The True Power of Value-Driven Content

Diving into analytics, organizing brainstorming sessions, dealing with influencers…they can all be time-consuming aspects of trying to connect with your audience. But there is a simpler way - turning regular company outings and initiatives into authentic behind the scenes footage (value-driven content). It’s an increasingly popular approach, and one that generates significant results.

The key is that value-driven content cannot be outsourced: it can only be filmed by your company’s employees, meaning authenticity is guaranteed. So it quickly “builds trust, sparks relationships and grows deep connections with your prospects”.

Saatchi & Saatchi were quick to understand the importance of value-driven content, using Cinebody to highlight their employees’ volunteering efforts at charities around southern California. As employees shot and uploaded footage showing their experiences at several different charities, their footage immediately aggregated and was edited remotely – enabling them to distribute a final video by the end of the same day.

Smartwool also used behind-the-scenes footage to produce valuable Instagram and video content of its annual bike excursion ‘Ride to OR’, giving viewers a true glimpse at the company’s culture and values.

For brands considering a value-driven content strategy, three key benefits consistently occur:

• Followers get an authentic view of what the business is about, filmed by and from the perspective of its community and employees.

• Brand managers get immediate access to raw clips, allowing them to post on social accounts in real-time as these initiatives and outings are taking place.

• Employees and other community members who helped film the footage are much more likely to share the final video – because they’re in it!

With this approach, a little can go a long way. By implementing value-driven content throughout your content strategy, you’re providing your fans with a look into what your brand actually stands for beyond your product or service. With today’s tech-savvy and connection-hungry audience, few things are more important.