Marketing teams in companies of all sizes are faced with the constant challenge of keeping website content fresh, finding new ways to connect with and engage visitors, and creating recurring site visits.
There are some tried and true techniques, many of which focus on keeping content fresh. This often means creating newsletters from scratch, running a blogging program, writing white papers – you name it. But sometimes, getting this new content created can be a tall order. Usually, a team has to decide what the content will be, who will create it, what the messaging will be, deadlines, and on and on. This is a necessary evil in most cases, but it doesn’t have to be the only way content gets cooked up by your company.
Your company could well be sitting on content you don’t know exists. And video can help bring it to life.
Companies of all sizes often participate as speakers at various industry events. A lot of time and energy is poured into creation of presentation content, rehearsing and travel. Only to have content reach the end of its life as soon as the event ends. To let the content live on and reach many more people, hire a local videographer to come record your presentation. Be sure to get the event organizer’s permission. Most will be fine with this or have their own videographer from which you can buy a copy of your session. Finding a local videographer is as easy as doing a Google Maps search. You’ll have many choices in most major cities. And you’ll probably only end up sending hundreds.
If you have a standard customer presentation that could translate well to your larger customer base, take the time to get it on video. Sure WebExes and in-person presentations are sometimes preferred, but consider whether the content you’re sharing could just as easily translate to a video session that can be shared with your customer. Keeping in mind how many times one company might give the same presentation over and over, what’s one more time to get it on video when you can completely control the message? Also great for certain startup fundraising activities.
Give More Context to Website Content
A white paper or brochure will serve its purpose, but consider the additional context you can provide by having a company exec introduce it with video. The video could also help to market the written content via YouTube, Twitter, in a company newsletter, etc.
Reach Remote Workers with Company News
This doesn’t really fit in the “reach your customer” category, but still makes good use of video for communication. Many companies, of all sizes, hold “all-hands” meetings to talk about major company initiatives, progress, challenges, etc. These companies also usually have scattered workforces who either don’t attend the meetings or are forced to listen in via teleconference, which is a less than ideal experience. Capture these meetings on video and stream it online in real-time or post the raw footage immediately following the meeting so remote workers can stay in the loop.
Many companies hold customer events or parties for customers. Want to help grow attendance? Capture some fun moments on video and create a montage that can be shared. Even if you’re not throwing Sean Parker-style parties, yours are probably still appealing to your base and showing them what they’re missing might help ensure they make it next time they get an invite.
It’s always helpful to be able to read about a product on a website. But seeing it in action adds a whole new level of understanding and engagement. When your videographer is done recording your company exec speaking at an event, have them head over to your booth to capture some live product demos that can be put up on the Web.
As always, not all of these ideas are for every company. But when you’re thinking about new ways to engage with customers or create fresh content, keep in mind that you may already have what you need waiting to be caught on video!