Internet Marketing and Digital Media Strategy Sydney Australia

New Project - Step 1 - Create

I'm sitting in my local coffee shop, it's amazing how a couple of coffees, a writing pad, pen and a hour or two can create your next special project. I get away from the computer to begin any new project - I like to draw a lot when coming up with ideas.

After nearly ten years of writing most days I find it takes 2-3 pages and about 45 minutes of just dumping down all those random thoughts on your mind before whatever idea is in your head finally comes to the surface.

Turning those ideas into something real takes a hell of a lot longer.

Over the years there have been many experiences and books consumed which have helped mold the creative process.

It was a gift of Julie Cameron's "Right to Write" years ago that gave me confidence to just let the information flow. If people like your stuff they'll embrace - let it flow, be yourself and edit later.  Very Zen.

In terms of marketing then Seth Godin's "Purple Cow" and his incredible daily insights which has had the most influence - be remarkable.

I'm also a fan of Garr Reynold's "Presentation Zen". Keep it simple.

Our experiences and ideas morph into our own unique ways of doing things - from initial brainstorming and conceptualisation, through project planning, management, creatiion, delivery and engagement.

I suppose that's one of the challenges - "information overload" and how to incorporate all these thoughts, models and processes into your own unique style.

At times you have to wonder what the return on investment is - isn't it much easier to just consume, comment or share?

I suppose the answer to that question is the final product or service that is delivered and your measurement of success - sales, subscribers, personal feeling of satisfaction, seeing other people smile, engage or learn?

Now onto "The Project" and to research some online project collaboration tools.

Very easy to get all caught up with the video technology and how easy it is BUT in the end it’s all just about effective communication.

Video like all content is a matter of building brand, trust and engagement with the consumer so they move up the loyalty ladder from casual consumer to advocate.

In terms of production then quality will always rise to the top and we’ve heard the rules like you only have the a maximum 3 minutes on the web and the first five seconds has to hook. Yes and no.

What is missing is the discussion about how people find your video - ie context sensitive.

There is a strong relationship between interest (ie search) and how much content we will consume.

If the marketing/video objective is branding then you need to create relevant content that will be easily and readily shared.  Understand your audience, develop your message and then worry about production.

If it’s a web promo video then entertain, create emotional attachment and top of mind.  Keep it short with strong call to action.

If it’s instructional then it can be longer.

In nearly all cases you can cut a script in 1/2 by simply being ruthless, cutting out all the BS and getting to the point.

Your consumers will appreciate the effort you’ve made in not wasting too much of their time.