Video is no longer relegated to a few programs posted to the website. For companies of all sizes – but especially small and mid-size businesses looking for leverage and a bigger impression – video offers tremendous potential for both marketing and selling activities. But as content, video should also adhere to basic content marketing prescriptions, starting with relevance. You might be looking at producing literally hundreds of videos over the next year or so.

Join us in this 18-minute session (View Transcript) to learn practical, low-cost techniques that support key requirements of tailoring video for relevance and even personalization, with the ability to meet the production scale of an effective video strategy.

Rachel Jellinek with www.reflectionfilmson line.com was generous with her time and insights.

A key practice of publishers is constant and expansive acquisition of subject expert insights. When we interviewed Rachel, we acquired more material than we needed for our webinar. This was based on our customer's questions we documented in the Customer Information segment of our Content Frameworks.

We edited the material, tagged it, and thereby had it available when we needed it for this microsite. Without the high level planning our "publishing" thinking enables, and the Content Frameworks that direct our process, we might not have had the discipline or focus to acquire the content we did.

To minimize the boredom impact of talking head video, videographers shoot b-roll. Rachel explains what it is, how it´s used and why it´s important.

A practical video creation approach uses animated graphics, often produced using PowerPoint, as a fast, easy and low cost way to create compelling visual support to the narrative conversation.

The business front line are the "new producers". What is a producer? What does a producer do?

As business people become more involved with video production, we want to know more about the process, and the challenges videographers are expert at resolving.

Low cost HD video cameras like the Flip have made it inviting for sales people to take control of their content destiny, especially to capture customer stories and testimonials.

This can be a great idea, especially with training, guidance and support. What are the implications and risks of this activity without a guided program?