Maybe it’s the way user generated content (UGC) has been presented by the media as crazy and wild, scary even. Maybe it’s hard to shake the “old school” mindset that video is supposed to cost a lot and take weeks to produce to be “useful” or of the right “quality” for distribution. Whatever the reason, business owners take heed: social marketing content is happening right in front of your eyes every day, and many of you are missing it.
Savvy business owners and marketing execs are discovering serialized Business Generated Video (BGC) is attainable (see Endavo's Internet TV channel). What used to cost $5k for a 3-4min. finished video is now being produced in-house with a $600 HandyCam and iMovie (Mac) or MovieMaker (PC) editing software. The average person will be amazed at what they can produce. So, assign a marketing resource as your BGC Producer, or outsource the function, and start capturing content immediately.
Producing BGC videos is about telling your company's story. This story gives meaning and substance to your brand. Everything from the CEO’s vision statement to the customer service rep’s one-on-one experience with a customer. It’s all great content and central to what your brand really is. How about the tradeshow you spent $10k attending, did you capture any video at the event? Why not? How about the clients and partners at that show, get any video testimonials with them? Why not? How about your product manager’s last demo? The list goes on.
Okay, so you’re sold… BGC needs to be part of your marketing plan. Now what? Well, I like to break it down like this: Produce, Deliver, Promote and repeat. In this post I focused on “producing” content. Next week I’ll cover Delivery (hint: Endavo can help) and the follow week Promotion.
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