Today’s digitally savvy new media consumers are voracious consumers of content.
But this voracity has evolved over the years to become more refined and discerning in appetite.
Just as the proliferation of coffee shops has seen us become coffee connoisseurs, so too has the proliferation of online video content seen consumers’ patience with crude brand messaging grow thin.
Trying to keep pace with this demand for content means marketers can easily fall into the trap of taking a scattergun approach to maintaining their YouTube presence, firing off random status updates or uploading videos in a bid to appear ‘always on’ and ‘always available.’
Sadly, bombarding prospects with shallow sales pitches rarely pays dividends, and the customers already following your brand expect value-adding content in return for their loyalty.
If you’re willing to go to the effort of creating it in the first place, it makes sense to take a more considered approach when the time comes to release it into the wild.
Activating your video marketing content requires just as much thought as it does creation, and a useful starting point for your planning is the Help Hub Hero model of content planning and market activation.