When 300 hours of content is uploaded to YouTube every 60 seconds, the challenge is on for marketers to create campaigns which stand out in the content soup. Habitual moments of checking digital devices give marketers a new space to reach their audiences (with 62% of 18-32 year olds preferring to check their smartphone if they have downtime rather than sit and think). But brands can only maximise these new digital opportunities by attracting and retaining attention with great content.
A new white paper by video and content marketing expert, Jon Mowat, is here to help by sharing insights into the kind of content which works most effectively, and how to ensure it reaches the target audience. He argues for a publishing rather than advertising model to attract the attention of the distracted mobile viewer. While 84% of millennials do not trust traditional advertising, they will engage with brand content which connects with them. With a publisher mindset, brands can attract the attention of their target market which will create trust and ultimately brand loyalty and advocacy.
Using examples from a wide range of brands, the guide helps to demystify the creation of compelling content. It covers common queries such as what’s the perfect length of video, how to use emotion and logic in both B2C and B2B markets and what content to use at different stages of the sales funnel. Of course creating great content is only part of the story, and the white paper offers tips on getting your content seen and shared.
For Jon Mowat, MD of Hurricane:
“The best content creates a feeling. It’s exciting, funny, memorable and maybe even good enough to share with others. When your brand creates content, can you hand on heart say it fits this criteria? Are you really creating great content or are you putting out unfocused messages that get lost in detail?
This new white paper shares what we’ve figured out over our years of making great content and how to apply this to the online mobile audience.”
The insights in the paper will help marketing teams deliver and promote better, more highly targeted content, in order that their brands get the attention they deserve.
You can get your copy of the white paper here.