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It explains why YouTube matters for highly engaged, mobile-first audiences and emphasizes user control, two-way communication, and continuous interaction. 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More and more, ads are becoming content that people choose to watch. In this playbook, we translate the tools and know-how developed by a generation of YouTube content creators to help brands as they develop content strategies that will resonate with 21st-century consumers.  \nKey Concept  \nWhy YouTube?  \nOnline video presents opportunities that television simply doesn't. YouTube is patronized by a hyper-engaged, highly-connected younger audience who craves the two-way communication YouTube offers. And unlike TV, YouTube lives everywhere because it's accessible on hundreds of millions of mobile devices globally.  \nThis Playbook gives you in-depth guidance on every stage in defining and implementing a successful content strategy on YouTube. We look at how to create successful videos, how to devise an overall channel strategy, and how to promote your videos through both paid and non-paid avenueson YouTube. We'll also discuss how to measure your results and adjust your strategy accordingly.  \nAs you read through this playbook, keep a few things in mind:  \nTechnology is growing more personal  \nOnline content helps people express emotion and connect with eachother around shared passions. Users want to interact through sharing, commenting and joining a conversation. Your brand can leverage these passions and conversations to forge deeper bonds with consumers.  \nIt' s all about the user  \nUsers are now in control. We call them users because they expect brands  \n[thinkwithgoogle.com](thinkwithgoogle.com 3)[ 3](thinkwithgoogle.com 3)  \nto inform, entertain and provide utility to them and they expect this when, where and how they want it. Use online video to be there for consumers 24 hours a day, 7 days a week.  \nWhile we don't have all the answers, we hope this playbook will provide you with new insights and help you navigate the new advertising landscape.  \n[thinkwithgoogle.com](thinkwithgoogle.com 4)[ 4](thinkwithgoogle.com 4)  \nBuild a Content Plan  \nTopics 5  \nRead Time 10 min.  \nB efore making videos, create a content plan  \nto ensure that your content both meets your brand’s goals and engages your intended audience. Our five guiding principles will then help you define your content marketing specifically on YouTube using simple questions.  \nProcess  \nKey Steps to Build Your Content Plan  \nWhile this playbook deals specifically with branded content creation and distribution on YouTube, your YouTube content should be part of abroader branded content plan that's not limited to video or even to digital. A content plan allows you to define the role your branded content will play in your overall brand strategy.  \nWhile there can be different frameworks, we tried to summarize here the key questions and steps to build your content strategy and plan as a subset of your brand strategy.  \n Process  \nKey Steps to Build Your Content Plan  \nFirst, define a strategically relevant and powerful content territory foryour brand. This should lie at the intersection of your audience's passion points and your brand value proposition. What unique content can your brand bring to your consumers to earn their loyalty? For example, as a brand American Express offers its members access to unique services.  \n[thinkwithgoogle.com](thinkwithgoogle.com 2)[ 2](thinkwithgoogle.com 2)  \nIts UNSTAGED concert series extends this brand proposition in a credible way by offering consumers who are passionate about music privileged access to unique concerts with top artists staged by famous film directors.  \nDepending on your brand's identity, you' ll find different ways to pique your audience's interest and make them care about your content. We' ve identified three main ways to add value:  \n• INSPIRE the audience with emotional and r","cbCaimLPgwZFTpzE","https://ap.wps.com/l/cbCaimLPgwZFTpzE","pdf",6711955,"English","# Introduction\n## Why YouTube?\n## Key Concept\n# Build a Content Plan\n## Key Steps to Build Your Content Plan\n# Define the Content Creation Strategy\n## Programming Framework: Help, Hub and Hero\n# Define the Content Distribution Strategy","[{\"question\":\"Why is YouTube a good platform for brands, according to the playbook?\",\"answer\":\"YouTube reaches a hyper-engaged, highly-connected younger audience and enables two-way communication. It is also accessible on mobile devices worldwide and supports always-on presence.\"},{\"question\":\"How should brands define a content plan before making videos?\",\"answer\":\"Brands should create a content plan that aligns with brand goals and the intended audience’s needs. The plan is built using guiding principles and simple questions to shape content marketing on YouTube.\"},{\"question\":\"What are help, hub, and hero content in the proposed framework?\",\"answer\":\"Help content answers what the audience actively searches for and stays relevant year-round. Hub content provides fresh perspectives tied to passion points, regularly updated. Hero content is the major push for a broad audience, such as product launches or industry tent-poles.\"}]","Creator Playbook for Brands - Build a Content Plan | PDF",1790117183,28]