Video Can Sell, Promote, Engage and Comprise its Own Story

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Persuade. Humanize. Convey information. Initiate action. Video can do all of that and more in a relatively short time. Here are 10 examples of how SIPA members (and one Connectiv) are using video on their websites:

1. To accentuate a story in your publication. CPA Magazine features an informative, breezy video at the top of their website. It’s called The Bottom Line Weekly News, and it’s a quick minute delivered by Steel Rose, editor, and Joshua Fluegel, managing editor. Fluegel said that they work on these in between the trade shows they attend. It finishes with “For more on this and other headlines, visit," and Fluegel saying, “Great, lunch!” and walking away. Traveling around the country, Rose will interview his freelance columnists for these segments.

2. To sell a specific product. EB Medicine features an entertaining, mostly animated, minute video showcasing their “Affordable Trauma CME Solution.” “With Emergency Trauma Care, clinicians can earn 18 AMA PRA Category 1 CreditsTM that meet the ACS trauma CME requirement.”

3. To sell the merits of your company. CadmiumCD has a very professional video selling all its services on its website. “Here at CadmiumCD we take an integrated approach to conference education… The abstract scorecard is usually the first steps client take with us.”

4. To sell a training series. Farm Journal Media's Corn College TV is a weekly, sponsored tutorial video for "getting the most from your fields." Airing each Wednesday morning at 7:30 a.m. CST, immediately following "AgDay" and 10 a.m. CST each Saturday, following "U.S. Farm Report." Through that, they sell a Corn College TV educational series, eight hours of educational video with Farm Journal's top agronomists. They also have Corn College TV News. A recent headline: Could Trump Build His Wall From Hemp?

5. To interview popular industry figures. Access Intelligence’s Cablefax has a video series “brought to you by CSG International.” The video I just watched begins with a 15-second sponsor ad that moves fast and does not diminish the video at all. Then it begins with Alex Silverman of Cablefax interviewing Cablelabs CEO Phil McKinney on the event floor. There’s a lot of activity in the background, making it a place we’d like to be.

6. To promote event attendance and sponsorship. Access Intelligence's CLEAN GULF Conference & Exhibition used videos to promote attendance and sponsorship. "Ever wondered what it's like to attend the CLEAN GULF Conference & Exhibition?" one asks. "Get a sneak peek of the CLEAN GULF experience!" The video—a "sizzle reel"—showed the networking that takes place. An email linking to the video brought in 10 registrations and $6,705 in revenue.

7. To support a blog. CQ Roll Call has a blog called Connectivity: Help for government relations, advocacy, and nonprofit professionals. On Nov. 11 they published a post titled Getting Your Advocacy Efforts Covered in the Media. It comes with an embedded webinar they previously did on the subject.

8. To be the story. Hanley Wood has an area on their website they call Construction Wire. Previously, they've posted a video of a talk by industry forecaster Ed Sullivan giving his 2016 outlook from the World of Concrete at CC Live. It's helpful to hear his intonations and emphases in discussing this important-to-subscribers topic.

9. To increase engagement and promote your "experts." Cabot Investing Advice does a Cabot Weekly Review—a video published every Friday morning. Each week one of Cabot's experts analyzes current market trends and the performance of various stocks. “In this week’s video, Paul Goodwin, chief analyst of Cabot Emerging Markets Investor admires the market’s V-shaped recovery, but says that he doesn’t really trust it.” Cabot Wealth Network also promotes their Summit in August with a video of what past attendees are saying.

10. To be the face of the site. Much of the Scholastic website homepage is taken up by a video titled "Open a World of Possible." It's quite powerful. Embedded in that is a video titled Hear What Kids Say.

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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…