Don’t Sell Shoes, Cars or Vacations? Your Brand Still Has Video-Ready Stories to Tell


Video is just about the most shareable content there is. That’s all well and good for B2C brands with vivid products and services to sell, but B2B companies and nonprofits have to dig a little deeper to find stories to tell with video.

But the stories are always there to be found, says Tim Baker, VP of digital strategy for MWW. Baker, who spoke recently at PR News’ Next Practices PR Conference in San Francisco, suggests the following thought-starters for video storytelling:

1. Show a process (design, development, testing, brainstorming)

2. Make people think (ask questions, make bold statements, share provocative quotes)

3. Have a call to action (ask viewers to sign up for something, learn more about an issue, share thoughts on a subject)

4. Show results (who did you help, how are things getting better for your customers or target audience?)

Follow Steve Goldstein: @SGoldsteinAI


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About Steve Goldstein

Steve Goldstein is editorial director for Access Intelligence’s PR News brand, which encompasses premium, how-to content, data and competitive intelligence for public relations professionals; PR News Online; PR News conferences, webinars and awards programs; and PR News guidebooks. Previously at AI Steve was editorial director of min, min ’s b2b and minonline as well as managing editor of CableFAX: The Magazine and CableWorld. Before joining Access Intelligence, he was executive editor of World Screen News, and editor of Film/Tape World, which covered film, television and commercial production in the San Francisco Bay Area.



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