Seeing Is Believing: How to Create Multimedia Content That Gets Seen // Take-aways from the Sept. 17 PRSA-NCC Professional Development Workshop

(Pictured from Left to Right) Justin Bank, Stephen Menick, Staff Sgt. Mark Fayloga, John Walls, Drew Blais

(Panelists pictured from Left to Right) Justin Bank, Stephen Menick, Staff Sgt. Mark Fayloga, John Walls, Drew Blais

Does your multimedia content have that “gotta see this!” factor? If not, then that’s just one thing you’re doing wrong when trying to get your multimedia content seen.   PRSA-NCC’s “Seeing Is Believing: How to Create Multimedia Content That Gets Seen” event gave valuable insight to attendees that was worth more than admission.

Panelists were:

  • Justin Bank, Director of Digital Audience, Washington Post
  • Stephen Menick, a producer and editor who also teaches Digital Storytelling at WVU’s Integrated Marketing Communications program
  • Staff Sgt. Mark Fayloga, Office of Marine Corps Communications Digital Engagement Branch Chief at Headquarters Marine Corps
  • John Walls, Senior Vice President of Public Affairs at CTIA, the Wireless Association
  • Drew Blais, Digital Communication Specialist, Van Eperen & Company
  • Moderator:  Meredith Williams, MPH, Principal Associate at Abt Associates

While he spoke last, Van Eperen & Company’s Digital Communications Specialist Drew Blais and his “six steps towards video success” finely encompasses much of what all the panelists advised.  You have to have a strategy in place. That includes knowing your objective, knowing your audience, defining your concept, making sure you have your “gotta see this!” factor, know how you’re going to deliver your content and, last but not least, you have to track your metrics.

(Pictured from Left to Right) Justin Bank, Drew Blais, Meredith Williams, Stephen Menick, Staff Sgt. Mark Fayloga

(Pictured from Left to Right) Justin Bank, Drew Blais, Meredith Williams, Stephen Menick, Staff Sgt. Mark Fayloga

When it comes to knowing your concept, both filmmaker and Professor Stephen Menek and Staff Sgt. Mark Fayloga, gave real-life examples of the type of content people pay attention to and share. Menek shared with the audience that video is less it’s own multimedia content than it is really emotional content. And for Menek, having that “you gotta see this!” factor is big, real big. Take for example Staff Sgt. Fayloga’s short 30-second videos of Marines blowing up targets and military jets taking off from cruise ship carriers. Queuing up videos that get to the point and capture the attention are much more likely to get seen and shared than longer videos without attention-grabbing content.

But not all multimedia content has explosions. Menek’s example of Dove’s real beauty sketches videos (64 million views as of this writing) of a sketch artist capturing how women described themselves and then how others would describe them had nothing to do with selling soap, but had everything to do with connecting with the audience. Dove’s videos was a gift to audiences, sharing a story that captured their attention and earned their loyalty because it connected with viewers at an emotional level.

It’s something that the Washington Post’s Justin Bank, another expert panelist, would likely argue helps your content fight through the noise in a 21st century media environment.  These days there are multiple channels through which you can share your content. Organizations are being equipped with the tools they need to become their own publishers. And multimedia content “breaks the line of sight” according to the Post’s Bank, in a way that most other content won’t.

In general — besides having good content and good concept, whether your multimedia content gets seen or it doesn’t, learning by analyzing your results is key to helping to have your next multimedia content get seen. Don’t ignore Google Analytics or Facebook’s metrics reporting. Use these platforms to identify what works. Use both quantitative data and qualitative reporting to improve your future content and improve your results.

For this event, unveiling some of the secrets on how to get your multimedia content seen may have been the easy part.  The hard part? Putting this panel’s great advice to work and challenging yourself to get your multimedia content seen.

 

-Written by David Ward, American Wind Energy Association

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