,
43 tweets,
15 min read
Read on Twitter
Over the last 9 months, I've been working with @wistia on developing an entirely new strategy and product category that will redefine best practice for video marketing. Tune in at 1pm ET/6pm UK to discover more #watchCTC crowdcast.io/e/change-the-c…
Brand marketing is becoming far more important in a world where ‘the funnel’ is breaking, and most digital marketing tactics are less effective #watchCTC
Sidenote - I recommend following @jonoalderson for more information on this trend. #watchCTC
Everyone is publishing an enormous number of (mostly terrible) blog posts, with very lack lustre results. #watchCTC
Brand is every interaction a consumer has with your brand, but the primary way we try to ‘market’ brands is with some form of digital advertising #watchCTC
We measure results from advertising with vanity metrics, provided by the same organisations we pay for distribution. #watchCTC
More and more of the most innovative companies have moved away from advertising to build a brand, instead creating original media content of their own. #watchCTC
Red Bull, Peleton, Patagonia, Netflix, MailChimp - they are all differentiated by being media companies, creating original series to build their brands. #watchCTC
These series are designed to connect with users on an identitarian level - something they seek out, to provide value on a niche topic or interest. #watchCTC
Brand marketing is now about marketing to communities and subcultures. #watchCTC
The major shift here is trying to build brand affinity, rather than just brand awareness. Someone having heard of you doesn’t necessarily mean they’ll like you more. #watchCTC
The number of impressions is not the number of people impressed #watchCTC
Great brands are built on affinity, not awareness #watchCTC
So we have codified a new best practice - “Brand Affinity Marketing” #watchCTC
It’s based on the belief that the leader in every category will be the company best at creating relationships and connections with consumers and their circles of influence #watchCTC
These relationships will grow with time spent - Affinity starts with the investment of time from both parties #watchCTC
Ad campaigns, partnerships, events - all valid forms of marketing, but really don’t get people to spend time with you. Whereas, video series and podcasts are predicated on the idea of users spending time #watchCTC
So the future of brand marketing is necessarily longer-form “binge-worthy” content. The kind of thing that could easily sit on Netflix for a niche audience. #watchCTC
Your goal isn’t to drive conversions from new users, but to build deeper relationships, even with those who will never buy from you (but can become brand advocates and influence the purchasing behaviours of others). #watchCTC
A big strategic shift for all companies will be hiring a producer, and thinking of their content teams like a “Studio”. #watchCTC
The producer hire will be like designers and videographers - a role everyone used to outsource for, that not often sits in-house in marketing teams #watchCTC
.@ProfitWell have discovered that they can create an entire season of a show in one day - faster than creating an eBook. #watchCTC
Our view of content distribution also needs to change. Just pushing our things to proble doesn’t result in relationships being developed #watchCTC
Rather than thinking about content promotion, we need to think about audience acquisition - using marketing channels to drive people to us, where we can provide a captivating experience #watchCTC
Media companies have been doing this for forever - look at how NBC, Netflix etc... promote and distribute all their content. A singular owned destination, with targeted, personalised clips that advertise the bigger experience on social media #watchCTC
Both B2C and B2B brands needs to radically rethink their assumptions about content marketing, shifting away from a focus on reach alone, and start marketing like a media company. #watchCTC
It delivered more time spent with the brand than they did with every other piece of marketing Wistia had invested in that year. (4 videos vs 105 blog posts) #watchctc
It also delivered an 11% increase in brand search volume, which has remained stable a year after the campaign launched #watchCTC
YouTube, the default platform for all videos online, is a terrible place to build a relationship between your audience and your brand #watchCTC
It’s littered with ads, distractions, and designed to drive as many clicks on different bits of content as possible. Businesses need something that serves their goals better #watchCTC
Something that feels more like Netflix than YouTube, something that sits alongside your product and the rest of your marketing #watchCTC
This is what the new Wistia Channels does Create your own Netflix in seconds, and embed it with one line of code. #watchCTC
Then send users to your website from YouTube and facebook, by using clips and Trailer to capture search demand and benefit from the reach these platforms have. #watchCTC
Wistia Channels then has native subscriptions, where you get the email of your fans, and include them in the rest of your marketing campaigns. With YouTube or Facebook, you need to pay every time you want to reach subscribers, and never know who they are #watchCTC
You have to own your data, and your audience - rather than building a brand on rented land #watchCTC
Custom audiences for Facebook can be used for hyper-targeted advertising that drives meaningful next actions, and brings audiences away from social platforms and to your website. #watchCTC
More detailed on Brand Affinity Marketing are available at wistia.com/about/brand-af… (written by me and @feraljenny) #watchCTC
And a community for debate and discussion at wistia.com/community #watchCTC
