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How to Develop In-House Video Competency, Part 4: Content, Marketing, and Engagement

In this 4th segment of our series on developing in-house video competency we'll look at content production and strategic issues surrounding it: How much content should could you be creating and what types?

As you progress, you really want to move towards expert video. If you look at those YouTubers that produce an unbelievable amount of content, they're publishing at least one video per day into their channel because that’s what they need to do to compete for engagement.

Depending on the type of business that you have, you need to progress toward that goal in terms of your video content creation.

Content Applications

Figure 3 (below) illustrates some of the kinds of videos that you could be creating. Recruiting is very important for your company and your employment brand. The head of HR is always frustrated that they're not getting the budgets that corporate marketing is getting to create marketing and video content. We see this as a huge growth area. You need to have at least a couple of videos relating to your employment brand and your career site. Then you're going to want to create employee testimonials and all kind of things related to attracting new talent and retaining talent.

Figure 3. Video content applications. Click the image to see it at full size.

In sales, you want to be thinking about things like, how am I introducing my company to the world? How am I introducing a new product release? Customer testimonials are a great way to get your story out there without telling it directly. I highly recommend that you don't hire spokespeople or paid actors to do this. Always use real customers.

Obviously, at a company called videoBIO, personal brand/bio/profile storytelling video is a big part of our business. We can go into any organization and do 150 videos of the executive team, the management, and the employees because the companies want to introduce their employees to the world. You may have a recruiting team, a professional services team, and a sales team, and you want to give them the ability to post videos and tell their short on Linkedin and Facebook and other ways to get the word out.

Producing videos that demonstrate thought leadership is another great way to talk about your business in a way that's not directly promotional. In these videos you can talk about your subject matter expertise, your domain, your industry; you can discuss trends and statistics, provide insights, and share value. That's really what social video is all about: giving value to your viewer, rather than simply trying to sell something directly to them.

Related Articles
In this five-part series, we'll examine all the elements you need to consider when developing an in-house video competency at your business or organization, beginning with studio setup in Part 1, then moving on to staffing, investment, gearing up,, content and marketing strategy, and concluding with the elements of a video publishing program that you should continue to outsource.
In this second segment of our 5-part series on best practices for developing an in-house video operation at your organization, we'll look at staffing needs and the level of investment you should anticipate as you build your video program.
In this segment of our 5-part series on best practices for in-house video operations, we'll focus on cloud-based technologies for multi-point content creation and distribution.
This final installment of our 5-part series on in-house video is focused on outsourcing. What functions or roles should you consider to outsource to vendors after you bring much of your video competency and production in-house?