Content marketing is an art form that changes every day.
According to Cisco, by 2019, 80% of the world’s Internet traffic will be video.
But successful content marketing isn't just about hearing that stat, creating some videos and then putting them out into the world. It's about creating the right videos. And then delivering those videos to the right people. The Internet is a crowded place filled with people both providing and seeking information, inspiration, entertainment...and the list goes on and on. In a world where we’re inundated by content, it's not surprising we've become a society of people whose attention is hard to grab.
So, how can you use video to tell a compelling story? Just ask our team about the SouthTech community project.
SouthTech is a local IT company filled with amazing people. (And we’re not just saying that.) Their team of experts is composed of friendly individuals focused on more than just technology. So, how do you humanize an IT company that’s filled with awesome humans?
It started with a meeting with one of SouthTech's clients, Habitat for Humanity Sarasota. Habitat for Humanity is on a mission to help families around the world build better lives through home construction, neighborhood revitalization, disaster response and financial education. We met with them to learn a bit more about how SouthTech's service, PowerView Voice, has empowered them to better serve the community.
An employee who works in the call center, Angie, told us about how PowerView Voice has brought their organization leaps and bounds ahead of where they once were, and - in turn - helped them provide their services more efficiently to those who need them.
There's your story. Focus on how the services SouthTech provides have impacted the end user and, as a result, helped the local community. Tell that story.
After our discovery session with Habitat for Humanity Sarasota, we had the insights necessary to develop a plan. We mapped out a shot list, sent over some basic interview questions (no scripts because we like to keep it natural) and hit the road.
The resulting video didn’t just explain the services SouthTech provides to the organization. It focused on the people those services influenced. (Click below to check it out.)
The response to this video was overwhelmingly positive. We reached nearly 50K people on Facebook alone.
Due to the success of this video, we went on to create another one for SouthTech and experienced similar results.
SouthTech provides managed IT solutions and stellar customer service to a large variety of clients. We could have simply interviewed their team about what they do, pieced together an interview-style video and called it a day. Instead we looked for the underlying story. Who is benefitting from these services? How is it impacting their day-to-day lives? What’s the story? If you tell a compelling story, your audience will tune in.
Dig deeper. Find the heart. Let the cameras roll.