The Issue: Brand Considerations
An issue that concerned me during the digital story project was our choice of platform. From the very beginning, we were set on making a web documentary series on YouTube, where the first episode would be our 90-second video on the penalty rate cut. As things turned out, we ended up adjusting our whole approach to the assignment and made a website that would function as our new platform. We leaned more towards the direction of Vice Magazine and our concept went from being a web series to becoming a news site.
When you upload to YouTube, you can’t control the perception the consumer has of your brand. Often, “related videos” will show your competitors, and the YouTube logo will always be on your video player. Related videos shown after your video ends may lead traffic to a competitor’s site instead of your company’s. There’s really no unique branding available on the YouTube platform unless you spend a lot of money to become a Partner, and even then you’ll have to deal with ads in some form (Archer 2014).
Since the theme was cultural differences, all of a sudden it wasn´t only the penalty rate cut we had to worry about. After converting into a news site, we had to come up with more content about cultural differences.
As Neil Patel writes content marketing is also about using the best tools out there to promote your valuable content, in order to attract and retain customers.
Therefore we´re also relying on our social media sites to promote our website to solve the issue.
Archer, D. (2014). CUSTOMER EXPERIENCE: YouTube vs. Hosting on Your Own Site. Available: https://blogs.adobe.com/digitalmarketing/customer-experience/youtube-vs-hosting-site/. Last accessed 29th May 2017.
Patel, N. (-). How to Create Better Content For Your Customers. Available: http://neilpatel.com/blog/content-creation-how-to-create-better-content-for-your-customers/. Last accessed 28th May 2017.
Wainwright, C. (2012). How to Create Content That Actually Resonates With Your Readers. Available: https://blog.hubspot.com/blog/tabid/6307/bid/33747/How-to-Create-Content-That-Actually-Resonates-With-Your-Readers.aspx#sm.00018nwhyzf3cd50rrz2mpmq0wzzo. Last accessed 29th May 2017.