Public Relations & Social Marketing Insight

Where do brands go to release content that is richer, deeper and more tailored to the customer? I'd like to introduce a small video site called YouTube.

When it comes to engaging consumers online, the bar has never been higher. A recent study revealed that 82% of Americans completely ignore most online advertising. And it makes sense — faced with endless amounts of media online, we've all developed an eye-glaze setting reserved for pre-roll, banner and social media ads. Simply put, they don't work anymore.

Luckily, there's an antidote to this interruptive, beat-you-over-the-head type of advertising — it just requires a very different approach. In order to cut through the noise, brands must create content — stuff that consumers actually care about and want to engage with — instead of inert, product-centric advertisements. It may seem like an easy shift, until you realize that it's not the way the advertising industry has been oriented for the past 100 years.

So where do brands go to release content that is richer, deeper and more tailored to the customer? I'd like to introduce you to a small video site called YouTube....

How does a company that sells blenders attract over 220 million views on YouTube? How does Zappos drive over 250,000 visits a year to its website from YouTube?

... With over 72 hours of footage being uploaded to YouTube every minute, how do you successfully market your business on the world’s largest video site and #2 search engine?

This guide will provide answers to those questions and much more. Whether you are a YouTube beginner or a seasoned pro, this post will serve as an in-depth guide for marketing on YouTube....