When it comes to online video, it is critical to think of the number of applications. What is the goal of this video? What discrete audiences do I want to reach? Are there different messages for each? Are there some shared messages? How do I want to distribute this?

Before setting up the film session, think about how to shoot the media so it can be redistributed in multiple venues to increase the value of the content.

As an example, you might want to produce a corporate identity video. In one filming session, you might capture a few different things:

• A welcome message from your CEO that can also be used on your company homepage
• Your top customers talking about why your company is great to do business with
• A product demonstration

These can all be packaged into different videos. A corporate identity video can be featured from your website homepage, which might include pieces of the video. Excerpts can be used for an in-banner video ad that gets run in purchased ad inventory on relevant websites. An alternative introduction could be planned for use on another website, such as a channel partner. The customer video interviews can be featured on the Customer Success Stories section of your website. You could release one customer video interview per month in your company's e-newsletter. A video clip could be sent to the press for a new product introduction.

An experienced, rich-media producer will collaborate with you to map out the packaging and distribution options for your video that will determine what should be included in the film session in the early stages of the project.

The goal is to repurpose your video assets for multiple use, so you can increase your return on the investment.