Why you should create a web video series and how to get started ...

Guest post by Tristan Pelligrino

One of the biggest challenges in marketing today involves the process of attracting?potential clients and encouraging them to visit your website. However, getting potential?clients to actually come back to your website could be an even greater challenge for some businesses. A?web video series might be a good addition to an overall marketing?strategy.

Why is a web video series effective?

• A series is engaging ? When you have the ability to create shorter content, youraudience is engaged for a larger percentage of time.
• Short videos are focused ? Most of us know that ?content is king.? That?s why videoallows you to create small, bite-sized pieces of content with a focus. A picture is worth a?thousand words?.video is worth even more.
• A web video series is flexible ? Once you start to develop a series of content, youhave the ability to place the videos in a variety of locations. A video can be referenced?in an email, featured on highly-targeted landing pages and embedded within interior?pages of your website. Video makes sense in a lot of places and enhances your?presence online.
• Web videos are shareable ? According to an infographic released by Digital?Buzz shows?64% of Americans stream video at work. The same study stated that 92% of people forward content because it is interesting and video is at the top of the list.

How to get started with developing a web video series

• Review content ? One of the most likely places to find a source for a web videoseries is looking at existing content. Do you have a series of tips listed on your site??Do you have a page dedicated to ?frequently asked questions?? What about reviews or?testimonials? Find content that is related, but can be conveyed in short vignettes.
• Brainstorm ? Reach out to others in your organization to see what types of questionsthey get from customers. You can also organize an off-site meeting to discuss some?creative ways to develop ongoing content that answers questions about your product.One of the more well-known cases is Will it Blend? which is sponsored by Blendtec. Blendtec developed a series that captures how?different household items could be blended.
• Consolidate production ? Once you?ve determined your concept and have foundyour partner, make sure to maximize production. The video production phase is the?most expensive part of a web video project. So, try to find a time where you can film a?range of videos at one time.
• Develop a release schedule ? Now that you have all of the content produced, it isimportant to adhere to a schedule. Setup a consistent schedule for your videos and?make sure to package the content within your blog or email marketing campaign.

Models to follow

Sometimes it is helpful to see what others are doing and find inspiration. So, we?ve?included a few samples below that highlight how companies are effectively using web?video series within their content strategy.

• Nissan ? A large corporation currently featuring a web series about their newestracecar, the Delta Wing. You can checkout the first video embedded below.
• Lifehacker ? This series, featured?on Revision 3, features tips and tricks on so many cool things. The series demonstrates how to troubleshoot computers and even how to brew coffee.
• Home Depot ? This large retailer develops a how-to series?aimed to help customers with their biggest homeimprovement challenges.

Ultimately, a web video series can be a key asset to reaching your audiences?.on?a consistent basis.

Guest post provided by Tristan Pelligrino, a marketing director, producer, blogger and co-owner of 522 Productions. Check them out onTwitter @5twentytweet.

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