Building Brand Affinity Through Long-Form Content
•
0 likes•14 views
This webinar covers how modern brands are truly built through advocacy, rather than awareness alone. There are simple and deliverable brand marketing tactics which will radically shake up your content strategy and ways to go global without busting the budget, while still making a resonating impact.
Recommended
Recommended
More Related Content
Similar to Building Brand Affinity Through Long-Form Content
Similar to Building Brand Affinity Through Long-Form Content (20)
Recently uploaded
Recently uploaded (20)
Building Brand Affinity Through Long-Form Content
- 2. Building a Brand is Hard and Expensive THE PROBLEM
- 3. Brand Marketing During Covid - 19 NO IN-PERSON CONFERENCES NO IN-STORE EXPERIENCES LESS OUTDOOR MEDIA EXPOSURE LIMITED PRESS OPPORTUNITIES MORE SOCIAL MEDIA COMPETITION NO SPORTING EVENTS OR CINEMA
- 5. “Let’s invest in a viral advertising campaign” CMO OF A SMALL BUSINESS
- 6. 25% PRODUCTION • Most Attractive Actors • Professional Crew • Best Cameras • Grading • Custom Musical Score 75% DISTRIBUTION • Every Available Channel • Every Available Targeting • Every Available Format 0% IDEATION • Creative agency do this for free as part of pitch
- 7. 25% PRODUCTION • Most Attractive Actors • Professional Crew • Best Cameras • Grading • Custom Musical Score 75% DISTRIBUTION • Every Available Channel • Every Available Targeting • Every Available Format 0% IDEATION • Creative agency do this for free as part of pitch
- 9. “Almost 300,000 Relevant Users Watched The Video”
- 11. MEDIA AGENCY ACCOUNT DIRECTOR: “We saw a +35% increase in brand ampli fi cation rate.” “This campaign had 14 more shares than the one we did last year.” TRANSLATION:
- 12. Going viral doesn’t necessarily grow your brand
- 13. The number of impressions is not the number of people impressed
- 14. Digital Advertising You only have a few seconds to stand out, and it’s very hard to create love at fi rst sight. Interrupting people may do more harm than good.
- 15. A Di ff erent Kind of Content Marketing SOLUTION ONE
- 16. Received wisdom has always been that shorter videos are better for marketing
- 17. 2017 $2M Ad Spend 43M Impressions
- 21. Budget: $10,000 Camera: Canon C300
- 22. Budget: $100,000 Camera: Arri Amira
- 26. Create a Show Brand A ffi nity Marketing
- 27. Short-form Advertorial Long-form Entertainment 1. Watch involuntarily 2. Quick to consume 3. Simple & easy to understand 1. Choose to watch 2. Requires signi fi cant time investment 3. In-depth & detailed
- 28. You have permission to tell great stories
- 29. Find Your Nerds Create the best thing on the internet for your most engaged customers
- 30. New Metrics to Measure SOLUTION TWO
- 31. Goal: 100,000 Engaged Views SOMEONE WATCHING MORE THAN 25% OF A VIDEO Actual: 31,000 Engaged Views SOMEONE WATCHING MORE THAN 25% OF A VIDEO
- 32. But…
- 33. Branded Search was up 11%
- 34. 1,170 posts 8,322 hours TIME SPENT WITH BLOG CONTENT IN 2018: 4 videos 8,500 hours TIME SPENT WATCHING OUR ORIGINAL SERIES IN 2018:
- 35. A 30 minute interaction with 3000 people did more for brand performance than a 3 second interaction with 43 million people
- 36. 84 ASSISTED CONVERSIONS 0 ASSISTED CONVERSIONS 15 ASSISTED CONVERSIONS 647 ENGAGED VIEWS 20,060 ENGAGED VIEWS 3,700 ENGAGED VIEWS 442 MINUTES SPENT 6,686 MINUTES SPENT 17,020 MINUTES SPENT “The Wistia Player" “How to Collaborate Remotely on a Video Shoot” "One, Ten, One Hundred” PRODUCT VIDEO SOCIAL MEDIA VIDEO BRAND MARKETING VIDEO
- 37. 84 ASSISTED CONVERSIONS 0 ASSISTED CONVERSIONS 15 ASSISTED CONVERSIONS 647 ENGAGED VIEWS 20,060 ENGAGED VIEWS 3,700 ENGAGED VIEWS 442 MINUTES SPENT 6,686 MINUTES SPENT 17,020 MINUTES SPENT “The Wistia Player" “How to Collaborate Remotely on a Video Shoot” "One, Ten, One Hundred” PRODUCT VIDEO SOCIAL MEDIA VIDEO BRAND MARKETING VIDEO
- 38. Measure resonance, not reach
- 39. Time Spent with Brand
- 40. Number of Fans
- 41. Aim for greater levels of permission, consumption and engagement from fewer people
- 42. A Fresh Approach to Distribution SOLUTION THREE
- 43. We’ve allowed Facebook and Google to own our brands
- 46. Market like a media company
- 47. Think about audience development, rather than content distribution.
- 50. An email address is worth far more than a Facebook like or a YouTube subscriber.
- 51. If you own the distribution channel, you own the audience data.
- 52. Your New Brand Marketing Strategy CREATE Long-Form Entertainment MEASURE Time Spent with Brand Number of Fans DISTRIBUTION Own Your Audience