When it comes to getting found on the web, Google is the alpha and omega. It's easy to listen to the guidelines they offer and follow their best practices - but if you're really observant, you can learn from what they say and do.
This edition of #inboundgolfclap is dedicated to one of those do's - a recent post on Google's Think With Google blog about ads that empower women. The blog itself is tremendously valuable, but this particular post deserves a shout-out for the way it seamlessly integrates video and text.
To see the full article on Think with Google: click the link below.
https://www.thinkwithgoogle.com/articles/youtube-empowering-ads-engage.html
What's it all about?
The digital marketing industry is moving forward at a breakneck speed - as soon as you think you're up to date, everything changes. Think With Google is designed as the modern marketer's resource for statistics, predictions, and analysis of the latest trends in the industry.
Okay, but what's so great about this post?
If you've read my blogs before, you know I'm a huge fan of repurposing video content into blog posts and vice versa. Think With Google's latest post by Susan Wojcicki, CEO of YouTube, begins with an embedded YouTube video that features Wojcicki and other prominent women in marketing and content creation. The topic they discuss is a common one in today's culture: creating ads that empower women, instead of restricting them.
Google pulls off the video/blog post combination effortlessly. In a concise blog post of less than 1000 words, Wojcicki provides valuable statistics on women and advertising, examples of popular marketing campaigns targeted to women, and observations on how social media influences the way women are portrayed in ads.
This piece originally ran in Adweek last month, so it was up to Google to convert it to a user-friendly web format - and they hit it out of the park. To break up the text, the blog throws in another few video examples and a big, attention-grabbing header a quarter of the way into the post. The information they include is weaved masterfully into the videos: they support each other, enriching the overall user experience and making for a very engaging piece of hybrid content. It's no surprise that Google is using video this way when you consider that almost 52% of marketing professionals around the world say video is the content that provides the best ROI.
Now it's your turn...
Seen any good examples of inbound marketing lately? Get on Twitter and spread the word! Use the hashtag #inboundgolfclap and let us know why you think they did such a bang-up job. And don't forget to tune into Beers with Max, where we'll talk in real-time about these examples over delicious beverages.
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