
    There is an unavoidable need to include certain information, for regulatory reasons, but this doesn’t mean that your whole release should follow a lengthy, wordy pattern. Be as concise as you can be[3], but take care to include all the necessary information.
  8. Keep historical information towards the end of the release
    Readers look for the most current and important information first. This goes back to readers spending most of their time above the fold. Historical information, although useful, is not the most relevant in these types of releases. If it is essential – for example, year-on-year comparisons – this ideally should be included within the financial tables or near the end of the press release, below the fold.
  9. Enhance your earnings release with multimediaAce Hardware
    The fastest way to increase effectiveness of news consumption is to include additional visual content. An infographic of your financials, such as the one created and distributed by Ace Hardware, is an easy way to represent your quarterly results.  Or use  video from your CEO or division head, like ARC Resources’ Myron’s Minute, to explain, in plain language, the story behind the data.
  10. Use numbered footnotes – and group them together!
    There is nothing worse than having to match up symbols, and to guess where they are inside the release. A nice, neat, numbered footnote list, found at the very bottom of the release, makes everyone’s life easier. In addition, consider hyperlinking to footnoted information to provide easy access when needed.

The combination of these techniques will improve your earnings release’s readability and ensure that the most important information is found and read by the majority of desired readers. In addition to increased comprehension of your financials by your core audience, you may just get more coverage as your target reporters and shareholders find it easier to digest the news.

How to Write a Compelling Earnings Release

With regard to the information that should be included in terms of structure and content, companies will inevitably vary in the type of information provided, but should try to keep to consistent and complete information in plain English. Here are a few helpful guidelines[4]:

Structure:

  • The date of release and city and state of headquarters should be at the beginning of the release
  • The most important news should be summarised in the first paragraph
  • Subheadings should be used to further clarify and highlight important corporate developments
  • The last paragraph should include a business description, with the company’s complete name, ticker symbol and equity market
  • Media contact information and a website address should always appear at the end of the release

sample_snr_ENContent:

  • Changes in disclosure from quarter to quarter, or year to year, should be specified and explained (sales, revenues, net income, diluted earnings per share and percentage change for each section)
  • Observations should be made only between comparable periods – for example, it is better to compare a third quarter of year N to the third quarter of year N-1, rather than year N’s second quarter
  • Key value drivers and other important line items should be clearly noted
  • Charges/gains/losses should be included if they contribute to the results, and it is advisable to explain how and why they have had an effect (eg. extraordinary gains, losses, equity losses and accounting changes)
  • A consistent format should be used throughout the press release (this is particularly important when reconciling GAAP and non-GAAP financial measures)
  • It is prudent to mention key events and changes, such as government practices and changes to the Board of Directors, plus any steps being taken to address these changes
  • Information on gross profit and margin (plus percentage change), cash flow, share repurchase activity and other measures of performance (capital expenditures, R&D expense and nonfinancial measures) should be included where appropriate
  • Provide forward-looking insights when possible, for the next quarter and/or year, and how the previous forecast has measured up to the current results

Financial statements should always be labeled as audited or unaudited, and can include: complete income statement (with current and year-ago quarter numbers, current year-to-date and year-ago year-to-date comparable period numbers, outstanding shares – both fully diluted and basic), balance sheet (current quarter numbers and end of prior-year numbers), plus cash flow tables, current quarter numbers and year-to-date.

Interested in learning more about increasing the impact of your financial press releases?  Let us know! With more than 50 years of news distribution experience, we have quite a few tips and tricks to share.

[1] http://www.nngroup.com/articles/scrolling-and-attention/

[2] http://www.whitecase.com/files/Publication/60516433-ff3f-444c-8e7d-a5cdcdc84c82/Presentation/PublicationAttachment/be3b92fd-aa2d-45f2-8c4b-ae6486778b0b/article_Earnings_Releases_and_Earnings_Calls.pdf

[3] http://irwebreport.com/20020513/preparing-earnings-releases-for-the-web/

[4] Standards of Practice for Investor Relations, Earnings Release Content (NIRI, page 7)


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