Content Chemistry - Great Content for Marketing and Branding Professionals

content chemistryAndy Crestodina, Strategic Dirctor of Orbit Media Studios,has created a terrific resource for branding and marketing professionals who are looking for a way to blend SEO, Email and Social tactics to attract visitors to a website and convert those visitors into leads and customers.

Andy shares the most important and effective lessons he’s learned about content marketing.

“My hope is that new insights into web marketing will motivate you to get started and stay active. I hope you realize that web marketing is enjoyable because it’s creative, something both social and analytical.”

Chemistry of email social and seo in Content ChemistryIt’s an easy read. Every time I open the book, I learn something and find that I’m nodding my head in agreement. Well written, with 54 diagrams, 33 quick tips and 16 warnings, the book is very digestible.

Snag a copy here.


FULL DISCLOSURE: Andy sent me a free copy to review but I am not being paid to review this.  However, Orbit Media Studios has provided services to a nonprofit organization that I serve on the board of directors, but that has not influenced my review.

Marketing with InterActive Video: What Do You Want to Learn?

Chris Brown with Cliff Pollan of Visable GainsLast month, when I spoke at the Conversion Conference about using video to increase website conversions, I had coffee with Cliff Pollan from Visable Gains.

He told me how their program allows marketers to ask a simple question inside a video: “What would you like to learn?” and offer users multiple choice answers, while the viewer is still in the video!

This can help viewers move through the sales funnel quickly and even segment by title (CFO, Department Head, Technician) by the choices they make inside the video. I think his interaction program could be a very powerful marketing tool. Continue reading “Marketing with InterActive Video: What Do You Want to Learn?”

Yahoo Uses Cause Marketing to Market GOOD SEARCH by Donating to Charity with Every Search

Q. How is Yahoo! marketing search against the Google search engine?

A. One individual and one charity at a time.

Imagine trying to compete with Google! It makes me sigh every time I think about trying to go up against that Goliath!

One way Yahoo! is competing is by encouraging people to give to their charity of choice by using With every search conducted on the Yahoo!-powered, approximately one penny is donated to an individual’s favorite charity.

It was started 6 years ago by Ken Ramberg (the former founder of JOBTRAK, now a division of and JJ Ramberg (an MSNBC anchor and the former Director of Marketing at After realizing what a fraction of the $8 billion generated annually by search engine advertisers could do if it were directed towards organizations trying to make the world a better place, they launched GoodSearch in 2005.

I believe that they have developed a strong social media sharing page as a tool for making it relatively easy for an individual to market the search.

Notice how it is organized with text links and anchor links, along with snippets of code for people to pop into their Facebook, Twitter or Blog. I like how the individual can measure what the search donations are to their specific charity.

You may want to look at their “Spread the Word” page if you’re trying to get people to spread the word about your organization by providing tools like widgets, codes and toolbar information that individuals can use to share on their pages.

And if you’re a marketing professional in fund raising and development, trying to stretch your marketing budget, you might want to consider using Good Search for your organization.

If you’ve had experience with Good Search, please leave a comment below. I’d like to hear your thoughts.

YouTube Video Helps Position Corning as the Glass of the Future

What’s the difference in commercials on TV and video communication on the internet?

Take a look at Corning’s “A Day Made of Glass” to get a look at their vision for the future with specialty glass at the heart of it.

With only 5 minutes of video, Corning positions themselves as the glass of the future. The cost to put a commerical like this on TV would be prohibitive, but it’s perfect on YouTube.

Click here. Over 15 million views in just 9 months. Their positioning: innovative, clean, functional, integrated.

Hat tip to my friend, the owner of pizzaBOGO, who sent me the link to this video.

Does this give you an idea of how you could show your products in action? Do you see how distribution on YouTube makes it easier to view by your audience?

How are you using YouTube to position your product, service or business? Leave your comments below.

Marketing Case Study: Using YouTube Video to Build Awareness

viral video marketing with YouTube for brand awareness
Viral video marketing with YouTube for brand awareness
Are you trying to figure out how to build awareness and market your product or service using a low cost YouTube video?

YouTube is a great platform to market your products and gain recognition for your brand. However, it’s not easy to become recognizable on YouTube due to it being a very saturated platform. Fortunately, with more and more resources available online on how to grow your YouTube channel, including information on regarding purchasing likes on your videos, it’s straight-forward on how to grow prevalence.

Here’s a video case study of Norvacortex, a Dutch agency that did just that for under 1000 euros (about $1400.)

Using vinyl static cling with a pretend scrape and marketing info, the agency placed the cling on the side of expensive cars and filmed people’s reaction with a hidden camera. They made a video that went viral on social media networks. If you’re reading in a feed, click here to watch the short marketing case study video.

Interesting way to get a lot of attention for about $1500.

Caution: While they blurred the license plates, you will also want to get signed waivers from people who appeared in the film before using them in a viral video.

My guess is that since this video is a humor advertisement, all the people visable in the video are hired actors and have signed releases.

Just don’t forget this step yourself! Although the marketing materials and method they used is very low cost, a lawsuit could be expensive. Be safe and make sure you’re covered by having everyone in the video sign a model release.

You can watch the actual viral video here.

As the owner of a marketing agency, what I find especially interesting is the viewer count on their agency’s marketing video that followed. It was a great tactic for the agency posted a VIDEO RESPONSE to the first video, which helped the agency’s brand awareness as well.

When you post a video response to a popular video, you help your chances of increasing your search engine ranking within the YouTube search engine. It is important that your video really is in response to the original video and that it gets accepted by the first video’s author.

Read more here (check the comments too!) to learn about YouTube Ranking Optimization.

Have you attempted a viral video? What worked? What will you do differently next time?

Leave a comment below.