Holy Island: a case for video

Guest post by Ed Maule

Video is the fastest and most engaging way to impart information, news and marketing messages to a wide audience. And the virality of video is a significant aspect of this powerful online channel. Viral videos are watched, commented on and, most importantly, shared on a global level.

Video also offers an opportunity for those without the loudest voices (or budgets) to make people sit up and listen. One of the sectors where this is most needed is local charity: real people, trying to make a real difference, in a world where it’s hard to be heard.

With YouTube second only to Google as the biggest search engine, video offers charities and communities the opportunity to be seen, understood and engaged with. The key is to produce content that’s interesting, well produced, informative and findable (key words, tags etc etc).

Siren Broadcast, the video content arm of Siren Communications, recently teamed up with Holy Island – a remote village on the Northumberland coast, cut off from the mainland twice a day due to tides.

The island has recently seen its population decline, partly due its location, far from many amenities. Siren lent its support by producing a video, highlighting the issues of remote living and bringing to light the need for funds to build a new village hall community centre, a vital social hub for local residents. You can read more background to the Holy Island story here.

The short film is designed to give viewers an insider’s view of Holy Island, highlighting the challenges for residents and the need for financial support to build the new community centre. Working alongside Reuters and other video production agencies, Siren is now seeding this video to local/national media, influential travel bloggers and national broadcasters.

The key to this film, and all video content, is that it tells a story. It engages the audience, inspires the viewer and most importantly, encourages a response. The video itself has an immediate call to action – ‘jump online and make a contribution’.

Before beginning any video production, you need to ask yourself these questions:

• What is your message?
• What are you trying to communicate?
• Who are you speaking to?
• What are your available assets?
• What is the objective?

Whether you’re raising money for a local charity, selling long haul flights, offering fabulous beach holidays or marketing camping trips in the UK – always ensure you know your message, know your audience and know your objectives.

Video offers a rich and engaging medium to captivate an audience and tell a story. It’s important to utilise this digital channel to enhance online messaging and increase engagement, response and conversion.

Nb: For a longer version of this video, click on this link. And to contact Siren, please email [email protected] or [email protected]

Acknowledgment: Siren Communications was the official PR partner for Travel Perspective at Social Travel Market, held at World Travel Market, in 2011 and 2012.