Alright, everyone, I’ve said it before and I will continue to say it, “The best thing you can do is to start building your brand in a smart and sustainable way NOW.” Knowledge is power and social media isn’t going anywhere soon. With the new year around the corner, it is the perfect time to dive into your content marketing plan and strategize how to use native advertising for your business!
To help us learn more about the ins and outs of content marketing and native ads, I invited Vincenzo Landino to be our guest on this week’s chat. Vincenzo is CEO of The Landino Group, a media company that specializes in video production, branding, and public relations. Vincenzo covered the differences between content marketing and native advertising, how to use these strategies to increase brand exposure in the new year, thumb-stopping tactics for ad campaigns, and much more. Ready to step up your game in 2020?
Check out our #MillennialTalk highlights below!
Scroll down for a recap of our Q&A:
@ChelseaKrost: Content marketing is an approach that can create long term value for a brand and be a powerful asset in influencing consumer purchase decisions. Native advertising is a form of paid media, where the promotional messaging is blended into the user experience and content forum, where it’s placed.
@vincenzolandino: Content can be very channel-diverse (display ads, blogs, SMS, social etc) whereas native advertising should be linked very closely with the platform the user is on. Ideally, a native ad shouldn’t really look like an ad. Native advertising is a paid method of content marketing. It is a way to create ads that look like content and are a very good complement to your organic posts and marketing efforts
@kushaanshah: Content can be very channel-diverse (display ads, blogs, SMS, social etc) whereas native advertising should be linked very closely with the platform the user is on. Ideally, a native ad shouldn’t really look like an ad.
@ChelseaKrost: Native ads are a great way to promote products/services that are beneficial to target consumers as we come into the New Year (think about New Years resolution, new projects, getting organized, product launches etc.)
@vincenzolandino: the new year is a great time to reassess how you want to craft your content marketing plan to leverage both organic and ad based content. Proper planning prevents poor performance.
@PrPickard: I feel like driving content directly through people’s new year’s resolutions would be key. To encourage a behavior combined with a product or a service.
@ChelseaKrost: Thumb-stopping tactics:
👍 Powerful headlines/titles
👍 A strong call to action
👍 Eye-catching pictures
👍 Engaging videos
@vincenzolandino: ideas for thumb-stopping content and ads…
Bold, thought provoking copy
Bright, vibrant colors
Custom thumbnails (if video)
@madiwiernusz: Interactive content! Whether it’s a series of videos, images or maybe even a short quiz or poll.
@ChelseaKrost: Provide value in your videos. Educate your audience with important information or provide offers that viewers can’t get anywhere else! Think Info-tainment = inform & entertain.
@vincenzolandino: video ads need to be highly targeted. We’ve found for our clients that the more we hone in on a singular person we want to talk to, the video hits better than anything else. It’s got to feel like you are actually talking directly to them.
With video, because it often plays silently at first, can hit if you use bold words, colors and fast moving images that catch the eye right in the beginning.
@JenOleniczak: BE YOU and provide value! If you shoot a good shot-ie know what you’re offering and who you’re offering it to? Half the battle. Then don’t forget: a good font and a clean image goes a long way!
@ChelseaKrost: Livestreaming has taken video content to the next level. You can go live anytime from anywhere and engage with your audience by doing Q&A sessions, hosting competitions, polling your viewers and so much more. It’s all about community engagement and live-streaming allows you to do just that!
@vincenzolandino: live video doesn’t need to be over produced, and doesn’t need to be stuffy. If you’re going live, it’s got to feel like you’re giving access, not scripting. Be as real as possible, allow for things to happen in the moment, and do something DIFFERENT!
@MarinaPR2019: make your audience feel special and as if they are the “insider”, like what @j1berger mentioned in Contagious.Incorporate exclusive information people not watching the live content wouldn’t be getting. For example, a coupon code, info on an upcoming deal etc
@ChelseaKrost: Evergreen content (video & written) is important for brand consistency and helps to keep your brand/biz top of mind to consumers!
reinforces your brand identity and messaging
continuously provides value
drives traffic to your website & social channels
@vincenzolandino: evergreen is important because there are many, many things in your business that people will ask today, tomorrow and 10 years down the road. Don’t overcomplicate things by pigeonholing yourself to a time/date/event.
@nathanryannews: It is important to create content that can be relevant to your audience next week, next month, or even next year. Creating “how-to” videos are a great example of evergreen content!!
Use video to promote:
limited edition holiday items/services
how your brand/biz is giving back for the holidays
how your biz can make this hectic time of year easier
also get into the Holiday spirit & just enjoy the time of year through your brand lense
@vincenzolandino: Show off special events happening! Product sales happening? Let’s see it! Employees full of good cheer? I want to see and hear them!
@CardozaGab: Use video to connect your audience with:
– the season
– your purpose
– your values
– your story
– your USP
Use it humanize your efforts & to reach them on a more emotional + personalized level.
@ChelseaKrost: UGC is content such as video, blog, discussion forum posts, tweets, testimonials, or views created and posted by the consumer.UGC is so valuable because of peer-to-peer approval. Consumers are more likely to buy a product after reading positive reviews and testimonials from other friends, family and customers! You need to give your audience a reason to create user-generated content about your product with a call to action. A popular and effective way to use a CTA is in a giveaway contest via social. Remember to include a defined hashtag and captivating prize 🎁
@vincenzolandino: UGC is just another part of that coveted content marketing plan. A good content plan will allow your audience to be a part of the content through contests, engagement, re-sharing their photos/videos. These are all ways to keep the audience creating FOR you.
@LeighNorman_: Letting users participate and offer perspective. Users see a side of our content that we simply cannot bc we’ve been staring at it for months. Having them show how they see us can change a marketing strategy entirely!
@ChelseaKrost:For those of you who may not be familiar, Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
How to optimize videos for SEO:
Eye-catching thumbnail image
Keyword rich title, description, and tags
@vincenzolandino: Include a transcript (on a blog)
Bright, engaging thumbnail
Keyword-rich title, description and tags
One video per landing page so you can optimize around that video
@ebonyajohnson: For SEO Optimization: Research key words related to your business. Consider hashtags and key phrases targeted to your audience.
@ChelseaKrost: I believe we will see a more personalized approach to content marketing. Less billboard messaging and more user generated and native advertising content will surpass traditional advertising impact.
Brands know more than ever that they have to incorporate influencer generated content and activations into their marketing strategy. Less one off influencer partnerships and more longer term relationships are bound to happen more and more.
@vincenzolandino: this answer might be overplayed in certain circles, but, the future of content marketing is less jargon, more real. Set a tone for your brand, a voice, and allow it to shine through your video and written content. More personality, less stuffiness. with all the data available to us now and in the future, we can start creating content that speaks to individual segments of our audience, no generalization necessary. That’s HUGE!
@davidwynnPR: Short bursts of information, like we see now on Instagram captions and in addition, I see a lot of influencers move from mainly photos to videos and dynamic media!
Ready for more? Check out our #Millennialtalk RECAP