Video Content
Behind-the-Scenes
Behind-the-scenes content gives audiences a glimpse into the inner workings of your company, product development, team dynamics, and day-to-day operations. This type of content humanizes your brand, builds transparency, and fosters a deeper connection with your audience.
IMPLEMENTATION
Identify Key Areas: Determine which aspects of your business would be most interesting to your audience (e.g., product development, team culture, events).
Plan the Content: Decide on the format (videos, photos, blog posts) and create a content calendar.
Capture Authentic Moments: Take photos and videos during regular work activities, team meetings, product development stages, and special events.
Edit and Produce: Edit the content to ensure it is engaging and of high quality. Add captions, music, or voiceovers if necessary.
Share Regularly: Post the behind-the-scenes content on your website, social media channels, and in email newsletters.
Engage with Your Audience: Encourage comments and questions, and interact with viewers to build a sense of community.
Showcase Team Members: Highlight the contributions and personalities of your team to personalize the content further.
STRATEGY RATING
SCORE
23
Behind-the-scenes content is cost-effective and relatively easy to produce, requiring basic skills and moderate time. It offers high engagement and interactivity, as audiences appreciate the transparency and personal connection. The content can be reused but may have limited long-term relevance.
RATING 1-5, 5 BEING THE BEST
4
Expertise
Requires basic photography and videography skills.
4
Cost
Relatively low cost as it mainly involves capturing day-to-day activities.
4
Time
Moderate time investment for capturing and editing content.
4
Engagement
High engagement potential due to the authentic and personal nature.
3
Longevity
High interactivity through comments and direct audience engagement.
4
Interactivity
High interactivity through comments and direct audience engagement.
QUESTIONS TO ASK
What behind-the-scenes aspects will interest and engage our audience?
Which format will best showcase our behind-the-scenes content?
How can we make the content authentic and relatable?
What platforms will maximize the reach and impact of our behind-the-scenes content?
How will we measure the success and audience reaction to the content?
HOW TO MEASURE
Engagement: Track likes, shares, comments, and views on the content.
Reach: Monitor the number of people who see the content across various platforms.
Brand Sentiment: Measure changes in how people perceive your brand through comments and feedback.
Audience Growth: Observe the increase in followers and subscribers after sharing behind-the-scenes content.
Website Traffic: Track the number of visitors to your site coming from the behind-the-scenes content.
EXAMPLE
Company: Buffer
Implementation: Buffer, a social media management tool, regularly shares behind-the-scenes content on their blog and social media channels. They provide insights into their remote work culture, team activities, and product development process.
Outcome: Buffer's behind-the-scenes content has helped build a loyal and engaged community. By showcasing their company culture and transparency, Buffer has attracted customers who resonate with their values. This approach has also enhanced their brand image as an open and trustworthy company.
By sharing behind-the-scenes content, Buffer effectively engages their audience, builds trust, and fosters a deeper connection, demonstrating the effectiveness of this content marketing strategy.