You can’t make the next “Charlie Bit My Finger” but you can make something GREAT.

Uncategorized Posted Oct 25, 2012 by chenpr

Last week I blogged about a recent study by Forbes that showed how the C-Suite has become increasingly receptive to video as content.  We’re going to stick with that theme this week.

I spent the past two days at the Inbound Marketing Summit hosted by our friends at The Pulse Network.  Perhaps because it was fresh in my mind, my biggest takeaway from the event was not only the absolute need to utilize video as content, but the notion that if you’re not already doing it as a marketer, you’re behind.

For those who haven’t yet mastered the art of video as content, Mike Proulx of Hill Holliday put it bluntly: you can’t make a viral video.

But don’t worry, not all of your video dreams are crushed by this fact.  While you can’t sit at a planning meeting and storyboard something viral, what you can do is produce really great content that is going to inspire action.

Mike Proulx went on to say, while you can’t make the next “Charlie Bit My Finger,” here is what you can do:

Your video content should be disruptive in a way that it makes your audience have to stop and take notice, and then continue after they have viewed the content with mentions, shares, likes, etc.

So what does this mean for Public Relations?  It means that you should be creating video content that drives conversation.  Having a high number of views is all well and good but the proof in the pudding is what happens after the view.  Real success is measured by how that content is shared and the conversation surrounding the content.

Not only does your content need to be a conversation starter, it needs to have your brand’s stamp on it.  If you’re creating your video and the content could potentially have another brand’s name on it… trash it, because it’s not going to leave an impression.  The video content should be undeniably yours.

A big thanks to The Pulse Network for inviting the CHEN team to IMS ’12! It was a great experience and meeting of great marketing minds.

Be sure to check out the rest of CHEN’s blogs from the event in the coming weeks!