The document provides guidance on creating educational YouTube series for PBS Digital Studios, including identifying a niche audience to target, choosing knowledgeable hosts passionate about the topic, crafting compelling titles and thumbnails to attract viewers, focusing on engaging the audience through comments and collaboration rather than solely increasing views, and using analytics to track watch time, retention, and community engagement rather than just total views.
We asked a superb selection of Socials and special guests to tell us what they want for Christmas for themselves as well as the advertising industry to help bring it into 2015 stronger
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
We asked a superb selection of Socials and special guests to tell us what they want for Christmas for themselves as well as the advertising industry to help bring it into 2015 stronger
This presentation includes science-based principles on how to attract an audience's attention, sustain it, and convert a presentation into memorable content.
Do you feel like you're running your own media company in addition to everything else
that's already on your plate? Blasting out e‐newsletters, Facebook posts, YouTube
videos... Learn how you can keep your digital content in check (and in demand) while
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We'll cover how to:
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Grow on YouTube in 2018: YouTube Content Strategy | PodFest KeynoteRoberto Blake
How to Grow on YouTube in 2018: Content Strategy. Ultimately if you want to grow a successful YouTube channel it's going to come down the content you are posting on YouTube. Understanding your target audience on YouTube and what represents quality content to them, while playing to your strengths is key.
Discover how to create a powerful promo video for your school. Find out how to come up with a creative concept, engage the right audience and deliver on budget.
Introducing the GSA program and opportunities for youth by Rahma Marref.
Session about Blogger and YouTube creator platforms, tips for content creators and audience attraction by Sara Si-moussi.
So you want to launch a podcast...
That’s what I thought to myself back in 2019 when I launched WPCoffeeTalk. I learned by doing. (Which means I learned by making a LOT of mistakes.)
Since then I’ve launched a few more podcasts, guested on even more, and co-host a few, too.
Launching a podcast is amazing, but there’s a lot you need to take into consideration, and a lot of questions to ask yourself when you get started.
Learn what to do (and what not to do) when you decide it’s time to start podcasting!
Do you agree that for most of us at some point in life, one of the biggest challenges was to overcome the fear of public speaking? However, on internet we can find many tips to overcome this fear such as be optimistic, be concise, practice and so on.
What's New In Social Media - Facebook Live Video at FABlog ConRivka Hodgkinson
Slides from Rivka Kawano's Presentation at the Food Allergy Bloggers Conference in Denver November 2016. Topic: Facebook Live Video and how to use it to build your brand.
Do you feel like you're running your own media company in addition to everything else
that's already on your plate? Blasting out e‐newsletters, Facebook posts, YouTube
videos... Learn how you can keep your digital content in check (and in demand) while
you juggle all of your other responsibilities.
We'll cover how to:
- Create an Editorial Schedule
- Tailor your Messaging by Digital Medium
- Recycle Content in the Archives
Grow on YouTube in 2018: YouTube Content Strategy | PodFest KeynoteRoberto Blake
How to Grow on YouTube in 2018: Content Strategy. Ultimately if you want to grow a successful YouTube channel it's going to come down the content you are posting on YouTube. Understanding your target audience on YouTube and what represents quality content to them, while playing to your strengths is key.
Discover how to create a powerful promo video for your school. Find out how to come up with a creative concept, engage the right audience and deliver on budget.
Introducing the GSA program and opportunities for youth by Rahma Marref.
Session about Blogger and YouTube creator platforms, tips for content creators and audience attraction by Sara Si-moussi.
So you want to launch a podcast...
That’s what I thought to myself back in 2019 when I launched WPCoffeeTalk. I learned by doing. (Which means I learned by making a LOT of mistakes.)
Since then I’ve launched a few more podcasts, guested on even more, and co-host a few, too.
Launching a podcast is amazing, but there’s a lot you need to take into consideration, and a lot of questions to ask yourself when you get started.
Learn what to do (and what not to do) when you decide it’s time to start podcasting!
Do you agree that for most of us at some point in life, one of the biggest challenges was to overcome the fear of public speaking? However, on internet we can find many tips to overcome this fear such as be optimistic, be concise, practice and so on.
What's New In Social Media - Facebook Live Video at FABlog ConRivka Hodgkinson
Slides from Rivka Kawano's Presentation at the Food Allergy Bloggers Conference in Denver November 2016. Topic: Facebook Live Video and how to use it to build your brand.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
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This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
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- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
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Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
3. PBS Digital Studios at a glance
● Our mission: Advance the legacy of
public media by developing digital-
first series across multiple platforms
● Network of 20+ series
● 20+ million subscribers on YouTube
● 60+ million monthly views
● 2 billion+ lifetime views on YouTube
● 70 percent of our viewers are
between the ages of 18-34
4. Programming Goals
● Multi-platform focus: Continue growth of YouTube
network while also expanding to other platforms and
mediums (OTT, IGTV, Facebook, podcasts, VR, etc.)
● Partner with PBS stations to create original, digital-
first series
5. ● 15-45 episodes annually
● 5-12 minutes long
● Typically hosted by subject matter experts
● Commitment to accuracy and nuance
● Formats:
○ Educational vlogs
○ Hosted explainers
○ Short-form documentaries
Typical PBSDS show
8. First thing’s First: Ask these Q’s
● What are the basic demographics of the audience
you’re hoping to reach? What are they into?
● Where do these people hang out online?
○ What social media platforms would they use?
○ What YouTube creators would they follow?
○ What communities do they already belong to?
● Have an existing audience? Survey them about what
kind of show they’d like to see!
9. Audience Targeting Statements
A specific statement that identifies who your
audience is and what they are into.
This is a show for comic book geeks, horror buffs and fans of Amazon Prime’s
Lore, monster movies and Stephen King. They loved the mythology unit in
elementary school. They may feel a special connection to Wednesday
Addams, Tim Burton and other ghoulish icons. They probably wear more
black than most.
10. ● Find a niche/audience that isn’t being served by a
video series
● Don’t be afraid to delve deep into a subject
● Get a host who knows what they’re talking about
Picking a series topic + host
11. A note on hosts
● The host is just as important as the
topic of the series
● Passionate and knowledgeable
about their subject matter
● Willing to engage on social media
● You want to hang out with them
● Representation matters: Work
with diverse hosts (especially if you
want to reach more diverse
audiences)
12. ● Be part of the conversation
○ Use the topics/things people love as hooks into
your show’s subject matter
○ Timely topics
○ Valuable/practical
● Choose topics that work best as a video
○ Don’t be a wikipedia article
Picking video topics
13.
14. ● Work with YouTube
creators with their
own followings
● “Frontload the
awesome”
● Make videos as long as
they need to be (but
no longer than that)
● Titles and thumbnails
are just as important
as the video itself
Lessons in video format/approach
15. ● Thumbnails (and then titles) the first
thing potential new viewers see
● Can make or break the performance of a
video on YouTube
● Helps you cut through the noise
○ 500 hours of video are uploaded to
YouTube EVERY MINUTE
● Increases views and watch time
○ 70% of all views on YouTube come
from the recommendation algorithm
Why great titles and thumbnails
are so important
16. What makes a good thumbnail?
● Work on all scales/mobile-friendly
● Compelling, can’t-help-but-click teaser that
highlights the best parts of your video
● Simple, high impact design that reinforces your
visual identity
● High contrast colors and vibrant images
● Thumbnail + title tell a story together
17. What makes a bad thumbnail?
● Busy, cluttered design
● Too much text
● Does not scale well
● Doesn’t convey what the video is about
● False advertising
○ Always deliver on the promise of the
thumbnail and title!
18. What makes a good title?
● Searchable/direct
○ Ex: How James Brown Invented Funk
● Use adjectives to heighten emotions
○ Manananggal: The Flying, Disembodied, Blood Sucking Nightmare
● Spark curiosity and lean into unexpected
questions
● Concise/most important info at the beginning
○ Mobile cuts off everything after 60 characters
19. What makes a bad title?
● Too long
○ You don’t need to
highlight EVERY part of
the video. Just the most
interesting angle!
● ALL CAPS (STOP SHOUTING)
● Sensationalizes/overpromises
● False Advertising - video
doesn’t deliver on the
promise of the title
22. How to engage with your
viewers
● Be audience-first: Listen to your viewers and incorporate
them into your show
● Collaborate with other channels and relevant
influencers to reach people outside of your usual audience
23. Have a conversation with your viewers
Don’t film a full season at once! See what your audience
responds to, produce a few episodes at a time, and iterate
Sesame Street and Daniel Tiger when you’re a kid / Masterpiece when you’re 50 or 60
The great news for science communicators working in social media is that viewers crave smart stuff.
ADAM:
Art Assignment lessons
More than 1 billion views of learning content on YouTube EVERY SINGLE DAY.
Adam
In your minds eye, think about what the typical viewer for your show might be? MOST importantly, think about what they’re into.
TV says you can’t go that deep into science. THIS IS WRONG. Typical episode of space time gets around 300-400k views, often much more
Typical viewer of SpaceTime: Dude in his 20s and 30s with physics coursework, but who didn’t pursue it as a career
Patreon success
Fun fact: Gouda and Gruyere are both perfect grilled cheese options, thanks to their pH and just the right amount of meltiness.
Adam
Dan - spark curiosity - OKAY. Including hook - the most interesting thing - tidbit, boil it down to a concept. Physics girl - faraday cages - dianna’s hook “can you call a cell phone in a microwave”
Keep kep info at beginning
Dan - all caps do not improve click through rates.
The addiction thumbnail is from an In a Nutshell video that DEFINITELY overpromised. The title was sensationalized, and the video itself proved to be inaccurate. They ended up changing the title to just “Addiction” and ultimately deleted it.
Dan
What happens when you don’t deliver on promise - drop off. Hurts the algorithm’s likelihood of recommendation
