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Now the market will tell us if we’re on the right track | blog from Stuart Maister
Wednesday September 16th 09
This week was a good week for BroadView. We announced our partnership with Glide Technologies, who provide complete press office software for major organizations and have just added a fantastic video capability to their platform.
This means communications teams can integrate video into their content strategies and truly create multimedia story releases.(short video report click here)
Of course the concept of a press release is incredibly outmoded. Who are the press now? An enormous question and I suspect any reader of this blog will know what I mean by it. The point is of course that communicators are now seeking to engage a wide variety of content outlets who are important to their target audiences. These include mainstream media plus bloggers, online communities and more targeted media. Add to that the many direct channels, such as YouTube, in which communicators will distribute their content directly for the audience to see, and the world is more exciting but more complex.
When it comes to video the possibilities have simply expanded enormously in a short period of time. Large organizations are now video publishers as well as distributors of video content for others to use and feature. Glide provides a way of pulling all of this content together in one place so that it can be more effectively deployed and accessed by those who want it.
I love the potential of this because I try to give as much thought to what people do with video as to what they want in it. Sometimes it can be incredibly frustrating when we produce great content but its potential is simply underexploited. Maybe it’s used once and then put on a virtual shelf. Now there’s no excuse: it can be uploaded into the Glide platform and used any which way online.
Similarly, Glide customers who now have a video facility but don’t have appropriate content know where they can come to find out more. Win-win-win.
Sounds good, but the real test is when you’re standing in front of a room full of communicators to explain the link for the first time. That’s what Glide’s MD Sam Phillips and I did on Tuesday morning, sandwiching a very insightful presentation by Michael Ambjorn from Motorola. The good news: it felt right, it felt good and it went down well. I think those there could see how the combination of content and platform could really enrich their communications campaigns. Certainly there was a real buzz in the room, and if you were there – thanks for that. When you’re promoting something for the first time it can be a bit nerve-wracking.
I think we passed the first test. Now the market will tell us if we’re on the right track.
Watch a short video report of the event in which communications professionals heard some ideas about how to integrate video in their media strategy
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