We live in a media rich world today. Communication teams must produce a startling amount of high quality media just to keep up. From corporate videos to digital marketing assets and podcasts to photography to keep those social media feeds well fed and humming along, today’s media professional needs a strong grounding in multimedia production to fulfill most companies’ basic communication and digital marketing strategies.
However, there is no need for every media professional to be a multimedia production expert. The opportunity comes from building a diverse skill set and then applying it to each new project in unique ways. There will be projects still better left to specialists, but if you understand how things are done and can develop a strategy around incorporating multimedia production into your existing workflow, you will soon realize that a small team of media generalists with a diverse skill set can accomplish award winning work on a daily basis in today’s media environment.
OWNED VS. EARNED MEDIA
Many of the new opportunities for today’s media professional revolve around the concept of owned vs. earned media. Not long ago, if you wanted a high quality video story told about your company, your public relations team had to go out and convince a reporter to tell it. That meant pitching, coordinating, training employees for interviews and hoping that the final result was something you would want to share because the journalists are independent and you have little actual control over the final product. There is a certain comfort with ambiguity that goes along with all media relations efforts.
The Internet and rapid growth of digital communications, though, opened up new opportunities to tell your company’s own story and broadcast it to huge (and often better targeted) audiences via social media, newsletters, paid digital advertising and elsewhere. This is the concept behind owned media and the fuel behind many modern digital communication and content marketing strategies. While you do not receive the independent, third-party validation of your work that can accompany a news story, you gain infinitely more control of the message, format, quality and ability to disseminate that story to your ideal audience.
IMPROVE YOUR BRAND PERCEPTION
Your company’s brand is reflected in everything from customer service to marketing and how your employees talk about the company when they’re not at work. It’s also driven by how you present yourself. That means the media professional has infinite opportunity to shape and improve your brand perception by aligning the multimedia elements on your website and other communication channels with how you wish to be seen. Does the quality of your corporate video suggest success? Are the staff headshots on your About page consistent, high quality and portray people your ideal customer would like to do business with? All of these elements feed into your brand perception and can be adjusted to match the message you want to communicate.
HOW TO PRODUCE AND EDIT VIDEOS
A lot of companies get excited about a robust video strategy until they realize how much work it actually takes (and how much it could potentially cost). However, video editing and production doesn’t need to be complicated or time consuming. While high-end, non-linear video editing software and professional quality cameras are more accessible than ever before, they can also be complex and unnecessary for most projects, ultimately undermining a broader video strategy. Today’s media professional doesn’t need to become a video editing expert, but they do need to understand the process, core concepts and tools well enough to design a video strategy that accomplishes 90% of their goals with 30% of the work. That’s how to build a sustainable and repeatable video marketing and communications strategy for your business that will continue to show results.
ADD LIVE STREAMING VIDEO TO YOUR MARKETING STRATEGIES
Live video can be intimidating, but it most cases it’s also faster, easier and far more effective than other video strategies. From Facebook Live to YouTube Live or making live video a dynamic element in your marketing webinars, live streaming video creates many new opportunities for companies today. Imagine having your leadership on camera live, taking questions from potential or current clients anywhere in the world and responding immediately. That builds transparency, trust and scale. And luckily, it’s easier than ever as well. Once today’s media professional has a grasp of the hardware and software tools and limitations, they can build a live video marketing and communications strategy that quickly sets their organization apart from the competition and builds a loyal following with high engagement among your most valuable audiences.
THE PODCAST REVOLUTION
Podcasts have not changed much since the concept was first introduced, but public adoption has soared in recent years and now every company is asking “should we start a podcast?” If the answer is yes, there are scores of services and freelancers out there happy to help you make it a reality, or you can figure out the basics to get started on your own. Like so many things in the field, it’s only as difficult as you make it and a lot of the podcast production can be done with nothing more than an iPhone. Once you understand the technical elements of recording, editing and hosting a podcast, you can design a podcast strategy that accomplishes your communication goals and, perhaps more importantly, is also sustainable within your communication and marketing department.
SIMPLE = SUCCESS
One theme we explore throughout or work at Mediashi is simplicity. Producing a 30-minute documentary or feature film is not simple, but writing, recording and editing a 3-minute video for your business doesn’t need to be complicated. The key is understanding the tools and the chosen medium to a degree that you can design a multimedia strategy based on simplicity.
Why is the concept of simplicity in multimedia production so important today? If you can simplify the process, it becomes repeatable and/or scalable. A monthly podcast can become weekly with the same time investment to make it happen. New company marketing videos can be shared with potential customers every month instead of every quarter, regardless of the size of your organization. It’s also important to maintain a sense of scale. Depending on the reach of your organization, not every piece of multimedia content you produce may receive tens-of-thousands of views/downloads/clicks. With the scope of work before today’s evolving media professional, you want to ensure the investment matches the return for each and every project so you can focus your time and energy in the most efficient and effective manner possible.