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BLOGEight Video Strategies

by Randall CraigFiled in: Blog, Blogging, Make It Happen TipsheetTagged as: ,

If you are reading this white paper, you are in the minority. Some people have challenges reading the English language. Others have difficulty without their reading glasses. And still others just don’t enjoy reading at all.

There is a reason why YouTube and TikTok – and TV, and Netflix – are so popular: many people prefer to consume content by watching it

While we remain bullish on the strategy of blogging, who says that video shouldn’t be part of this mix as well? And at the same time, where else might video fit into your marketing and business development plans? Consider these eight different approaches to using video:

  1. Replay: Not everyone can attend live presentations or webinars: the schedule might not work, the topic may not have been relevant at the time, or they were not physically able to attend given the location or the technology. Videotaping the presentation or recording the webinar captures evergreen content that can be made available forever.
  2. Event promotions: These promote a particular event, usually by having the keynote speaker share a “taste” of the life experience. Here’s an example that was posted to YouTube, and then “shared” via email with prospective attendees.
  3. Demo video/mini-bio: Instead of an old-style resume or written biography, video provides a more personal way to demonstrate expertise. Depending on the purpose, these can be from 20 seconds (an elevator pitch) to ten minutes (a demo). Here’s an example of a Demo Video.
  4. Interviews: These are two person interviews where a host explores a topic with a particular expert. The host is credentialized by asking great questions, and gains exposure via the marketing efforts of the guests. As more episodes are added, viewership grows.
  5. Video narrowcast: 52+ one-or-two minute videos that explore a single topic. Answers the question How do I, Why, or What. Here is an example video on the Trust Curve. (Note: Trust Curve = Relationship Curve.)  The more videos, the greater the differentiator.
  6. Tours: Sometimes a picture (or video), is worth a thousand words. Or rather, since no one has time to read the thousand words, a video that takes the viewer along a journey is an engaging way to develop awareness and preference for a product, place, or service. Example of a facility tour video.
  7. Testimonials:  These are video excerpts from users of your product or service, usually between 20 seconds and a minute.  The production values of the video can range from campy to professional: the goal is to convey authenticity.  Here is an example.
  8. Advertisement: Like traditional TV commercials, these seek to stimulate action. Unlike TV commercials, however, the call to action can also include a link to an offer, registration form, etc.  (There are too many examples of these!)

There are many other video formats: from documentaries, to a news desk format, to shorter person-on-the-street interviews; the limit is your creativity.

While video is not perfect, it is clearly here to stay. The flexibility that it provides means that it should have some place in your marketing mix.


Based on your current marketing plan, are there any particular formats that you might not be using, but should?  Or a format that you’ve never used?  Review the list, and then give one of the most promising formats a try.

Does this topic resonate? Reach out to Randall: he can present it to your group.  (More presentation topics)
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