Creating Content That Goes Behind-The-Scenes

Last week, I blogged about what a good job universities are doing at giving fans a behind-the-scenes look at their football programs. This should really interest business leaders because it’s a great technique they can use to educate their customers and prospects.

I highlighted USC and Notre Dame’s YouTube channels since the two were renewing their rivalry over the weekend. No surprise… USC posted a video less than 24-hours after its victory that puts fans right in the middle of the team’s big win, and it’s another great example for Corporate America.

Look… the likelihood that a company is going to produce something that communicates the same level of excitement is pretty slim. That’s not the point. One of the lessons learned here is that USC clearly understands how it can create content to serve its following.

Try finding anything even remotely like this in the traditional media. It’s not there, and yet there’s an audience for it. Thousands of people have clicked to watch this behind-the-scenes gameday video. USC isn’t waiting for the media to feature its football team. The school is going out and telling its own story.

Businesses have curious customers. They have people who are interested in their products and services. Businesses could be content creators like USC if only they understood the power these videos hold.

Videos like these serve an audience’s interest and foster loyalty by opening doors they normally can’t look behind.

–Tony Gnau

VIDEO: USC-Notre Dame Game Behind-The-Scenes