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.
What is Help Hub Hero?
When we think about the different types of video marketing populating the online universe, we can broadly divide content from brands into one of three camps.
- There is grand spectacle advertising, usually highly produced, grand in scope and with a budget to match. This is the kind of content that you might see on a TV commercial, announcing the arrival of a brand or new product. This is Hero video.
- Then we have more bite-sized and regularly updated video offerings that are less showy, more focused, often serialised and aimed at a very specific target market. This is Hub video.
- Finally, we have the useful content, such as FAQs, tutorials, product demos and how-to’s that responds directly to consumer needs and questions, often expressed through search engine queries. Here we have the Help video.
The Help Hub Hero model gained popularity thanks to online video giant YouTube giving it a platform-specific spin, but the concept has been around as long as media itself. In print magazines covering everything from cycling to crochet, you can see this format with a content split between big headline features, news items and letters to the editor.
We could be Heroes
Hero content screams ‘look at me!’ It’s your chance to show off and get people talking. It casts the net wide, beyond your existing followers, and seeks to attract new prospects.
This is where you spend the big money on glossy production. Felix Baumgartner’s record-breaking and hugely publicized supersonic free fall from 128 km above the earth’s surface is a prime example of Hero material; cementing Red Bull’s position as the dominant brand presence in the sphere of extreme sports and jaw-dropping stunts.
Truly great hero content transcends blunt, product-led self-promotion and instead uses storytelling to create an emotional connection with the viewer.
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Source:: Business 2 Community