HOW TO: Plan effective video production

The broadcasting industry has much to teach B2B marketers looking to leverage video marketing, says Nick Lawrence, head of editorial and broadcast strategies at Waggener Edstrom

You can’t go into your Google Reader these days without tripping over articles about the explosion of video content and its increasing importance in the marketer’s armoury. For decades the written word has enjoyed a symbiotic, nay institutional, relationship with B2B marcomms. Perhaps we shouldn’t be too surprised, therefore, that the explosion of video content over the past couple of years has seen the industry bum-shuffling uncomfortably in its collective chairs.

But in much the same way marketers have learned written discipline from print journalism, the same marketers can now learn video discipline from the broadcasting industry.