Goal setting is key
Goal setting is key to good content
I've seen a lot of talk of video content and podcasts recently in my professional network. Aren't they clever, and aren't we clever for thinking of them? So the thinking goes.
As someone who has worked in content for nearly 20 years, from hard copy to digital, ranging from social media to short films and podcasts, my honest answer would be that some of it could do with a rethink.
As with anything in life, before setting out on any content project it's worth thinking about what you are trying to achieve and to whom you are reaching out.
The aim of your content should be to inform, to educate, to entertain and lastly to impress. In that order. Videos and film are not new concepts. Bringing out a short film is unlikely to achieve anything of itself, and is very unlikely to impress anyone, with the possible exception of your kids, although if they are anything like my teenage son they are likely be able to do a better job of it! The truth is we are all bombarded with far too much content.
Informing and educating is key. Why should anyone want to spend a couple of minutes of their time watching or reading your content? Think about your topic. Are you adding to the conversation? Are you starting a new conversation? Thought leadership is one of the most powerful marketing tools out there if executed properly.
If you're not sure which conversations you should be having, think about bringing someone in who does. Let's be honest, not everyone has the time to network and stay on top of sector news. I am often brought in to help formulate ideas on any given market. My specialisms are real estate, housing and the law. If I can't help, I will put you in touch with other market commentators who can.
Finally, decide if the medium you've chosen is the most appropriate one for this particular conversation. Hard copy content still has a place, and can actually fulfil the 'impress' brief far better than anything else.
If you do decide to make a corporate video, think about its length, as much as it's content. Anything over a couple of minutes, and you've lost your audience. Get the timing and content right by informing and entertaining, and you have the potential to go viral. The impress will swiftly follow.