Companies are typically adept at thinking about ways to use video within their company's reach -- website, newsletters and email campaigns. But it's a big world out there. Viewers come from many different entry points. It's worth researching video syndication options to increase your exposure before you begin production. You'd be surprised at how other companies would welcome your content. Partners, resellers, press, industry websites, associations or companies offering complementary services might welcome your video content on their website and/or e-newsletters.

For instance, many non-competing companies would appreciate a video white paper on a compelling industry topic presented within their own website. Those companies understand the value they can offer to their own community members by distributing informative content that is of interest within the industry.

The more "topical" the video is versus a straight "product pitch," the more likely you will be able to place your video content on other high-traffic websites. A topical video has many benefits: It will allow you to increase distribution/visibility; it can establish your company as an expert and thought leader on the particular topic; it can explain the complexities of a topic with recommended solutions (that most likely aligns with your company's philosophy) -- and then it becomes very viral.

The bottom line is that you reach incremental viewers and drive more leads and inquiries as a result of thinking beyond the borders of your own company. In addition to working with partners to increase distribution of your video, you can also co-develop content that will allow you to share the cost while increasing the distribution.