Part 9: Supercharging the Content Engine


This is Part 9 in a 10 part series discussing Social Media and video production. For some, this will be remedial. For others, a good refresher. For others still, a whole new world.

The burning question: How do you get it all done?

Everybody’s time starved. Nobody is saying ‘Wow, I wish I had more things to do’. Tonight, maybe, you even want to get home in time for dinner. So how do we possibly make good on Facebook, Twitter, YouTube, LinkedIn, your website and Google? How do we get into these important channels to drive good business without burning every last bit of midnight oil?

The Answer: A bite at a time.

If you’re new to this stuff, maybe just play with Facebook for awhile. Dive in, research the heck out of it, see what works. Post crazy pictures of employees juggling cats. Whatever. Let everyone know in your organization that this is a new initiative and ask them to spread the word, participate. Before long, who knows?

If you’ve been in the game awhile, maybe you just need a new strategy to create content. An editorial calender or a new way to keep it fresh. In the video world for example, a lot of our clients are starting to recognize the value of what Max calls the Content Pyramid, a way to keep the Content Engine chugging along. It looks like this:

It boils down to coming up with a strong concept and creating overarching videos that tell your story.  From that, we can then create a content library full of product highlights, training videos, stuff that can be used for Public Relations efforts and pushed through your social media channels. Even photo stills suitable for publication across brochures, the web, print collateral and magazines.

The result? When we’re done with a shoot, we aren’t handing people one video, we’re handing them a package of media assets they can use for a variety of purposes, throughout the year. That way, our clients aren’t reinventing the wheel each and every time.

That said, it’s still a lot of work. Nothing can mitigate that. You can hire agencies, production companies like ours, or dedicate internal resources to content and video production, sure.

But first, take a bite. Start. Participate. The ROI is that you’ll still be relevant in 5 years.



Author: Chris Donaldson

Chris Donaldson is Executive Producer at HCFmedia. Can film making change the world? The Short Answer: Yes.

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