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Video:<br />
CREATE:<br />
• Original video can serve as either an appetizer or a meal<br />
depending upon the complexity of the topic, run time of the<br />
piece, and the quantity and quality of resources allocated to<br />
production. On the one hand, you might crank out a series of 60-second videos<br />
that require very little investment in terms of budget or manpower. On the other<br />
hand, you might assign a high-level team to concept and craft a longer, more<br />
professional video.<br />
• You might produce individual videos, or invest longer term efforts into creating a<br />
cohesive series.<br />
• You can create your own YouTube channel to showcase all your existing video<br />
content in one place.<br />
CURATE:<br />
• Curating user-generated video collections is a tactic that has worked well<br />
for both consumer and B2B brands. For example, Big Apple Circus<br />
(videos.bigapplecircus.org) uses this strategy to share videos from third-party<br />
and user-generated sites to deliver diverse and unbiased content. A number of<br />
new platforms have launched to help content marketers curate a video banquet:<br />
Visible Gains, Brightcove, and Magnify are just a few.<br />
• You can also curate video one clip at a time – sharing relevant videos via your<br />
blog or social media channels.<br />
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