John Gray - YouTube Strategy
OVERVIEW
YouTube is the second highest search engine on the internet and the highest visited video platform in the world.
Purpose – Build a media pipeline that allows John Gray to develop new content, grow platform, add a form of revenue, and increase the footprint of marketing for events, books, and other initiatives.
Strategy- Launch at the beginning of January with a library of 3 to 4 Playlist with 5-6 long/short form videos that have been captured in a variety of location. Content and messages to be approved by John/Monica. After the launch of the channel, new content would be added once a week or every other week to keep the audience growing and engaged with the messaging of John Gray. This content will consist of short form promos, long form sermon videos, YouTube live session and more.
• YouTube divides content into three primary areas:
- Hygiene: basic ‘always on’ videos. Videos created based on high volume searches in your category, that answer those needs with simplicity and clarity. Like a brief tutorial video.
- Hub: regular, scheduled programming that gives a reason for viewers to subscribe to the channel and keep coming back.
- Hero: big, one-off events that are designed to increase audience’s growth.
Images taken from http://brendangahan.com/hero-hub-hygiene/
Focus your playlist by creating one in each category as you start your channel.
Starting playlists could look like the following
Fresh Word | Breakthrough | Comedy | Music
STEP 01 – Branding
Choosing the custom URL l is an important part of the process and can allow growth on multiple social and media outlets. For this reason, we could use the following custom URLs:
www.youtube.com/johngrayintertainment
www.youtube.com/johngrayoffical
We suggest using the realjohngray. This would be an easy jump for your Twitter and Instagram allowing all of your accounts to build each other. This is a name already trusted by your audiences and could be a way to build a user base faster.
In branding the channel, we would design a custom headers and playlist that could change with each season’s initiatives whether tour, books, or media releases.
STEP 02 – Build YouTube and Subscriber Base
The first step of this process is creating an engaging intro video that encourage every user whether returning or new to subscribe and stay active in your brand. A unique way of doing this is by create a video that leverages annotations in YouTube, similar to Jamie Oliver’s intro video. https://www.youtube.com/watch?v=KnflsbHi_HI
SKIP TO 45 Secs
Using John’s natural charisma and humor this could be done using some of his favorite things: music, a family photo book, bible, and some kind of media device.
STEP 03 – Retain Users and Increase Social Presence
Content is ultimately king and drives users and engagement. This means feed the beast of content by using already captured media, released over time, while the team builds new and engaging content that keeps users returning on a regular bases.
New content could look like the following:
· YouTube Live Events and Social Engagements
· Short Vlogs on Tour or the Road
· Event Promos
· Book Promos
· Music
· Speaking Engagements
· Recap Video
Before you get started here are a few questions:
· Is there an existing brand? If so, what is that branding look like?
· What content already exist that can be used on your channel?
· If the video content for your channel was recorded by someone other than your brand, do you have permission to use the content in writing?