The 2018 European Athletics Championships begins August 6. Prescod, the British No.1 in the 100m, is featured in one of three films highlighting medal hopefuls in a series titled Portraits of Speed.
Source: Meet Ascending Sprint Star Reece Prescod
Last week a president of a sneaker company responded to a comment I made on his LinkedIn post about using their blog to carry YouTube videos on their own site. His comment was that the blog is a low traffic area on websites. (The brand doesn’t have a blog.)
Below is a video from Nike. It’s part of a series called Portraits of Speed.
While the video is clearly a marketing tool that features Nike products including the ZoomX based Pegasus, this video is a vital part of Nike’s understanding of the creation of content and how creating and controlling the narrative via one’s own platform builds a longterm outreach tool for branding. With the Portraits of Speed video series Nike realizes that they aren’t going to get a lot of traffic or views (This video barely has 1000 views). That doesn’t mean that they shouldn’t create the videos.
I’ve been developing a concept called
Niche-Out™ Marketing
This idea consists of brands hiring MFAs to work with their marketing departments to help build longform content.
Under Armour Can Win From The “Niche-Out” Canelo Alvarez vs Julio Cesar Chavez Jr
In the post above I delivered a way for Under Armour to utilize their foothold in non-traditional sports as a way to E.N.D.E.A.R. (E.N.D.E.A.R.S©.) themselves to fans of the brand. When I was writing to the president of the company on LinkedIn I did so thinking that he understood the importance of being small and agile in an environment that is deceptively enticing companies to buy into the belief that social can save a company attempting to sell a product that isn’t emotionally connected to the consumer. Nike chose to focus on a niche sport with the Portrait of Speed. They shared this video on their Nike News site (which is a blog). Nike is moving towards becoming a 40 Billion dollar a year company and they utilize Nike News, SNKRS and Air.jordan.com (three blog platforms) all started within the last few years to deliver their information.
I have the president of a brand responding to me on a public LinkedIn profile that a ‘blog is a low traffic area’.
When I type in Nike running news on Bing the first real entry takes me to Nike’s News site. Search remains the primary method of finding information on brands. While a Facebook page is indexed and will show up on search, content on Facebook is not. Twitter feeds don’t really show up in search. IG and Snap don’t show up in search. You know what shows up in search? Blogs. You know what shows up when you utilize the product name and description in search? Blogs.
I told this president that adding the videos to the site would be a long term benefit towards improving discovery of the brand. He never answered. Nike is indexing videos on their own site.
Nike keeps winning.
