Video and Podcasting Made, Well, as Easy as Possible
David Meerman Scott · 2015
Creating audio and video content for marketing and public relations (PR) purposes requires targeting individual buyer personas with thoughtful information that addresses some aspect of their lives or a problem they face. Video follows both blogs and podcasting on the adoption curve at organizations that don't have a service that naturally lends itself to video. Part of the trend toward business-casual video is the rise of interviews quickly recorded and used for marketing purposes. One development that changes the relative formality of corporate marketing video is the ease of use and high quality that one can achieve with today's smartphones. Tailoring content to buyer personas is essential to good marketing. One of the benefits of buyer-persona-based approach is that salespeople know what a buyer is interested in and what persona that buyer represents based on what page the buyer is on when he or she asks to learn more.