Creating audio and video content for marketing and PR purposes requires the same attention to appropriate topics as other techniques outlined in this book. It requires targeting individual buyer personas with thoughtful information that addresses some aspect of their lives or a problem they face. By doing so, you brand your organization as smart and worthy of doing business with. However, unlike text-based content such as blogs or news releases, audio and video might require a modest investment in additional hardware such as microphones and video cameras, as well as software, and, depending on the level of quality you want to achieve, may also necessitate time-consuming editing of the files. Although the actual procedures for podcasting and video are a bit more convoluted than, say, starting a blog, they are still not all that difficult.
Video and Your Buyers
Organizations that deliver products or services that naturally lend themselves to video have been among the first to actively use the medium to market and deliver information about their offerings. For example, many churches routinely shoot video of weekly services and offer it online for anyone to watch, drawing more people into the congregation. Many amateur and professional sports teams, musicians, and theater groups also use video as a marketing and PR tool.
Video follows both blogs and podcasting on the adoption curve at organizations that don't have a service that naturally lends ...