Posted by Augustin Kendall on September 13, 2011
What’s the one type of content that will influence your success and that you have absolutely no control over? Customer reviews. Whether a bane or a blessing, your customers will review products (and often customer service), and potential customers will read those reviews. It’s to your advantage to solicit reviews (ethically). Not sure how to do it? Use Search Engine Land‘s tips for developing a review acquisition strategy. Check out their infographic on the topic if you aren’t sure why you should care.
Read the tips at searchengineland.com.
We all know how important video is to content merchandising. (Right?) And that compelling, engaging video, as with all other forms of content, is the way to go. (Still with me?) But do you already know how to create that video? YouTube recently released a YouTube Creator Playbook that provides tips and best practices for garnering larger audiences. ReelSEO is kindly breaking down the playbook into a series of detailed posts for those of us who don’t have time to pore over all 70 slides. Part 1 deals with the hook–the first 15 seconds of a video. In short, they say “Get to know the art of the ‘tease.’”
Find out more about the first part of the playbook at reelseo.com.
At Lateral Action, Mark McGuinness delves into the loaded topic of formulas in creativity. After pointing out an analysis of 200 award-winning advertisements in which researchers found that most entries could be classified into six basic templates, he asks: “Do you think it’s important for a creator to acquire a working knowledge of established templates, patterns and forms in their field?” We do–and we have an established formula we like. The comments are worth checking out, too.
Read more about learning the rules (and breaking them) at lateralaction.com.
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I would write a script for a video/slideshow presentation that takes viewers on the journey of an online shopper who jumps from one retail site to the next, clicking on user reviews, videos, Walmart pages, etc. The aim would be to show how customers engage with the content we create and help define content merchandising vs. marketing as well as show the efficacy of product videos.
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