Are You Maximizing The Use Of Video In Your Content Marketing Strategy?

Originally posted on Forbes May 16, 2017

Are You Maximizing The Use Of Video In Your Content Marketing Strategy?

POST WRITTEN BY
Adam Wagner
Chief strategy officer and partner at Raindrop.

We believe in the power of human connections and helping our clients build relationships.

Did you know that more video content is uploaded to the internet in a single month than network television has produced in three decades?

The world of content marketing and search engine optimization (SEO) might be complex and constantly evolving, but one thing is certain: Video continues to be a big driver of traffic. How can you use video to strengthen your content marketing strategy and SEO?

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Leverage The World’s Second Largest Search Engine: YouTube

YouTube is not simply a website; it is a search engine. YouTube’s user-friendliness, combined with the soaring popularity of video content, has made it the second largest search engine behind Google. With 3 billion searches per month, YouTube’s search volume is larger than that of Bing, Yahoo, AOL and Ask.com combined. If YouTube’s user base were a country, it would be the third largest in the world.

Since Google owns YouTube, video content hosted on YouTube ranks well on Google. One of the best ways to capture search traffic from YouTube is to create videos around topics people are searching for or talking about, from viral phenomena to commonly asked questions.

Drive Social Engagement

In addition to platforms such as YouTube, social networks are increasingly promoting more video content. You have likely noticed that your Facebook newsfeed is dominated by video content from friends, paid advertisers and the brands you follow. Consumers are hungry for engaging video content. It is critical that your business is creating content that users will want to view and share.

Make sure your video has subtitles if you are sharing on Facebook. Users are very likely to be scrolling in an environment where they don’t want sound but may still want to watch your video. Don’t miss that opportunity to engage with them.

Showcase Video On Your Website

Video is a great way to quickly and easily explain your business’ unique value proposition and showcase your company culture. Explainer and introduction videos are really strong tools for your homepage or a “how it works” section on your website. Don’t assume that people want to read through your services or scroll through a bunch of products. Make it easier for them with video.

Email, Email, Email!

Yes, email marketing still works. You must always be providing value. Email is a terrific way to stay top-of-mind and in front of consumers because it goes directly to them. Also, consumers on your email list have likely opted-in at some point, so it is a warm audience that is ready to hear from you.

There are tools that allow you to embed video directly into email campaigns, but video can be just as effective in email if you simply tease the video in the email and push users to your website. Those who are interested will click through. The key to successful email marketing is to create content that provides value.

What Type of Content Should Your Business be Creating?

You are probably now wondering, “Okay, I know where my video content should live, but what content should I be producing?” Here are a few ideas for types of impactful video content:

Answer common questions. This is a great tactic for SEO since searchers often search in question format. Think of the most common questions you get from potential customers and those are the same questions they are Googling.
Make engaging, funny videos. Humans love to laugh and have short attention spans. Create content that speaks to both characteristics!
Show how your brand works in behind-the-scenes videos. People want to know how your brand works and what makes you great.
Review products or services. Share your expertise with the world by providing reviews on products/services related to your industry.
Create tutorials or explanation videos. The internet is a wealth of knowledge and consumers are using it to research and learn. Capture some of this opportunity by creating relevant tutorials or tips videos for your audience.
Go live on social media platforms, such as Facebook Live. Social platforms are always looking for ways to generate engagement and what better way than live video and interactions? Facebook and other networks are really pushing their live offerings and placing priority on these in their ranking algorithms. Take advantage of the extra traffic potential while it lasts. Be thoughtful with your content. Viewers may not want to watch you playing video games, but streaming your upcoming panel discussion, an inside look at the new office or anything that consumers may find interesting/relevant can drive real engagement in social.
Hold webinars or presentations. Consumers are hungry for knowledge and love hearing from industry experts. Give them what they want.
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Quality Is In The Content

One of the concerns clients have about creating video content is that the production quality will reflect poorly on their brand. Luckily, a content marketing plan should consist of a variety of video content and not all has to be national TV spot quality. As internet video is being consumed in record volume daily, production is becoming more affordable. The quality that people really care about is the content itself — are you providing them with a video that is helpful, useful, enlightening, applicable, entertaining or amusing? Achieve any combination of these qualities and you can expect success with your video marketing.

Video can change the face of your content strategy and bring you closer to your audience. Make sure as you are planning out your next marketing roadmap that video has a prominent place in your content marketing strategy in order to capitalize on the benefits of YouTube, social networks and general consumer interest in video.

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Marketing Calendar 2017

www.Front2BackDesigns.com

New Year – January 1 Dr. Martin Luther King Birthday – January 16 (Observed) Valentine’s Day – February 14 President’s Day – February 20
St. Patrick’s Day – March 17 April Fools – April 1 Easter – April 16 Earth Day – April 22
Mother’s Day – May 14 Memorial Day – May 29 Flag Day – June 14 Father’s Day – June 18
Independence Day – July 4 National Night Out – August 1 Labor Day – September 4 Columbus Day – October 9
Halloween – October 31 Veteran’s Day – November 11 Thanksgiving – November 23 Christmas Day – December 25

The Fatal LinkedIn Mistake 90% Of Job-Seekers Make

Published by Liz Ryan, Forbes May 7, 2017

The Fatal LinkedIn Mistake 90% Of Job-Seekers Make

Liz Ryan , CONTRIBUTOR

Opinions expressed by Forbes Contributors are their own.

 

The fatal LinkedIn branding mistake almost every job-seeker makes is to hedge their bets.

They brand themselves too broadly. The result is that the job-seeker’s description is so vague or task-oriented that we cannot tell what they want to do or what they’re especially good at.

They try to cover too much ground!

Listing all the things you know how to do only makes you sound desperate for any kind of job at all.

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Your personal brand cannot be desperate, or your brand will not help you. It will hurt you, in fact.

What hiring manager would have confidence in your ability to walk into their department and make a difference when your branding says you aren’t sure what you do professionally?

When your LinkedIn profile says “Multi-skilled Business Professional” you have already eliminated most of your potential audience.

 

They’re not looking for a Multi-Skilled Business Professional.

Who in history ever was?

Hiring managers have pain in specific areas.

When you have pain in your body, it’s specific, too. Nobody says “I have pain!”

They have a back ache, a tooth ache or a pain in their knee. You can’t brand yourself to appeal to everybody — that’s not how branding works!

Good personal branding is more specific than any of these overly general self-descriptors:

Diverse background in aerospace, consumer products and legal services (who cares what you did already, unless you want to do it again? Tell us what you intend to do, and why you’re qualified for it!)
Skilled at Marketing, Sales, Operations and Customer Support (what does this even mean? No one who has dug into any of these functions in depth would continue to describe themselves as skilled at all four!)
Trainer/Instructor/Instructional Designer/Training Specialist (tell us what you are dying to do most of all. Commit! The world will reward your belief in yourself)
Open to Any HR VP, Director, Manager or Coordinator Position (you cannot call yourself an executive but also mention that you’re open to junior-level positions. Nobody looks at the same candidates for high-level and lower-level jobs. Decide what you’re best at and use Indeed to learn where the job openings are, and brand yourself right there!)
What’s a better branding approach? Choose the sweet spot at the place where your experience, your talents and employers’ pain intersect.

You’ll find that sweet spot by thinking about and writing down your favorite activities and favorite past roles, as well as things you love to do and are good at outside of work. Then, you’ll check out job ads to learn which positions companies are looking for.

Many people are confused about their career direction. That’s okay. You can leave your overly-broad branding on LinkedIn until you figure out what you want to be when you grow up — at least for this job search!

Read LinkedIn profiles to spot job titles, job descriptions and specific responsibilities that sound like a fit for you. Now, brand yourself for the jobs you really want — not every job you’re qualified for:

Freelance Travel Writer and Editor
Sales Manager for Pharma/Neutraceuticals
Office Manager/Bookkeeper Seeking Overbooked CEO to Support
Startup Marketing Manager with Press Contacts
Your LinkedIn branding is important because it tells the world how you see yourself.

Everyone else will see you the same way the minute you stand in your power and tell us “Here I am!”

Liz Ryan is CEO/founder of Human Workplace and author of Reinvention Roadmap. Follow her on Twitter and read Forbes columns.

Marketing Calendar 2017

www.Front2BackDesigns.com

New Year – January 1 Dr. Martin Luther King Birthday – January 16 (Observed) Valentine’s Day – February 14 President’s Day – February 20
St. Patrick’s Day – March 17 April Fools – April 1 Easter – April 16 Earth Day – April 22
Mother’s Day – May 14 Memorial Day – May 29 Flag Day – June 14 Father’s Day – June 18
Independence Day – July 4 National Night Out – August 1 Labor Day – September 4 Columbus Day – October 9
Halloween – October 31 Veteran’s Day – November 11 Thanksgiving – November 23 Christmas Day – December 25

Five Must-Ask Questions For Your Next Job Interview

Originally published March 22, 2017 PPAI Publications

Five Must-Ask Questions For Your Next Job Interview

Today’s work environment is tougher than ever before. People are overworked. The pressures of Wall Street expectations get pushed down to all levels. With continued consolidation and layoffs, people become territorial over their roles, often fueling the fire for office politics.

So when you are seeking a new job, how do you know if the new culture you are entering is better than the one you are leaving behind? Even if the salary is higher or benefits are better, if the work environment is dysfunctional, then what you gain in salary you’ll give up in emotional strain and potential health problems.

In this issue of Promotional Consultant Today, we’re passing along these five important questions that Forbes contributor Liz Ryan recommends asking so that you don’t get stuck in a work environment that is worse that your current job.

1. Can you tell me a story about the culture here?
Ryan says the reason you don’t just ask “What is the culture like?” is because most people will give you a generic answer, “It’s great.” By asking for a culture story or example, the interviewer will have to stop and think. And if you ask several different interviewers who all give you the same story or who act annoyed that you asked this, then take it as a bad sign.

2. How will the person in this position help the department and the company reach their goals?
This question is designed to understand how your job fits into the larger picture. Save this question for your own department manager, rather than an HR interviewer. Again, if the hiring manager asked put out for being asked this question, then there’s a negative vibe. It’s not a good sign.

3. What’s the best thing about working here?
This question is good to ask every interviewer. If it’s something mundane like their dental plan rather than the work itself, people or growth opportunities, then the job might not have the depth that you want.

4. What made you decide to interview me?
As Ryan points out, this question forces your interviewer to relate your resume to the job they are trying to fill. You’ll know pretty quickly where you stand against other candidates.

As she says, “It takes a confident person to compliment another person, and although “Why did you decide to interview me?” is a businesslike and appropriate question, it also somewhat forces the interviewer to compliment you.”

She says that someone who is fearful or territorial in their job will not be happy to provide the compliments. Any reluctance you hear in their voice and see on their face is a bad sign.

5. What is the set of things your new hire will accomplish in the first 90 or 180 days that will make you very happy you hired them?

This final question forces your hiring manager to identify their wish list and focus on the purpose and specific goals of the job.

As Ryan says, you have to vet an employer as carefully as they vet you. Try these questions during your next job interview.

Source: Liz Ryan is CEO/founder of Human Workplace and author of Reinvention Roadmap. Follow her on Twitter and read her columns in Forbes .

 

Marketing Calendar 2017

www.Front2BackDesigns.com

New Year – January 1 Dr. Martin Luther King Birthday – January 16 (Observed) Valentine’s Day – February 14 President’s Day – February 20
St. Patrick’s Day – March 17 April Fools – April 1 Easter – April 16 Earth Day – April 22
Mother’s Day – May 14 Memorial Day – May 29 Flag Day – June 14 Father’s Day – June 18
Independence Day – July 4 National Night Out – August 1 Labor Day – September 4 Columbus Day – October 9
Halloween – October 31 Veteran’s Day – November 11 Thanksgiving – November 23 Christmas Day – December 25

It’s A Family Affair!

IT’S A FAMILY AFFAIR!

It's A Family Affair!

 

It’s A Family Affair & tradition, so come on out and enjoy the Annual Kiwanis Fairfield‘s Easter Egg Hunt!

Mark Your Calendars!
When: April 4, 2015, Saturday
Where: Lee Bell Park, Fairfield
Time:  10am (Don’t Be Late)

LONGEST RUNNING EASTER EGG HUNT TRADITION FOR 36+ YEARS! The Easter Bunny will be  there with tons of Jelly Belly candy and Easter Baskets for whomever finds the “special” eggs.

PLEASE SPREAD THE WORD BY SHARING!

The Kiwanis Club of Fairfield California, chartered January 14, 1954. The Kiwanis Club of Fairfield is one part of Kiwanis International, a global organization of volunteers dedicated to changing the world, one community and one child at a time. The Kiwanis Club of Fairfield performs many community service projects in Fairfield to help serve children.