A colleague of mine sent me this video from BMW Films not long ago. Watch it because it’s simply a great video:
https://youtu.be/jzUFCQ-P1Zg
Why does BMW have a Films division and why did they create a 13-minute movie starring Clive Owen? Because content is king. If you want people to pay attention to your brand, you have to give them a reason to. Sure, BMW could have sponsored some big-budget Hollywood film and paid for their cars to be front and center but it wouldn’t have been about them. The car wouldn’t have been the star.
Why do companies invest in blogs and other social media? Why do people write original material for those sites? Because content is king and if you give people value they will give you their attention.
But what about when you work internally for the real estate group in a company? What is your content? How do you convince your customers (the business and employees that occupy the workplaces you make available) to pay attention to you?
Prove that you are in their corner by creating content that shows how you try and help them increase productivity and revenue. Generate 1-page overviews teaching them the best way to get the most out of their space. Create short videos talking about the future of their workplace and all of the things that are coming. Partner with HR and IT to make sure everyone knows the policies that give them workplace flexibility. Invest in spreading the ideas that drive projects.
This doesn’t need to be world-class writing or content. It can sound like you are talking to someone over a workstation wall. In fact, it’s best if it sounds like a conversation that just happens in the workplace. Good content is sincere and open. It acknowledges flaws while showing you the future.
Give it a try, you’ll be surprised what a little internal content and communication can achieve.