The Long and Short of it: How Long and Short Form Content Can Add Value

•

0 likes•61 views

"The Long and Short of it: How Long and Short Form Content Can Add Value" presented by Chris Jeffares at Mumbrella's Travel Marketing Summit

We travel to the most beautiful, scariest
& spectacular places.
We bring back the loot.
A bounty of ﬁlm, photos & stories.
We Are Pirates.
Werner Herzog, Film Maker

How I got here …
SNOW-SAFARI, MOUNT HOTHAM

THE POWER OF TIME.
LONG THINKING.
LONG CREATIVITY.
LONGEVITY.

Red Bull Media House
■ Now Red Bull Destinations

SOURCE: 3rd Age of Eﬀectiveness, Cannes 2023 - Les Binet, Tom Roach, Grace Kite
3RD AGE OF EFFECTIVENESS

CREATIVE IS STILL THE SUPERCHARGER (AS EVER).

SOURCE: CREATIVE WORKS, GOOGLE/YOUTUBE - 2023
FINDING THE SWEET SPOT.

114B
MIN/DAY
YOUTUBE
86B
MIN/DAY
STREAMING

IF ADS ARE GETTING SHORTER?
IS CONTENT GETTING SHORTER?

“As long as possible.
As long as you can keep
someone engaged.”
VICTORIA BERTHINUSSEN
HEAD OF CREATIVE WORKS AUNZ, GOOGLE

ADAM MOSSERI , HEAD OF INSTAGRAM, 26 SEPT 2022 (322 DAYS AGO)
4X
REELS
15s to 60s
6X
STORIES
15s to 60s to 90s

‘Longest ever word - 190,000 Characters’
Length - 1:54hr
34m views
Counting to 100,000
Originally took 40 hours (24 hrs)
28m views
116M
SUBSCRIBERS
100M GAVE AWAY ISLAND
19B
BILLION
VIEWS

COMBINATION OF ALONE
X SURVIVOR X THE BLOCK
18:05
MINUTES
46M
VIEWS
IN ONE DAY - NOW 84M

BRANDS ARE GOING LONG TOO
(Travel & Tourism SHOULD be the best)

4:00
MINUTES
AVG WATCH TIME
32M
UNIQUES
VIEWERS
30%
TV SCREENS
DEVICE
SOURCE: TOURISM AUSTRALIA, YOUTUBE - 2023

DEC 26, 2019
IT EVEN WON A LOGIE!
TWO MOVIES & A TV SPECIAL

“Mark, if I can just correct you …”
SUSAN COGHILL
CMO, TOURISM AUSTRALIA

877x
INDUSTRY AVG
TRAVEL & LEISURE
36M
VIEWS
AND COUNTING
8
CREATORS
33.9M FOLLOWERS

SOURCE: Visit Victoria, Hall & Partners, 2023
TRACKING. BY SEGMENT. OVER TIME.
18-34
55+

STORIES BEFORE SECONDS
(Rise of the Content Enterprise)

RED BULL MEDIA HOUSE
GIVING WINGS TO PEOPLE & IDEAS

THE POWER OF TIME.
LONG THINKING.
LONG CREATIVITY.
LONGEVITY.
SAFARI, LORD HOWE ISLAND, NSW

STORIES BEFORE SECONDS.
SAFARI, NOOK ON THE HILL, VIC

A NEW ERA IN
CREATIVITY.
POWERED BY EXPERIENCE BRANDS.
AMPLIFIED BY TRAVELLERS & PEOPLE MEDIA.
INSPIRED BY GENERATIVE AI (NOT REPLACED).
UNLOCKING THE POWER OF EMOTIONS.
TIME FLIES. BE A PILOT.
SCUBA-SAFARI, MT GAMBIER, SA

In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines. Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Demandbase

Recently uploaded

How to Use AI to Write a High-Quality Article that Ranks

minatamang0021

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Demandbase

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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.

Digital Marketing Trends - Experts Insights on How

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...

Amsive

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website. Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts! Key takeaways: 1. The growth potential of reaching customers in their native language 2. Tips to streamline translation with software and integrations to your tech stack 3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation

Pillar-Based Marketing - Ryan Brock, DemandJump

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually. In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with: • Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes • A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success • Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\ Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows. Key Takeaways: >> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation. >> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business. >> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas. >> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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.

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

Auxis Consulting & Outsourcing

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives. Key Takeaways: Understand how search engines work Be able to find out where your users search Know what is required for each discipline of SEO Feel confident creating an SEO Plan Confidently measure SEO performance

PickUp_conversational AI_Capex, Inc._20240610

Shuntaro Kogame

Podcast, The New Marketing Currency - Ozeal Debastos

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

Digital Strategy Master Class - Andrew Rupert

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

KiranRai75

Capstone Project: Luxury Handloom Saree Brand As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included: - *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities. - *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively. - *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal. - *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values. - *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes. - *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints. This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

Kopa Global Technologies

Story Telling Master Class - Jennifer Morilla

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

The Strategic Impact of Storytelling in the Age of AI In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.

Grow Your Business Online: Introduction to Digital Marketing

Digital Discovery Institute

In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business. website = https://digitaldiscovery.institute/ address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308

Recently uploaded (20)

How to Use AI to Write a High-Quality Article that Ranks

What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...

Your Path to Profits - The Game-Changing Power of a Marketing - Daniel Bussius

Digital Marketing Trends - Experts Insights on How

Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...

Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby

Pillar-Based Marketing - Ryan Brock, DemandJump

Turn Digital Reputation Threats into Offense Tactics - Daniel Lemin

Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...

Unknown to Unforgettable - The Art and Science to Being Irresistible on Camer...

Traditional Store Audits are Outdated: A New Approach to Protecting Your Bran...

Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...

SEO Master Class - Steve Wiideman, Wiideman Consulting Group

PickUp_conversational AI_Capex, Inc._20240610

Podcast, The New Marketing Currency - Ozeal Debastos

Digital Strategy Master Class - Andrew Rupert

Luxury Hanloom Saree Brand ,Capstone Project_Kiran Bansal.pdf

Mastering The Best Restaurant Advertising Campaigns Detailed Guide

Story Telling Master Class - Jennifer Morilla

Grow Your Business Online: Introduction to Digital Marketing

The Long and Short of it: How Long and Short Form Content Can Add Value

1. SAFARI, NORTH STRADBROKE

2. HOW DID I GET HERE?

3. HELI- SAFARI, GLENORCHY, NZ

6. We travel to the most beautiful, scariest & spectacular places. We bring back the loot. A bounty of ﬁlm, photos & stories. We Are Pirates. Werner Herzog, Film Maker

7. How I got here … SNOW-SAFARI, MOUNT HOTHAM

8. THE POWER OF TIME. LONG THINKING. LONG CREATIVITY. LONGEVITY.

10. Red Bull Media House ■ Now Red Bull Destinations

11. THE SCIENCE OF TIME.

12. ALONG CAME POWERFUL NEW THINKING

13. SOURCE: 3rd Age of Eﬀectiveness, Cannes 2023 - Les Binet, Tom Roach, Grace Kite 3RD AGE OF EFFECTIVENESS

14. CREATIVE IS STILL THE SUPERCHARGER (AS EVER).

15. BUT STORY ARCS ARE EVOLVING. BE NATIVE.

16. SOURCE: CREATIVE WORKS, GOOGLE/YOUTUBE - 2023 FINDING THE SWEET SPOT.

17. CONSUMER BEHAVIOUR AND TIME

18.

19. 114B MIN/DAY YOUTUBE 86B MIN/DAY STREAMING

20. A PIVOTAL MOMENT IN TIME?

21.

22. IF ADS ARE GETTING SHORTER? IS CONTENT GETTING SHORTER?

23. “As long as possible. As long as you can keep someone engaged.” VICTORIA BERTHINUSSEN HEAD OF CREATIVE WORKS AUNZ, GOOGLE

24. ADAM MOSSERI , HEAD OF INSTAGRAM, 26 SEPT 2022 (322 DAYS AGO) 4X REELS 15s to 60s 6X STORIES 15s to 60s to 90s

25. CREATORS ARE GOING LONG …

26. ‘Longest ever word - 190,000 Characters’ Length - 1:54hr 34m views Counting to 100,000 Originally took 40 hours (24 hrs) 28m views 116M SUBSCRIBERS 100M GAVE AWAY ISLAND 19B BILLION VIEWS

27. COMBINATION OF ALONE X SURVIVOR X THE BLOCK 18:05 MINUTES 46M VIEWS IN ONE DAY - NOW 84M

28. BRANDS ARE GOING LONG TOO (Travel & Tourism SHOULD be the best)

29.

30. 4:00 MINUTES AVG WATCH TIME 32M UNIQUES VIEWERS 30% TV SCREENS DEVICE SOURCE: TOURISM AUSTRALIA, YOUTUBE - 2023

31. DEC 26, 2019 IT EVEN WON A LOGIE! TWO MOVIES & A TV SPECIAL

32. “Mark, if I can just correct you …” SUSAN COGHILL CMO, TOURISM AUSTRALIA

33. MARK RITSON, BRAND CONSULTANT // SUSAN COGHILL, TOURISM CMO // RAJ GUPTA, CHIEF STRATEGY OFFICER, UM YouTube Works, May 2023 EPISODE 2 - LONG & SHORT

34. HILTON 10 MINUTE TIK TOK*

35.

36. 877x INDUSTRY AVG TRAVEL & LEISURE 36M VIEWS AND COUNTING 8 CREATORS 33.9M FOLLOWERS

37. GET OUTSIDE (Cognitive Entrenchment)

38. LONGFORM. ONE-TO-ONE. COMMUNITY.

39. THE MOST POWERFUL KEYSTROKE

40.

41.

42. AMPLE X FARMER’S DAUGHTERS

43. SAFARI, GRAMPIANS, VIC

44. SOURCE: Visit Victoria, Hall & Partners, 2023 TRACKING. BY SEGMENT. OVER TIME. 18-34 55+

45. STORIES BEFORE SECONDS (Rise of the Content Enterprise)

46. RED BULL MEDIA HOUSE GIVING WINGS TO PEOPLE & IDEAS

47. EXPERIENCES EMOTIONS

48.

49. END OF MY TIME

50. THE POWER OF TIME. LONG THINKING. LONG CREATIVITY. LONGEVITY. SAFARI, LORD HOWE ISLAND, NSW

51. STORIES BEFORE SECONDS. SAFARI, NOOK ON THE HILL, VIC

52. A NEW ERA IN CREATIVITY. POWERED BY EXPERIENCE BRANDS. AMPLIFIED BY TRAVELLERS & PEOPLE MEDIA. INSPIRED BY GENERATIVE AI (NOT REPLACED). UNLOCKING THE POWER OF EMOTIONS. TIME FLIES. BE A PILOT. SCUBA-SAFARI, MT GAMBIER, SA

53.

54. THANKS! CHRIS@SAFARI.GLOBAL

The Long and Short of it: How Long and Short Form Content Can Add Value

Recommended

Recommended

More Related Content

More from AnneNguyen92

More from AnneNguyen92 (20)

Recently uploaded

Recently uploaded (20)

The Long and Short of it: How Long and Short Form Content Can Add Value