We all know that video content is king. They say 80% of internet traffic is video. So, you need to get on that video train, but video is intimidating, right? It's public speaking, but it lives on forever. Here, I’m going to share some tips from my 20-year career as a news anchor to help you get started with video content marketing, and make sure that you look authentic and engaging when you’re on camera. 

I think video is really getting at... I should say the spot it should have gotten earlier because it's at a stage where you have a lot of written content out there and video content just requires more investment. So not as many people are doing it. It requires a lot of time and a lot of skill that people do not have.

One of our secret sauces is that we run really, really small, targeted email campaigns. So, we don't believe in running, at least for the clients that we have, that have these often times, 50,000, 100,000 dollar deal sizes, and sometimes more. We've worked with clients that have million plus deal sizes. We don't want to send a mass email, but what we'll do is we do micro campaigns, are oftentimes on about a hundred people in them. Sometimes that's sometimes a little bit more, and we'll send a pretty customized message, but in a automated way.

In media relations you have to figure out who you're talking to and what are the publications or what are the outlets where they are searching for resources. Then you'll have to introduce yourself to the reporter in a responsible way. So you have to say to the reporter, why you, what makes you a reliable and authoritative resource. Then you have to explain to the reporter why now. Why is this a timely subject that people need to know more about? And then the third question is why should anyone care? What is it that you have to say that will help someone else save time, save money, or make more money?

What has really shown us, order of magnitude higher ROI, has been the account-based marketing. Where we are tightly aligned with what the sales and account teams are doing and we as #marketing team can understand, what the client really needs in the next three, six, nine months. And we can create content and collateral that's aligned with the strategy and the pipeline that we have for the customer. So, that has worked really well.

It's funny, I've worked with businesses that have been treading water for the last 10 years, in that feast-and-famine kind of focus because I think when we stay in that transactional mindset of defining ourselves by the commodity, people are like, "Oh, can you just do this one thing? Can you just do this one thing?" We're constantly finding ourselves hustling, so there are businesses that just get it right and they succeed. There are a lot of businesses that I work with and they're like, "Gosh, I wish I'd met you 10 years ago because I've just been stuck in this hustle for the last 10 years."