In the fifth talk in our Digital Marketing Summer Series, we look at using YouTube to aid your marketing, and content writing basics. YouTube is the biggest social media network. Leveraging video for your business can increase brand awareness and engage your audience. It should form an integral part of your content and and social media marketing strategy. Content is the backbone of your website. It allows Google to understand what your site is about and engages your audience, hopefully encouraging them to buy.

1. -Using YouTube to aid your marketing
-Content writing basics
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What is YouTube?

3. What is ?
The basics
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- Founded in 2005, YouTube is a video-sharing website
founded by 3 former PayPal employees
- YouTube has been owned by Google since late 2006
- It allows users to upload, view and share videos
- Registered users can upload an unlimited number of videos
- Both registered and unregistered users can watch videos

4. What is ?
What you may not know…
- More than 1 billion unique visitors visit YouTube each month
- Over 6 billion hours of video are watched each month (almost
an hour for every person on earth)
- 100 hours of video are uploaded to YouTube every minute
- YouTube reaches more US adults aged 18-34 than any cable
TV network
- YouTube has now passed Facebook as the biggest social
media website
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The myth…
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- But isn’t YouTube just full of cat videos?

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How can my brand benefit
from being on YouTube?

7. Brands and
- One of the main benefits of brands being on YouTube is that
it increases brand awareness
- YouTube can also complement your brands social media and
content marketing strategy
- In a world of ever-decreasing attention spans, people
engage much more effectively with video content than
written content
- People may already be talking about your brand on YouTube
get involved with the conversation
- YouTube can benefit your SEO strategy - fresh and relevant
content
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8. Brand focus: Blendtec
- You don’t need to have a high budget to make videos for
YouTube…
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So how do I get started?

10. Getting started on
- First things first, you need to set up your YouTube channel
- If you have a Google account, you use the same login for
YouTube
- Sign into your YouTube account and select ‘Create a
Channel’
- Check all of the details and then select OK
……. It’s that easy!
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Establishing your brand on
YouTube

12. Establishing your brand on
- To be truly successful on YouTube, you need a strategy
- If you create a video expecting it to go viral, you’re doing it
wrong
- With your site’s blog strategy, you don’t create one great
piece of content and spend the rest of the time creating
average ‘space filler’ posts
- The same applies to YouTube - the brands that get it right
are the ones that create multiple series of videos and
consistently upload great quality content
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13. Establishing your brand on
- People visit YouTube to indulge their passions, whether that
be cookery, fashion and beauty or gaming
- People do not visit YouTube to spend time with brands
- This is where many brands get their YouTube strategy wrong.
- People will be interested in how they can incorporate your
product into their every day life
- If you’re a beauty brand, you could create tutorials on how to
use your products
Add to the entertainment of YouTube. Don’t interrupt it
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14. Brand focus: Dove
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15. Establishing your brand on
- !Know your audience - as part of your brands content
strategy, you would have identified your target audience(s)
- How do they interact with YouTube? What videos do
they watch? What do they talk about on social media?
- If your brand is already on YouTube, are your videos
engaging your target audience? Utilise YouTube Analytics
- Know your competition - What are your competitors doing
on YouTube? What videos are successful for them?
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YouTubers

17. YouTubers
- YouTube is full of content creators (YouTubers) who create videos on
topics that they feel passionate about
- This can be anything from beauty videos to pranks
- Many of these YouTubers are modern-day celebrities - a recent study
among 13-18 year old Americans revealed that the 5 most influential
celebrities were all YouTubers
- Successful YouTubers regularly upload videos (at least once a week) and
talk to their fans on YouTube, Twitter, Facebook etc
- YouTubers regularly collaborate on videos with other YouTubers - sharing
their fan bases
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18. YouTubers
- Name: Zoella
- Genre: Beauty, Fashion, Lifestyle
- Name: PewDiePie
- Genre: Gaming
- Subscribers: 5.5 million
- Total video views: Over 245 million
- Subscribers: 30 million
- Total video views: Over 5.7 billion
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19. How YouTubers can benefit brands
- Working with YouTubers gives brands access to large and relevant
audiences
- If you want to target a large, younger audience in an organic way,
partnering with a YouTuber who is relevant to your brands demographics is
highly beneficial
- When YouTubers mention a product in their videos - many brands have
reported a large increase in sales as a result
- YouTubers are authentic - unlike traditional celebrities, YouTubers are just
like us
- YouTubers are savvy - they care about their fans and do not feature
brands or products in their videos unless they truly believe in them
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Top tips

21. Top tips
! - Focus on engaging your viewers and turning them into
subscribers
- Don’t get too caught up on views
- Keep it short and sweet - optimal video length is approx. 3
minutes
- Consistency is key - keep to a regular upload schedule so
viewers know when to expect a video upload
- This also applies to your video branding - keep it
consistent
- Be social - share your videos on social media and engage
with your viewers
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22. Top tips
- !Use call to action messaging throughout your video
- Want viewers to subscribe? Tell them!
- Optimise your videos - titles, descriptions etc
- Be authentic - when you create videos that you don’t feel
passionate about, it shows
- Be persistent - if your videos don’t attract thousands of
views straight away, don’t give up!
- Be confident - you are the expert in your field, believe in
what you are saying and your audience will too
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Content Writing Basics

24. What is content?
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25. What is content?
- Content is basically everything on a website
- Text
- Images
- Video
- Every website contains content of sorts but it’s the
type of content and how you use it that makes all the
difference
- In this talk, we’ll be looking at written content (or
copy) in particular
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26. Written content
-Text on your website describing your
products and/or services
-Regular news articles
-How to guides
-Blogs
-Case studies
-Client testimonials
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27. Why content?
-Two main reasons
- People
- Engage your audience
- Answer their questions
- Convince them to buy your product or service
- Search engines
- Let Google (other search engines are available) know
that your website exists, what it’s about and that it’s
regularly updated with fresh content
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28. Why content?
-The content on your site is a major
determining factor in where your website is
found on the Google search engine result
pages.
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SERP

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So, you know you need
content but where do you
start?

30. Know your audience
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31. Know your audience
-Who is your target audience?
-Tailor your content for your audience
-Use the language of your audience
-Are colloquialisms okay?
-Formal or informal?
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32. Know your brand
-Your brand is reflected in the way you
speak to people
-How you communicate affects how
people feel about you as a company
-A unique tone of voice sets your
brand apart from your competitors
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33. Know your brand
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Virgin Atlantic
Naked Wines

34. Know your brand
- Document your tone of voice and brand
guidelines
- Needs to be consistent across all channels
- Website
- Social media
- Direct and email marketing
- Particularly important if more than one person
writing content/posting on social media
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The writing process

37. Idea generation
-The first step in the content writing
process is to come up with some ideas!
-Brainstorming sessions
-What questions would your customers
have?
-What might stop them from buying?
-Keyword research
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38. Keyword research
-Aim is to find out what your customers are
searching for
-Comes back to earlier point of using the
language of your audience
-Google AdWords Keyword Planner
-Get suggestions with search volumes
-Designed for PPC
-Free
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39. Keyword research
-Google
Autosuggest
!
!
!
!
!
-ubersuggest.org
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40. SEO keywords
- You will want to include keywords in your content
- Helps Google to understand what your website
and individual pages are about
- Helps Google know where to rank your website
- Keywords should be included in:
- Page title
- Meta description
- Within your content
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41. Writing SEO content
-SEO content is content that is optimised for
search engine optimisation (SEO)
-All content should be optimised for both the
search engines and your users
-Include keywords naturally in your written
content
-Try not to cover too many topics on one
page
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Examples
-Good SEO
content
-Not keyword
stuffed
-Reads
naturally
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Examples
-Bad SEO content
-Not using language
of audience
- Turkey holidays?
- Appeal to humans
too!
-Needs synonyms
- e.g. holiday in Turkey
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Blogs
-Great way to show Google that
your website has fresh, regular
content
-Encourage discussion and debate
-Invite opinion
-Not a direct sales tool
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Top tips for content writing

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Top tips - do
-Keep it simple
-Avoid jargon
-Don’t waffle
-Clear message
-Consider your layout
-People scan read online
-Use headings, bullet points, whitespace
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Top tips - do
-Ideal length of content?
-“Long enough”
- Will depend on your brand and what the content is
about
- Test to see what works
-Call to action
-Don’t forget to tell your customers what
you want them to do next
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48. Top tips - don’t
-Don’t copy content from elsewhere
-Copyright infringement
- Includes images
-Duplicate content issues
- Bad for SEO
-Don’t stuff your content with keywords
-Don’t forget about the people who are going
to read your content
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49. Thanks for listening, any questions?
!
Next event September 30th
Strengths of digital marketing
Integrating your online and offline marketing
!
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