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Content that converts: How to co-create powerful video stories that keep audiences engaged all year long

Author

Listed:
  • Hoffman, Michael

    (Principal Industrial Consultant, USA)

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.

Suggested Citation

  • Hoffman, Michael, 2021. "Content that converts: How to co-create powerful video stories that keep audiences engaged all year long," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 9(3), pages 236-242, December.
    • Handle: RePEc:aza:jdsmm0:y:2021:v:9:i:3:p:236-242
    as

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    More about this item

    Keywords

    video marketing; user-generated video; user-generated content; engagement; authenticity; content marketing; content co-creation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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