Creative Approaches to Video Storytelling for Brands | Pound Ridge Realtor

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Our first panel at the ReelSEO Video Marketing Summit was called “Creative Storytelling for Brands: Content Strategies that  Resonate.”  It starred Reed Lucas, Director of Channel Management at Channel  Factory, who sponsored the panel, CJ Bruce, founder of New Antics, who moderated.  The  panel included Clayton Talmon de l’Armée, director and video producer at  Salesforce,  Peter Caban, Chairman of Mekanism, Zach Blume, partner and managing director of Portal A, and Chris Gorell Barnes, founder and CEO of Adjust  Your Set.

Some highlights (many responses here have been edited and  revised):
On coming up with ideas to produce:
Barnes: How do you get the best ROI…we try to look for  relevance.  Context with the content.  Find a way to get people  talking about the product without overly mentioning the product.  What kind  of problems are keeping your audience awake at night, and does your product  solve that problem?  Creating stories around that.  We try to get our  clients to think more like a publisher, rather than an advertiser.
On whether they use focus groups:
Caban: Definitely not.  When we do comedy and content ,  you just don’t want to see the humor get watered down.  To do it to find an  insight with a demographic you don’t understand, it can be valuable.  So  more for insights, rather than creative.



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