Week 4: PB Project 2 (Marketing Your Personal Brand Online and Off)
Due Sun Oct 27 @ 11:59 pm EDT • 25% weight
Overview
Online, content is king. It is the equivalent to your brand’s currency. You’ll need to consistently deliver valuable and relevant content for purpose of grabbing the attention of your target audience while helping them move closer to the point of hiring you or working with you in some way.
The richest form of content is video due to its consumption rate and versatility.
Objective
By completing this assignment, you will be able to: (1) Tell your personal brand story through videos that help move viewers closer to working with you by applying call-to-actions that convert, (2) Craft your brand's message and position your brand so that it speaks directly to your target audience, and (3) Identify and produce the type of content your target audience desires.
Introduction
To prepare for your project this week, complete the following:
Review the all the feedback you received from your instructor from Week 1-2 and implement the recommended updates to your digital portfolio site.
Review the feedback you received from your classmates on the discussion board and make the appropriate changes to your blog post.
Follow up with your testimonial contacts to secure the required information.
Watch the example personal brand videos provided below.
Instructions
Complete the following:
1) Blog Post:
For the blog post, update and publish the post you submitted as part of your week 4 discussion. You’ll need to delete the dummy post you developed previously and publish your first blog post.
In addition to what you wrote this week in the discussion board, be sure that your published blog post consists of the following elements:
featured image,
keyword optimized and relevant headline,
minimum of 300 words styled in a reader-friendly and scannable format (i.e. Sub-headers, short paragraphs, bolds/italicized words and bullet points when applicable),
at least 2 media files (images, videos, soundtracks, etc) embedded, formatted, and credited in your post,
hyperlinks to sources cited, and
categorized and tagged appropriately.
Review the “How To Properly Create a Blog Post” (Step 11 on start here) tutorial to make sure you are publishing a well-developed post.
2) Testimonials:
As instructed in the week 3 discussion board, you will need to publish two testimonials on your home page. This includes posting a 1-2 sentence recommendation, name, title, and company affiliation for the two individuals that have provided testimonials for you.
3) Personal Brand Video
For this assignment, you will create a personal brand video that will be embedded in the header section of your website’s portfolio page.
Create a personal brand video that tells your professional story. Use your branded bio and personal brand statement as a reference. The video should showcase your unique value proposition, brand position, industry, skills, values, vision, strengths, goals, professional philosophy, and personal attributes.
In essence, tell the story of your professional journey thus far and provide a glimpse into where you are headed in your career.
The video must have a strategic call-to-action that gives the viewer something to do immediately after watching the video. For instance, “To learn more about how I can help your company improve its digital marketing campaigns, please contact me by visiting
fsbizsite.com/yourname/contact.”
The video needs to be short and concise; between 1-3 minutes long, and you must appear on camera at some point in the video. After all, this video is all about you as a professional. If you choose to include b-roll narration in the video, then please be sure to include pictures of you so the viewer walks away with a visual of who you are and what you do.
Once the video is completed, upload the video file to your YouTube channel and publish. You’ll need this published link to embed your video using YouTube on your digital portfolio site.
For inspiration, consider these personal brand videos found on YouTube. While the production quality in some of these videos is beyond what is expected for this assignment, the concepts applied throughout (storytelling, unique value proposition, professionalism, brand advantage, brand position, vision, values, purpose, and passions) are precisely what you should include in your video.
Collegiate Level:
https://youtu.be/5x9O9sQWAaI
https://youtu.be/Q-yxK0WIAwk
Professional Level:
https://youtu.be/GQxevGcbuy0
https://youtu.be/8Zl5H1oG2w0
Lastly, your video must be uploaded to YouTube and set to either Public or Unlisted. Once it is uploaded to YouTube, you need to embed the video in the header section of the portfolio page of your website.
***If your video is set to Private, your instructor and your website visitors will not be able to view the video, which means it cannot be graded, and worse, cannot be viewed by your intended audience.
Deliverable
Publish the following to your Digital Portfolio:
Your personal brand video in the predetermined position on your website’s portfolio page header
Your first original blog post with all required elements
Your testimonials from at least two individuals in the predetermined position on your website’s home page
Submit a Word document below with the following information:
Full Name, Degree Program, Course, Instructor Name, Assignment Title, and Date.
Link to your digital portfolio site
Delivery term: Not specified