Here are the four things Brian thinks every marketer should do next year:
Invest in video. Diversify your content playbook to include social + video in addition to text + search.
Live in social. We’re not B2B or B2C marketers — we’re business to human marketers. Humans live in Snapchat, Instagram, Messenger, and a host of other social apps. Find them there.
Accelerate your content. Combine content marketing and paid marketing. Repurpose your most successful content for multiple channels and boost it with budget.
Automate your buying process. Buyers expect to be able to buy on their timeline with either minimal or no human contact.
Shot 5: Creative Idea of the Week
Given that video is growing (and recommended by just about everyone), what are some video ideas you can consider for your business?
Ian’s thoughts: Go back to your persona and figure out where they are in the buying journey and what kind of video would be required. I can relate this to recently buying a car for the family and all the research and information gathering I did. What I enjoyed most was listening to a Mazda engineer talk about the car and WHY they did certain things. Made me understand some of the decisions they made that may not on the surface seem obvious.
Craig’s thoughts: Remember utility versus entertainment - work out which response you are aiming for.
For Technology companies you can provide screencasts of using features, meeting the team building the product, etc. For Catering companies you can provide examples of your food and events, people enjoying it - it’s a simple extension from your photo (think Instagram) process to move to video.
Review anything you’ve previously photographed as a social update and consider whether a video extension of it would provide value (or entertainment).
Shot 6: Podcast of the Week
Content Sells episode 45: Suzi Dafnis and Michelle Falzon