Commentary
Conference: Focus On Content Creation
- by Rob Garner , March 30, 2011
Last week, I attended SES in NYC for my seventh time since 2004. I was in there this year to speak on the "Search: Where To Next" panel moderated by Anne Kennedy, along with Eli Goodman of comScore,
Duane Forrester of Bing, and Josh McCoy of Vizion interactive; and to …
Is there a more successful search campaign out there than what TED has accomplished on YouTube? TED is certainly a brand even though it is non-profit but I have never seen an article or blog post mentioning how search is responsible for driving al those views and brand exposure. Search is also indirectly responsible for most of the social media views since the person or blog posting a TED video most likely came across it though search.
Kudos to Byron White for his comments about researching your audience. You can learn a great deal from the views data in YouTube; for both your content and from other accounts. Here's just one interesting example. It turns out that music fans are not that interested in watching interviews of most artists. You will never find an interview appear in the first 2 or 3 pages of search results for any band with 200 or more videos. Sponsors of that type of content from festivals, etc. apparently just assumed it was popular because it is done so often.
Thanks. Keep up the great work.
So the New Directions are 1) 'create engaging content' and 2) 'listen to your audience through research...don't assume'?
If true, this is hardly different from the directives of Ogilvy of the 1960s and, for that matter, Bernays of the 1920s.
The only thing that has really changed is the medium.
Kurt, those statements are still true but both in an entirely new way. The quality content can't be an ad where you talk about yourself or no one will choose to watch it and the data we should pay attention to is what consumers actually do instead of what they tell us in surveys. This is not happening yet.