Google's launching a new video series, Pinterest makes videos POP, and content programs pose challenges for many organizations.
Your weekly digital marketing matchbox to kindle creative content.
May 28, 2020
An Update for the (Ad) Ages
Some Google news we can get behind? Yes, please! The search engine is launching a new video series called “The Update," which aims to help marketers get a better understanding of critical opportunities and trends, provide updates on Google ad products, and maximize customer reach and response. There's quite a learning curve to making the most of Google and its offerings (search engine optimization anyone?), and COVID-19 forced many brands to pivot to digital strategies and campaigns — ready or not. “The Update” will help marketers better understand Google’s digital tools, with insights from product experts in analytics, search, ads, and more. No matter if you’re looking to maximize your brand’s online options or just need a little refresher, consider “The Update” to be the masterclass in all things digital marketing.
Pump Up Those Pins
Pinning is about to get a whole lot more interesting. Pinterest published a new guide to help marketers create standout video content on its platform. It digs into 10 techniques that make content seriously pop off the screen — plus all the tips and tricks on how to make them work for you. And while this resource obviously targets Pinterest users, the graphically-pleasing guide can provide endless video inspiration for marketers to consider for other platforms, like Instagram, Twitter, or even TikTok. Video content has already generated more engagement than any other type of post on social media, proving even more influential amid the COVID-19 lockdowns. If you haven't considered the potential of video in your marketing efforts, now is the time to experiment and let your creative flag fly.
The Call of the Content
We hear it allllll the time: Content is king. But building a successful and strategic content program isn’t so simple, as highlighted in a recent survey from the Content Marketing Institute. The report revealed several pain points organizations face in their content programs. Most notable? A lack of processes, poor communication between internal teams, and a shortage of skill around content strategy — oh, and not enough buy-in from leadership. But nearly three-quarters of respondents still view content as a core business strategy (and we agree). The results showcase an apparent disconnect within businesses when it comes to giving content marketing the attention it deserves. As we transition to a post-COVID world, the ability for a reliable content program to connect brands with their audiences will be more crucial than ever. If your organization needs help bolstering your program, whether it’s building formal processes or tailoring content skills, Tier One is here to help.
WHAT LIT US UP THIS WEEK
Let’s Get Digital
No conference space? No problem. BlogHer, an events-based brand that connects women bloggers, business owners, and content creators, taught us that. In three months, the SHE Media-owned brand has transformed its 16-year-old BlogHer series of in-person conferences into virtual summits by embracing a new digital events model. The revamped series consists of free, virtual programming featuring high-profile speakers who share insights, provide tips, and lead conversations. And the numbers don’t lie — it’s been an enormous success, attracting hundreds of attendees and generating social media impressions equal to that of past in-person events.
While pressure from coronavirus caused BlogHer to shift from in-person to digital under a time crunch, the brand found the quick flip brought about unprecedented action and innovation, which it intends to carry on into the future. And the success of its virtual summits so far proves that agile thinking and creative minds can change the trajectory of events during this time. By making their online conferences shorter, more frequent, and cost-free, BlogHer has expanded its reach and attendee base while keeping a majority of viewers engaged and enthusiastic through live chats. As this brand continues to evolve its digital model and build creative and intriguing programming, it’s clear that while events may not look like they have in the past, when put together thoughtfully, they can be just as valuable for both brands and attendees.
