Online Content - Tips and TricksAs a business, even if you are stuck in the olde worlde days, you know the value of getting timely news out to your audience via press releases etc, as well as reacting very quickly to breaking news to make your own corporate announcement. (Maybe a post on crisis management is overdue as certain companies present us with multiple lessons on this on a daily basis!)

One of the latest places where you can post breaking news is which is Youtube/Google’s news video blog site for citizen journalists, as well as aggregating in the more traditional media. Whilst currently most of the news stories are the enormous, fairly earth shattering events we seem to hear about on a daily basis – Gaza, BP, flash floods etc – but from a more personal view (“I am here now filming this from my own doorstep”) it will not be long before the site matures into channels and categories and become a video equivalent of

Whilst having a vertical portal (vortal) that covers a single subject and pulls in all the appropriate news, content etc is preferable to having full spectrum news sources, you can also see the benefits of having someone like Google/Youtube focus on a news video site, rather than trying to mash together all social media content in one place eg podcasts, live streams, etc as others endeavour to do.

The main problem with this second approach is that syndrome that so many of us are failing to become accustomed to: information overload. There are now so many ways in which we can personalise our livestream of info from the world to suit ourselves, but for many people, it is a hugely time-consuming job, and the very few people I know who manage it successfully are either retired or paid to do precisely that.

However, from a business point of view, making a few newsworthy video clips and posting them into a local news zone is all to the good, and potentially shows an interesting route forward should the BBC licence fee be cut or advertising revenue continue to fall for TV companies.

Online video marketing should be a focus for your marcomms team as the medium will only grow and grow. However, think outside the box. It should never just be about you. Let your audience participate, interact, communicate and share, and you could find yourself hosting the channel for a certain geographic area, topic, trend, product set, and so on.

If your marketing has a local flavour, then look to creating a local channel on YouTube (Citizentube will, I predict, localise in future) and become a focal point for your community. This way you can brand the channel with your sponsorship whilst permitting the audience to create the content. If you want to market globally but in a specific sector, there is no reason not to become the conduit for industry specific video either. This can be taken both vertically and horizontally as you see fit to benefit your business and if you engage with others, including your competitors, you can add value to your own offerings and push your brand, news and products to a far wider audience.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology