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Around the holidays, marketing can tend to be an afterthought – but it shouldn’t be. Here are five content marketing ideas to use toward the end of the year to create valuable content for your audience. 

Year in Review

A lot happens within the year. 365 days of work accomplishments, completed projects, new hires, and the list goes on. A year in review is a great way to wrap things up with a bow. Write a summary or list of your companies accomplishments in a blog post. Then recreate the blog post into a newsletter to send out before everyone departs for the holidays. Get creative and make a fun video speaking to what your company achieved over the course of the year. 

There are many creative ways you can turn your year in review into an engaging piece of content. A snippet that your clients and audience will enjoy reading. 

What to look forward to in the new year

Similar to what the year in review is, create a summary or list of what your company is looking forward to in the new year. 

Is your company making any improvements that your clients should know about? Are you moving offices? Maybe you’re adding new employees? Announce it now! Spread the word through an email newsletter, direct mail, or social media. Once the holidays are over – remind your audience again about what’s to come in the new year.

Giving Back for the Holidays

The holidays are an especially great time to give back to others that are less fortunate. Organize a day of giving back within your community. There is truly nothing better than giving back, whether it’s through Habitat for Humanity, collecting canned goods, or donating clothes from your closet. Create and capture content via video or photos – then share your charitable contributions with your audience. Maybe it will inspire others to do the same. 

Trends of the Year

What trends were front and center during the year? Share news, stats, videos, etc. Keep your clients up-to-date with what’s been going on within your industry. Additionally, include what has been going on internally within your business.

You are inundated by what you do on a daily basis, but your clients don’t always know the latest trends or the trends that are no longer in play. Send them off into the new year with more knowledge than they had before. Bonus points for adding predictions for the next year! 

Re-Share Content

Rounding out content marketing ideas for the end of the year with re-sharing previous content. Re-sharing is always a good idea, as long as it’s not over done. It has the potential to reach new people in your audience, because when you share content, not everyone is on that specific platform or visiting your website to see it.

A few ideas on what to re-share:

  • Most read blog post
  • Videos with the most views and engagement
  • Top liked Instagram post
  • Most listened to podcast episode

The impact of video storytelling often hinges on the characters and in many cases, comes down to how well these characters tell their story on camera. This can present a number of challenges and create some anxiety.

How should you approach and conduct an interview to put yourself and your subject in the best position to succeed? We are sharing five things to remember when conducting on camera interviews.

Share Topics, Not Questions

Some of the anxiety on the interviewee side is related to the unknown. The unknown being the questions. If individuals are already uncomfortable on camera, they tend to over prepare or try to memorize. This is the worst thing that can happen. Memorization is a recipe for disaster. Mess up one word, mess up the whole delivery.

I suggest being very weary of sharing the actual questions. Instead, share general topics or conduct a pre call to talk through the goals of the piece. There will be certain scenarios where higher ups request the questions for legal purposes. In that case, hand them over — but make that a last resort.

Make it Conversational

If you are taking the interview style approach, make it as conversational as possible. This starts with reminding the interviewee that they will be looking at you instead of the camera.

Some of the normal tactics of strong communication apply here. Make eye contact while using a relaxed delivery. This will put the subject at ease. The last thing you want is a nervous subject. That nervousness will be felt directly by the viewer and will strangle getting great answers.

Don’t Check Boxes

Listen to your interviewee. What I mean by that is to ask the question, engage and have a conversation. Too many times I have seen interviewers stare at their sheet of questions with the goal of simply checking off the questions answered. If you’re staring at your questions, you’re not truly listening. By not being engaged, this closes the door on the potential of getting emotional responses or asking your subject to elaborate on a critical part of their story.

At Spiracle Media, we focus on 4-5 points max during an interview. The rest of the time is reserved for follow ups. You should also consider asking some softball question off the top to get your subject warmed up. Save the best for last.

Ask Relevant Questions

This sounds like a given, but you would be surprised how many times our partners submit questions that have nothing to do with the story. They get wrapped up in the “who” they’re interviewing, rather than focusing on their place within the story.

There are primary and complementary interviews. Primary interviews consist of the main character(s) that will drive the story forward. Who or what is the piece about? As for complementary, these interviews provide the key support. Each serves an essential purpose within the piece. With this in mind, tailor your questions to fit the role.

Simply ask a few of the following questions to yourself. What are they speaking to? Are they the main narrator or a bridge? Are they there for one specific sound bite or multiple?

This will help guide you with question generation. Most interviews go much longer than needed because of irrelevant questions.

Do Your Homework

Prep for your interviews. This can include reviewing the interviewee’s bio or running an online search. Building this knowledge base will give you more confidence to ask the right questions. It also provides additional context. This can go a long way with generating rapport on set.

I briefly mentioned this earlier, but pre calls with your main subjects are great opportunities to build trust and gather information ahead of the shoot. This takes away much of the awkwardness in meeting a person for the first time especially if the story deals with emotional topics.

 

These are all things that, if implemented, will work to your advantage. The main goal of every interview shoot is to put yourself (interviewer) and the interviewee in the best possible position to succeed.

Make it fun and conversational – the viewer will notice!