We all know by now that we should have a blog about our film, social sites, and YouTube channels, but how should we use these to create compelling content that will actually drive views, likes, and sales of our films? I attended the Online Marketing Summit in San Diego to see what marketing professionals had to say about the industry's newest buzzword "content marketing". I was both excited and dismayed that I was literally the only film person at the event. The film community needs to start thinking like marketers if we want to stay relevant.
I believe strongly in SEO for video and film as a mandatory activity for filmmakers (big and small). If you can rank highly on Google for various keywords related to your film it's possible to develop a large audience and even revenue before spending any marketing money. To that end I attended Arnie Kuenn's session How to Win at Search, Social, and Content Marketing.
Arnie runs a company called Vertical Measures, specializing in SEO. He's a very good speaker and pointed out some interesting data about how people use the 'net and search. See his Powerpoint presentation below:
Some takeaways from Arnie's session:
Content is Gold! was an entertaining session hosted by FusionSpark Media topper Russell Sparkman. Sparkman evangelizes that marketers need to focus on creating compelling content because, "Whoever has the best content wins." As filmmakers, we already know that right? It's easy to forget that in the process of making a short, feature, pilot, or music video we have the potential for tons of repurposed content that can be used to drive traffic and create interest in our projects and in ourselves as creatives. Sparkman's six observations on content's worth:
Daryl Colwell of MediaWhiz had this to say in his workshop "Content Marketing Like a Pro":
Colwell's strategy presentation viewable here:
Colwell closed his presentation with a great comment that we filmmaker/marketers need to always remember - "Make your buyer the hero." Our viewing supporters and fans are the heroes, always keep that in spirit in your outreach and customer development efforts.
Jon Wuebben from ContentLaunch had the unenviable task of finishing the conference as final presenter, but he did an admirable job and those who stuck it out were rewarded with some nice strategies for their Content Marketing.
Jon started by offering his answer to the question, "What is Content Marketing?"
"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action."
Jon made a lot of great points in his presentation:
Here's his recommendations on creating a strong social content strategy:
It was great seeing content from the pure marketers' eyes for a couple of days, I've been sifting through my old hard drives looking at old footage from my biker movies and I've definitely got some ideas to apply their content marketing principles.
What are some examples of what you're doing with your films/content? Post and comment below!
Written by Zack Coffman, Head of Content Distribution & Strategy at One World Studios Ltd. He specializes in online strategy and monetization, live streaming branded entertainment, and YouTube channel development. Connect with Zack on LinkedIn, Google+, and @choppertown on Twitter.