Recently an associate of mine conducted a Branding Master Class for a South East Virginia Women in Technology group. I filmed the entire talk which last about an hour. The material presented certainly held the interest of the group who attended, and the film presented a marketing opportunity for Robin Segbers, President of Segbers Brand Health.

The challenge was to use the production to create a web-based video highlighting Robin’s deep expertise in the area of branding.  I think we all know an hour running time is well past the attention span of most viewers for a single web-based video, so that would not have been the best approach.

I suggested editing the film into segments which if released sequentially could serve multiple purposes.  First it would give Robin several weeks or even months worth of fresh relevant content to make public to clients, prospects, and blog followers. It would allow her to note these releases in her regular email updates to clients and also point out the video through social media.  Finally it would allow her to utilize a feature of YouTube called playlists.

A playlist allows viewers to watch a series of videos without the need to start each new one when the preceding clip is complete.  It’s more like watching a TV show and less like watching individual clips on YouTube.

Here is the finished playlist as I produced it.