The democratisation of pro-grade production technology and access to high-quality streaming has prompted a massive step-change for the quality and impact of corporate media, writes David Davies.
Perfectly summarizing the impulses driving many companies’ approach to the production and dissemination of content at present, Steve Wind-Mozley, Chief Marketing Officer of live video transmission and video streaming solutions provider LiveU, proffers: “Content is a vector of value, and whether it’s audio, visual or video content forms – I’m going to call them all ‘stories’ – they can be massively powerful communication tools. Put the right piece of content in front of the right customer at the right time, and good things happen.”
But as Wind-Mozley also notes, there is more competition for eyeballs than ever before, not least on smartphones where “the attention for the audience tends to shrink in direct correlation with the screen size”. All of which means that the content has to be distinctive, memorable and extremely well-crafted if it is to be successful.
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