How Content Distribution Drives Message Discovery (and Results!)

Like any business, sometimes our own story needs telling.  Earlier this year, we decided that we needed to do some PR for our MultiVu business, which focuses on the production and distribution of multimedia content.   It’s cutting edge stuff, with some truly unique aspects, and it sits right between PR and marketing, and we needed to offer some explanation and raise awareness of these services.

So what did we do?  We did the same thing any of you, our customers, would do.   First, our team brainstormed the messaging.  They outlined the key points we needed to convey from a brand standpoint, and then approached the messaging from the opposite context – the questions our audience often asks has about producing video and other multimedia content, and the various struggles that can complicate these projects.

“The hardest thing to do is to distill what you do into a short-form, engaging video,” noted Bev Yehuda, vice president of web engagement products for MultiVu.  “We had to apply what we tell our clients all the  time regarding developing a video: if you don’t take the time out during the process to determine what your elevator pitch is, you run the risk of creating irrelevant content.”

With the messaging drafted, it was time to determine the medium.   Since this was about MultiVu, we knew we needed to use multimedia messaging.   We wanted to show our expertise (and our personality!) in a fun and friendly way, so we went with an animated approach.

Upping exposure with distribution

Once our animated video was done, we packaged it into a multimedia news release (“MNR”,) which combines a variety of distribution strategies and channels.

mv mnr explainer

Here’s a snapshot of the MNR we created to promote the MultiVu video. Click on the image to see the whole thing.

 

Of course, we could have simply shared the video socially – and we did post it directly to a number of social sharing sites – but the distribution component that is built into an MNR is crucial, for a number of different reasons:

  • Distribution drives discovery, delivering content to relevant audiences across the web – on channels, via news web sites and in industry niches.
  • Discovery seeds social conversation, amplifying your message, and increasing exposure to relevant groups.
  • Social conversations deliver third party credibility that can spur people to take action.
  • Distribution increases the number of digital touch points for your brand, and if your audience values the content, it will gain visibility in search results.  Search engines are informed by user activity and interactions around a piece of content.

How Content Distribution Drives Social Interaction

Prior to the release of the MNR, we shared the video itself on PR Newswire’s Facebook and LinkedIn pages. More than 1,400 of our Facebook fans saw the video, and it was liked by 6 and shared by 3.   It fared better on LinkedIn, where it was seen by 1,983 people, generated 30 click-throughs and 8 shares.  Decent exposure for the two minutes (if that) required to share the video with PR Newswire followers.

mv distribution effect on social

However, if you need proof of how distribution drives social interaction with content, you needn’t look any further than the sharing numbers the MNR generated.  Readers of the MNR shared it with their Facebook friends 196 times (as of this writing.)

Distributed content reaches qualified, interested audiences.  And social shares have a strong viral effect, triggering more shares.

Overall Multimedia News Release Results

The social sharing was just one aspect of the visibility the MNR generated for MultiVu.  Over all, adding distribution paid off for this project, tallying thousands of reads of the press release — and tens of thousands of video views.

mv explainer Multimedia News Release Results

It’s very satisfying for us to put on a “customer” hat and use our own services to promote our messages, and witness first-hand how our networks deliver lasting results and visibility.  And based upon the results of this campaign, you can look for more from these animated characters created by MultiVu – several more videos are in the works!

Want to explore creating your own “explainer” video or learning about how multimedia distribution can increase discovery of your brand’s messages?  We’d love to hear your ideas, and help turn them into reality. Contact us for more information.

sarah avatarAuthor Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the e-book “Unlocking Social Media for PR.”  Follow her on Twitter at @sarahskerik .

6 responses to “How Content Distribution Drives Message Discovery (and Results!)

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