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Executive summary

Steven Goldblatt, Leaf's Founder and CEO, reflects on the company's 20-year history. Born out of humble beginnings in Steven's garage in Bangor, Leaf has grown to become a leading IT Managed Service Provider in Northern Ireland, with operations across the Island of Ireland.

The company, which celebrated its 20th anniversary recently, has seen significant changes in the tech industry over the years. From no cloud services and only hardware-based storage to modern-day cybersecurity threats and disaster recovery concerns, Leaf has adapted to stay ahead. Today, the company provides cloud services and consultancy to clients across various sectors, including private companies and local government.

Steven highlights the importance of customer service in driving the business forward, stating that it's what Leaf is all about. The tech agenda for most organizations now centers around cybersecurity and disaster recovery, both posing significant threats with real fear factors. Leaf has worked to develop expertise in cybersecurity, winning a global award recognizing this expertise.

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Nowadays one of Northern Ireland’s leading IT Managed Service Providers, Leafwas born out of humble beginning, in common with many in the sector. “It all started in my garage in Bangor and it began as a hobby rather than a business,” says Steven Goldblatt, Leaf’s Founder and CEO.

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“20 years later and we’re right up there with the leading managed service providers in Northern Ireland, but also working in the Republic and GB.

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“We call ourselves an IOI operation these days – we’re growing this business all over the Island Of Ireland. But everything comes back to Belfast. This is very definitely our base.”

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Leaf, which recently celebrated its 20th anniversary with a spectacular night for clients and friends at

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The MAC in Belfast, is based at Weavers Court in the centre of Belfast and has a current team of 30 employees, which Steven Goldblatt expects to rise above 35 in the coming year or so.

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“When I left the garage in Bangor and started to build this company, I took on three people fairly quickly,” he says. “What makes me particularly proud is that two of those three people are still working here and the other probably would be too if she hadn’t moved to live in Spain and got married.” Twenty years might not be long in the history of some larger organisations, and might not mean much in some sectors. But, in technology, it’s a very long time indeed. Steven Goldblatt reflects on just how much has changed since 2004. “There was no such thing as the cloud. The only clouds we knew were the ones above our heads. Back then, it we wanted to store data or anything else, we had to have big, lumpy pieces of hardware in our offices.”

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Nowadays, Leaf is a major provider of cloud services and consultancy to its varied client list which includes some of our leading private sector firms as well as some in the public sector, notably in local government.

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“We didn’t have iPhones back then and none of us would have thought of holding meetings by Zoom or Teams.”

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Steven Goldblatt is clear that its customer service that has been the lifeblood of the company over the past 20 years. “That’s what this business is all about,” he says. “We have an excellent support team here working day in, day out with our customers ranging from smaller firms with 10 users through to larger organisations with thousands of users. Our support staff sell Leaf and what we do better than anyone or anything.”

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Today’s tech agenda for most organisations, he says, is dominated by the issues of cybersecurity
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“Both have as real fear factor built into them,” says Steven Goldblatt. “And both can impact on businesses of any size and in any sector.

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“When it comes the cybersecurity, it’s clear that there are all sorts of threats out there, and that the criminals are always moving, always developing, always trying to stay one step ahead of their victims.

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“The old idea that the perpetrators are young people hiding away in darkened bedrooms isn’t a reality any more. Cyber attacks are carried out by sophisticated organised

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crime gangs and they can work in a whole range of different ways.

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“Cyber attacks are about money, of course, but for a lot of companies out there, they are also about reputation and the damage to corporate reputation as the result of an incident,” he adds.

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“Here at Leaf, we’ve worked really hard to develop our expertise in cyber security over the years and we were delighted to win a global award recognising that expertise.”

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Leaf was one out of 44,000 global partners chosen by ConnectWise, a Florida-based provider of cybersecurity software solutions and support, as its Cybersecurity Partner of the Year for 2023. Leaf was the only company from the Island of Ireland to receive an award at the group’s annual awards held in Orlando.

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“The second threat with a real fear factor is disaster recovery, what happens after a major IT crash or something similar strikes your organisation. It can happen and it does happen,” says Steven Goldblatt.

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Most local organisations will already have IT partners and many will already have considered or bought insurance against cyber attack and major IT crashes. But Goldblatt warns that it isn’t always easy to secure insurance cover these days.

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“There is no doubt that the risk factors are huge,” he says. “The internet has revolutionised how we do everything. But the downside is that it comes with risks and threats.”

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Another issue rapidly impacting on many business is AI or artificial intelligence. “In the case of some businesses, AI can become a very useful and productive tool. But, on the other hand, it will impact on jobs and it will impact on people’s livelihoods. We all need to assess how best it can work for us, if at all.”

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Assuming that the next 20 years will deliver the same pace of change as they 20 just past, it’s hard to predict where we’ll be in terms of technology for both business and personal life.

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“I wouldn’t want to be the one doing the predicting,” says Steven Goldblatt. “But I’d like to think that Leaf will be around to continue to guide its customers through the maze.”

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Can your content capture the audience’s attention in just 8 seconds? If not, then your business might be in trouble.

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But why only 8 seconds? Maintaining focus has become tough today, with endless information on sites and social media. Our attention span has decreased to just 8 seconds.

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As a content creator, you only have 8 seconds to hook your audience. Moreover, you also need to outperform your competitors who are in the same line for grabbing attention.

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Wondering how?

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Check out our blog post on the best 9 content marketing secrets to keep your audience hooked and increase your site’s traffic.

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Why is Content Marketing Crucial?

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Content marketing is more than just writing blogs and creating videos. It builds a solid and lasting connection with your audience with valuable, engaging content. Here are some reasons why it is crucial to have a content marketing strategy:

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Grow Brand Awareness: Creating content that addresses relevant, timely or significant subjects can increase brand recognition for your business. Your organization can familiarize target audiences with itself by participating in conversations already taking place on these issues through blog articles or creating content for social media.

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Create Demand: Content can also generate interest in your goods and services. Write long-form material, such as white papers, ebooks, or blog entries, on subjects that speak to your target consumers and generate a pressing need for your goods or services.

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Drive Organic Visitors: Create a content strategy for search engines to bring more natural traffic to your website. Conduct keyword research to find high-volume keywords relevant to your business and products. Then, carefully integrate these keywords into the pages on your website.

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Generate Sales Leads: One method of using content to create sales leads is to put insightful material behind a form on your website. You can gather data from extremely relevant prospects curious about your company’s viewpoint on significant issues.

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Build Trust: Creating a content strategy can help demonstrate your subject-matter competence. This sets you apart from your rivals and fosters trust among important audiences. Go in-depth on significant subjects via blog posts or other long-form content to showcase your expertise.

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Want Effective Content Marketing Guidance?

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Get in touch with us and experience top content marketing services.

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Capturing your audience’s attention and keeping them engaged is crucial for success. Here are some top content marketing secrets to hook your audience and drive engagement:

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1. Build a Good Website

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Your website serves as your brand’s online storefront and is the initial point of contact with potential customers. They choose to click away or continue exploring and you only have a few seconds to grab their interest.

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So, how can one make a website that draws users in and keeps them interested? Consider it a friendly, educational, and eye-catching dialogue to captivate your audience. Here are some important factors to think about for creating digital marketing content:

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Catchy Titles
High-quality Images
Clear Call-to-Action
Readable and Useful Content

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Learn from well-performing websites such as Uber.

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The Uber USP is in the left corner box. The box contains pick-up and drop-off information with the CTA “See prices.” The image on the homepage aligns with the brand statement. The website has a lot of space, facilitating scrolling and increasing conversions.

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2. Actual Magic is in the Heading

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A compelling headline is essential for drawing readers in, regardless of the platform you are writing for. Effective headlines stimulate social media sharing, summarize the content and optimize for search engines.

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The headline of a blog article is what readers see right away. Traffic and engagement metrics, such as clicks and time on the page, determine the blogs’ success.

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A compelling title is one of the most effective content marketing service strategies to get a reader to pause and click. It also helps establish the tone of voice and is the foundation for creating a well-optimized blog post.

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Buffer is an excellent example of a business that creates captivating headlines that get a lot of clicks. This social media management platform provides tools for planning and evaluating social media content ideas. Articles about engagement tactics and social media marketing strategy are available on the Buffer’s website. Here is a blog post for your understanding:

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Take note of how the headline grabs your interest by promising to provide first-hand knowledge for professionals. The reading material promises guidance and attracts the reader without giving too much away.

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3. Add Some Curiosity Marketing Lines

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Curiosity drives us to explore, to learn, to discover. Curiosity can be the key to keeping your audience hooked with content promotion services. Instead of simply stating facts, use intriguing language, questions or hints to grab their interest and make them want to keep reading. Think of it like a captivating story – you want to leave your readers wanting more.

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Imagine you’re writing a blog post about the benefits of using natural skincare products. Instead of a straightforward title like “The Benefits of Natural Skincare”, consider a more intriguing option like:

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“Is Your Skincare Routine Sabotaging Your Skin? Discover the Secrets of Natural Ingredients.”

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This title is far better than simply telling the benefits. How? Let’s find out:

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It challenges the reader’s current skincare routine and sparks curiosity about the benefits of natural ingredients.
The phrase “discover the secrets” suggests there’s more to learn and a hidden world of knowledge to be uncovered.

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You can incorporate curiosity in your writing by avoiding revealing everything upfront and leaving something to the audience’s imagination. Also, use some thought-provoking questions to engage readers and reflect on their beliefs.

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4. Throw a Powerful Emotions Trap

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A powerful emotional trap appeals to feelings above logic. It encourages people to follow their emotions rather than their heads. It evokes a powerful feeling in viewers, encouraging them to interact with the content more fully.

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You may be setting off a range of emotions in others, eliciting diverse reactions. They will share your material if it makes them happy, which helps raise your brand’s visibility.

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On the other hand, if it makes them angry or afraid, they will naturally search for something dependable, comfortable, and familiar, strengthening their loyalty to a product or brand. However, you will always produce experiences that stay in the minds of your viewers.

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For instance, many companies use tricky advertising techniques to reach their customers. Coke’s “Share A Coke—Share a feeling” and “Hug me” campaigns are prime examples of how soft drink companies play on their customers’ emotions.

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For years, companies like Coca-Cola have used tactics such as cartoons, characters, and many other things to appeal to children. These campaigns use the same concept, except they target a broader demographic: children, young adults, and adults.

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Also Read: A-Z of Digital Marketing

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5. Use Fear of Missing Out

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FOMO, or the fear of missing out, is a potent psychological trigger that can motivate people to take action. An uneasy feeling appears when we think we will miss something interesting or worthwhile.

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Using FOMO intelligently in digital marketing content can instill a sense of urgency in your audience and inspire them to act. The idea is to give them the impression that they have a finite window of time to act or risk missing it.

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For example, retail websites like Myntra, H&M, Nykka and others use fear of missing out on ongoing sales to encourage customers to act quickly.

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Upgrade Your Content Marketing Strategy

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Contact us and grow your audience with our content marketing tips.

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6. Use Your Content to Tell a Story

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Storytelling is a useful method in content marketing trends that turns mundane facts into gripping tales that draw in and involve your audience. By narrating a story through your content marketing in digital marketing, you engage your audience emotionally and increase the relatability and retention of your message.

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For example, a brand that sells environmentally friendly goods may narrate a story about a customer who transitioned to its goods and witnessed favorable transformations in their way of life rather than just listing its features.

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The story may include images depicting the customer’s journey, from their early difficulties with conventional items to their discovery of eco-friendly alternatives and the advantages they enjoyed.

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7. Surprise Hook for Your Audience

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Surprising your audience helps keep them engaged and makes your content consulting and strategy more memorable. A surprise element can provide a thrilling or intriguing moment that distinguishes your material from the competition.

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It can be accomplished by surprising information, inventive storytelling techniques or original viewpoints on often-discussed subjects. It is also essential to ensure the surprise feels genuine and valuable rather than forced or gimmicky.

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Example –

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People love surprising, amazing facts. Here is an example of 75M companies that will be retiring by 2030 and you can plan to buy them. The image below shows the writer trying to hook readers quickly. They provided information in two sentences and included statistics as well.

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8. Follow a Trend

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You can use a hot topic or viral trend to draw attention to your product, even if it’s not fully related to your business. You can draw visitors interested in the trending topic and start conversations on your website or social media pages by expressing your perspective. Using social media management tools and mastering marketing strategy to plan trending articles can help you grow your following and improve website traffic.

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The COVID-19 pandemic is a prime example of how the crisis impacted every business worldwide. Even companies not directly in the healthcare industry were forced to modify their business ways and voice their opinions regarding the crisis.

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Similarly, brands like Nike encouraged people to work out at home, which promoted social alienation and isolation. They produced a motivational video emphasizing the benefits of isolation.

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They created the “You Can’t Stop Us” ad, featuring pictures and videos of people exercising in various parts of their houses—kitchens, bathrooms, basements, and bedrooms. The ad includes lesser-known and unknown fitness enthusiasts and a few well-known personalities, such as basketball player LeBron James and volleyball player Sara Hughes.

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Also Read: Digital Marketing for Startups

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9. Add Value to Your Customer’s Experience

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If you want to keep your visitors’ interest, you need to provide excellent and engaging information. Provide them with something useful immediately, like a checklist, a blog post with instructions, a sample video, or a tutorial. It must be accessible to users without requiring them to register or create an account.

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As your audience’s needs develop and change, you may wish to update or replace your free material. Monitor consumer feedback across all communication channels to identify any changes in preferences early and take decisive action. If your audience chooses to do business with you, your free content should reassure them that you will fulfill your commitments.

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Take a look at the main page of the calorie counter and healthy living software MyFitnessPal. You can review the nutritional facts of any food before you register and begin monitoring your caloric intake. That’s how you get access to MyFitnessPal’s food database.

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Transform Your Content Marketing Game!

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Partner with us to engage your audience with our content strategies.

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Final Words

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All in all, keeping your audience hooked is the ultimate goal of digital marketing services.

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By understanding your audience deeply, calculating performance marketing and analytics, crafting compelling narratives, leveraging multimedia, and staying consistent, you can transform passive readers into engaged followers.

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Remember, the key lies in delivering value and fostering genuine connections. Implement the above-mentioned content promotion services secrets and watch your content not just capture attention but also sustain it.

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Moreover, you can hire content writers and SMO experts to create lasting engagement and growth.

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How to grow your YouTube channel in 2024

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Growing a YouTube channel today requires a shift in focus. While your subscriber count still matters, the real growth comes from the performance of your individual videos.

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When your videos consistently attract views and engagement, YouTube’s algorithm takes notice. It starts to see your content as valuable and pushes it to more viewers. This creates a powerful cycle: more views = more engagement = more visibility = channel growth.

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That’s why creating videos that people want to watch and interact with is the foundation of a successful YouTube strategy. Just as important is to promote your videos effectively so they get the love and attention they deserve.

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But before we get into the ways to drive more views on your videos, let’s clarify what counts as a view.

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What counts as a view on YouTube?

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Views refer to the total number of times your video or channel has been watched. Each time a viewer plays a video and watches it for at least 30 seconds, YouTube counts it as a view. If someone watches your video several times, each time is counted as a new view.

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This applies across all devices whether a person watches via smartphone or desktop. It also applies to embeds and videos shared on other social media platforms like Facebook.

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Additionally, when someone visits your YouTube channel, you receive a view. If you use YouTube Analytics, you can go to the Overview tab to see how many views your YouTube channel received over the last 28 days.

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Why are views important on YouTube?

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Views are critical to the growth of your YouTube channel. When your videos get more views, YouTube’s algorithm recommends your content to more people. This increased visibility often leads to more subscribers and faster channel growth.

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Views are also part of how you can make money on YouTube. More views mean more ad revenue and better opportunities for brand partnerships. And the more you earn on the platform, the more you’re able to reinvest in your channel and create even better content.

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Finally, views help expand your brand’s reach. In fact, each view is your chance to connect with a potential customer or fan. Over time, higher view counts can boost brand awareness and build brand affinity, helping you reach larger business goals in the long run.

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How to grow your YouTube channel: 18 tips and tricks

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This article covers 18 tips to grow your YouTube channel and attract more views. In the video below, Jamia walks through 10 ways to promote your YouTube channel for more views and subscribers.

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1. Write engaging, must-see titles

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YouTube marketing is all about presentation.

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Titles are make-or-break when it comes to your video’s performance. Ask yourself: are you presenting your content as “must-see” or “meh?”

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The key to crafting killer titles is grabbing your audience’s attention without resorting to clickbait headlines. People crave content that’s entertaining, and they likewise want to know what your video is about from the word “go.”

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For example, you can take a page out of the playbooks of YouTube giants like BuzzFeed and WhatCulture. Such videos often rely on listicles, question-based titles or hyperbole (“insane,” “…of all time”) to rack up views.

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Athlean X’s fitness-based videos are another good example. The channel’s content manages to sneak in relevant keywords in its titles while also coming across as conversational.

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“Best-of” lists and “how-to” titles are always a safe bet, too. Food channel Tasty uses click-worthy titles like this:

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The takeaway here is that you should definitely spend time mulling over engaging titles rather than sticking with the first idea that pops into your head.

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In terms of specifics, many have observed that the optimal YouTube video title length should be around 70 characters. Meanwhile, tools such as CoSchedule’s headline analyzer recommends 55 characters for an engaging headline. CoSchedule’s tool isn’t specifically meant for video titles but is awesome for brainstorming YouTube-friendly titles to help promote your YouTube channel.

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2. Optimize your videos for visibility

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Here’s some food for thought: YouTube videos show up in 70% of the top 100 Google search results.

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Heck, see for yourself. Any given product or “how-to” query on Google will return something from YouTube.

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In fact, YouTube results sometimes even pop up before traditional blog posts or websites. Listen: YouTube is the second-largest search engine in the world. Just like people search for products and need problems solved via Google, the same rings true on YouTube.

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Think of your YouTube videos like any other piece of content that needs to be optimized in terms of keywords, tags and so on.

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In order to increase your chances of showing up, you’ll want to follow some of the best practices for YouTube SEO:

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Titles and description: Include target keywords in your titles and descriptions. You can use a tool like Keywordtool.io to help you find keyword ideas.
Mention keywords in your video: According to Brian Dean of Backlinko, saying your target keywords in your video can help YouTube better understand what your video is about.
Engagement: YouTube uses engagement (likes, comments, views) to help determine where videos rank in its search results.
Categories: Use categories to help YouTube get a better understanding of who to show your videos to.
Tags: In addition to categories, you can also add tags to your videos to give YouTube more context about your content. You can use quite a few tags, so add as many as you can think of.

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Just like with SEO for your website, don’t keyword stuff. Use keywords when it makes sense, not just for the sake of having them.

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3. Figure out what your audience wants

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With any type of content you produce, you want to make sure it’s aligned with what your audience wants. Whether you’re writing a blog post or creating a video, start by getting to know your audience and what type of content they want to see from you.

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If you’re just starting to promote your YouTube channel, take a look at your competitors or other video creators in your industry. Look at which of their videos get the most views and engagement. This will give you an idea of what topics your audience wants to learn about and what style of videos they prefer.

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Use Sprout Social’s competitive analysis tools to keep an eye on your competitors. Track key YouTube metrics like views, engagement and followers, and set realistic benchmarks for your own performance. You can also use Sprout’s listening features to monitor keywords and mentions as well as track audience sentiment around specific topics and brands.

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Another solution is to look at your YouTube Analytics if you’ve already uploaded videos. YouTube gives you detailed information on audience demographics, location, engagement and other helpful stats. You can also take your strategy a step further with YouTube reporting in Sprout Social and see how your content stacks up to other social videos you’ve produced.

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Want to better understand your YouTube metrics? Download our video metrics cheat sheet to learn the most important metrics to track and get ideas for video content tailored to your marketing goals.

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Download our Social Media Video Metrics Cheat Sheet

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4. Increase engagement by asking viewers to comment and like

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Sometimes simply asking for engagement is the best way to get your videos noticed, especially when you consider the immediacy and connection that video content can create.

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Not everyone who enjoys one of your videos is going to remember to drop a like or become your subscriber, so it’s common to put these reminders in the description or in the video itself.

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Especially if you’re an up-and-coming channel, there’s no shame in asking for some love directly. In fact, asking visitors a question to answer in the comments suggestion or to check out another video are perfect ways to keep the engagement rolling. You can likewise link to other videos or drop an external link to your site to serve as a sort of CTA.

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5. Schedule live streams for faster growth

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Live video is one of the biggest social media trends and it isn’t going anywhere anytime soon. With apps like Facebook, Periscope and Instagram making it easier than ever to stream live video, more and more brands are getting on board.

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YouTube has been offering live videos for years but has only recently started picking up steam. You can take a look at some popular YouTube Live videos to get a sense of how other brands are using the platform.

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Some examples of how you can use YouTube Live are:

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Webinars
Live tutorials
Q&A sessions
Product demonstrations

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Don’t worry if your streams don’t go as smoothly as you’d like. Part of the fun (and risk) of live video is you never know what’s going to happen. The unpolished, organic nature of live video is exactly what makes it compelling. For more tips on how to get started with YouTube Live, check out Google’s introduction to live streaming.

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6. Maximize views with YouTube Shorts

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Shorts tap into that addictive, quick-hit vertical video format that’s dominating social media (think TikTok and Instagram Reels.) They’re perfect for capturing the attention of viewers who are used to scrolling through endless streams of videos on their phones.

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YouTube Shorts aren’t just a trend—they’re powerful tools for growing on the platform. Here’s how you can integrate Shorts into your brand’s content mix:

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Share quick tips and mini tutorials
Create funny memes or comedy skits
Respond to viral news or challenges
Highlight product features and benefits
Answer customer questions
Create before and after videos
Take your audience behind the scenes

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Here’s how we do it at Sprout Social:

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Source: YouTube

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You can also repurpose your longer videos into bite-sized Shorts content to increase reach and brand awareness. Add a CTA for viewers to watch the full video on your channel to drive more views there as well.

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7. Engage with the YouTube community

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Although you might not think of YouTube as a social network per se, the platform does represent a thriving community where users are engaging via content, profiles, “likes” and comments.

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Sounds pretty “social” if you ask us.

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As noted earlier, any sort of interaction with your viewers is seen as a positive signal to YouTube. If nothing else, engaging with your subscribers can help you foster a stronger connection with your audience. “Liking” comments only takes a few seconds, as does pinning a top comment as a sort of personal note to your subscribers.

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For example, music channel Artists Of Morality regularly likes and responds to comments on its recent uploads. The channel’s creator regularly engages with subscribers to show appreciation and answer questions, too. She even posts a call to action or challenges in her pinned comments like in the one below:

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Just as you’d respond to comments and engage with your followers on any other social network, YouTube is no different.

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8. Customize your thumbnails

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One of the simplest yet effective tactics to promote your YouTube channel is creating custom thumbnails. Think of your title and thumbnail as a sort of one-two punch to grab a viewer’s attention.

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By default, YouTube snags a screenshot from any given video and uses it for the thumbnail. Unfortunately, sometimes the image it grabs will be a blurry shot of you adjusting the camera or a transition.

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Not a good look, right?

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Creating thumbnails yourself not only makes your videos look more appealing at a glance but also signals a certain sense of professionalism.

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Thumbnails don’t have to be rocket science, either. You can even create a template with a particular font and style to make it more consistent and on-brand. This is made especially easy with the help of image creation tools such as Canva. Here’s a good example from Binging with Babish:

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If you’re looking for simple social media templates to get started with Creator Studio, check out our free YouTube banners that you can download today!

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9. Cross-promote your own videos on YouTube

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Chances are you’re covering similar topics on YouTube that overlap with each other. To squeeze more out of your older content, make a point to cross-promote your videos when it makes sense.

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For example, you can put links in the description of a video and ask viewers to check them out as a kind of call-to-action. Some people might be disappointed that YouTube removed its annotation system. But linking in your description encourages viewers to watch your videos all the way throughout without clicking away.

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10. Target Google search results

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As noted, YouTube is totally killing it when it comes to SEO.

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And while you shouldn’t totally create content for search engines versus people, you should promote your YouTube channel with SEO in mind.

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Specifically, product reviews, how-to’s and long-form (10+ minutes) videos covering keyword-specific topics tend to rank well in search engine results pages (SERPs). If you’re strapped for content ideas or want to capitalize on a trending buzzword in your industry, consider how you can do so through your YouTube channel marketing.

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11. Run a contest or giveaway

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If there’s one thing YouTube users love, it’s a giveaway. Host a YouTube contest or giveaway to encourage people to subscribe to your channel and engage.

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To keep your contests simple, have people like your video, leave a comment and subscribe to your channel to enter.

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Follow some of our best practices for running any social media contest:

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Make sure you’re following YouTube’s policies.
Give away a gift that’s related to your brand: you want to attract more than just freebie-seekers.
Get creative by incorporating user-generated content and other non-traditional entry requirements.

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Be careful with hosting frequent YouTube contests, though. You want to make sure you’re getting results from your efforts: otherwise, you’ll end up wasting time, money and resources. After doing one contest, wait a while and look at your subscriber drop-off rate and engagement numbers. If you aren’t bringing in engaged subscribers, you could just be attracting people who want free prizes.

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12. Encourage viewers to follow your series

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A smart way to promote your YouTube channel is by creating a specific video series that covers a recurring theme or topic. For example, Sprout Social’s YouTube channel has a variety of different series that make up our YouTube presence, like our “Always On” videos.

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Series are a win-win for creators and viewers alike. For creators, you hold yourself accountable for creating fresh YouTube content and don’t have to rack your brain for ideas. For your audience, they have something to look forward to and likewise a reason to keep returning to your channel.

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13. Embed your YouTube videos

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Some of the best places to promote your YouTube channel are beyond YouTube itself.

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Case in point, video content is proven to improve conversion rates and lower bounce rate on-site. If you want visitors to stick around a product page or blog post longer, embed a video (like we did below).

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Remember: any opportunity you have to funnel your on site (or social!) traffic to YouTube is a plus.

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14. Create playlists to organize your YouTube content

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The more videos you create, the more difficult it becomes for people to navigate through your channel.

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That’s why playlists are so important. Not only do playlists allow you to group your videos into categories to organize your channel, but also appeal to your viewers’ desire to binge.

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For example, Beardbrand’s grooming channel has amassed hundreds of videos covering tons of topics. The channel’s various playlists help guide subscribers to relevant content without having to dig for it.

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15. Collaborate with other creators and brands

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A tactic some of the biggest YouTube stars used to grow their following is collaborating with other users. Each collaboration gives you exposure to a new audience. And the best part is those new viewers are more likely to subscribe to your channel since you’re working with a content creator they already know, like and trust.

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The key to a successful YouTube collaboration is finding the right partner. You want to collaborate with content creators that share similar passions with your brand so your video comes off as authentic. This now-classic collaboration between BuzzFeed and Purina is a prime example of a thoughtful collaboration that doesn’t feel overly promotional.

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Use a tool like Tagger to easily find top influencers in your niche. Its smart Affinity Engine digs deep into audience interests and behaviors, not just surface-level stats. This means you can pinpoint creators whose followers truly align with your brand’s vibe and campaign goals.

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16. Run a paid YouTube ad campaign

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With marketing in general becoming more pay-to-play, you always have the option to get more visibility through paid YouTube ads. YouTube offers a variety of ad formats to choose from:

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Display ads: These ads show up on the right-hand sidebar of videos, and are only available on desktop.
Overlay ads: These are semi-transparent ads that are displayed on the bottom part of a video. They’re only available on desktop.
Skippable and non-skippable video ads: These ads show up before, during or after a video. Skippable ads can be skipped after five seconds, but non-skippable ads have to be watched all the way through before the viewer can watch their video.
Bumper ads: These are non-skippable ads that have to be watched before the viewer can watch their video. They can be a maximum of six seconds.
Sponsored cards: These are cards that get displayed within relevant videos. You can use them to promote your products or other content.

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For your ad creatives, you can either use an existing video or create something new for a specific campaign. The advantage of using an existing video is you can choose a clip you know has been effective in the past. If a video has already gotten a lot of views and engagement organically, running paid ads can amplify your results.

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On the flip side, creating a new video for your ads will allow you to create a more targeted piece of content that you have more control over. For instance, you can create an ad with a specific call-to-action at the end to direct viewers to a landing page or another video. You can learn more about YouTube’s video ad formats here.

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17. Regularly publish your YouTube content to social media

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It’s no secret that video content crushes it on social media in terms of engagement and performance.

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As a result, you should regularly promote your YouTube channel to your social followers to encourage them to become subscribers. As soon as a video goes live, make a point to let your followers on Facebook, Twitter, Instagram and LinkedIn know about it. You can likewise create snippets or previews for each social platform that also link to your latest production.

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With the help of Sprout Social, you can schedule your content and cross-promote it without having to jump from platform to platform. Features such as ViralPost® can also help ensure that your content goes live based on when your social audiences are engaged.

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18. Incorporate pre-production best practices

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Put your producer hat on and incorporate some pre-production best practices. There’s a lot that goes into creating video before the camera records, but using these methods will streamline your content production.

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Create a contingency plan. What will you do if there’s an issue with your shooting location? What if your talent becomes sick? Proactively plan so you’ll be prepared for the worst.
Plan the video concept from start to finish. Use a storyboard to outline each part of the video. Use this outline to mark visual jokes, animations, call to actions, etc.
Create a shot list. A shot list will help you consider important details like lighting, location and camera angles. Once your script and storyboard is complete, make a list of every scene and note the action and dialogue required for each. Mark the type of setup you want (e.g. wide angle vs. a close up).

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Streamlining your content production means you’ll likely be able to produce more video because your process is a well-oiled machine versus one that is always in need of repair. Having a set process will also help ensure each video is striking the right cord because you’ve taken the time to think through important visual details and logistics that will add value to viewers.

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Since you’ll be able to create more relevant videos, you’ll get more views and grow your YouTube channel over time.

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4 resources for growing your YouTube channel

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In addition to the 17 tips above, make sure you’re up on all things YouTube. Maximize your efforts with these guides:

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How to create a YouTube channel for your brand in 5 steps – Simplify setting up and perfecting your business channel.
11 Tips for writing YouTube descriptions – Differentiate your videos and ensure they’re super findable with optimized descriptions.
YouTube SEO: How to boost your videos’ rankings – YouTube has become one of the world’s biggest search engines. Follow these tips to make sure you’re meeting audience needs.
YouTube hashtags: How to use hashtags to increase video views – Demystify how hashtags work on YouTube and get more eyes on your videos.

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And with that, we wrap up our guide to how to get more views on YouTube!

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How do you promote your YouTube channel?

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Growing a YouTube audience doesn’t happen by accident. And yes, it can certainly feel like a grind if your space is crowded with competition.

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That’s exactly why it pays to have a variety of promotional tactics in your back pocket. Although some of the tips above require more effort than others, each one can help you get more eyes on your channel and more subscribers as a result.

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If you’re ready to ramp up your YouTube presence and start seeing real business results, Sprout Social’s YouTube integration has capabilities to help you seamlessly schedule and publish content. Plus, with our integration, you can dive even deeper into analytics to improve your video strategy.

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\n \n This first half of 2024 has been another record year for ransomware attack costs with mounting impacts globally to customers, services and the bottom line. For example, consider these headlines:

The HIPAA Journal — Change Healthcare Ransomware Attack Cost Predicted to Rise to at Least $2.3B in 2024: “UnitedHealth Group (UHG) has provided an update on the cost of its response to the February 2024 ransomware attack on Change Healthcare. The total cost of the response is now predicted to be between $2.3 billion and $2.45 billion this year, more than $1 billion more than previously reported. UHG has already paid almost $2 billion dealing with the response to the ransomware attack, which caused massive disruption to providers across the country due to prolonged outages.”

Spiceworks — CDK Global Outage Ended After Reportedly Paying $25 Million Ransom: “The cyberattack started on June 19, 2024, with a breach of CDK Global’s systems. This resulted in software outages that paralyzed automobile dealerships nationwide. CDK Global scrambled to restore its systems following the attack, which took around two weeks.

“Consequently, auto dealerships were forced to work with manual alternative processes, which resulted in major delays in sales and services, accounting for significant financial losses. According to research by the Anderson Economic Group, auto dealerships faced over a billion dollars in losses throughout the outage.”

Government Technology — Ransomware Attack Hits Florida Department of Health: “A cyber attack on the Florida Department of Health has reportedly disrupted the state’s ability to issue death and birth certificates, and it might also put sensitive patient data at risk. In a post on the dark web, ransomware group RansomHub claimed to have stolen 100 gigabytes of data, which it threatened to publish by Friday if not paid, the Tampa Bay Times reported. But Florida law prohibits state and local governments from paying ransomware extortion, and not all cyber criminals keep their promises when paid.”

HOT-OFF-THE-PRESS RANSOMWARE REPORTS

Sophos recently issued their annual report: The State of Ransomware in Critical Infrastructure 2024. It contains findings from an independent, vendor-agnostic survey of 5,000 leaders responsible for IT/cybersecurity across 14 countries, conducted in January and February 2024.

Here is their methodology and key findings:

Included 275 respondents from energy, oil and gas, and utilities organizations — which fall under the Energy and Water sectors of CISA’s 16 defined critical infrastructure sectors.
Recovery costs for energy and water utilities have quadrupled to $3 million in one year.
49 percent of ransomware attacks against these two critical infrastructure sectors started with an exploited vulnerability.
67 percent of the organizations in these sectors reported being hit by ransomware in 2024.
Only 20 percent of organizations hit by ransomware were able to recover within a week or less in 2024, compared to 41 percent in 2023 and 50 percent in 2022 (energy and water face longer recovery times).

I also found this excerpt to be very interesting: “86 energy, oil/gas and utilities respondents whose organizations paid the ransom shared the actual sum paid.

Median payment: $2,540,000
Mean payment: $3,225,093

“Ransom payments vary considerably by industry. IT, technology and telecoms reported the lowest median ransom payment ($300,000), followed by distribution and transport ($440,000). At the other end of the scale, both lower education and central/federal government paid median ransoms of $6.6M.”

Meanwhile, BlackFog released their monthly ransomware report for June, with these highlights:

“In June we saw an easing of the overall threat numbers for the year with 45 total attacks. Historically still very high, it represents the second highest June on record. It demonstrates just how normalized these attacks have become. Despite the lower number of attacks for the month, the ratio of unreported attacks remains high at 774%, reflecting the sheer volume of attacks that still go unreported.

“Healthcare takes center stage this month with and increase of 25% from May, followed by government and technology with increases of 23% and 21% respectively. Unlike most months the education sector took a well earned break from the record books with only an 8% increase.

“In terms of variants, Play was the biggest mover this month with a 33% increase in attacks followed by Black Basta and Medusa with 14% and 13% respectively. This follows the large increase in unreported attacks from Medusa last month, typically a leading indicator of disclosed attacks in subsequent months. While Lockbit is still the leading variant by a significant margin, we only saw a modest gain of 3% this month.

“Finally, data exfiltration is now involved in 93% of all attacks with PowerShell the leading vector at 62%, an 11% gain from the previous month. China and Russia also continue to dominate as the leading destinations for exfiltrated data with 15% and 6% respectively.”

One more report to share. ReliaQuest issued this blog on Q2 2024 ransomware insights. Here are some highlights:

“In Q2 2024, ReliaQuest identified 1,237 organizations on ransomware data-leak sites, up 20% from Q1 2024. This quarter’s ransomware activity has been marked by month-on-month fluctuation. 43% of organizations named on data-leak sites were announced in May, followed by exceptionally low numbers in June. These figures mark a departure from previous growth rates and suggest that major disruptions to the ransomware-as-a-service ecosystem are affecting their numbers.
“Following a law enforcement operation targeting LockBit in February 2024 and the dissolution of ALPHV, newer groups like RansomHub, BlackSuit, and BlackBasta have attracted new affiliates and increased their activity. ReliaQuest expects a steady increase in ransomware activity from newer groups in the second half of 2024 as affiliates adjust to new operators.
“During Q2 2024, LockBit attempted to recover from a major law enforcement operation. Announcing 179 affected organizations in May alone, the group likely tried to regain notoriety and disprove law enforcement’s statements regarding the group’s takedown. We expect LockBit activity to significantly reduce in coming months as the group struggles to maintain trust among affiliates.
“The US and the manufacturing and professional, scientific, and technical services (PSTS) sectors remain the primary targets of ransomware groups. The increase in PSTS organizations targeted reflects increased targeting of technology companies in supply-chain attacks.
“In the coming quarter, we expect to see a steady increase in ransomware activity. However, the increased frequency of law enforcement operations targeting ransomware groups and the prevalence of free decryption keys may lead to an overall reduction in ransomware activity in the medium- to long-term.
“ReliaQuest predicts continued attacks resulting from supply-chain compromise and exposed credentials by ransomware groups in the coming quarter. It is crucial that organizations keep software up to date and implement digital risk protection (DRP) solutions to prevent initial access.”

Here’s a 2024 RSA Conference session on the ransomware threat landscape with sources:

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In May, 2023, after a slower 2022 regarding ransomware, I wrote: “Are We Seeing Fewer Ransomware Attacks? Not Now!” Those trends seem to be continuing in 2024.

Also, as I travel the country and give presentations flowing from my book Cyber Mayday and the Day After, which contains true stories about ransomware through the eyes of C-Suite executives, the interest and even fascination with the topic continues to grow.

We need to keep going back to many of the same themes that I have written about in the past (that led to the book), because these cyber problems are continuing to accelerate, despite the best efforts of many. In some circumstances and fields, new staff are not familiar with the issues and solutions available.

This article from Healthcare IT Today outlines suggestions for health-care organizations after the Ascension Healthcare ransomware attack.

I would also be remiss if I failed to mention the unprecedented global impact of the Crowdstrike software update issues, which are crippling businesses, airports and governments globally as I write this blog on Friday, July 19. While that situation is evolving rapidly, this incident is a reminder of the scale of what is at stake with technology — even if this was not a cyber attack. There will be many articles written on the topic, but regardless of your viewpoint, the world’s attention is once again directed at cybersecurity. (Even if, in this case, it is a cyber company trying to stop malware making a mistake.)

FINAL THOUGHTS

Wired magazine recently covered this ransomware topic, and their headline kind of says it all: “Ransomware Is ‘More Brutal’ Than Ever in 2024.”\n \n

Search Engine Land » SEO » OpenAI starts testing SearchGPT prototype, here’s what it looks like

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OpenAI today announced SearchGPT, its long-awaited search product.

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SearchGPT is a “temporary prototype” and limited to just 10,000 users and publishers at launch.
OpenAI plans to integrate the “best” parts of the new search features directly within ChatGPT in the future.

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How SearchGPT works. SearchGPT responds to queries using its AI models plus information pulled from the web. It will include links to relevant sources, OpenAI explained in a blog post.

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OpenAI is teasing SearchGPT like this:

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“A prototype of new search features, using the strength of our AI models to give you fast answers with clear and relevant sources.”

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What SearchGPT looks like. It looks fairly similar to what it has been doing since the arrival of GPT-4o – what is known as “browse mode.” OpenAI shared some videos of the “faster and easier” SearchGPT experience:

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It starts with a search box asking you, “What are you searching for.”
After entering your query, SearchGPT will provide an answer that includes links to sources within the text answers and shows sources beneath the answer.
Additional results will be shown in a sidebar.

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Here’s a search for [music festivals in Boone, NC in August 2024]:

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Here’s a search for [best tomatoes to grow in Minnesota]:

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For publishers. OpenAI is “launching a way for publishers to manage how they appear in SearchGPT, so publishers have more choices. Importantly, SearchGPT is about search and is separate from training OpenAI’s generative AI foundation models. Sites can be surfaced in search results even if they opt out of generative AI training.”

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Coming soon. OpenAI said it plans to improve searches related to local information and commerce.

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Waitlist. You can join the SearchGPT waitlist here.

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The OpenAI search story so far. We first heard about OpenAI’s plan for a search product in February. Rumors heated up in May – but OpenAI didn’t launch its search product (GPT-4o launched instead). Then, earlier this month, The Atlantic CEO confirmed that OpenAI was “going to build a search product.”

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Why we care. The next Google won’t do what Google does, as ex-Google CEO Eric Schmidt once said. OpenAI CEO Sam Altman has made it clear he has no interest in copying Google Search – but creating a new user-friendly search that combines LLMs and search without drowning you in advertising. While it’s too early to know whether ChatGPT will become a Google Search killer, this is clearly a story we’ll be watching closely over the coming months and years.

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About the author

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$\"Danny$

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\n\n\t\t\t\t\t\tDanny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo - SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.\t\t\t\t\t

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Search Engine Land » SEO » OpenAI starts testing SearchGPT prototype, here’s what it looks like

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OpenAI today announced SearchGPT, its long-awaited search product.

\n\n\n\n

SearchGPT is a “temporary prototype” and limited to just 10,000 users and publishers at launch.
OpenAI plans to integrate the “best” parts of the new search features directly within ChatGPT in the future.

\n\n\n\n

How SearchGPT works. SearchGPT responds to queries using its AI models plus information pulled from the web. It will include links to relevant sources, OpenAI explained in a blog post.

\n\n\n\n

OpenAI is teasing SearchGPT like this:

\n\n\n\n

“A prototype of new search features, using the strength of our AI models to give you fast answers with clear and relevant sources.”

\n\n\n\n

What SearchGPT looks like. It looks fairly similar to what it has been doing since the arrival of GPT-4o – what is known as “browse mode.” OpenAI shared some videos of the “faster and easier” SearchGPT experience:

\n\n\n\n

It starts with a search box asking you, “What are you searching for.”
After entering your query, SearchGPT will provide an answer that includes links to sources within the text answers and shows sources beneath the answer.
Additional results will be shown in a sidebar.

\n\n\n\n

Here’s a search for [music festivals in Boone, NC in August 2024]:

\n\n\n

\n

\n\n\n

Here’s a search for [best tomatoes to grow in Minnesota]:

\n\n\n\n

For publishers. OpenAI is “launching a way for publishers to manage how they appear in SearchGPT, so publishers have more choices. Importantly, SearchGPT is about search and is separate from training OpenAI’s generative AI foundation models. Sites can be surfaced in search results even if they opt out of generative AI training.”

\n\n\n\n

Coming soon. OpenAI said it plans to improve searches related to local information and commerce.

\n\n\n\n

Waitlist. You can join the SearchGPT waitlist here.

\n\n\n\n

The OpenAI search story so far. We first heard about OpenAI’s plan for a search product in February. Rumors heated up in May – but OpenAI didn’t launch its search product (GPT-4o launched instead). Then, earlier this month, The Atlantic CEO confirmed that OpenAI was “going to build a search product.”

\n\n\n\n

Why we care. The next Google won’t do what Google does, as ex-Google CEO Eric Schmidt once said. OpenAI CEO Sam Altman has made it clear he has no interest in copying Google Search – but creating a new user-friendly search that combines LLMs and search without drowning you in advertising. While it’s too early to know whether ChatGPT will become a Google Search killer, this is clearly a story we’ll be watching closely over the coming months and years.

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New on Search Engine Land

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About the author

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$\"Danny$

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\n\n\t\t\t\t\t\tDanny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo - SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events.

Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.\t\t\t\t\t

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Executive summary

Why is Content Marketing Crucial?

1. Build a Good Website

2. Actual Magic is in the Heading

3. Add Some Curiosity Marketing Lines

4. Throw a Powerful Emotions Trap

5. Use Fear of Missing Out

6. Use Your Content to Tell a Story

7. Surprise Hook for Your Audience

8. Follow a Trend

9. Add Value to Your Customer’s Experience

Final Words

Related Stories

How to grow your YouTube channel in 2024

What counts as a view on YouTube?

Why are views important on YouTube?

How to grow your YouTube channel: 18 tips and tricks

1. Write engaging, must-see titles

2. Optimize your videos for visibility

3. Figure out what your audience wants

4. Increase engagement by asking viewers to comment and like

5. Schedule live streams for faster growth

6. Maximize views with YouTube Shorts

7. Engage with the YouTube community

8. Customize your thumbnails

9. Cross-promote your own videos on YouTube

10. Target Google search results

11. Run a contest or giveaway

12. Encourage viewers to follow your series

13. Embed your YouTube videos

14. Create playlists to organize your YouTube content

15. Collaborate with other creators and brands

16. Run a paid YouTube ad campaign

17. Regularly publish your YouTube content to social media

18. Incorporate pre-production best practices

4 resources for growing your YouTube channel

How do you promote your YouTube channel?

HOT-OFF-THE-PRESS RANSOMWARE REPORTS

RANSOMWARE-RELATED ITEMS AND MY OBSERVATIONS

FINAL THOUGHTS

Recent articles