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CEO Thought Leadership Series from Trade Show

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The New Era In Strategic Video Communications

We’re entering a new era in Strategic Video Communications. It’s one that places increasing importance on visual storytelling and effective distribution through earned, paid and owned channels.

It’s not just that 182 million Americans watch 21 hours of video a month according to ComScore. As Katrina Klier of Accenture noted, during a webinar I participated in with her, video has become an increasingly popular tool in the C-Suite.

According to a Forbes/Google study, 75% of C-Suite Executives watch work-related corporate videos online weekly. Even more so when you consider it was from 2010.

Content Marketing and Brand Journalism are not only buzzwords but important tools in the communications arsenal and a key reason digital shops have become acquisition targets. Increasingly, we see traditional PR firms trying to enter our space as Strategic Video Communications firms. There will be growing acquisition activity for firms that show excellence in Strategic Video Communications.

However, there’s a significant difference in simply adding a video production capability to your firm’s toolkit or hiring a video producer to achieving excellence in Strategic Video Communications. Among the critical differences include the ability to create and place content where it will change behavior of your key publics. We call this process PRketing® and the goal is to ensure that your video communications strategy achieves organizational objectives.

It is important to understand the intentions of your organization’s initiative before starting on the video creation process. Determine the balance between earned, paid and owned media early in the campaign development process. A great first step is to draft an elevator pitch you would use to persuade a key target to watch the video. If you can’t think of one, why create the video?

Earning media with the video content is a crucial but often overlooked aspect of the process. Our own D S Simon Web Influencers study found 81% of web media are using outside-produced online video, which creates a huge opportunity for communicators. This can be the most credible portion of your outreach.

A common mistake we see is when organizations are creating video, they fail to explore all distribution channels available to them. For example, an organization working with a celebrity client on a media tour might miss out on reaching online media, fail to produce an internal team message or not include web and mobile video such as Vine or Video on Instagram into the production, and more importantly, negotiated into the celebrity’s contract. These add-ons can be handled cost effectively if you have the right partner or internal expertise.

We are seeing an increase in clients asking to be part of syndicated programs we create that air on a wide network of broadcast stations across the country. These opportunities create multiple pieces of content that can be used online and through social media as well as targeted outlets.

There are increased opportunities in B to B channels as well because you can target your audience more effectively. One overlooked approach is to feature senior executives at organizations you want to do business with in thought leadership video content you are developing. If your goal is to increase sales, this is a winner.

While this new era in strategic video communications is upon us, the winners will be the ones that create and distribute content across multiple platforms that move the needle for their or their partner organizations. If done well, the rewards may be surprisingly large.