YouTube ?? Podcasts – What's Working in Marketing?

Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,?follow me on LinkedIn?or create a?FREE Insight Library account, our team is publishing tons of free research that you won't want to miss.

?This week we're breaking down:

• The Highlights: Unwrapping how to leverage YouTube's shift to podcasting
• Trending Research: Learning how a Fintech brand increased email web traffic by +100% during the holiday season
• #MarketingTwitter: Diving into three Tweets about focusing on target customer problems over personas, 4 tips for winning the content game and 12 graphic design trends for the new year

PODCASTING HAS COME TO YOUTUBE

If there's one thing that has remained consistent since COVID, it's the continuing interest and demand for podcasts. So much so that YouTube has now launched a podcasting guide to help creators improve their strategies.?

Why would this be of interest to you, as a marketer? One of the sections of the guide stood out to me as a great opportunity to get specific with podcasters and their audience.?

YouTube has recommended creating more than one?channel to segment podcasting and original YouTube channels or even two channels for podcasting content itself. They want creators to be mindful that their long-form podcast content may not be geared toward the same audience as Shorts podcast content would be.?

As this continues to roll out and creators find their way, this is a brand's opportunity to get specific with their desired influencers. If you want to work with a podcast, think about your target customers and where their mindsets lie; are the podcasters you're looking into developing niche content within different audiences? If so, be mindful of those partnerships to end up on your right side of YouTube.?

Revolut, a Fintech company from the UK, increased their email web traffic by +100% MoM during the holiday season in 2020.

Key Takeaways

• #RevReview:?Revolut sent every user a personalized end-of-year review of their money spending habits
• Festive Rewards:?Handpicked promotions from brand partnerships were sent out to their email list
• Holiday-Themed App Updates: Revolut highlighted various app features, such as personal note options and gift scheduling to aid users during the gifting season
• New Year Resolutions: Revolut sent out an email offering tips on how to improve your money-saving habits in the new year
• Visa Promotion:?Revolut sent out a promotional offer for their Visa Card which expired at the end of the year on Dec. 31st, creating a sense of urgency for their user base.?

Here are three Tweets you should check out this week:

1. Focus on target customer problems over personas

2. 4 steps to winning the content game

3. 12 graphic design trends for 2023

If you're enjoying the newsletter so far, I want to encourage you to check out?The RightMetric Insight Library.

It's full of strategy tear-downs and examples from fast-growing brands that have already helped thousands of marketers?identify?content opportunities,?focus?on the right whitespace channels,?improve?their media strategies, and?benchmark?against competitors.?

?? Thank You! ??

That's all for this week, I hope that you enjoyed it. If you found this valuable, I'd really appreciate it if you tagged someone who should read this in the comments.

I'll catch you next week. ???