Intelligent Content for the Customer Journey, by Jonathan Schmucler

Creating for Impact on YouTube

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  Jonathan Schmucler
  Global Expert, Branded Content Strategy

Jonathan Schmucler, Global Expert and Branded Content Strategist at YouTube, spoke about his framework for understanding how people digest content. Bite-sized material is only 5-6 seconds and reinforces a key message. Snack-length is 15-30 seconds and conveys a key message. Meal-length content is longer, but not traditionally available on TV, and builds equity for the brand. Each requires different storytelling methods. Understanding your goals can help you develop the best way to tell your story.

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