It’s interesting. When I ask this question of some of our association prospects, often I get a pregnant pause and then something that sounds like a political answer to raising taxes.
Sometimes it’s better just to come clean and admit that your strategy is a non- strategy.
Everyone knows that they need to do more video. It stares us in the face every day. We all look for small snippets of information to consume. The difference today is that we want to consume it in the form of video. Over 90% of people are visual learners. This explains the natural migration to video interest and consumption.
So how do we capitalize on this trend? How do we create a strategy that is sustainable? How do we create content that is engaging, interesting, and of high quality?
You need to look at video through these three lenses in order to have a strategy that will work.
- Look at whether the video engages members
- How does the video align with our Association goals?
- Is there an opportunity to monetize the video?
If you drive video production down from the top, your association goals will dictate what type of video you will produce. Second, is the content going to be of interest to your members? How will you get your message across so that your members will want to watch? Third, can you monetize the video through syndication, subscription, sponsorship or pay per view?
Your video strategy is now in place. Simple, effective and sustainable.
You’re welcome.
Association TV® is part of WorkerBee.TV
John Heppenstall is Director of Marketing for WorkerBee.TV