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If you’re getting started with online video for content marketing, the first thing you learn is that people want more. Once you cross the starting line, there’s a lot more ground to cover. I’ll cover the reasons why you need a long-term strategy for video, and how you can meet this challenge.

The Starting Gun

You know how it feels when a brilliant idea strikes you. You’ve just come from a product development meeting where the product team showed off their next product, and everyone came away upbeat about the launch. You’re jazzed about what this means for the company’s growth. Sure, the marketing team is now under the gun, but you’re excited enough to try some things you’ve never tried before.

These days, this often means getting people from development, sales and support in front of a camera and capturing their excitement about the product. You can use the video on your website, landing pages, at events, for email campaigns, and your social sites. When all is said and done, you’ve got a great piece of rich content that will attract prospects for a couple of weeks, or at least a few days. Then what?

The Long Haul

Once you’ve started down the video road, it’s important to keep going for several reasons:

• The audience expects it. People who come to your site to view the video on your new product will start to wonder where the others are.
• Sales isn’t the only reason. Whether you’re in the B2B or B2C realm, videos can help support customers by going into detail about how to use the product.
• You’ve picked up new skills. Now that you and your organization have crafted a script, recorded a session and produced a video, it would be a shame to do that once or just a few times a year.
• It’s marketing. Online video is more than just a trend. It works. It drives better search engine results and engages an audience in a more memorable way.

Set The Pace

Once you decide to start creating videos for your business, take a moment to map a course you can actually follow. It takes time to research the subject matter, draft scripts, gather and create supporting materials, develop video animations, line up people and resources, and contract any outside help. Be realistic. If it’s going to be highly painful to try to produce one per week or month, plan on one or two in a quarter. Once you decide on a production schedule, you can plan specific topics and launches to cover.

As part of your online video marketing efforts, it is also a good idea to consider different types of videos. Short, attractive videos appeal to people who don’t know much about your brand, while longer videos are more in-depth and aimed at people who know who you are, what you do and what the benefits are. Like the energy gels and drinks favored by runners, short videos can provide short bursts of energy, while long videos are more like overall fitness, allowing you to support consistently useful material over the long term. The types of videos you produce should match your ability to deliver them according to your production schedule.

The Finish Line

The truth is, there is no finish line. Once you’ve embarked down the road to video marketing, you should keep going, enriching the value your brand brings to your customer base and establishing a wealth of thought leadership. The right pace, planning, and resource strategy will help you establish a highly-regarded, video-enabled online presence.

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