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Ten Creative Fundamentals

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Digital Marketing - Study Notes:

What are they?

Over the years, YouTube has analyzed its top creators and how they engage with their audiences on the platform. They’ve identified 10 key fundamental principles to a successful creative strategy. While not all of them are totally necessary, the more of them you are able to implement into your content, the higher the chance that it will be discovered and shared. These 10 fundamentals are that content should be:

  • Shareable
  • Accessible
  • Conversational
  • Consistent
  • Sustainable
  • Discoverable
  • Collaborative
  • Interactive
  • Targeted
  • Authentic


You need to make engaging content that your audience will love and want to share with their friends.


If a viewer discovers one of your YouTube videos, can they appreciate it without having to watch all the other videos in your channel? Being accessible will allow for your videos to populate various different feeds and audiences that will expand your audience.


Are you having a conversation with your audience? Make sure that there’s an element of speaking directly to the audience within your video. This should help you connect to your community and bond with your fans.


Consistency can involve multiple things. Do you have a regular schedule that you stick to? Is the format of your videos similar across the board? Is the on-screen personality consistent with every upload?


If you make a video and it becomes super successful, will you be able to make more of it? This might not be the case if the video was very expensive to produce.


Will people find your content? This means ensuring that titles are correct, and that your metadata clearly identifies what your content is about. It also means that you need to make content that your viewers are searching for.


Many digital content creators collaborate with other creators to help grow their channels. For successful collaborations, make sure you have a similar target audience and create a guest spot that’s appealing. It’s also important to collaborate with creators who have already shown an affinity to your product.


Is there a way to involve your audience in your content? If your audience sees that they are being heard and that your content is being shaped according their comments, they will appreciate it and come back for more.


Do you know who’s watching your content? You can learn about your audience by engaging with them on social media, seeing what they like, what they don’t like, and understanding what they expect from your channel. The more niche your audience is, the more engagement you will see on your content.


Your content needs to be authentic, authoritative, and most importantly show your passion for the subject matter. On camera, it will be clear from your body language if you’re passionate about your subject. Your audience will engage more with your content if they feel your message is credible and authentic.  

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Carlos Pacheco

Carlos Pacheco is the Vice President of Audience Development at Boat Rocker Media. Managing a team dedicated to online audience growth, Carlos has grown YouTube channels to have millions of subscribers and billions of views. Follow Carlos on Twitter on @carlospache_co for great social media tips.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

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    YouTube and Social Video
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    Skills Expert

    This module introduces the concept of social video marketing, focusing on YouTube. It begins by outlining the benefits of incorporating social video into your marketing campaigns, and provides best practices for doing so. It then teaches you how to set up, customize, and manage a YouTube channel, and how to use the platform’s features effectively. It also teaches you how to use enhancement features to improve your video content. Finally, it provides you with the tools and knowledge you need to build an audience for your videos, and to use YouTube Analytics to measure their performance.