Go Behind the Scenes To Create Engaging Content

Every day I’m asked how companies can create content that will be engaging enough that people will take the time to consume and then share it with others.

My standard answer is that there are no silver bullets, but I do think that the more types of content you know about, the more you can consider them every time you get stuck with one of those “well what do I do now?” moments.

Today I want to talk about the power of behind the scenes content and why you should consider it.

Do you remember when DVDs first came out? Suddenly movie companies had a lot more space to fill on the media so they began filling them with behind the scenes footage.

For people into making movies like myself, I loved all this bonus content. Back in the days of Random Foo, we tried to always have an extra camera around to capture off camera moments. Now that I stream most movies, I miss having access to all this bonus content.

No matter what your industry is, people love to peek behind the curtain and see how the sausage is made. (How is that for a mashed up mix of two overly used cliche phrases?)

Recently, I shot a promotional video for Passion Hit TV and while I couldn’t afford to have a second person film a making of video, I took screen shots from the raw footage to share in a post until I could edit the video. People loved it.

This week I watched and shared a video from L.L. Bean that showed how a recent campaign took their classic catalog covers and recreated them.

This appealed to me as a photographer but also because I’m a fan of their brand. I’m not going to share their commercials, but I’ll share something like this and did so as soon as I finished watching it.

The team behind one of this year’s biggest Superbowl commercials, VW’s “The Dog Strikes Back” had a feeling the commercial would be a hit so they made this entertaining making of video to show how much work goes into a commercial like this. Best part was that they didn’t make it boring and followed one of our Content Rules of “Do Something Unexpected.”

Finally, I want to share an example of a completely different sort and that is the peek behind the scenes of what it is like to be a speaker at TED. They followed a seasoned presenter and a rookie to showcase what their experience were. As someone who does a lot of keynote speaking, this hit home for me.

So, what kind of stories can you tell that feed into the desire for behind the scenes content?

  • Start with people. Profile the employees who make the company what it is.
  • Show how your products are made. If you provide a service, show what goes into giving a customer a great experience.
  • Quirky, fun and unique are always engaging. What is different about your organization than most?
  • Any company traditions? Thirsty Thursdays or Taco Fridays? Perhaps you have a company mascot that sits on a shelf, but no one outside knows about it.

Also remember that while I showcased examples of videos and photography, this can be done through the written word as well. But, words only go so far to show people so I think to do this right you must have a visual element if you really want to make it stand out.

What are some of your favorite behind the scenes moments that you’ve seen companies share?

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C.C. Chapman

Bio

Sketch of C.C. Chapman by Hey Instigator!There are many aspects OF who I am and what I do. Putting together THIS PAGE is one of my least favorite things to write, because talking about myself is not my idea of a fun time.

When asked what I do my current answer is, “I create, teach and motivate people to do more good in the world.”

Of course, that doesn’t cover all that I work on professionally and personally, so that is why I created this page.

Official bios and head shots can be found below.

Who is C.C. Chapman? I’m a…

Marketing Consultant

With over twenty years of marketing, online media and community building experience I have the skills and experience to help your organization no matter the size. Previous clients have included The Coca-Cola Company, American Eagle Outfitters and HBO.

I focus on social good/impact marketing, content marketing and brand strategy. My favorite clients are NGOs, nonprofits or brands looking to make a difference in the world.

Feel free to double check my credentials on LinkedIn.

Writer

I’m constantly writing and always working on my next book. You may have read some of my published works including Amazing Things Will HappenContent Rules or 101 Steps to Making Video Like a Pro.

Freelance writing or citizen reporting assignments excite me.

Photographer

If I had to choose a style, I’d say my photos are a mix of documentary, travel and lifestyle photography. While I may not enjoy taking head shots, I love to shoot faces. I rarely go anywhere without a camera in my hand and I’ve been fortunate to see my photos on the pages of Rolling Stone and The Wall Street Journal.

I’m currently shooting with a Samsung NX1 and a Chroma 4k Drone.

My photos can be found on InstagramFlickr and 500px.

Keynote Speaker

I’m happiest when on stage educating and inspiring an audience of any size, anywhere in the world.

I have spoken at everything from large international events, corporate retreats and at special gatherings of unique individuals. If you need someone who will inspire, educate and entertain your audience I’d love to chat.

Advocate & Volunteer

I believe in using my skills, time and voice to champion causes that are important to me. I’m especially interested in anything military, dogs or children focused.

I’m currently the President of the Board at Wediko, a member of the ONE Girls & Women Advisory Board, serve on the board of The Hockey Foundation and recently joined the No Kid Hungry Social Council.

Teacher

I’ve developed and taught courses for Lynda.com, CreativeLive and Treehouse. I’m also an Adjunct Professor of Marketing at Bentley University and hoping to do more teaching in the future.

 

On top of all that I’m a proud life long New Englander who was born and raised in New Hampshire, but now resides outside of Boston.

I married my high school sweetheart, have two amazing kids and love being a dad.

I’ve been online since 1989, began blogging in 2002 and podcasting in 2004.

Previous endeavors I created include Accident Hash, Passion Hit TV, Digital Dads and The Advance Guard.

Tattoos, travel and the outdoors turn me on. There are fewer things more perfect than a well done cocktail, a delicious meal or live art of any sort. I love my GORUCK, Field Notes and am a proud Misfit.

To understand me is to understand that I try to live a purposeful life every day that is full of adventure, love and making the world around me a better place for all.


Official Bio

C.C. Chapman describes himself as a New England raised storyteller, explorer and humanitarian. Others have described him as a thought leader in the online marketing space, a grounded futurist and one the nicest guy on the Internet. Over the years of his career he has worked with a variety of clients including Nike, HBO, American Eagle Outfitters, ONE, Verizon FiOS and The Coca-Cola Company.

He is the co-author of the International bestseller Content Rules and is also the author of Amazing Things Will Happen. He travels the world speaking in front of  audiences to do more in the world and how to understand content marketing better.  C.C. has taught classes for Lynda.com, CreativeLive and now as an adjunct professor at Bentley University (where he also graduated from).

C.C. is an advocate who speaks about building passionate communities and the strategic values of content-based marketing. He is a Samsung Imagelogger, the original ONE Dad and a UN Foundation Social Good Fellow. As a storyteller for hire, his work has appeared on the pages of Rolling Stone and The Wall Street Journal.

C.C. serves as the Chairman of the Board at Wediko and serves on the board of The Hockey Foundation. He happily lives in the woods outside of Boston with his loving family. Find out more at CC-Chapman.com

 

Fun Bio

You’d be hard-pressed to find a more multi-faceted or enthusiastic creative/strategic partner in the marketing and content creation fields. This greatly hails from C.C.’s unstoppable combination of marketing experience and savvy (which a great many professionals claim to have), and incalculably valuable “on the ground” knowledge and insight as an influential content creator himself (which a great many professionals do not). The result is a best-of-both-worlds mashup of marketing expertise.

C.C. Chapman sports the pro cred to be a talker (working closely with such clients as American Eagle Outfitters, Coca-Cola, HBO and Warner Bros.), and the passion and gumption to be a doer (creating content for the emerging Online Dad market, marketing professionals, music fans and more). He’s helped create, manage and execute ambitious online and offline marketing campaigns for startups and multinationals — and has the invaluable good sense to know which outreach strategies work with audiences, and which ones fall flat.

He authoritatively speaks your language. He speaks your CMO’s language. Most important, he’s fluent in your market’s language. It’s a killer double-chocolate-and-peanut-butter combination. Contact C.C. to learn how he can help your organization achieve its business goals. There’s even more to know about C.C. Chapman, if you want to read it — and you should. C.C.’s skills are an embarrassment of riches.

 

Head Shots

CC-Chapman-Cubelean     CC-AYASummit

CC Chapman Headshot Vertical    CC-armscrossed

DISCLOSURES

I’m involved with a lot of organizations and clients. I believe in being completely transparent and open about everything I’m working on. I’ll do my best to keep this updated and of course will clearly disclose relationships in any post that require them.

I am open to being pitched and invited on press trips.

Companies do send me items in the hopes that I will review it or share with my community. If you send me something it does not guarantee a review.

With that in mind, my mailing address is:

9 C Medway Road #117
Milford, MA
01757

Current relationships include:

  • Verizon FiOS provides me with service in exchange for a monthly post on technology of my choosing
  • Member of the Verizon Wireless VZWBuzz Influencer Team which means I receive electronics to review and experiences to take part in.

 

Affiliate links are used whenever they are available when linking to products of any sort.

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