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How To Plan a Content ‘Season’ Like a Hollywood Showrunner

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How To Plan a Content 'Season' Like a Hollywood Showrunner

What should we talk about in our content?

This question plagues many content marketing teams. The brand message might be crystal clear. The products have clear value propositions and differentiators. The marketing team understands its paid media schedule, the agency is working out the creative elements, and the PR team is readying news around new hires, products, and partnerships.

The content team, however, struggles with topics.

Content marketers often approach this by getting a meeting together to brainstorm.

Here’s how that usually goes:

Someone from the demand generation team suggests creating a list of all the questions buyers might ask about the company’s particular approach.

The product marketing manager likes that idea and says, “We could create articles answering those questions and then sprinkle in how we solve those challenges.”

The brand marketing manager says, “Why don’t we write some posts about our new brand mission and how our products and services are helping solve climate change?” They punctuate their suggestion by throwing a copy of Simon Sinek’s Start With Why onto the table.

The product marketing manager chimes in: “Yes, and we could sprinkle in a bit about how our product solves those challenges.”

“I know,” says someone from PR, “let’s write posts that feature profiles of our executives and their thought leadership in the market.”

The brand marketing manager nods in appreciation. “Yes, great idea. That’s storytelling. It’s got a hero.”

The product marketing manager stands up and says, “I like it. And maybe the executives could talk a little about how our product solves difficult challenges.”

Only the content marketing team sits silently, looking down at their notebooks. They’ve taken exactly zero notes.

The pizza arrives, and the meeting ends. The brand marketing manager says, “I don’t know what you all were so worried about. We’ve got tons of things to talk about.”

HANDPLOCKAT RELATERAT INNEHÅLL:

Finding the bigger story

I work with content marketing teams for brands all over the world. I’ve noticed that when teams struggle to find a focused editorial direction for their content platform, it’s usually because they haven’t set the foundation for a bigger story.

Without a focused story (or stories), any alternative feels valid. As a result, their blog feels like an ad hoc collection of answers to FAQs. The resource center is a random collection of promotional materials and case studies. Their webinar program is just a catch-all featuring whoever is available to talk about how their product solves things.

I’ve discussed the importance of planning before. But within that planning process description lies the assumption that the relevant teams have met to decide on a bigger story to use as a foundation for planning.

But what if that hasn’t happened yet? How do you go about finding that bigger story?

As it turns out, you can learn a lot from media operations.

An overarching story helps #Content end the struggle to find editorial direction, says @Robert_Rose via @CMIContent. Click To Tweet

What TV showrunners know

Television series are created by teams representing all aspects of producing great content. There are writers, directors, actors, editors, production specialists, and so on.

Similarly, multiple teams come together when a brand’s content marketing team embarks on a thought leadership program or content marketing initiative. These teams also rely on diverse experts: writers, designers, subject matter experts, and others.

Both teams face similar problems. This chaotic, creative process requires participation from many different groups.

How do you align all those disciplines and develop a cohesive story?

The question in Hollywood: “What’s the story?”

The question in content marketing: “What’s the story?”

Here is an approach that I’ve seen work in both situations.

Find the story – then plan it out over a season

The first thing I advise content marketing teams to do is this: Find the focus for a story they want to tell over a specific period on specific platforms.

I’ve talked before about the approach of using your brand story to find your content stories and even rebooting your story from content you’ve written before.

But another (often overlooked) aspect of this first step is to plan how your story will play out over time.

Hollywood showrunners do this by bringing all the writers together to generate ideas about episodes and character development arcs.

Content marketers can learn from this. Why not bring the team together to plan out a bunch of ideas that would help you tell a complete story?

Think of it like planning out an entire season of content. For example, you might theme your editorial strategy for the coming quarter, build it around a curriculum, or even align it to the seasonal calendar.

With this approach, you’ll end up with more than a list of titles of articles, posts, or assets to create. You’ll have planned different chapters (or episodes) of a broader story that may end up as many kinds of digital assets for different platforms.

Think of #content planning like plotting out an entire TV show season, says @Robert_Rose via @CMIContent. Click To Tweet

Outline the chapters – then create your packages

The next step for showrunners is to create outlines of the episodes that make up the show’s season. These detailed story outlines help the other professionals understand when things like specific locales, guest actors, or bigger budgets may be necessary.

In content marketing, outlining your story’s upcoming chapters can help you decide which formats would work best. For example, you may decide that for the initial “episode,” you want to create an article and a blog post. But you want to combine the second episode with a white paper, a webinar, and a blog post.

Deciding on these packages separates the content development from the digital assets you’ll package them into. Creators get a heads-up that they’ll need to write the content for the various interfaces selected to optimize accordingly. Designers will have a complete portfolio of content that they can use to create all the assets needed.

Planning at this level of detail enables the true benefits of a content calendar. All the teams can see plans for the story to unfold and all the different platforms where it will be told. They may start to see that the content season will meet their needs – reducing the demand for ad hoc assets.

Planning a full season of #Content lets internal teams see how the story will meet their needs, says @Robert_Rose via @CMIContent. Click To Tweet

Create the content ­– not necessarily the assets

In the next stage, Hollywood showrunners assign the writing for the various episodes. All the writers know the story and the outlines for upcoming episodes so that the showrunner can choose the optimal writer for each episode.

A content marketing team might assign the first couple of episodes to one writing team, then assign another team to take up the project for episode three.

Think of it like this: If you’ve mapped out your entire story, you and the team know what’s coming. You can work on the chapters simultaneously, knowing that things can change if needed. More importantly, this approach lets you work ahead instead of constantly chasing deadlines.

The key here is to write the content, not necessarily the digital assets. The goal is to have the stories created well ahead of the deadlines in your story schedule. For example, one successful content marketing team I’ve worked with makes a “content digest” for each of their episodes. This single document includes all the written content for all the places it will live (e.g., promotional ads, blog posts, social posts, long-form articles, etc.) and a creative brief for all the asset elements the content will be packaged into. Once the content reaches production, the creative team creates all the design containers simultaneously.

Approaching content separately from production means you may have 10 or more episodes ready to go before the first one even publishes. This lets you adjust the production schedule as you learn from each episode as it rolls out. If episode 1 goes exceedingly well, for example, you can make changes to episode 6.  You’ve seen this in action with your favorite series. A character becomes a fan favorite in episode 1 – and suddenly has much more screen time by episode 5.

Additionally, it’s a much more efficient process. You know episode 3 (which is already written) will need a thought leadership paper, a webinar, and a blog post. Fantastic. Now, you know how to help the production team schedule their efforts. And, you have the room to change if the first webinar is so successful that you want to add more.

One story to rule (out) them all

Setting the bigger story in place and working the plan through cross-functional teams does more than give you production efficiency. It also provides focus. You can weigh any proposed idea against something important: the bigger story.

So, when that inevitable “Yes, and can we sprinkle in a little more about how our product solves that challenge” comment comes in?

You can look down at your copious notes and say, “I’m sorry, that’s not part of this particular story.”

Remember, it’s your story. Tell it well.

HANDPLOCKAT RELATERAT INNEHÅLL: Experts Share How to Get Episodic Content Right

Get Robert’s take on content marketing industry news in just five minutes

https://www.youtube.com/watch?v=videoseries

Se tidigare avsnitt eller läs de lätt redigerade utskrifterna.

Prenumerera till arbetsdags- eller veckovisa CMI-e-postmeddelanden för att få Rose-Colored Glasses i din inkorg varje vecka. 

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



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How CTV can deliver market research for B2B marketers

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How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Varför vi bryr oss. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

Register for The MarTech Conference here.


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How to Write YouTube Titles for SEO

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How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:

Slutsats

You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!



The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

Amazon’s FBA program is a tremendous asset for brands who sell products on the platform. With FBA, retailers can outsource the heavy lifting of logistics such as warehousing, fulfillment, and distribution for a fee. In the last few years, sellers have expressed the need for more capacity, predictability, and control over their inventory. Amazon’s recent update helps sellers tackle those challenges and so much more.

Amazon just announced a new streamlined FBA capacity management system that will go into effect on March 1, 2023. With this new system in place, Amazon FBA will be turned into an auction where sellers can bid for additional storage space.

The system will now incorporate a single, month-long FBA capacity limit rather than weekly restock limits that can make inventory planning challenging for sellers. Now, capacity limits for the upcoming month will be announced in the third full week of each month via the Capacity Monitor in Seller Central and email notification. According to Amazon, the majority of sellers will now have access to greater capacity volumes than before.

With this new update, Amazon also announced they will provide estimated limits for the following two months to help sellers plan over a longer period. In a recent blog post highlighting the announcement, Dharmesh Mehta, Vice President of Amazon Worldwide Selling Partner Services stated, “We will forecast how much space and labor we expect to have to provide these estimates, but these estimates may vary up or down based on how efficiently sellers are using their capacity, as measured by the Inventory Performance Index (IPI) score.”

With the new Capacity Manager in place, sellers will also be able to request additional capacity based on a reservation fee that they specify. Mehta noted…

“Requests are granted objectively, starting with the highest reservation fee per cubic foot until all capacity available under this program has been allocated. When additional capacity is granted, sellers’ reservation fees are offset by earning performance credits from the sales they generate using the extra capacity. Performance credits are designed to offset up to 100% of the reservation fee, so sellers don’t pay for the additional capacity as long as their products sell through.

 

Our goal is to provide sellers with more control over how much space they can have while limiting unproductive use. We’ve piloted this feature with certain US sellers, and we’re excited that with this launch, we will expand it so all sellers can request higher FBA capacity limits.”

 

The recent announcement also highlighted how Amazon will set capacity limits and measure sellers’ inventory usage in cubic feet (vs. number of units), which better represents the capacity sellers’ products use in our fulfillment centers and transportation vehicles. As many sellers prefer to plan in units, Amazon will continue to show inventory usage in units but will also provide an estimate of how many units specific cubic volume capacity limits are likely to permit.

 

Tinuiti’s Take on the New FBA Capacity System

 

Change is certainly on the horizon. Let’s hear from Tinuiti’s own Bjorn Johnson on tips for how you can prepare for the FBA change coming March 1st.

“These changes are likely to be impactful, especially to sellers with larger products. Amazon reverting to cubic foot-based storage limits is likely to reintroduce previous issues for these clients in maintaining healthy inventory levels. Their difficulties look to be exacerbated by the addition of the bidding system. In order to keep their already high-fulfillment-fee products in stock, they’ll need to bid on large amounts of space. On the other hand, sellers with smaller products are likely to be able to store more units than before, and have the flexibility to bid on smaller amounts of space. The decision from Amazon looks like a clear effort to encourage small, light, easy-to-ship and fulfill products.”

– Bjorn Johnson, Operations Manager at Tinuiti

 

Want to Learn More About the New Auction System for FBA Storage Space?

 

We will continue to keep you informed as we learn more about the new FBA capacity system. If you’re interested in learning more about our Amazon offerings or if you have any questions concerning FBA, contact us today.

 

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