Every Company Is A Content Company

Every Company Is A Content Company

Notice anything about the above image? It looks like a Facebook feed and five of the nine content pieces (only three are fully visible), are videos. The image is a screen capture from Goldman Sachs’ homepage – part of a modernization/ outreach effort under new Goldman CEO David Solomon.

Personally I’ve noticed that companies are increasingly publishing video content to their Instagram and YouTube pages and Websites in an effort to tell their story (86% of companies publish video content to their Websites and 77% publish video to their social media pages). This is surely becoming a prerequisite for recruiting and engaging employees as well as a tool for articulating use cases to customers and prospects.

Below we highlight several examples of companies that imaginatively use content. We focused on Websites as opposed to social media pages as many companies view their Website experience as an afterthought and doing so carries significant opportunity cost. Websites typically have less than 10 seconds to make an impression before users move on.

1.) Goldman Sachs: the company uses content to tell a story and to provide direct access to CEO David Solomon. Congrats to a company in an unsexy space deploying engaging content to its benefit.

2.) Red Bull: perhaps the best pound-for-pound content delivery company. RB homepage is video-driven, tells stories and mimics a social media feed while optimized for the mobile experience.  https://www.redbull.com/us-en/

3.) GoPro: visually engaging and easy to navigate retail-centric Website. https://gopro.com/

Key takeaways:

Engage visually – especially with video. Important both in terms of capturing viewers’ attention and also in terms of providing access to senior management. It’s up to you what video content you want to post publicly, although the world is becoming increasingly transparent. As CEO why wouldn’t you want to make time for regular, short-form video content that keeps employees (most important), customers (2nd most important), the Board, the community and investors informed about your current thinking?

I believe 100% that companies which communicate regularly with employees in a transparent manner are going to win the war for talent. Video is ideal for communicating in a scalable, global fashion. You should assume that video messages created for intracompany consumption will find their way outside of your company. Therefore, construct your message with this in mind. One transparent message for consumption by all is the best way to ensure consistency across audience cohorts.

Young users want to watch a short video, swipe right or left and engage through voice.

Google, Microsoft and Amazon have open-sourced their core machine-learning layers as well as basic AI-services, so it’s easy to deploy AI-powered voice assistants and to capture those front-end customer interactions in your machine learning layer.

Google ML-development kit for mobile developers

Microsoft Cortana Dev Center

Microsoft Azure Developer Tools

Amazon Alexa Dev Page

 

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