The art of using video to showcase or promote a performer or group consists of much more than setting up a camera and shooting a performance on the stage.  To capture the performance the video producer must understand the elements. These include and are not limited to understanding the music, working with the artist on the interpretation of the words, music, movements or story line and developing a plan for how the final product will be used.

This series published by the New York Foundation for the Arts is an excellent essay on how and what to assess when commissioning a video of your performance.

How to Create a Video Arts Work Sample

When Is A Program Over?

In the days before social media, marketing campaigns had a beginning, a middle and an end.  Not so anymore.

Most marketing programs in today's world will have a social media component.  The essence of which is to engage with the intended customer by either providing relevant product information or encouraging them to participate in some element of the campaign. The key word is engage.

Once you have created this connection you have to maintain it.  This changes the core composition of the marketing plan.  The program has to carry the intended message and then continue a dialogue with the audience long past the completion date of the marketing campaign that initiated the engagement in the first place.

This fundamentally changes the way we market.  Now our communications strategy is a key component of our marketing plans.

That provides for a realization that the dialogue with the customer is real and on-going.

Do you have a Digital Marketing Strategy or are You Just Posting Weather Reports?

A friend recently asked me to assess a company’s marketing strategy, based on their  online presence.

This company has a national presence with customers in all major markets. 

I started by going through our (DRIVEN) online checklist…
Blog – no
Twitter – yes
Facebook – yes
YouTube – no
Pinterest – no

So, based on these findings, what we found was the basis of  a social media strategy and not an online marketing strategy. 

The company product is visually appealing and as a matter of fact their customers are people who want to see and experience their product.

Ditch The Silos – How to Build a Great Content Marketing Team

This is a well written insightful article on the state of search in today's environment and the necessity of content marketing to get your brand noticed.  This is one of the best explanations we have found for what we do here at DRIVEN.

Last month I attended SES in San Francisco and saw some great presentations, as always covering the ever-changing world of search. Having recently launched a content marketing agency, the session that stood out to me the most was the convergence of search, social and content marketing – with some great presentations from Chris Winfield and Arnie Kuenn.

Search, Social & Content Has Merged into a Single Process
I’ve recently written about how to transition of a team from SEO into content marketing – and in my opinion, the best content marketing teams merge all things search, social, CRO, PR, paid media etc into a single team.
These days, if all you focus on is SEO, you’re probably not actually that good at it. That’s because you’re missing the point that you need to acquire high-quality, natural links, create a social buzz/awareness, reach a targeted audience, and convert those into customers/leads.

The Current Status of Online Video Marketing

Here is a great article just posted by AJ leBlanc that truly states the importance of an online video strategy for car dealerships.

Is online video marketing still on an upward trend? How important is it for an automotive dealership to implement a video marketing campaign strategy? Is online video marketing an effective means of connecting with local car buyers and service customers? Well, here is a brief overview of the current statistics about online video marketing to help answer those questions.

Growth of online video
Online video is one of the fastest growing forms of online advertising. In fact, online video will grow 55 percent in 2012 and is still ranked as top ad format for content marketing to consumers (Emarketer 2012). If you want to connect with today’s auto consumer, you need to implement an online video marketing strategy—in your social media marketing, on your dealership website, and in your search engine marketing.
As online video grows, the opportunities for video ads also increase. Video ads already account for 25 percent of all videos viewed by consumers each month (Comscore 2012). That means, statistically, if you put video ads up on the internet and effectively target low funnel buyers, your video ads will have a high chance of being seen in your local market area.

RED BULL Media House

In our on-going development of content marketing we will post  from time to time articles and web sites that we feel are relevant and support our business strategy and goals.

I recently explored the on-line portal called the Red Bull Media House.  This is a location that the Red Bull energy drink brand has set up to handle all media development and assets globally.

Here is the introduction from the site;

“Welcome to the Red Bull Media House!
The Red Bull Media house is the centre of the global Red Bull media network across all relevant media channels and products.  It offers a unique variety of media content in lifestyle, fun and sports.  Furthermore, it holds business opportunities in fields of TV, Print, Mobile, Digital and Music and provides you, as a media partner, with fresh and innovative media content.

The Red Bull media house is your gateway into the World of Red Bull and into our unique network.  Find out more about our business segments and get more insights into business partnerships.”

I encourage you to follow the link and explore the site yourself.  To us here at DRIVEN Internet Marketing it is the ultimate example of a brand developing content marketing on a global basis and controlling the creation and distribution of the content to support the brand promotions.

Content Marketing

By {grow} Community Member Craig McBreen
There’s a monumental shift going on and it’s affecting my little world in a profound way.
The world of visual branding solutions is kinda, sorta my bailiwick.  I work with a company on their positioning statement, logo, tagline, and a website. You social media pros might call this horse and buggy stuff.
But here’s the thing. The type of companies I work with are finally beginning to smell the new media scent wafting into their little realm.  I’m even getting inquiries about this supposedly newfangled term: content marketing.
So why is a “visual” kind of guy excited about content?  Digital online marketing energizes me because I see the endless possibilities and guess what? It all revolves around this soon to be ubiquitous term, content marketing.
What really gets me going is transforming a company’s brand into something with a little emotion and that’s a heck of a lot easier than it ever was. Why? Because we have this wild and wonderful world of new media … and standing out involves telling your story.
Sure a firm can dive into analytics to measure traffic, find the search words people are using to find them, and the type of content they seek.  But if you only focus on the numbers, you’ll miss something important.
Telling stories is fun. Fleshing out a company’s essence and making them shine kinda rocks, at least for me.
Tooting the company horn and telling the world how special you are is not passion. That’s milquetoast, downright boring and frankly won’t cut it much longer.   You get that, right?
There’s a crap ton more to your little brand than the company mission statement or a well-crafted “About Us” page.  It’s about telling a deeper, more meaningful story. And social media is the platform many small companies need to embrace, but also the medium so many get so wrong.  In fact they are royally blowing an opportunity to be the cool, black sheep that breaks from the flock.
Brand differentiation is now easier and a more enjoyable process than ever and our friend, social media, um, content marketing, is the ticket to the dance.
So, how does your little company break from the flock?
1. It’s all about the content
I don’t think every small company needs a blog, but I strongly believe most need a content strategy.  It’s part of that old fashioned thing we call branding.  It might take the form of a well-developed PR page or even better, crafting an in depth success story about a client. If you don’t have time, why not focus on micro-content? 
2. Learn to tell your unique story
What if your engineering firm has a strong focus on community? Bring some visibility to that not just by writing how generous you are. Instead focus on the groups you’re supporting, or better yet, individuals within those groups. Or write about why you are so passionate about giving back. Let that emotion seep out, people love that and want to do business with folks they know and trust. Be human.
3. Discover your sweet spot of delivery.
If you own a basement waterproofing business, why not put your own gurus in front of the camera? This delivers your expertise and shines a light on your own wizards. With that comes personality and your company’s essence will come out in a way that just might surprise you.
4. Find your home-grown brand evangelists.
There might be several people within your company who posses an undiscovered talent. If you have a new content focus, why not test it and see who wields the golden pen? Part of a brand story is getting employees on board and what better way than to let them tell this story in their own special way, right?
Say you own an accounting firm and one of your employees is positively bat crazy about Auditing and Assurance? Sounds like a great blog post, at least with the accounting crowd. Why not write a 10-step plan about the process and allow users to download it. Maybe it could become a series of 10 blog posts.
I’ve been in the traditional world of branding for a while. I now want my clients to get on board because I see this as the only way forward. But the added benefit is this: Businesses have the ability to truly stand out like never before. Each company has its own special form of genius and what better way to make it shine?  Embrace the content.

Craig McBreen is the owner of McBreen Design and writes at A Seattle-based branding consultant who also likes to write about social media, breaking out of routine, and the power of creativity as a daily practice. You can follow him on Twitter @craigmcbreen.

Illustration courtesy of BigStock Photo