Objective
By completing this assignment, you will be able to:
- Tell your personal brand story through video animation.
- Craft your brand’s message and position your brand so that it speaks directly to your target audience.
- Identify and produce the type of content your target audience desires at each stage of the customer buying journey.
- Identify and track key performance indicators (KPIs) associated with branded content at each stage of the customer buying journey.
- Develop videos that help move viewers closer to working with you through calls to action that convert.
Resources
Infographic: 31 Types of Content We Crave by Content Marketing Institute
Content Marketing: Think Like a Publisher, Chapters 1 – 4 (Safari Books Online)
The Buying Brain, Chapter 11.2 “The Consumer Journey Framework” (Safari Books Online)
Video: Personal Branding Interview with William Arruda hosted by Ryan Mickley (YouTube)
Article: The Consumer Decision Journey by McKinsey & Company
Article: How To Influence Hearts and Inspire Action Through the Power of Story by Adobe Spark Blog
Article: How To Create the Perfect Call-to-Action by Neil Patel Blog
Week 3 GoTo Training Session Archive Video (see related FSO activity)
Instructions
Content marketing is an essential part of delivering your personal brand online and off. If a strong personal brand is the goal, storytelling through multimedia content is the means to reach that goal. Therefore, let’s define content marketing before we begin developing content. According to Forbes.com,
Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. The key word here is “valuable.”
~ Forbes.com
The emphasis is clearly on developing content that is of value to your target audience. Once again, we see the importance of knowing who your target audience is and what they want. Your content should inspire your audience to take a strategic action that moves them closer to working with you in some way. This is referred to a call-to-action (CTA). A call-to-action is concise, direct, and visual; meaning you the CTA should be embedded in the video itself. It will ask the view to continue their interactions with you in some way. For instance, “Contact John Doe at 555-555-5555.” After completing the required reading under the Resources section above and watching the GoTo Training archive, you will be ready to create your personal brand video.
Step One:
Set up your Adobe Spark account and select the video story template that meets your personal brand objectives for this video. Before choosing your template, be sure to consider your primary objective for the video. Are you trying to increase brand awareness or are you offering your audience a service that helps them determine the differences between you and your competition? Are you trying to attract influencers or ambassadors? Are you seeking a specific type of person to add to your Mastermind Group? What stage of the customer buying journey is your intended viewer currently in and what call-to-action will you use to move them closer to working with you?
ADOBE SPARK ACCOUNT
USER:
passwrd: Dreamer1
Step Two:
Develop a personal brand video that tells your personal brand’s story. Use your branded bio and personal brand statement as a reference. Showcase your unique value proposition, brand position, industry, skills, values, vision, strengths, goals, and personal attributes. In essence, tell the story of your professional journey thus far and provide a glimpse into where you are headed in your career. The video must have a strategic call-to-action and portray one of the 31 types of content described in the infographic from the Resources section above. Concentrate on storytelling by including all of the core elements of a story: Character, Conflict, Plot, Message. The video needs to be short and concise; between 1-3 minutes long, and you must appear in the video. After all, this video is all about you as a professional. If you choose to narrate the video, then please be sure to include pictures of you so the viewer walks away with a visual of who you are and what you do.
Step Three:
To help your instructor better understand your intentions behind the personal brand video, write a Word document that contains all of the following elements:
- Name and Degree Program
- A detailed description of your target audience and a persona as described in Chapter 4 of Content Marketing: Think Like a Publisher.
- Overall concept and purpose of your personal brand video. Include the type of content you chose to produce and how it matches your personal brand and speaks to your target audience.
- The call-to-action you used in your video and why you chose this call-to-action.
- What is your key performance indicator (KPI)? For instance, how many views will you earn in a set period of time? What is your content marketing strategy for obtaining those views? Be specific. Where and how will you share the video and with whom?
- Direct link to your Adobe Spark video.
- Screenshot of the video embedded in your digital portfolio.
Deliverable
Submit a Word document that contains all of the required information as laid out in Step 3. Ultimately, your personal brand video is the primary deliverable for this assignment but the Word document contains your thought process behind the video
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