You have to have a strategy, a plan, and something that I have found that's becoming more and
more important is having a plan to promote your content.
So it's not just about creating that piece of content, it's also about distributing the
content, promoting the content, making people aware that that new piece of content is available
and getting them excited about it.
If you don't have that content promotion planned, you're really going to struggle to connect
the right content with the right people.
A really well optimized platform that can understand who is visiting your site or visiting
your assets and maybe personalizing the experience for them.
That's kind of an advanced approach.
A more basic approach is to really use social channels, to use email, and to use other methods
of communication that your company or brand has with your customers.
If you have stores, use store siteage in kiosks for example.
Really use all of the channels that you have available to help promote and distribute and
raise awareness of that content.
Cisco does some interesting work with video, both funny video and more educational, inspirational
kinds of video.
One of my favorite videos that they have put out is actually a funny sort of commercial
for Valentine's Day.
They talk about this new gift that you can get your loved one for Valentine's Day.
It is a Cisco server system.
It's absolutely ridiculous.
It makes no sense, which makes it absolutely hilarious.
That's definitely one to check out.
Cisco in general is a good one to follow to see what they're doing in terms of video.
Red Bull does amazing work around video.
They've actually created a channel around video.
They of course get into content that is not as closely tied to their brand, but they really
see delivering that video as a service and a way of connecting with their customers even
when they're not necessarily drinking a Red Bull.
Those are a couple of examples that really stand out to me.
I'm excited also about what Marriott is doing around video.
They've been really trying to be the Red Bull of the travel space.
They're putting out some interesting series around video.
I also like University of California.
They're putting out some interesting videos, fun educational videos that are really trying
to take academic research and make it relatable and a little bit funny too.
Across all kinds of purposes, situations, video has a lot of potential.
One educational, video can be really helpful for educating people about a topic or the
way a product works.
Two storytelling, video can be unbelievable as a medium to convey a story and narrative
and art.
Three, personality.
Video is a wonderful showcase for someone with a fantastic personality or presence.
