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Content that converts: How to co-create powerful video stories that keep audiences engaged all year long
Journal of Digital & Social Media Marketing,
9
(3),
236-242
(2021)
Abstract
At a time when trust in brands and institutions is low, the growing preference for content that is authentic, passion-driven and human-centric is accelerating. It is no longer enough to simply create and curate high-quality content consistently. To cut through the noise in the crowded digital landscape, organisations must find ways to invite the community to join in the conversation. People demand to be active participants in organisations’ content, not passive consumers of it. User-generated video offers a powerful means for organisations to achieve these goals. By collaborating with the real people at the heart of its mission to produce authentic user-generated video content, an organisation delivers content that people actually want to engage with. This paper examines how: 1) communication preferences and digital marketing trends are reshaping the future of community engagement, 2) to use the Hero’s Journey framework to tell video stories that resonate and drive real results and 3) simple steps to get started with user-generated video.
Keywords: video marketing; user-generated video; user-generated content; engagement; authenticity; content marketing; content co-creation
The full article is available to subscribers to the journal.
Author's Biography
Michael Hoffman has over 20 years’ combined experience across the oil and gas industry between industrial control system (ICS) security, controls and automation, and instrumentation. His roles have ranged from operational site support to global ICS security subject matter expert. He is a fervent believer in lifelong learning and has both an AAS degree in instrumentation and control technology and a BSc degree in computer science. Michael is currently enrolled in the SANS Technology Institute (STI) MSISE program with a focus on ICS security and is looking forward to completing the degree early 2021. Michael currently holds the GRID-Gold, GICSP-Gold, GCIP, GPEN, GCIH, GCIA, GPYC, GSEC, GSTRT, GCPM, GCCC, CISSP, PMP, CEH and CCNA certifications. He is currently working towards GSE certification to complete the STI MSISE degree. Outside of working, studying ICS security and supporting SANS as an instructor in development, Michael can be found in the mountains of Washington State, USA, where he enjoys camping and hiking with his family.
