How to Develop In-House Video Competency, Part 3: Cloud-Based Video Content Management
In this segment of our 5-part series on best practices for in-house video operations, we'll focus on cloud-based technologies for multi-point content creation and distribution.
Branding Your Player
It’s essential to be able to brand your player, whether you’re working with YouTube or with an OVP. The future is about also publishing and controlling your brand. YouTube is a really important ecosystem and hosting platform to be able to get your video in front of an audience and attract exposure, but you may find that controlling the brand and doing directed publishing are priorities within your company that may be more important than exposing your video to the widest possible audience.
In many cases, we recommend a two-pronged strategy for clients involving both YouTube and a branded publishing environment.
Choosing a Content Creation Tool
When it comes to choosing your creation tool, you want it to include the ability for your employees or whoever is actually creating the content to do so on both mobile devices and the desktop. Make sure that that video capture platform has all the different tools needed for your collaborators people to capture video multi-point anywhere and feed it all into one cloud-based dashboard.
Figure 3 (below) shows some data that Gartner published in October 2014. there's a lot of OVP's out there, so if you're just starting to understand what OVPs are, you can see how many are in the space.
Figure 3. The OVP market, circa October 2014. Click the image to see it at full size.
We've partnered with three or four of them; many of these are excellent organizations that provide different features that your organization may find useful. Certainly dive into OVPs and research them thoroughly before choosing one; just Google the term and you'll find them all.
In the next segment, Part 4, we’ll move on to content, marketing, and viewer engagement.
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This final installment of our 5-part series on in-house video is focused on outsourcing. What functions or roles should you consider to outsource to vendors after you bring much of your video competency and production in-house?
In this 4th segment of our series on developing in-house video competency we'll look at content production and strategic issues surrounding it: How much content should could you be creating and what types?
In this second segment of our 5-part series on best practices for developing an in-house video operation at your organization, we'll look at staffing needs and the level of investment you should anticipate as you build your video program.
In this five-part series, we'll examine all the elements you need to consider when developing an in-house video competency at your business or organization, beginning with studio setup in Part 1, then moving on to staffing, investment, gearing up,, content and marketing strategy, and concluding with the elements of a video publishing program that you should continue to outsource.