MAD Perspectives Blog

 Broadcast Industry Lessons for Telling Your Corporate Stories

Peggy Dau - Monday, September 27, 2010

I’ve been thinking a lot about the broadcast industry since my return from IBC2010 in Amsterdam, two weeks ago.  As I talk to companies about their use of online vide, social media and other digital media solutions there are many topics which heavily leverage the experience of the largest content owners, broadcasters.  Broadcasters are in the business of creating, managing and distributing content.  They are telling stories to inform, educate and entertain.

Corporations also have stories to tell and they have an increasing number of channels via which they can tell their stories.  The days of static brochures and websites are gone, or at the very least, rapidly disappearing.  Broadcasters have been forced to adopt ‘new media’ solutions to remain relevant.  These new media solutions include:

-          video-on-demand via their branded websites plus social sites such as YouTube

-          blogging to share another perspective on a story or to invite ongoing discussion

-          tweeting on Twitter and posting on Facebook to increase demographic, geographic or socio-graphic reach

-          distributing content via Internet, 3G/4G networks and Wi-Fi to devices of all types

These communication channels allow broadcasters to reach their customers in a new way, in a more interactive, personal and some would say, authentic, manner.  Do corporations in the manufacturing, financial services, healthcare or high tech industries, for example, need to be sharing content in the same way?  The answer is, YES!   Corporations have many stories to tell.  In addition to information about their products, they have insights on their industry and customers.  They can discuss company vision, history, philanthropy or culture, business challenges. They can train their customers, business partners or employees.  Companies have many stories to tell and many channels through which they can reach their customers.

What can they learn from broadcasters?  They can leverage an understanding of:

-          Who is your target customer or audience?  What kind of content do they want to see or read? Product information, customer support issues, competitive analysis, industry benchmarks are all possible topics.   Understanding the stories that need to be told can help you develop a content strategy addressing the needs of your customers.


-          What format does your content need to be in?  Various types of content such as audio, video, pictures or text will tell the story in different ways.  Often video is the most memorable, but it can also be the most expensive.   Text provides a way to analyze a situation from multiple perspectives and easily distributed and saved.  It is important to consider the content that format that will make the best impact for the target customer.


-          How and where will you distribute your content?    Where are you customers when you tell your story?  Will you need to re-purpose content for different uses?  For example, should an executive video be prepared for distribution to both and mobile?  Is it effective if consumed on a mobile phone?  Or, how about a product training video?  Is it useful for it to be posted on YouTube as well as your corporate website?


-          How will you manage your content?  How and where will you store it and find it when you need to access it?  There are metadata (the information about the content) and taxonomy (the hierarchical classification of content) issues to address early on.  Will you need access to the content on a regular basis or is it possible to store it remotely?


These are just a few questions that broadcasters address every day.  They seek to maximize impact while streamlining and managing costs related to the production and management of their content.  Content IS their business.  As your company considers its use of digital media solutions to communicate, consider the relevance of each channel for reaching your desired audience.   You also want to maximize your impact and differentiate your market offer.  Think like a broadcaster when telling your story and incorporating different types of media.  You’ll soon have a multi-channel strategy that expands your reach and improves interaction with your customers.  How do you tell your corporate story?

What’s your perspective?