When I think about video,
it has become really important because I
think on one hand it's super consumable,
it's accessible at somebody's fingertips.
I wouldn't even say that about most content,
you can search it,
but I think when I say like most people,
not just marketers,
are susceptible to like 2,900 marketing messages a day.
Like that's a lot to be inundated with and
so I think video is what cuts through that.
I think it offers a way to be really authentic,
it doesn't have to be long,
it can be how to do something,
it can offer a perspective on a brand that is really true.
And I think that's different,
it doesn't feel as much like an advertisement
that sometimes branded content can feel like.
I think the biggest one for me is thinking about video
as a piece of your larger content marketing plan.
I think what a lot of marketers suffer
from is putting video in a silo,
like over there,
design's got it.
It's not a team or a creative team,
but really what you're trying to do with video is talk
to your customers and your buyers and your advocates
and that's what you're doing with content as well.
So thinking of it holistically is really important and then
when you're thinking about integrating it with other tools
like marketing automation or even your social media tools,
really thinking about your metrics before you ever even begin,
I think that's a totally critical piece
for success in any content medium,
right?
And video should be no different.
What are you trying to do?
What are you trying to do with this video?
And really documenting that and getting buy-in before you ever begin.
