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Becoming a YouTube star

YouTube is a very powerful medium for reaching an audience, and starting the process of earning the right to talk to them. So much so that in the games industry, YouTubers have become the tastemakers who can make or break games, much more so than that traditional press channels of reviews and the specialist press.

A successful YouTuber recently wrote up what it takes to become a successful YouTuber, the financial model, the benefits and pitfalls of signing up to a multi-channel network and the ethical challenges that YouTubers face.

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How etailers can take advantage of the Curve, and make money when everything is going free.

In June 2014, I was asked by Google to go to their offices and talk about the ideas of the Curve to a room full of etailers. It was part of an afternoon when Google pointed out that ecommerce providers in the UK have three times as many page views as every newspaper and magazine in the UK combined. They are fixated on conversion rates and sales, yet they offer a enormous, free, value-added resource to their customers which can be harnessed as a revenue strategy (through advertising) and through a Curve strategy (through content marketing, earning the right to talk to their customers again and enabling superfans.)

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