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Digital Signposts: Repurposing with Purpose

Challenges to consider for effective communications

An important advantage of enterprise visual communications is the ability to reuse or repurpose existing content and make it screen-friendly. Communications professionals can take existing documents, imagery, videos, data, or presentations that are already available and insert them into content channels. Visual communications platforms have the ability to pull content directly out of existing repositories like SharePoint and company databases and direct them to templated channels ready for distribution.

Furthermore, by automating the content extraction process, creating content subsets, and paying careful attention to design and layout, these channels can create a fresh, original look. Then, by targeting channels to specific audiences and/or specific devices and supplementing content with custom messaging, enterprise communicators are able to achieve something quite remarkable: a highly focused communications solution that is relatively easy to build and deliver.

But getting there presents a few challenges. First, it is important for corporate communicators to fully recognize the editorial value of their data and content libraries for specific enterprise audiences. For example, consider sharing high-level KPIs, stock price, and objectives with staff to help ensure that they are fully aware and aligned with an organization’s roadmap. The CEO’s most recent town hall video (or select highlights) can also be an important piece of content to help orient new employees or reinforce specific departmental goals.

Second, it is important to consider screen layout when repurposing content. This is paramount when establishing the types and amount of content to be displayed. While a large place-based screen can support several zones of content with multiple visualized data feeds as well as images and videos, a mobile device may only support a few data sources and a single video zone.

By creating a consistent look and feel for channels that include content guidelinesboth editorial and technicalnew, original channels can be quickly created that maximize the effectiveness of any repurposed content.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a Barco company. X2O Media is a leading software developer of realtime visual communications solutions that significantly improve communications throughout the enterprise. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at [email protected].

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