So, I’ve written quite a few blog posts about this topic in the past and thought I would just bring you up-to-speed on my marketing strategy going forward.
If you hadn’t noticed, the world is changing pretty fast and, unless you keep up with the current trends, you’re likely to get left behind. And when I say left behind, we’re talking irrelevant.
Yep, I know that’s a pretty serious statement to make, isn’t it? Just trust me on this – if you don’t keep up with the current trends in your business or your side hustle, your competition will get the jump on you and it might take you months or even years to both get up-to-speed and try to compete on an equal footing.
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What does this actually mean?
It means, if you were writing long blog posts or articles which we were all told to do (even I encouraged it), you need to take note of what I’m about to tell you.
Millennials and Generation Z are now consuming more audio and video than reading long-ass articles.
So, what type of audio and video are we talking about?
These two generations are listening to a lot more podcasts and are almost certainly cutting the cord on their television packages and watching YouTube on mobile devices. There’s even a small section of this demographic who are actually watching YouTube on their HD TV’s.
At this point, there might be a few of you who are shouting at the screen right now, saying that Millennials and Generation Z aren’t the only demographic and, to be honest, you’d be correct.
Let me just lay down a few facts for you, though….
Both Millennials and Generation Z now make up the largest and fastest-growing buying demographic at the moment and that’s unlikely to change anytime soon.
If you’re reading this article right now or have just watched my video, you’ll understand why I’m also making a change to my marketing strategy – as a marketer, these are serious times.
I’m going to hold my hands up now and tell you something I haven’t told many people.
I, personally, never felt that comfortable having lots of photos taken of me and I certainly didn’t want to be on camera – in fact, I actually put this off for a few months purely for this reason.
However, when I started to look at the stats on both my client websites and my own, I saw a massive drop in traffic and I knew something had to be done.
Believe it or not, the decrease in traffic has only started declining in the last 6 to 9 months, however, this was enough for me to put my fears and worries aside and really start to embrace audio and video as a way to market my business and also that of my clients.
Now, before anyone goes away and starts making audio and video and thinks they don’t need to write content anymore, I’ve got some news for you… It’s still important to write a decent sized blog post or article for your website – you just can’t solely rely on this as your main source of traffic from the search engines like Google as you could in the past.
I still believe that you need to write content that’s anywhere between 1000 and 3000 words with the addition of adding an audio file or video to your article. Preferably, it’s an audio file or YouTube video that has been produced by either you or your business and is relevant to the written content.
From now on, you’re more likely see the vast majority of my articles published with some sort of audio or video attached to it (just like this one you’re reading now with my video at the top).
I would also recommend that you still add really nice-looking images, infographics and even graphs to your content, which shows search engines like Google that you’re offering the reader as many different ways to consume your content as possible.
I’ve made it my mission to put out at least 3 educational YouTube videos each week. Well, that’s my public target anyway…
My personal target is more than that, if I’m being totally transparent – the vast majority of these videos will be accompanied by a short and concise article on the same topic.
For SEO purposes, I’ll also be adding subtitles to each video published.
This isn’t only for the benefit of the search engines, though. Taking a look at my stats on YouTube, a decent proportion of my YouTube views come from India, Sri Lanka and also South Africa.
The fact that I talk quite fast means a lot of people based in other countries find it hard to understand what I’m saying. By adding subtitles, it basically opens my videos up to a larger audience.
From what I’ve read, the best time to publish YouTube videos is on a Wednesday, Thursday and Friday, so that’s what I’m going to do. Since my email newsletter comes out each week on a Friday, it’s also fresh content that can be included in my newsletter for my subscribers.
I made an announcement to my email list that I was starting a podcast. I didn’t say when I was going to start it but I gave them the idea that it was going to be in a few weeks.
If I’m being really honest with myself, publishing 3 videos a week, as well as an article to go with it, certainly won’t be easy on top of my other activities and business during the week.
So, I’ve decided to put the podcast on hold until I can get to grips with my video schedule.
We all like to feel like Superman/Superwoman at times, but starting two new projects that are both out of my comfort zone isn’t wise. Hence, the reason I’m going to put the podcast on hold.
At the moment, I think it’s important to get to grips with producing videos for YouTube, build up a sizeable following on there and then launch my podcast in a few months’ time.
* You may or may not have heard the term micro-content. This is the latest way to produce more content from older content, so, for example, if you publish a YouTube video, you edit this video into smaller bite-sized chunks, add subtitles, and then publish that to social media.
You also have the ability to use quotes from that video as part of your micro-content strategy too! This can either be simple text on Twitter or a full-blown graphical production with your image next to this quote.
* The trend of the younger generation listening to more audio and watching more video than any time in history isn’t going to change anytime soon and I would recommend anyone who is marketing a business online today to do the same as I’m doing.
* A lot of people may doubt that my facts are wrong – if you get the chance, go ahead and watch your own children, or children of family and friends to see how their habits have changed in the last few years. They spend more time on mobile devices than watching a film, playing a video game, or watching a popular series on TV.
* I think it’s time for people to embrace their fear of producing audio video content too! I never wanted to produce videos and I certainly didn’t want to star in them but the statistics show that face-to-camera videos ( where someone is looking at the camera, talking) perform a lot better than just screencast videos, showing only a computer screen.
* There’s no reason why you can’t choose one of these forms and then do the exact same as I’m doing. Delay one of them until later on so you get the hang of producing content in this way.
Image credit: Latest marketing trend
Des is a full-time online marketer who sells information products and a membership program. He tests and studies what does and doesn't work and then shares his findings on this website. He takes you behind the scenes of how he runs his business to help you market yours.
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