How organisations can engage audiences like a nimble media organisation in a world where standards are sky high
In recent years marketing departments have adopted Content Marketing as a core strategy. Businesses recognised the need to act like more and more like media companies – engaging and developing audiences with great story telling so they feel positive towards the brand.
When COVID-19 hit in early 2020, the world changed. How people work, connect and consume information has fundamentally shifted, and even in the post-COVID era, we’ve not “gone back”.
Now you need to maintain engagement and loyalty, plus drive sales in a fundamentally changed world. You also need to communicate very differently.
In practice, this means moving fast, on reduced budgets, and doing everything in an era of increased home working. Digital content just got even more important – but not on the usual timelines and workflows, by which time messages could be out of date.
A lean, high performance content and storytelling capability for the COVID-19 era
For the last 15 years, we’ve been working with companies to help them strengthen relationships with the people who matter the most to them. We’ve been getting incredible results for our clients, which translates into measurable business outcomes. We’re often told that the outcomes “exceed expectations”, which is gratifying.
Suddenly in the post COVID-19 era our unique story capture capability is even more relevant for businesses under pressure.
Now is not the time for cumbersome content campaigns with long lead times. Your content creation and publishing needs to be lean and fast when the context is changing as rapidly as every few days.
When we experienced the shutdown of events, workplaces and gatherings, everything needed to be as virtual or light as possible for a time of social distancing. Now, what is “normal” or “acceptable” has changed, and so what you deliver online is as important as what you do face-to-face.
Sabio brings you the capability to capture your stories fast, and publish them more like a media organisation – regularly, and in the most popular formats.
We’ve been doing this with clients from a wide range of industries – mostly quite sizeable companies, and many of them well known names. Like AXA, HSBC, Hilton and Deloitte. We’ve been working closely with academics from London School of Economics, Oxford University, UCL, the University of Queensland, Griffith University and the University of Otago. We’ve also worked with dozens of very well known people including Lord Seb Coe, Lawrence Dallaglio, British politician and TV personality Ed Balls and a range of elite sportspeople across various codes.
The content we produce for companies is modelled on the very best consumer content. Because after all it is the hot big budget producers who set the standards for what we all watch in our private lives.
One leading financial services provider even adopted the video documentary series we produced for them as their video standard for all future productions. This is not the first time we’ve heard this, and it sure won’t be the last.
Bingeable “edutainment” – yBC’s Sabio brings you best in class content – TV, Politics, Sports, Netflix – to create ‘bingeable edutainment’ that builds trust and relevance.
Why sharing binge-worthy, long-form content increases engagement.
One of the main problems with corporate content marketing is it only includes one perspective – that of the PR department! Savvy executive level audiences are unlikely to be swayed by such one dimensional approaches. Indeed in our day to day lives, we are used to the “Amazon” level content experience, whether it’s sports, entertainment, or business.
Business content needs to be both educational, and also a great viewing experience. We call this “edutainment“. It can’t be boring just because it’s business!
So we capture content more like a media company would do for business news. Think Bloomberg or the BBC. We shoot interviews or capture audio with your leaders as an independent, external voice. No scripts. No heavy handed messaging. Interviews are then packaged into regular, thematic, releases.
Typically we use our rapid content capture methodology to capture 10-20 hours footage in focussed shooting days and publish the content in our fully embeddable Sabio player.
Alternatively we can capture interviews globally via audio or web video. This means you can execute a content strategy with content like podcasts, books, video programming, a series of blog posts, and more – allowing you to effectively scale and grow an audience (and your business) over time.
The results speak for themselves.
The data is so great that one such series has been running for 7 years with over 100 episodic releases and 130 personalities including globally recognised celebrities.
The payoff of long form, multi-episodic content
By adopting the hottest consumer style experiences, combined with best practices from business, sports, professional and financial news, we create digital publication that audiences truly wante to explore, engage with and enjoy.
Professional audiences are used to a world that is fully digital, mobile, customised and entertaining. They expect the Netflix experience.
Core elements include
- Rapid capture of the core story in TV style video interviews, podcasts or web interviews
- Editing into structured releases with multiple viewpoints in a single “channel”
- Delivery of supporting content like articles, blog posts, podcasts and social media content
- Independent, editorial viewpoints to build credibility
- Celebrity content from inside our outside your industry
- Client reviews
- Data journalism, via animated graphics
- Multiple visual formats – so that different personality types can access the same content
- Embedded integrations – to include bespoke functionality, fast
…. and all of this delivered via a high end digital experience platform.
We get that corporate content budgets can’t pay Hollywood prices. That is where our Sabio socution delivers you the latest consumer experiences without the bespoke price tag. To see how this looks check out two of our success stories below:
