Asked why brands don’t have a larger presence on YouTube, Alison
Provost, CEO of
Touchstorm, said they’re failing at two basic tasks: creating content
suitable for YouTube and marketing that content correctly. In the area
of content creation, “Ironically that means not
over-thinking it. They shouldn’t be looking at some miraculous content
strategy that is overarching and takes agencies a year and a half to
develop.” Rather, brands should take their cues
from other publishers in their category and join the dialogue: “For
example it’s not talking about your diaper brand on YouTube, it’s
engaging in the conversation about pregnancy and
parenting.”
Provost went on: “Watch any good brand. With Kraft
for example, it’s an expert coming to you from the Kraft kitchens with
recipes and tips. Then they publish a
list of ingredients, but it’s not necessary for Kraft to tell you ‘we’re
the cheesiest.’” Summing up an effective content strategy, Provost
said: “It’s not
your job to persuade through this medium -- it’s to be there, and then
you accrue loyalty by being there and being helpful.”
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