Hero, Hub, Hygiene – YouTube Strategy for Brands (w/ Gillette Case Study)

hero hub hygiene

Today, successful brands understand that they need to create consistent, engaging content – hitting regular singles and doubles vs the “grand slam” that a viral video may or may not provide. It’s the adoption of this “always on” strategy that is successfully growing communities and generating earned viewership on YouTube. Over the last year, YouTube…

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ReelSummit 2014 (plus promo code)

The Video Marketing Summit | ReelSummit

I’ll be at ReelSummit 2014 in San Francisco this July. I had a blast on my panel last year with Vice, YouTube, Twitter, and Bravo reality TV alum/entrepreneur Hermione Way. This year I’ve graduated from panel to doing a presentation. I’ve been fascinated by the idea of looking at YouTube, and building communities, through the lens…

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Game of Thrones VS YouTubers [Infographic]

I absolutely love Game of Thrones and I assume everyone else watches it because I love it and I talk to a lot of my friends about it. In fact, I’m always shocked when someone doesn’t watch it. How is it humanly possible you do not watch Game of Thrones? That doesn’t compute for me….

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Hero, Hub, Hygiene – Content Strategy For Brands on YouTube [Infographic]

hero, hub, hygiene

Hero, hub, hygiene is the content framework that YouTube is communicating to brands and encouraging them to adopt. The idea makes sense and adopts a lot of the practices successful YouTubers have implemented to build audiences. I’ve created an infographic to distill the strategy in a way that’s easy to understand. Click ‘continue reading’ to…

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Digital and Offline – Human Psychology Works The Same

It’s easy to get caught up in the next platform, content format, and piece of technology. Oftentimes these platforms create a lot of distractions and its difficult to separate the signal from the noise. However, people are all really the same.  The biggest challenge is zeroing in on these fundamental principals and understanding out to…

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YouTube’s evolving strategy to woo advertisers

Two years ago YouTube distributed over $100 million in grants to fund original, premium content, the majority of which was provided to traditional media companies, celebrities, and production companies diving into YouTube for the first time. Since then the native YouTube creators continue to grow and thrive, while most of the traditional media companies have largely…

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TNW Europe Recap

TNW 2014

I was fortunate enough to speak at The Next Web Europe conference two weeks ago in Amsterdam. Probably the best conference I’ve been to, it was a great mix of smart people who were all there to connect and have fun in the process. I’m relatively happy with how my talk turned out. It was…

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YouTube vs Facebook Engagement [Infographic]

With a lot of press around Facebook’s self-imposed declining engagement rates. I was really curious about engagement rates for Youtube vs Facebook communities, specifically with regards to brands. Brands have invested a great deal of ad dollars into growing their Facebook Fan bases, but now Facebook is basically suppressing organic reach. So, I was curious…

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How to Make Bank as a YouTube Creator: Diversify Your Portfolio

To make a living on YouTube, a creator needs to work hard. In a recent Betabeat post, I explained how YouTube divvies up revenue in its user-partner program: reportedly, YouTube splits ad revenue 45/55 with the partner, in the partner’s favor. If the partner is affiliated with a MultiChannel Network (MCN), the MCN will also…

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Letter From 2013

A friend forwarded an email I’d sent him in response to some questions and a conversation he and I had about the MCN business from a year or so ago. His fwd was sparked by the Disney/Maker acquisition. Interesting reading it now knowing what’s happened already. I got a few things right– Looks like I got…

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