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Eight Video Strategies

by Randall Craig on November 21, 2014

Filed in: Blog, Blogging, Make It Happen Tipsheet, Professionally Speaking TV

Tagged as: ,

If you are reading this post, you very well may be in the minority. Some people just don’t enjoy reading. Others have difficulty without their reading glasses. And still others have challenges reading the English language.

That YouTube is reportedly the world’s second most used search engine is evidence of this. As is the continuing popularity of TV, whether broadcast, cable, or via Netflix.

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. Example: Inbound Marketing Webinar
  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. Example from PSTV.
  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 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.

This week’s action plan: Based on your current marketing plan, how might video be used to achieve a specific goal? Review these eight formats, and give one of them a try.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
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Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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