Lights, Camera…Success!

Stop Relying on Traditional Media to Give Your Company Exposure: Create Your Own Online Video Brand “Magnet”

The hottest trend in customer development is not social media, mobile apps or even YouTube. According to Mashable, the most important idea melds them together, enabling any company or association to take on the role of the media by creating and publishing content themselves, often on video.

Your organizational brand can become its own media!

Platforms such as YouTube have made it easier and more affordable than ever for brands to create and distribute their own content, thereby becoming media companies in their own right. Corporations, associations and business networks are circumventing traditional media to announce achievements, engage employees and court sales prospects.

Brands are investing accordingly, hiring videographers, producers, on-camera talent and social media managers. These professionals create editorial, visual and audio content that underscores your organization’s stature and attractiveness to customers or non-profit donors.

Turn your brand into a media platform: it’s easy!

By surrounding your product with educative or entertaining content, your company message goes directly to the end user without filtering. Because of its impact and booming popularity, online video is the obvious starting point.

Your company’s own online video podcast can help you showcase clients, announce hiring decisions, explain industry trends, introduce new products, reward employees and indirectly court prospects. You may want to hire a “brand editor” or host to ensure that the media tells the right story, connects with the viewer and transforms your organization’s web site into a destination for interesting, frequently updated video content.

The overarching purpose of the “brand-as-media” strategy is to make sure that content and commerce work together in a very twenty-first century way. When companies create their own custom media, they blend user education with industry news, throw in a dash of salesmanship, then mix in a dose of e-commerce (such as the ability to purchase an e-book or white paper that goes into greater detail about a topic discussed in a video podcast).

Often, the availability of the branded video content is announced through Facebook, LinkedIn or Twitter. Sometimes, the videos can attract sponsors with limited budgets. Those sponsors use their own social media connections to promote the video podcast’s content as well.

An important note: unlike here-and-gone broadcasts on traditional media, these news-show video podcasts can remain online for an extended time; if the individual podcasts are sponsored by advertisers, donors or vendors, the archived content can generate an ongoing revenue stream. This could be invaluable for non-profits who are strapped for resources.

“Where does the content come from?”

A common question from business owners, PR directors and association executives who wish to create their own online video platform is, “How do we go about generating the content for our online video ‘show?’”

Step-by-step process

According to PR Marketing, your first step is to sift through online articles, social networks, blogs, magazine articles, white papers, research, images and quotes, selectively pulling out the material that will resonate with your company’s customers. The content is then synthesized into a loose outline that has flow and pacing. The classic news-talk video format (think CNN news magazine), punctuated by interviews with key executives, works well – especially when accented by on-screen shots of rapt audience members.

From engagement to enchantment

An alternative format: with minimal effort, a news talk program can be converted into an educational game show. This twist on a reliable formula deepens viewer engagement, relaxes guests, stimulate social buzz and boosts audience size.

Practical considerations: set up

Remember: today’s digital technology makes it affordable to create professional video content. It simply requires  purchasing a portable backdrop and news-desk (any exhibit vendor can help), setting up a few lights and using two or three high definition cameras. Audio quality is critical.

Many corporate settings work well for staging a video podcast with a small audience. Consider a foyer/lobby, an employee cafeteria or a large conference room. The excitement surrounding the videotaping will easily energize your culture.

Partner with a professional

The obvious question is, “Who can spearhead our branded media strategy? Who is capable of hosting and producing our corporate news-talk program, collaborating with our staff, treating our on-camera guests with courtesy and then promoting the series of programs via social media?”

Meet Lynn Hinderaker, brand innovator and talk show host.