A publisher’s masterclass in producing online video

Among the many ways the contents of the Sony cyber leak helped us better understand corporate culture – the insecurity, the back-biting, the bad grammar, it also introduced the world to the phrase “ego bath”. It is, as Matthew Syed observed in The Times, the perfect 21st-century synonym for “vanity project”.

It could, in fact, happily describe the way most organisations approach content marketing and the use of video in particular. We know video is playing an increasing role in the digital mix, but before organisations go any further here’s some advice: resist the ego bath and take a cold shower instead. Because what most are producing today is long, self-indulgent, rambling and shambling – video for bosses (internal stakeholders, if you must) but not video for viewers.

As an antidote to all this, seek out the best digital output from established media companies – native publishers, newspapers, magazines and broadcasters – and absorb some essential lessons.

Read the rest of this story at The Guardian.

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