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Spare Me Your Words

Between emails, news sites and blog posts, your customers have plenty to process.

In a culture of round-the-clock business/busy-ness and 140 characters or less, it’s important to give your audience options – video in particular.

On the scene ... Shane interviews a brewer for the Brew Central tourism project.
On the scene ... Shane interviews a brewer for the Brew Central tourism project.

As marketers, we make an effort to give valuable information, but keep things scan-able. It’s best to keep emails (marketing or personal) to five sentences or less and to separate written content like blog posts into sections, bullets or both.

The ultimate shortcut

Even if it’s not practical all the time, video should always be a consideration in any strategy. In a blog post or on a website, it’s the ultimate shortcut: the page or story in one or two minutes.

You may notice vloggers and podcasters will include a summary or even the script from their broadcast in the description or post. I’ve even seen some bloggers convert their posts to audio or video.

Getting it done

YouTube uploads more than 100 hours of video per minute. Video engages in a different and much richer way than any other medium. Whether it’s a mini-feature or clip, video makes for very shareable social content as well.

Though expectations and standards are always increasing, it’s still more than acceptable to produce videos from a webcam or smartphone. Paying to produce something professionally doesn’t hurt even in a time of YouTube, Vine and Instagram.

Increase your reach

Brewer and Publican Chris Talgo of Nail Creek Pub and Brewery tells his story. The interview will condense Brew Central written content into a tidy two minutes or less.
Brewer and Publican Chris Talgo of Nail Creek Pub and Brewery tells his story. The interview will condense Brew Central written content into a tidy two minutes or less.

Anything visual can engage and has the potential to go viral. It’s an important part of marketing strategy, especially when dealing with something inherently visual like tourism.

That’s precisely why we introduced video to our Brew Central and CNYFresh campaigns this year. Since we already require photography for the print ads, website and social, we decided to add add a little cinema to the mix while we were on the shoots.

Last week, we captured great footage and interviews on location to add rich, engaging and shareable visuals to both campaigns. And of course, we also edit and post the content for our clients.

Perfect fit

Brew Central focuses on the “Stories on Tap” in Central New York.

Now our brewers can tell their own stories. Now our website visitors can read or watch. Now our followers have motivation to share the richer media.

Being in the right mindset to grab the camera, pick up the phone or hire an agency to tell a story increases your reach several fold.