Brands that can get their content strategy right and create the kind of online video that people want to watch can find real success online.

Good content tempts customers to engage with brands for longer and to talk and share what they have seen.

The benefits are clear, but how do you get it right? How do you get it out there? How do you measure success and which brands are getting it right?

This video interview with London agencies discusses some of those questions and suggests that among other emerging disciplines video content is a crucial part of a brand’s communication activity.

The film includes input from the likes of Pretty Green, Threepipe PR, Diffusion Comms and The Rabbit Agency among others.

Mark Stringer, MD at Pretty Green, who takes part says the future is online, and the future is about content, and naturally “online video seems to be the right marriage of those two things”.

Jools Moore, former PR agency director and founder of ContentedLDN, believes brand communications have evolved into something new with the rise of social media: “Media relations and public relations activity now relies upon content generation more than ever before. Online video is part of the natural progression for communications campaigns with brands both large and small.”