How to show up in fresh ways with your employee video content

Whether or not you have a background as a journalist, understanding what it means to tell your organization’s stories with a level of journalistic acumen will go a long way toward drawing audiences in. But another skill today’s journalists understand better than most is what it takes to compose a piece of hero content—a larger project that can supplement your output for weeks and months on end with occasional repackaging and repurposing.

During Ragan’s Future of Communications Conference last fall, Home Depot’s Sr. Director and Head of Content, Creative and HDTV Lou Dubois walked us through what he learned working on “Hope Builds,” a 17-minute documentary detailing the company’s history of responses to natural disasters through an employee-first lens.

Here’s what we learned:

Making the case for how you show up as a brand

Dubois began by explaining that it’s now easier than ever to make the case for an investment in a longer, substantive piece of hero content than ever before.