Josh Buckley

Stretching your video investment

04.22.13

Marketers across the globe are being asked to create more content with smaller budgets. With proper strategy and planning, video can help you achieve that objective. Here’s how to make your video content dollars work harder for you.

1. Identify where video makes sense: Strategy

Video is a great communication tool. 75% of executives view business videos daily or more (B2B Trends in Mobile and Video Usage, Google/Forbes Insight, U.S., 2010) Review your content strategy and identify which messages make sense for video in your industry. Product demonstrations, testimonials, expert interviews and case studies are some examples that may work for you.

2. Plan for quantity: Economy of scale

In video marketing, quantity reduces cost — just like shopping at a convenience store and buying one soda versus a case at a wholesaler. After identifying the message or topics, plan for how many videos you will produce in a year. A template approach will reduce cost and time to completion such as reusing openers, closers, the graphics to display names, job titles and chapter or section introductions.

3. Identify and schedule subject matter experts: Efficiency

Your company is full of subject matter experts. Find the best for the message you are delivering. Then communicate expectations and timing well ahead of when you need their support. Identifying, briefing and scheduling subject matter experts sets the stage for a successful video.

4. Plan for multi-channel distribution: Reuse with purpose

Just because you made a video for the web doesn’t mean it can’t be used for an event or sales support. With careful planning and maybe a few minor edits, videos can be reused for multiple projects throughout the year.

5. Maintain a database of your video content: Repurpose existing assets

The footage and photography you already own will save you money. Keeping a good database of existing assets creates value when making a video. Reusing a product animation or the b-roll of your office can save a bundle.

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