The Value of Behind-the-Scenes Content in Marketing

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April 5, 2018

At the NextPage office, we play bingo every morning. Two numbers are drawn each day and the winner gets a QuikTrip gift card. As you can see in the picture above, Linda’s getting close. I share this with you to demonstrate that there’s still plenty of room for fun in the workplace while we work hard to provide innovative print solutions.

When you actively engage in social media marketing, valuable content is imperative. You have to deliver the right message to the right people on the right page at the right time, but it doesn’t always have to be so serious. Keeping the ‘all work and no play’ attitude too long could send you on a rampage like Jack Nicholson in The Shining. A great way to maintain a wide loyal audience is through behind-the-scenes content, or BTS.

NextPage production area.

Did you ever watch one of those behind-the-scenes featurettes about your favorite movie? It’s really cool to learn what happened off camera that made it all possible. You view the product differently when you know the context of its creation. Give your prospects and clients the same feeling about your business. Simply share fun photos, or even videos, of your team at work to your brand’s Facebook and Instagram accounts and expand the reach with relevant hashtags.

BTS content helps to humanize your brand and take your target audience to an unfamiliar location – your workplace. People may be familiar with your products and services, but do they really know you? Sharing photos that highlight your employees, skills, office culture, and events are many times the posts that get the most likes and shares. Real images are 95% more effective at generating leads than stock photos. People like to connect with people, not just brands. Working on a new project? Share it. Hosting an event? Share it. Have a fun fact about your company? Share it. It feels good to be a part of something.

NextPage Easter luncheon.

Here’s an example: Canadian shoe company Viberg manufactures all its shoes by hand using the highest quality material, but they didn’t know how to show it. Adding a “handmade” sticker to the box wasn’t enough to win over customers. They decided to take a more honest approach and give people an inside look as to how their products were made. The company released a video online showing the owner explaining the story, process, and values of their brand. The video featured workers manually making high-quality shoes, which was very well received.

Clients will appreciate seeing how your staff works well together and has fun doing it. It’s a great way to show off your company’s best characteristics. If you demonstrate a family-like environment, you’ll attract those with similar values. Hopefully, others will want to work there too.

For more examples of behind-the-scenes content, follow @goNextPage on Instagram and like us on Facebook.

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