We were excited to attend DX3 Canada this year because of the access it provided to smart people doing big things. YouTube’s Dave Coleman is one such example, and his session about brand success on YouTube did not disappoint. In less than an hour, Dave laid out a video production content structure that any brand can use to find and engage with their customers.
Previously, I had written about Volvo’s ability to split its marketing objective to create video content that effectively targeted each stage of its sales cycle. Volvo created a perfectly executed awareness campaign built around Jean-Claude Van Damme’s ability to do the splits that drove attention to targeted explainer video snippets designed to actually sell $100,000 trucks. It worked beautifully.
Coleman not only agreed with my take on Volvo during his session, but used the company as the perfect example of YouTube’s recommended content structure for brands. This structure contains three content buckets – Hero, Hub, and Hygiene – all of which should align directly with a brand’s content strategy (defined by what your brand stands for and what your customers are interested in).
Here’s Coleman’s recommended content structure as exemplified by Volvo’s YouTube channel.
