It’s a truism that people enjoy getting information through video; the real question is what kind of video is best suited to your particular goals. The documentary format — featuring interviews with experts inside and outside an organization — conveys both credibility and depth. So for an important story that needs to persuade its audience, documentary is very often the most effective way to tell it.
Sound is the most fundamental medium of communication — and a remarkably flexible and far-reaching one. Whether you’re conveying a complex story through a series of interviews, hosting a panel discussion among experts, or simply letting an employee describe how a process works, podcasting and recorded audio allows you to reach audiences at their desks, in elevators, commuting — well, anywhere, really.
While the details of complicated issues or systems often need to be explained in text, conveyed as an infographic an explanation becomes much easier to understand, remember, and share. Done well, infographics are one of the most powerful tools for transmitting ideas to a wider audience — whether those ideas are as tangible as a manufacturing process or as intangible as a financial derivative.
Content programs aimed at sophisticated audiences can be powerful — but they’re never free. So it’s essential to design programs that are focused on an organization’s most important topic areas, reach their intended audiences, and are sustainable over the long haul. Saying “no” to most ideas, in order to be able to say “yes” to the right ideas — after all, that’s what strategy is all about.