As global organizations, our success depends on our ability to unite geographically distributed constituents. As marketers, we’re tasked with building global brands by delivering consistent messages that resonate with a diversity of constituents within the context of their culture and worldview. How do you develop content that acknowledges and reflects diverse cultures, languages and points of view and also builds a strong and engaged global community?
For Hope Channel, the answer is locally produced content and online video. The global television network of the Seventh-Day Adventist Church, Hope Channel is a global Christian television network broadcasting shows that promote a balanced, healthy lifestyle. It credits its strong global presence to its extensive network of affiliate channels that create content locally and deliver it to viewers throughout the world. Currently, 44 channels reach viewers in 30 countries, which keeps growing.
The key to building this global community around locally generated content is twofold:
- Make it easy for affiliates to put content online.
- Make it easy for viewers to discover and access content.
Hope Channel uses the Brightcove online video because it delivers a simple workflow that allows affiliates everywhere in the world to quickly and easily upload their content to websites. Content is available and easy to discover across a multitude of devices and platforms.
The results: Hope Channel viewers are consuming more and more content.