It'd be easy to take a look at Cantaloupe and think that digital video production is all we do. The video is the most prominent feature to the outside world; however, there's a reason we talk about video magazines and not just video production. The truth is, the video alone is nothing more than an online marketing parlor trick. It's really the conception of the entire video marketing strategy which creates the value.The strategy makes you think about things like where your video plays, how people find it, how often you update the content, and how you actually administrate that. Just think about these questions:
- Is your video on tv of all places, operating in an interruption marketing environment?
- Is it on a DVD that's really difficult to share and pass along?
- Is it on YouTube where you have no control over the ability to market your other stuff, or is it on your homepage where people can clearly see what they're supposed to do after they've found you?
- How do people find your video in the first place? Do they stumble upon your website and go, aha, there's a video, or do you proactively send the video out to them?
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