How can you incorporate 360-degree content into your content production workflow?

Knowing your audience is key to speak their language, to be relatable and relevant. Knowing your target personas means also knowing where they are - what channels they spend their time on. Knowing the channels means aligning your content for different channels as the rules for success in each channel are not the same. The topics may be similar but the format and formatting needs to be adapted to each specific channel for the piece of content to succeed.

Before diving into creating 360-degree content, it's crucial to know why you're doing it and who you want to reach. Think about the purpose of your content, the message you want to share, and what action you want people to take. Consider how 360-degree content fits into your overall content plan and adds value. Understand your target audience—know their needs, preferences, and challenges. Figure out how 360-degree content can interest them and solve their problems. Answering these questions helps align your 360-degree content with your goals and makes sure it resonates with your audience.

It's important to consider how this type of content will be consumed by your audience. With headsets like Oculus Rift or even smartphone apps, viewers can fully immerse themselves in the 360-degree world you've created. Lastly, when developing your storytelling approach, keep in mind that the traditional linear narrative structure might not work best with this type of content - instead, focus on creating engaging environments and allowing viewers to discover them organically as they explore. By taking these steps, you'll be well on your way to seamlessly integrating 360-degree content into your content production workflow and offering an innovative experience for your audience.

Every content has different goals to achieve. Some content helps you attract customers, some for sales, while some to build authority with personal story. Make sure to build content around it and each content focuses on sharing value, solving pain-points, and showing your expertise. Make sure it adds value along with the actionable tips to it and create an impact.

To integrate 360-degree content into your workflow: - Plan: Identify goals for using 360-degree content to enhance storytelling or engagement. - Equip & Train: Acquire 360-degree cameras and train your team in their use. - Create: Film 360-degree videos or photos, carefully planning scenes. - Edit: Use specialized software for stitching and editing 360-degree content. - Distribute: Share on platforms supporting 360-degree content (e.g., YouTube, Facebook). - Analyze & Adapt: Monitor engagement, gather feedback, and refine your strategy accordingly.

360 degree content sounds great on paper, but few viewers really have the means to view such content. In countries like India, there’s next to no appetite for such content either. Hence, 360 degree content should be carefully considered first. Simply creating something in 360 may not have the ROI. At this point, creating 360 content is more of a thought leadership activity than purely content. It can be used to uphold a brand’s image as forward thinking. But even so, the content must be absolutely top notch to have any impact. One would be better off not doing 360 content than doing it on a tight budget.

Once your goals and audience are clear, the next step is choosing the right format and platform for your 360-degree content. Consider the options – photos, carousels, videos, live streams, etc. Each format has its pros and cons based on factors like budget, resources, skills, and goals. Photos are budget-friendly, while videos offer more dynamism. Live streams generate excitement but demand reliable bandwidth. Selecting the suitable platform is crucial too – YouTube, Facebook, LinkedIn, Google Maps. Match your content format and goals with the platform's specifications, features, and audience reach for maximum impact.

Define goals and audience: Clarify content purpose, message, and desired viewer action. Tailor to personas: Understand target audience needs, preferences, and pain points. Align with strategy: Ensure 360-degree content enhances existing content mix. Optimize format: Choose between photos, videos, live streams, virtual tours, or VR based on budget, resources, and goals. Consider platform: Evaluate options like YouTube, Facebook, Vimeo, Google Maps, or dedicated VR apps. Match content and platform: Select the format and platform that align with your goals, budget, and audience preferences. This strategic approach ensures effective 360-degree content creation and distribution.

Selecting the right format and platform for your 360-degree content is akin to tailoring a bespoke suit for your brand. Consider the trade-offs between photo, video, live streams, virtual tours, or VR, aligning them with your goals, resources, and audience dynamics. The choice of hosting platform then becomes the stage where your immersive content takes center spotlight, whether it's YouTube, Facebook, Vimeo, Google Maps, or dedicated VR apps, each offering a unique canvas for your narrative.

1. Start with the simplest format. 2. Test reactions on one platform. 3. Repurpose to other formats and channels into infinity.

Once you've settled on the format and platform, the next steps are crucial. From scouting picturesque locations to setting up equipment, capturing, editing, and testing functionality - meticulous planning is key. Opt for well-lit, visually appealing settings, use stabilizers for steady shots, and employ editing software adept in handling 360-degree content. Add immersive sound and effects that complement the experience. Remember, testing across devices is essential for a seamless user experience. A thoughtful production process ensures your 360-degree content captivates with quality and engagement.

360 degree content can be quite gimicky if not planned properly. Planned the right way it can be really eye catching with a good chance of viral. I'd highly recommend the insta 360 range

For years, content creators were mirroring all the platforms with the same produced content as a means of keeping the brands active allover different platforms. Content creators need to shift from final output focus to strategic messaging focus to be able to draw the line of objective then start branching what will work on each platform in accordance to the relevancy and audience behavior. A video idea is just a tactic, but the core message is what you’re after. Start thinking 10 steps earlier before the execution.

If you are producing content specifically for 360o delivery and not to add to other standard video production, planning your shoot is extremely important. Unless you are doing man-on-the-street style shooting. Time-of-day and location sound are easy to overlook. In Oklahoma, we have trains EVERYWHERE!

Haha! To be honest all you need is a phone with a camera. That's all. Really. Don't bother with fancy stuff. Value of the insights provided by you > the quality of the light, video, and editing tools. Unless you're in a industry where it REALLY matters. But in B2B it rarely does.

I would seriously consider social audio(Linkedin Audio Rooms and Clubhouse) and podcasting as distribution reference points. Use Transistor FM for your podcasting distribution because they are the only platform that allows unlimited BRANDED podcasts so different podcasts NOT just Episodes additionally Transistor distributes to Audible Podcasts that is huge! Getting your podcasts or content in front of the audience that is looking at books in the same topic is a gamechanger.

While developing content strategies for brands, I've learned that optimizing and distributing content is crucial for engagement and reach. Utilizing SEO techniques like relevant keywords and engaging titles is key for visibility in search engines. On social media, captivating thumbnails and concise captions grab attention. It's also vital to ensure user-friendly navigation with clear instructions and interactive elements. Regularly monitoring performance metrics and audience feedback is essential to refine strategies and maintain relevance. This holistic approach ensures content not only reaches but resonates with the intended audience.

Planning and optimizing 360-degree content intertwines, and knowing where content fits in the customer journey is key. Why? Because people have different information needs depending on the progress on the journey, and knowing this will help us plan, optimize, and allocate resources optimally. This is particularly important for 360-degree content since production costs are high and targeted efficiency helps us reach the goal on a more direct route.

Enhance Visibility: Utilize relevant keywords, titles, descriptions, and tags for search optimization. Engaging Thumbnails and Previews: Attract attention with compelling thumbnails, previews, and captions. Clear Navigation and Interaction: Provide intuitive instructions, buttons, and controls for seamless user experience. Monitor Performance: Regularly assess content performance and gather feedback for improvement. Accessible Platforms: Distribute content across platforms ensuring accessibility for a broader audience. Responsive Design: Ensure content adapts to various devices for optimal viewing experience. Iterative Improvement: Use performance data to refine your content strategy for continuous enhancement.

The activation of the content is critical to its success. Make a robust activation plan with your target audience in mind. Consider social media (write different posts for different channels), consider upcoming events, internal sales force activation and ensure you have a CTA ( call to action) with a tracker link so you can see what is driving the traffic. If it’s a big ticket item consider adding paid social support to boost views/ downloads (this will depend on your CTA).

Bear in mind that professionally produced 360° content can be expensive — in terms of both money for equipment and skilled personnel and time taken to shoot and produce.

Incorporating 360-degree content is a game-changer for boosting your brand's engagement. It requires careful planning and execution. To create an unforgettable immersive experience, start by defining your objectives and selecting the right equipment. Then, meticulously plan your shots to bring your vision to life. Pay attention to key factors like lighting, framing, and sound to capture high-quality content. Test your content on various devices and platforms to ensure compatibility. And when it comes to distribution, actively promote your content through diverse channels. Be open to receiving audience feedback to continuously improve your approach. Stay up-to-date with the latest technological advancements to stay ahead of the curve.

Cross-functional team alignment is key. Make sure to be on the same page with goals and objectives. For example, social should know when the PR team is releasing an important communication and vice versa. When releasing content, it’s vital to prevent as many crises as possible. Each team contributes to building a well-oiled machine. Strategically, this can be laid out through developing comprehensive briefs, operational processes, and production schedules. Overall, content distribution should flow like a puzzle where each piece is filling its desired role.

I'm a bigger fan of 180 degree content, but seriously as with any style consider this.... Track production time/costs Track sales generated from the style of content Keep the ones that don't cost you money. Also, keep the break-even ones.

When I hear the concept of 360, I always remember how you will utilize your tools. Remember, it is not just 1 post, it is on going, For example, let's say you have written an article reflecting insights, then you should do: - Infographic with analytics. - Short video with its importance for example. - Polls for engagement - Reels for Reflecting your thoughts It is never about 1 post, it is ongoing process for the sake of adding value and reflecting your thoughts.