Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
assistant for copy generation and repurposing (e.g., turning a LinkedIn post into a tweet).
ONGOING TOUCHPOINTS
Another way to boost your touchpoints is for audiences to be on the lookout for recurring releases (e.g., YouTube and podcast channel episodes) of long-form subscribed content. Despite the growing trends in favor of short- form content (e.g., 30-60 sec. snackable videos) for attention getting and sharing, audiences continue to crave continuing episodes of humanized content sometimes lasting more than an hour. For marketers, this trend provides a far better path for (1) improved search engine optimization (SEO), (2) thought leadership, and (3) meaningful engagement. In this section, we will examine the latest trends, characteristics, and relative advantages of subscribed video, audio, and text.
And although far greater attention is given to the rising popularity of short-form video (see page 130), long-form video (typically > 10 min.) has also experienced significant growth in recent years (Flixier). Especially for complex topics requiring in-depth education, long-form has the added advantage of hosting webinars, tutorials, or interviews. Moreover, long-form content improves search engine rankings and brand credibility something that cannot be done in 60 seconds.
Subscribed Episodic Video
According to HubSpot Blogs research, “consumers prefer to learn about brands via video content and use it as a necessary tool in the information-gathering phase of their buyer's journey (Hubspot).” As shown in the upper right, this is happening at a time when consumers are carving out more of the day for consuming videos.
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